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Free-from Food Trends - Canada - September 2015

"While eight-in-ten consumers state that they purchase foods and/or beverages with free-from claims, two-thirds see them as a way for companies to charge more. This underscores the need for applicable manufacturers to invest in communicating the benefits that free-from products offer beyond placing labels on packaging, particularly around health, in order to bridge the trust gap with consumers."

This report covers the following issues:

  • Most consumers see free-from foods as a way for companies to charge more
  • Free-from – A lower consideration for consumers when making a purchase
  • Consumers are more likely to turn to well established claims
  • Parents hold stronger views in support of free-from food and beverages
  • Baby Boomers and Millennials have different needs
  • Confusion around GMOs exists

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

      • The issues
        • Most consumers see free-from foods as a way for companies to charge more
          • Figure 1: Education and trust attitudes related to purchasing free-from products, June 2015
        • Free-from – A lower consideration for consumers when making a purchase
          • Figure 2: Factors free-from consumers consider when purchasing foods and beverages for the home, June 2015
        • Consumers are more likely to turn to well established claims
          • Figure 3: Purchased free-from claims on food and beverages ranked, June 2015
        • Parents hold stronger views in support of free-from food and beverages
          • Figure 4: Select attitudes related to purchasing free-from products, parents vs non-parents, June 2015
        • Baby Boomers and Millennials have different needs
          • Figure 5: Select attitudes related to free-from products, 18-34s vs over-55s, June 2015
        • Confusion around GMOs exists
          • The opportunities
            • Educate around the facts
              • Reach out to consumers with customized solutions using technology
                • Help parents nourish their children
                  • Leverage health benefits to support margins
                    • Make it real
                      • What it means
                      • The Market – What You Need to Know

                        • Canada’s “baby boomlet” likely to support free-from growth
                          • Over-65s more likely to respond to salt-free claims
                            • Chinese consumers are more child focused
                            • Market Factors

                              • Canada’s aging population will continue in the coming years
                                • Figure 6: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                              • Over half of Canadians are overweight or obese
                                • Figure 7: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2009-13
                              • Canada is experiencing a “baby boomlet”
                                • Figure 8: Projected trends in the age structure of the Canadian population, 2014-19
                              • Canada’s population is ethnically diverse
                              • Key Players – What You Need to Know

                                • Free-from introduced into companies’ strategic pillars
                                  • Gluten-free may have hit its ceiling
                                    • GMOs meet with consumer skepticism but regulatory approval
                                    • What’s Working?

                                      • President’s Choice removes antibiotics and hormones from its free-from select proteins
                                        • McCain’s has taken an “It’s all good” approach
                                          • General Mills to phase out “artificial colours and flavours”
                                          • What’s Next?

                                            • Gluten-free product growth may wane
                                              • GMOs’ appeal likely to be limited
                                                • Artic Apple’s initiative using GMOs to boost snack fruit consumption
                                                  • Food and beverage products launched in 2015
                                                  • The Consumer – What You Need to Know

                                                    • Health and trust are key in purchase process
                                                      • Free-from products hold more resonance with Canadian parents
                                                        • Free-from means different things to different generations
                                                          • Chinese Canadians have a different take on free-from
                                                          • The Importance of Health and Trust

                                                            • Canadians see free-from foods and beverages as a way to eat and drink more healthfully
                                                              • Figure 9: Health attitudes related to purchasing free-from products, June 2015
                                                            • Opportunity to help consumers in future health
                                                              • Figure 10: Reasons for choosing free-from products, June 2015
                                                            • Trust is a barrier for consumers in their perception of free-from products
                                                                • Figure 11: Education and trust attitudes related to purchasing free-from products, June 2015
                                                                • Figure 12: Categories where consumers think ingredients/content should be removed, June 2015
                                                              • A comparatively low share of consumers have purchased products with gluten-free claims
                                                                • Figure 13: Top free-from claims selected by consumers for themselves or others in their household, June 2015
                                                              • Consumers consider other attributes before whether a product’s free-from when making a purchase decision
                                                                • Figure 14: Top factors consumers consider when purchasing foods and beverages for their household, June 2015
                                                            • Parents Are More Likely to Choose Free-from Foods and Beverages

                                                              • Parents are more open to using free-from products
                                                                • Figure 15: Select attitudes related to purchasing free-from products, parents vs non-parents, June 2015
                                                              • Free-from product usage is higher among parents
                                                                • Figure 16: Free-from claims showing the largest gaps in usage between parents and non-parents, June 2015
                                                              • Dads respond to messaging around the benefits of free-from products
                                                                • Figure 17: Select attitudes related to free-from products, fathers vs mothers, June 2015
                                                            • Expectations of Free-from Foods/Beverages Vary by Generation

                                                              • Millennials more likely to use free-from to meet ‘holistic’ health demands
                                                                  • Figure 18: Select reasons for purchasing free-from products, by age group, June 2015
                                                                  • Figure 19: Select free-from labels on foods and/or beverages purchased, by age group, June 2015
                                                                • Free-from foods and beverages are popular among Generation Xers (35-44s) due to the influence of parenthood
                                                                  • Figure 20: Select attitudes related to free-from products, by age group, June 2015
                                                                • Baby Boomers (over-55s) are well informed and practical yet skeptical
                                                                  • Figure 21: Select attitudes related to free-from products, 18-34s vs over-55s, June 2015
                                                                  • Figure 22: Select categories consumers think most often that include ingredients/content that should be removed – Overall vs over-55s
                                                              • Canada’s Regions and Chinese Consumers

                                                                • Chinese Canadians are more likely to consider their children when choosing free-from products
                                                                    • Figure 23: Usage of foods and/or beverages with any free-from claims, any household member, for yourself and for children in your household, June 2015
                                                                    • Figure 24: Select food and beverage categories consumers think most often include ingredients/content that should be removed – Chinese Canadians vs overall population, June 2015
                                                                    • Figure 25: Select claims on food and beverages consumers purchased by consumers –Chinese Canadians vs overall population, July 2015
                                                                  • Different priorities influences different choices across Canada
                                                                    • Figure 26: Select attitudes related to free-from products – Quebec vs Canada Overall, June 2015
                                                                    • Figure 27: Select claims on food and beverages consumers purchased by consumers – British Columbia vs overall population, June 2015
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Consumer qualitative research
                                                                        • Abbreviations and terms
                                                                          • Abbreviations

                                                                          Companies Covered

                                                                          To learn more about the companies covered in this report please contact us.

                                                                          Free-from Food Trends - Canada - September 2015

                                                                          US $3,995.00 (Excl.Tax)