Gluten-Free Canadian

Eating gluten-free foods is not a fad diet. It’s a diet for life. What does this mean? It means those affected are also a market for life. In Quebec, PatsyPie manufactures gluten-free baked goods, such as cookies and biscotti. In Ontario, Canbrands Specialty Foods manufactures rice bread, baking mixes, and other gluten-free products. Together they are able to compete in the national market, even though they are two small companies with only 15 employees between them. Since the products are not made in the multi-million dollar facilities of Dempster’s, small companies have a better chance of succeeding in the Canadian market because of the higher costs associated with producing a specialized food product, which include raw materials and cross-contamination.

The Canadian Celiac Association (CCA) defines celiac disease as, “A medical condition in which the absorptive surface of the small intestine is damaged by a substance called gluten [the storage protein found in wheat and certain other grains]. This results in an inability of the body to absorb nutrients-protein, fat, carbohydrates, vitamins and minerals, which are necessary for good health.” The CCA estimates that 1 in 133 Canadians are affected. Additionally, people with the following conditions are recommended to have a gluten-free diet: irritable bowel syndrome, autism, ADHD, dermatitis herpetiformis (another form of celiac disease-a chronic skin condition characterized by intense burning and an itching rash), and many other autoimmune disorders. This increases the ratio of Canadians affected by gluten to around 1 in 30. With a population around 30 million, this is a potential market of 1 million people.

As a side note, being intolerant to gluten isn’t only seen as an untapped market where a business can make a profit, it is a very serious matter and many people depend on the products to enjoy their daily lives.

There are many symptoms associated with celiac disease. Since these symptoms are not exclusive for celiacs, it decreases the chance for an earlier diagnosis. Only with an increasing awareness of this disease, will there be a better chance to catch it earlier in life. Most affect adults and children, but there are additional symptoms solely for children. Shelley Case, a registered dietician and author of Gluten-Free Diet: A Comprehensive Resource Guide, reports that that these symptoms may vary from one person to another. She also notes, “Celiac disease is considered to be the most underdiagnosed common disease today…New research shows that Celiac disease is twice as common as Crohn’s disease, ulcerative colitis and cystic fibrosis combined.”