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Pets are a great addition to any household. However, there are costs involved to caring for a pet. When it comes to sicknesses and diseases a pet can befall, heartworm is quite common. Pet owners should ask themselves: is your pet’s life worth $5-7 a month? That’s all it costs to protect your pet against heartworms. A once a month heartworm treatment can prevent your pet from becoming infested with heartworms.
Heartworms, one of the most dangerous parasites in domestic animals, are particularly insidious because they often show no signs at all until the infected animal – usually a dog – is heavily infested and severely ill. In fact, according to the American Heartworm Society, most dogs show no physical indications of infection until the disease has progressed to the point where treatment is no longer feasible.
In other words, when signs of heartworm become visible, it is usually too late to treat the dog for the disease. The best way to diagnose heartworms in dogs is through a blood test done by your veterinarian. A blood sample taken by the vet is examined through a microscope for the presence of microfilaria – immature heartworms. If microfilaria are present, it means that your dog has adult heartworms in his heart muscle and must be treated for them. The treatment is a long, involved process, and can be dangerous to your dog, so prevention is extremely important. To understand how important routine heartworm preventative is to your dog’s health – and to the health of other dogs in your area – you need to understand what heartworm is, how it spreads and how it affects your dog.
What Heartworm Is
Heartworms are parasitic round worms that live primarily in the heart muscle of dogs, though there is a growing incidence of heartworms being found in other animals including cats, wolves, foxes, skunks and ferrets. They can grow as long as fourteen inches. A single heartworm can eventually kill your dog, though infected dogs may have up to 300 adult worms living inside their hearts. A heartworm can live for up to seven years, and produce millions of microfilaria in its lifetime.
Microfilaria are also present a danger to your dog. The microscopic worm larvae live in your pet’s bloodstream and travel through his circulatory system. When they are present in large numbers, they can clog tiny capillaries and impair circulation, causing multiple problems.
The signs of heartworm infestation vary with the number of worms, the location of worms, the length of time the worms have been present and the amount of damage done to the heart, lungs, liver and kidneys from the adult worms and the microfilariae.
Adult worms cause damage by clogging the heart and the major blood vessels leading from the heart. Their presence keeps the heart valves from working properly, and reduces the blood supply to the lungs, liver and kidneys. This leads to a malfunction of these organs, including cirrhosis of the liver.
The most obvious signs of heartworm infection are a chronic soft, dry cough, shortness of breath, low stamina, weakness, listlessness and nervousness. Because heartworms impair circulation and interfere with the delivery of oxygen to the body, these signs are most obvious after exercise. A dog with advanced heartworm infestation may even faint after or during vigorous exercising.
A vet may notice other signs of heartworm infestation on examination. He or she may hear abnormal heart and lung sounds, or note congestive heart failure symptoms. The abdomen and legs may swell from fluid accumulation, and the dog may lose weight or be anemic. Infected dogs may die suddenly during exercise or excitement from congestive heart failure.
How Heartworm Spreads
Heartworm is spread from one infected dog to another by mosquitoes. The cycle starts when a mosquito takes a blood meal from an infected dog. The blood that the mosquito ingests is infested with microfilaria – immature heartworms. That microfilaria will live in the mosquito’s digestive system over the next two to three weeks, maturing there. When they are mature, they move from the digestive system to the mouth parts of the mosquito. The next time that the mosquito takes a blood meal, the microfilaria – which are now called infective larvae – are deposited on the skin of the animal. From there, they burrow into the skin until they reach a blood vessel and are carried through the bloodstream to the heart where they settle in to mature into adults. Within two to three months, the larva will be a sexually mature adult, and start producing microfilaria which is released into the bloodstream to start the cycle all over again.
Heartworm Prevention – What dogs should be protected
Because heartworm is spread by mosquitoes, it is most common in states where the mosquito population is high – but it has been reported in all 50 states. In states that have a mosquito problem year round, all dogs should be treated with heartworm preventative each month. In other states, dogs should be tested for heartworm at the start of mosquito season and if they are not infected, should be treated with heartworm preventative monthly through mosquito season.
Weight loss does not happen in a vacuum. There are conditions that impelled it. Without weight gain, there will not be a discussion about weight loss. A good starting point in the desire to loose weight is to first figure out where we went wrong. Is it in our diet? Is it in not moving enough? How much of a roll does genetics play in our weight loss? The individual desiring to loose weight must of necessity ask oneself some of these questions and honestly seek to find proven and tested answers.
Where did I go wrong?
Much of America as we know today is overweight. Some reports say a whooping 2/3 of the population is either just obese or morbidly obese. They also show that our food and diet are the main culprits for this epidemic. There is a saying that says, “You are what you eat”. It is therefore self evident that we have not eaten the right things in the right amounts. We have been lax with our diet. Knowing this, it would appear that loosing weight would be as simple as doing the opposite of what we have done so far. And for many, weight loss would simply mean just that- eating the right things in the right amount and being patient to give the body time to work itself out. And over time, the weight will drop off.
But we live in a complex world and things are not always as simple as they seem. There are old habits to break, and emotions to deal with. There is the issue of time, and availability of the right foods at the right place and time. There are genetic dispositions that sometimes work against our best efforts in weight loss. There is also the noise in the diet and weight loss industry generated by the dizzying number of weight loss products and the claims and counter claims made by the beneficiaries of these weight loss products and programs. The individual desiring to loose weight is therefore faced not only with the weight that he or she needs to loose, but how to approach his or her weight loss goal within such a confusing environment?
The trick is to get back to the basics of Weight Loss by:
1. Doing all things in moderation. I believe that nothing eaten in moderation will in and of itself become a problem. It is when we over indulge and make a hobby of some foods that we open ourselves for weight problems.
2. Making wise food choices. Instead of loading up on over processed foods laden with sugar, fat and carbohydrates, we can instead load up on foods with high fiber contents as these give a sense of fullness with minimal intake.
3. Drinking sugar free liquids in-between bite as this helps to give us that sense of fullness, without necessarily consuming much.
4. Not being a mindless eater. Mindless eating can be avoided by being aware of what you are eating and how much. Make it a habit to use smaller plates for your servings. Chew your food completely and quit at the first sign of fullness.
5. Ridding your environment of the temptation of mindless eating. According to a recent survey by a popular media house, just by merely moving the candy jar a few feet away from its location, reduced the amount of candy the participants consumed.
6. Only stocking foods that are nutritionally healthy and balanced.
7. Getting enough sleep and
8. Keeping on moving. Be active! Exercise! Activities as simple as just working are very beneficial. Walk to the neighborhood store. Park a little away from the office and walk the rest of the way.
For the morbidly obese, who need to loose more weight, additional help may be necessary. Getting a health or colon cleanse would be a good place to start. The colon, it has been established plays a significant role in maintaining a healthy digestive system and body functions. A toxic and diseased colon creates an imbalance in the body, leading to increased fat deposits, especially around the organs. A health or colon cleanse helps to remove toxins from the body and restores the normal functions of the digestive track and colon, leading to better absorption and removal of fat deposits, especially around the organs.
Weight loss surgery may also be considered where everything else fails. Because of the risk associated with surgeries generally, bariatrics or weight loss surgery should be considered with extreme care. A complete risk benefit analysis must be carried out before a final decision is made. Choose the procedure with the list risk and the most benefits.
I am following the Medical Weight Loss diet. It is a Michigan based diet program. We are supposed to use 3 nutrients per day. Is there any where I can buy these online, the MWL brand or similar. Someone once gave me a website address for products similar but I lost it.
I appreciate the responses, but I’m not looking for other diet plans. I’m looking for where to buy the nutrients. Thank you.
The concept of the GFP matrix was developed to understand what constitutes the characteristics of a mature gluten free market and how different communities approach searching for gluten free products. This article explores the differences between Australia and the US and key European communities.
So far in the research of markets there has been a relatively straight line trend on the GFP matrix for a countries gluten free market development. That is, countries in early stages of celiac detection have had a relatively low number of gluten related searches (per head of celiac population) and a low % of their gluten free searches devoted to a group classified as ‘generic gluten free product’ searches. The second highest group is usually celiac related with one or two terms taking up the majority of searches. The other groups are often a much smaller proportion of the top 50 searches.
- Generic GF Product: This group of search terms all involve the word gluten and are generic in nature, such a gluten, gluten free, gluten free products, gluten free meals
- Gluten Diet: These are terms that are related to the specifics of gluten free diets such as: Gluten Free Diets, celiac diet.
- Gluten Free recipe: Terms such as gluten free recipes, gluten recipe, gluten free baking, wheat free baking
- Celiac related: These are terms related to information on the disease such as: celiac, celiac disease, gluten intolerance, gluten allergies
- Wheat free: Terms such as: wheat free, wheat gluten, wheat allergy
- Locations: gluten free stores, gluten free shopping, gluten free restaurant
- GF Specific Foods: gluten free bread, gluten free pizza, gluten free cakes, gluten free muffins
It was theorised that the high percentage of generic searches was because as markets reach higher levels of development (high searches relative to population) they increase the number of generic searches. This is because they have found that in a developed market, gluten free product websites tend to be ‘one stop shops’ where they can search for specific items inside of the site.
While most European communities show a very low number of gluten related searches and so are very undeveloped/ undiagnosed – the low generic search group proportion rule doesn’t hold well for many of the European countries studied. This may be because at a very low search rate there is high volatility and heterogeneous search patterns by locals, long term celiacs, newly diagnosed celiacs and foreigners. In these communities an amendment to the rule is that the high % generic searches can still exist in low search countries, however as the total generic group % increases, so does the % of one or two core generic terms inside of that groups searches, which is part of the expected GFP Matrix trend.
The trend also still holds true that in high raw search value communities there tends to be a high level of generic searches followed by the celiac group searches. And each group tends to have one or two high one or two word general terms that dominate the group.
This does not necessarily apply to Russia because its low raw search values may be artificially inflated by its low Google market share and internet penetration adjusting its search values very high. Relatively high search values in a small search population could be attributed to either very newly diagnosed voracious gluten searchers or an established diagnosed group – noting that there is a stark comparison between the Russian English speaking and Russian speaking community search profiles.
Compared to countries previously analysed, the Europe communities were VERY closely clustered together on the GFP Matrix. While the % of ‘generic gluten free’ terms ranged from 30% to near 90% they all fell within 0.2 to 0.8 searches (adjusted) per celiac per month range – except for the UK and Russia. The lower celiac search communities typically also did not have enough terms to fill the Google search term cut off of 200 terms.
While a value of ONE search per celiac per month may seem very low, it should be considered that potentially only 10% to 20% of celiacs have been diagnosed even in highly developed countries, and of those who have been diagnosed maybe only 50% or less regularly search for gluten free terms. This could mean that even for the adjusted (values increased taking into account Google market share and internet penetration) search values calculated, the celiac search values could be only 10% of the actual current average search values of celiacs. For examples, an adjusted value of 2.2 (diagnosed and undiagnosed) ‘searches per celiac per month’ for UK celiacs could equate to 10 to 20 average searches performed each month by actual current diagnosed celiacs.
In the analysis, searches were adjusted for Google market share and internet penetration to estimate the number of celiac (divide population by 100) searches per month in two communities in most European countries – local language and English. In the two highest % generic search term group communities, Germany and France, the English speaking communities used open phases such as ‘and gluten free’ and ‘gluten free in’ rather than the standard ‘gluten’ phrases that local language communities used.
The UK had the second highest ‘per celiac’ rating for Europe at 2.2 (adjusted) searches per celiac per month. This is nearly three times any other community analysed except for Russia. It also reinforced the GFP Rule that high celiac search countries tend to have a high percentage of generic gluten free group and in particular one to two very dominant generic terms.
RUSSIA has a very low Google market share and low internet penetration. But when it’s raw gluten free foods searches are adjusted for this, the combined Russian celiac search value, Russian and English speaking communities, had a very similar celiac search value to Australia and the US. On a community basis, ‘Russia – Russian Speaking’, had the highest celiac search of any country/ community so far analysed.
Russian English speaking had a total of 101 terms over 244 thousand searches in December 2008, while Russian, Russian speaking, had only 23 terms over 360 thousand searches. Like Mexico and Brazil, one of the more telling features of the Russian gluten free market was a comparison between specific gluten free foods for its local (Russian) community and its English speaking community. The Russian speaking community had very sizeable searches for food staples such as gluten free bread, gluten free cake and cookies. By comparison the Russia English speaking community had relatively sizeable searches for: pizza, beer, cakes and muffins.
For South American countries previously analysed, it was speculated that searches mainly for food staples in communities suggested a relatively low economic status while high searches for relative luxury items such as beer and pizza are often searched for by more affluent longer term celiacs within a community. While ‘cakes’ rated high in both Russian communities they are often considered as a social / family gathering necessity, rather than a luxury item. Again, it would appear that the English community in Russia search for more affluent items than the main country inhabits – Russian speaking Russians. There may be a correlation between learning to speak English, or being an English speaking ‘foreigner’ and higher economic wealth in Russia.
EUROPEAN COMMUNITY DETAILED ANALYSIS
The largest group in the UK (English speaking) was the generic gluten free group with 10 terms comprising 51% of top 50 searches. Of the 376 thousand searches in this group the top two terms of gluten and gluten free comprised 89% of searches.
The celiac group was the second highest group at 26% of search volumes and out of its four terms, celiac and celiac disease accounted for 94% of volumes.
Wheat free group was the third highest group. Its five terms made up 12% of the top 50 searches or 86,000. The vast majority of this groups searches were from: ‘wheat free’ (49,500) and ‘wheat gluten’ 14,800 searches. This is consistent with the GFP Matrix rule of ‘high dominance by simple search terms’ in the leading groups – in high ‘per celiac’ search communities.
The fourth highest group was the ‘specific gluten free foods’ and its 13 terms made up 7% of the top 50 volumes. The top two terms were bread related (19,800) and gluten free cake (8,100).
Germany has a very high percentage of searches in the generic category, however it also has the lowest total number of searches per population of any community analysed in Europe. German speaking and English speaking communities in Germany also are the closest paired communities of any country. This suggests a close homogeneity for these languages in the gluten free community in Germany.
German is spoken across the country and English is taught in many schools so both languages should have relatively the same number of searches, and they do.
GERMAN, English Speaking
Has 80% of search terms in the generic group. The second highest category is gluten diet which as only 8%. In the generic group there are 18 terms accounting for 55 thousand searches out of 70,000 top 50 searches. However rather than generic terms such as gluten, gluten free foods etc the top two terms are:
“and gluten free” (27,100)
“gluten free in” (18,100)
This suggests that these terms were part of some search that may have included a specific search term such as bread or wheat etc, but was not defined by Google data.
GERMAN, German speaking
The English language in Germany had a VERY similar profile to the German speaking profile. This is quite different to the two language profiles for Mexico and Brazil discussed in previous research which had very different profiles for the different language searches. The difference here maybe that whether Germans are German or English speaking, their socio economic status is similar, and so the things they search for are very similar.
Interestingly, not only is English speaking widespread in Germany, its number of gluten search terms is actually greater than the German searches. German language searches in Germany were only a total of 75 thousand for a total of 40 terms. Of these 83% of terms were generic gluten searches. HOWEVER, unlike the English searches, they did search for the most standard generic gluten free terms such as ‘gluten’, rather than convoluted ‘and gluten free’ terms. The second highest group in this community was ‘gluten diet’ with two terms accounting for 6% of total top 50 searches.
Of the specific gluten free foods the most popular was Oatmeal (2,900).
The French proximity to Germany might suggest a similar search profile and this is the case. Next to Germany, France has the highest % of generic gluten free term searches of all communities so far analysed and about double the amount of gluten free searches per head of population compared to Germany. That said, both these countries have nearly the lowest number of searches for the developed world (less than 0.2 searches per month).
FRANCE, English Speaking
The FRANCE, English speaking community has almost exactly the same profile and highest rating terms as Germany English speaking. Out of 91 thousand top 50 term searches, generic gluten free terms accounted for 69% (63 thousand searches). The top two terms were:
“and gluten free” (27,100)
“gluten free in” (18,100)
The second highest group was specific gluten foods at 8% of top 50 volumes or 7 thousand searches. Of these six terms, the three largest were: High gluten flour (3,600), and gluten free pizza crusts and gluten free brownies – 1,900 searches each.
FRANCE, French speaking
This group was very similar to German, German speaking, in that the generic gluten terms group accounted for 86% of top 50 searches or 139 thousand out of 167 thousand. Also its top terms were the same as German, German speaking: gluten term searches were 110,000. The second highest term was the same as German English speaking: “and gluten free” (27,100)
Like FRANCE, English speaking, the second highest group was the specific gluten free group. At 7% this ten term group accounted for 11 thousand searches. The top three terms were: ‘high gluten flour’ (3,600), ‘rye free’ and ‘gluten free oatmeal’ – 2,900 each.
It is noteworthy that these specific food terms are food staples rather than luxuries or social event foods such as cakes or cookies etc.
This country was analysed for Italian and English speaking people. While Germany and France had low searches per head of population and a very high proportion of generic gluten searches, Italy had more generic search terms but a relatively low % of generic terms of the top 50.
ITALY English Speaking
The generic gluten free group only consisted 32% of searches of the top 50 terms. This equates to 26 thousand of the 84 thousand top 50 searches. Even though the proportion of generic gluten searches was low, there were 18 terms in this group. The terms were very evenly spread in search numbers with the top two being: gluten free dessert(s) (9,000); with 2,900 searches for gluten free meals and breakfasts each. This means that the top three terms were not the standard searches encountered in other communities such as ‘gluten’ and ‘gluten free products’.
The second and third highest groups were: Gluten diet (8 terms 29% searches) and ‘Specific GF foods’ ( 5 terms 18% top 50 searches). The gluten diet group was dominated by three four and five word terms rather than the basic terms like gluten diet found in the US and Australia.
The specific GF foods group, like France, was also mostly dominated by food staples: muffins (4,400), flour (3,600), oatmeal (2,900).
ITALY Italian Speaking
This had a more ‘expected’ generic food group % of 65% (66 thousand out of 103 thousand) however the 14 terms were again dominated by terms that looked like unfinished requests:
‘and gluten free’ (27,100)
‘gluten free in’ (18,100)
‘of gluten free’ (8,100)
The second highest group was ‘specific GF foods’ whose 8 terms comprised 16% of the total top 50 searches. The two highest terms were: Gluten free cookies (12,100) and ‘high gluten flour’ 3,600.
The third highest group was ‘GF locations’. It’s 22 terms made up 12% of top 50 searches (12 thousand searches). The group had a long low volume tail with the top three terms being: ‘gluten free restaurants in’ 4,400; ‘york gluten free’ 2,900 and ‘gluten free London’ 1,600.
Had a typically low celiac search value of 1.2 (English and Spanish speaking). Its 131 terms accounted for 158 thousand searches that with relatively low Google share and internet usage equated to an adjusted value of 532 thousand searches.
SPAIN, English speaking
With generic search terms only accounting for 39% of top 50 searches, this was one of the lowest values encountered for core European communities. The top 50 terms made up only 71 thousand searches. While the generic group had 17 terms, the top term gluten free dessert(s) was only searched for 9,000 times.
As was the trend for several other European Countries with low celiac per head searches, Spain English speaking’s second highest group was specific gluten free foods. Seven terms accounted for 21% of top 50 searches. The three highest terms were: gluten free muffins (4,400); high gluten flour (3,600) and ‘gluten free oatmeal (2,900).
Similarly to Italy, this community had a high proportion of Gluten free location group searches, with its four terms accounting for 18% of top 50 searches. The top two searches were: gluten free restaurants in’ (4,400) and ‘gluten free stores’ (4,400)
SPAIN, Spanish speaking
This community only had 28 gluten related searches accounting for 91 thousand searches. In complete contrast to the Spanish Speaking community, the main category is the generic group accounting for a large 75% of searches (50 thousand by ‘gluten’).
The second, third, fourth and fifth groups are all around 6%. Of most interest is the specific food group that has seven terms, with the top two being: high gluten flour (3,600) and gluten free oatmeal (2,900).
Of all the countries analysed so far, Russia (Russian and English speaking) had the highest adjusted gluten free searches per head of population. Although in Russia Google only has about 25% market share with local company Yandax gaining over 60% share, the analysis calculations take this into account. It is this low Google share coupled with very low internet penetration (23%) that causes the combined (Russian and English speaking) search volumes to be adjusted from 604 thousand to 8.3M, and hence a per celiac search per month value of 5.9.
RUSSIA English speaking
Russia’s English speaking gluten free searchers searched around 244 thousand times a month on Google. There was a total of only 101 search terms averaged over the previous year with the profile having a very long low tail. Of the top 50 terms, 14 were generic gluten terms but only accounted for 11% of the volumes. The top two terms were:
Gluten free dessert(s) (9,000); and ‘gluten free meals’ (4.800).
The highest group was actually ‘specific gluten free food’ which accounted for 23% of top 50 searches (54 thousand) and ‘Celiac’ terms also 23% of searches. Of the ‘specific gluten free food’ terms the top five were:
- Gluten free pizza (14,800)
- Gluten free beer (12,100)
- Gluten free cakes (6,600)
- Corn gluten meal (6,600)
- Gluten free muffins (4,400)
The third highest group ‘celiac’ was dominated by ‘celiacs’ which had 33 thousand of the groups 55 thousand searches.
RUSSIA Russian speaking
The three top groups have similar search share around 25%.
The top group was the GF specific foods which has 8 terms accounting for 26% of top 50 searches, or 93 thousand searches. The top two searches in this group are variations of ‘gluten free food(s)’ taking 66 thousand searches.
The equal second group was GF specific foods (24%) with the top three searches being gluten free bread (49,500) and ‘gluten free cake’ (22,200), gluten free cookies’ (12,100).
The ‘celiac’ group accounted for 24% of top 50 searches. With only four terms, its 87 thousand searches were dominated by ‘gluten intolerance’ (87,540) and ‘gluten allergy’ (32,500).
Bruce Scott Dwyer
When analysing gluten free markets, the main question that people with celiac disease will ask is “what’s in it for me”? Having an understanding of markets such as Australia and America is fundamental to understanding how many more suppliers are likely to enter the market and so drive competition and choice. If you are celiac or a gluten free supplier, these are two words that you hold dear to your heart: choice and low price. To understand how close we are to a mature market (when maximum competition drives prices down) it is useful to compare several countries and communities within these.
This analysis is based on Google search terms (for the month of Dec 08) used in the gluten free market. As Google usually has a large market share in most countries and also has specific country domains, this provides a perfect baseline to compare gluten free markets across the world.
This article is set out in the following format:
- Identification Of the Four Gluten Free Market Tiers
- Introduction Comparison Of Communities By Their Market Tiers
The following are available in the full article on our website
- FULL ANALYSIS PER COMMUNITY
- Statistic Tables for each community
GFP MATRIX: Identification Of the Four Gluten Free Market Tiers
So far four market levels (TIERS) have been identified.
A fully matured gluten free market has not been reached yet due to the low diagnosis of celiac disease even in developed countries. So far, analysis has shown that the most developed gf markets are those in Australia, the US and Canada. Characteristics of the e-demand side of these are a high number of search terms and high search volumes.
Of the search terms used in tier 1 communities, they are typically dominated by generic gluten free terms where the first 2 to 3 terms represent over 55% of the top 50 searches. This is the case in Australia, US (English speaking) and Canada (English). It is speculated that in these countries there are a significant number of celiacs who have been diagnosed for a few years. They originally searched for information on the disease and diets required and now prefer to spend more time searching for generic gluten free terms. By doing so they have found that on the supply side of things products have been amassed in the one place. This means that by searching on generic terms they can easily find large gluten free sites that contain many gluten free products on which they can search internally for specific terms. While generic searches are large, searches on the celiac group are still the second highest and account for over 15% of the top 50 searches. Within this group two terms ‘celiac’ and ‘celiac disease’ typically account for over 85% of all searches.
The next level of market maturity (tier 2) is shown by communities like US Spanish speaking and Canadian French speaking communities. These communities are often smaller than the dominant communities (often English) in their countries but they have first world affluence available to them. They often have under 100 total search terms over a twelve month average. In this example, US Spanish has 17 search terms and Canadian French have 30. The relatively high level of affluence within these communities increases the individual’s chances of being diagnosed and pursuing a often more difficult and costly gluten free diet (as compared with tier 4 markets. These ‘second tier’ communities also have a high search proportion devoted to generic gluten free terms but there is also a higher proportion of searches (than found in tier 1 markets) devoted to finding information on celiac disease such as through celiac diet and/or wheat allergy searches.
The third market maturity (tier 3) is shown by communities such as Mexican English speaking (101 searches) and Brazilian English speaking (100 searches) communities. These communities are much smaller proportions of the country population than tier 2 markets. They are often much more affluent than the main population ethnicity (through education/ employment) or having come from more affluent countries such as America. They tend to not search so much for generic gluten free terms (less than 45%) but have an increase in searches for celiac diet searches and specific food groups. This pattern is indicative of newly diagnosed people (having access to good medical attention). The other main trait of this market is that it includes people who have had the disease for a while and are now seeking specialist gluten free products such as ‘gluten free restaurants’ or ‘desserts’ – rather than staple gluten free foods such as flour or breads.
The lowest developed market (tier 4) is reflected by searches in Mexico (Spanish Speaking) 24 total searches and Brazil (Portuguese speaking) 23 searches. The communities also tend to have very low searches per head of population and may not have access to good medical facilities – often a large rural population. These people have a relatively small proportion of generic searches and a much higher number of ‘wheat free’ and ‘celiac’ searches. While they also have higher search volumes for specialty gluten free foods, rather than bread searches (main specialty in refined markets) or desserts, they tend to search for even more fundamental food staples such as flour and oatmeal. Counter intuitively they also tend to search for cakes and cookies. This is not necessarily related to the countries affluence but is more likely a social phenomenon where providing good food spreads for parties and extended family gatherings account for a large part of their social interaction.
Higher choice and lower prices will likely occur in tier 1 market countries as more celiacs are diagnosed and search for and buy more products. The development will reach maturity once the growth of the market goes through a point of inflexion in its growth and begins to plateau. Only long term monitoring of this demand can assess where that level of maturity approaches saturation.
The development of the market level definitions (tier structure) will be refined as more countries are analysed.
A practical application of this analysis for celiacs is to see what other celiacs are searching for and how developed the gluten free market is in their own countries. This article attempts to answer the question “what are the characteristics of a mature gluten free market”.
This research and analysis was undertaken to see if there is a correlation between gluten free search profiles of developed nations and how this may differ from countries in close proximity to the US.
A previous article on www.glutenfreepages.com.au showed a very strong correlation between gluten free search profiles of Australia and the US. In the article you are now reading, analysis was refined to include the affect of languages, internet usage, Google market share etc. Where countries use several languages, analysis was performed on English searches and the other local language.
This research was undertaken for the month of December 2008 Google search volumes for Gluten free products and uses monthly averages over a year in countries where search volatility is high and/or search volumes low. The analysis again shows a very strong correlation between the Australian and US Gluten free markets.
One of the first indictors or market maturity is considered to be the number of ‘gluten free’ related internet searches per ‘population divided by 100′. This takes into consideration that approximately 1 in 100 people (diagnosed and undiagnosed) may be celiac.
TABLE: A table showing the number of monthly searches per celiac for each community is shown in the full article.
The Adjusted GF Searches per month per celiac column takes into consideration internet usage, Google market share. The values are most accurate for the first three countries, ‘developed’ nations. These countries have a long established internet usage and Google was able to provide search terms up to its self imposed limit of 200 terms. The search values for Mexico and Brazil English speaking are likely to be inflated due to sparse information on the penetration of English language in these countries and Google’s translation abilities.
The most important concept in this research is the gluten free grouping profiles. As explained below, all gluten free terms were assigned to one of seven groups. The top 50 search terms were sorted into these groups and groups were analysed for number of terms, proportion of the top 50 and the specific terms within each group. While the following pages go into the details of each country a summary of the analysis is:
GRAPH: “Guten Free Product Search Term Group Proportions of TOP 50 terms” is shown in the full article.
The following shows some of the representative terms in each group.
Generic GF Product: This group of search terms all involve the word gluten and are generic in nature, such a gluten, gluten free, gluten free products, gluten free meals.
Gluten Free recipe: Terms such as gluten free recipes, gluten recipe, gluten free baking, wheat free baking
Celiac related: These are terms related to information on the disease such as: celiac disease, gluten intolerance, gluten allergies
Wheat free: Terms such as: wheat free, wheat gluten, wheat allergy
Locations: gluten free stores, gluten free shopping, gluten free restaurant
GF Specific Foods: gluten free bread, gluten free pizza, gluten free cakes, gluten free muffins
COMPARISON of Communities by their Market Tiers
Australia, US English, Canada English.
Australian, US English speaking and Canadian English groups had very similar profiles. Each country had the ‘generic gluten free’ group as its main group with the following volume proportions: AUS 65%, US Eng 64%, Canadian Eng 63%. In each case the same ‘gluten and gluten free’ generic terms rated as the top two overall searched terms by volume.
The celiac group was the second largest volume searched by all three countries: AUS (18%), US Eng (21%), Canada Eng (21%). Each category was dominated by over 85% by the terms ‘celiac’ and ‘celiac disease’. Dual spellings in Australia.
US Spanish, Canadian French
The graphs show that these communities are similar to the three above, at least in the proportion of the generic ‘gluten free products’ group.
One of the main things that affects the distribution profile of these communities is that US Spanish searches only comprised a total of 19 terms compared to US English that was capped by Google at 200. Per population of the American English V Spanish community, the English speaking community performed 4.2 times as many gluten free product searches as US Spanish speaking people on Google.
For the US Spanish community, the ‘celiac’ group was the highest volume proportion of any of the countries analysed. While the US and Australia searched for generic ‘celiac’ terms in this group the US Spanish search for ‘celiac allergies’. This suggests a possible different approach to the way each country views celiac disease.
Compared to the US English, these communities also have a stronger interest in wheat issues. While the US English searched for 3 terms in this group it only made up 4% of volumes. The US Spanish searched for only one term: ‘wheat intolerance’ and it made up 18% of total search volumes. These factors suggest the US Spanish searchers are new to celiac disease and the market is immature compared to the first three countries.
The Canadian French speaking community had a similar profile to Canadian English but a much higher interest in the ‘gluten diet‘ group and slightly higher interest in GF specific foods. These terms are accounted for by them looking at the specifics of what they can eat, and specific foods of gluten free ‘oatmeal’ and ‘quinoa’. The higher interest in the diet group suggests that they are either more specialised in their searches than their English counterparts or are earlier in the disease diagnosis stage.
Mexican English / Brazilian English
In each community English is a very small minority of the population but is massively over represented in search volumes. As Google has country specific domains in each countries main language this statistic suggest that these English communities are more aware of gluten issues, are more affluent, and potentially represent a more mature search market.
There is a strong similarity between the Mexican English and Brazil English speaking group profiles. Both communities have a significantly reduced generic search focus but a similar increases in GF specific foods and Gluten Diet information. Quite a few of the English speaking people in these countries are believed to either be affluent locals or foreigners (ex pat US).
In the Mexican English speaking community, the highest searched group is ‘gf locations’ and the highest volume terms are related to gluten free restaurants. The second highest group ‘celiac’ is dominated by several equally search volume terms that use three and four word search strings. The third group ‘gf specific foods’ is dominated by searches for desserts. This suggests a split in focus between people newly diagnosed and those who are affluent enough to regularly search for gluten free restaurants and desserts.
In the ‘Brazil English’ community there was an even stronger fascination with gluten free desserts taking up three individual search terms – the first two accounting for 9% of all searches. Coelaic (UK spelling) was the second most searched group and it contained only one term which accounted for 24% of search volumes. The highest specific food searches were for cakes and muffins, whereas in US English and Australia top specific searches were for breads.
Mexican Spanish, Brazil Portuguese.
The profiles for these communities were the most unlike the US English and Australian. The table at the beginning of this article also shows that in raw terms they had one tenth the searches per head.
Mexican Spanish differs from market 1 profiles as much by its large reduction in generic searches as its large increase in searches on wheat issues. In fact three of the top ‘wheat free’ searches accounted for 44% of top 50 volumes. This suggests a community in early stages of diagnosis and discovery. The two highest specific gf food searches were for ‘oatmeal’ and ‘flour’. These non luxury items, low search volumes and focus on wheat free issues suggests a non affluent community searching for fixes to staple food groups.
Brazil Portuguese has a very large population but low search volumes. In fact it has nine times the population of Australia, but less than half the searches on gluten free products. While generic gluten searches were the main search group at 44% (20% less than US and AUS), its first two terms were still the same generic terms. Of most interest is that this community has the highest specific food group volume proportion of all countries. And rather than an interest in food staples, they focus on gluten free cakes (18% of top 50 searches), and cookies 10%. They also search for gluten free flour (3%) and oatmeal (2%).
With the third highest group being ‘wheat free’ and gluten allergies Brazil’s market resembles the split shown in Mexico (English) between learning about celiac disease and enjoying treats. However rather than searching on restaurants, the Brazilian Portuguese interest in cakes may be seen as a cultural choice (socialising and providing family spreads) rather than an opulent choice.
GRAPH: A graph on our website shows the relationship between a tier 1 community (place that is nearing market maturity) AND a high proportion that its top two searches take up of the top 50 searches AND a high number of searches per (population / 100).
The development of the GFP MATRIX and market level definitions (tier structure) will be refined as more countries are analysed. The above information is a summary of the full article that can be found at www.glutenfreepages.com.au To find this article, look under the menu tab ‘Articles’, then ‘GFP Original articles’. The full report analyses each community in detail and shows graphs and statistic tables associated with each community.
Bruce Scott Dwyer
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