Gluten-Free Foods and Beverages in the U.S., 4th Edition

Date: October 17, 2012
Pages: 168
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Publisher: Packaged Facts
Report type: Strategic Report
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Gluten-Free Foods and Beverages in the U.S., 4th Edition
The market for gluten-free foods and beverages has continued to grow even faster than anticipated, reaching $4.2 billion in 2012, for a compound annual growth rate of 28% over the 2008-2012 period. Within this diverse market, snack/granola bars are the leading category, at 15% of mass-market sales.

An August 2012 consumer survey by Packaged Facts shows that 18% of adults are buying or consuming foods products tagged as gluten-free, up from 15% in October 2010. Moreover, the share of gluten-free consumers who are buying more of these foods has skyrocketed, and the share of total shoppers who are buying more gluten-free foods has doubled. The conviction that gluten-free products are generally healthier is the top motivation for consumers of these products.

Increasing diagnoses of celiac disease and food allergies; growing awareness of these ailments among patients, healthcare practitioners, and the general public; the availability of more products, and better ones, across a range of product categories; and a trend that has friends and family members eating gluten-free to support loved ones are among the factors stimulating continuing expansion in this market.

While growth rates will moderate over the next five years in the wake of market expansion, Packaged Facts projects that U.S. sales of gluten-free foods and beverages will exceed $6.6 billion by 2017.

Report Methodology

The analysis in Gluten-free Foods and Beverages in the U.S., 4th Edition is based on primary and secondary research. Primary research entailed in-depth, on-site examinations of retail outlets, including Whole Foods Market, Trader Joe’s, and grocery store chains; as well as interviews with marketers, retailers, food industry trade associations, celiac advocacy groups, and federal agencies. Our analysis of shopping trends and consumer preferences is derived from Packaged Facts’ proprietary consumer survey, which is based on a national online poll conducted in August 2012. Secondary research entailed data gathering from relevant sources, including trade and consumer publications, company literature and annual reports, and government sources.

What You’ll Get in This Report

In Gluten-free Foods and Beverages in the U.S., 4th Edition, Packaged Facts not only analyzes the U.S. market in detail, but also provides valuable insights and recommendations regarding emerging consumer trends, the products gluten- and allergy-sensitive consumers seek, and how companies can participate in this market on a global scale. No other market research report provides both the comprehensive analysis and extensive data that Gluten-free Foods and Beverages in the U.S., 4th Edition, offers. Easy-to-read and practical charts, tables, graphs, and illustrations make this report very user-friendly.

This report will help:
  • Marketing managers identify market opportunities and develop targeted promotion plans for gluten-free foods and beverages.
  • Research and development professionals stay on top of competitor initiatives and explore demand for gluten-free foods and beverages.
  • Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy gluten-free foods and beverages.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.
CHAPTER 1: EXECUTIVE SUMMARY

  Definition and Methodology
The Products
  What Is Gluten?
  Producing GF Foods Is a Challenge
  Celiac Disease Is an Abnormal Immune Reaction to Gluten
The Market
  Share of Consumers Buying GF Foods Edges Up to 18%
  2012 Sales Projected to Exceed $4 Billion
  Table 1-1: U.S. Retail Sales of Gluten-Free Foods and Beverages,2008-2012 (in millions of dollars)
  Snack Bars the Leading GF Category
  Figure 1-1: U.S. Sales of Gluten-Free Foods and Beverages:
  Mass-Market Shares by Product Category, 2010 vs. 2012 (percent)
  Overwhelming Majority of GF Consumers Report Increased Usage
  More Than One-Third Consider GF Healthier
  Positive View of Products, Awareness, Availability Are Leading
  Drivers
  Sales Are Projected to Exceed $6.5 Billion in 2017
  Table 1-2 :Projected U.S. Retail Sales of Gluten-Free Foods
  and Beverages, 2012-2017 (in billions of dollars)
The Marketers
  Leading Marketers
  Table 1-3: Leading Specialty/Health/Natural Food Marketers of Gluten-Free Foods in the U.S. Mass Market: By Product Segment, 2010 vs. 2012 (percent)
  “Word of Mouth Is Almost Everything” and Brand Loyalty Is Strong
  The New Normal
The Marketplace
  Walmart and Supermarket Chains Account for 80% of GF Sales
  Table 1-4: Gluten-Free Food Products: Top Consumer Retail Channel Preferences, August 2012 (percent)
  Global GF Product Introductions Growing by 50% a Year
  North America and Europe Account for Over 80% of Introductions
  Crackers, Salty Snacks Lead in U.S. Product Introductions
  Table 1-5: U.S. Gluten-Free Product Introductions by Top Categories,2011-2012 (Percent Share of Product Announcements)
  “I’ll Have What She’s Having”
The Consumer
  Choice, Not Necessity, Drives Usage
  Figure 1-2: Gluten-Free Food Products: Motivations for Purchase/Use,August 2012 (percent agreeing)
  What Do GF Consumers Want?

CHAPTER 2: DEFINING “GLUTEN-FREE”

Key Points
What Is Gluten?
Producing Gluten-Free Foods Acceptable to Consumers Isn’t Easy
There May Be Gluten in Gluten-Free Cereal
  Table 2-1: Cereal Species and Storage Proteins Avoided on
Gluten-Free Diets
Gluten May Lurk in Licorice, Lip Balm, Lickable Labels
FDA Labeling Standards Are Imminent
Celiac Disease Is an Abnormal Immune Reaction to Gluten
  Figure 2-1: How Gluten Ingestion Damages the Small Intestine of a
Celiac Patient
Symptoms Can Be Severe … or Silent
  Table 2-2: Selected Symptoms and Consequences of Untreated
  Celiac Disease
1.4 Million American Celiacs Are Undiagnosed
“A Significant Public Health Issue”
As Many as 18 Million Americans Suffer From Gluten Sensitivity
Food Allergies May Affect 8% of U.S. Children
Packaged Facts’ Definition of Gluten-Free Foods and Beverages

CHAPTER 3: THE MARKET

Key Points
Definition and Methodology
2012 SALES PROJECTED TO EXCEED $4 BILLION
  Table 3-1: U.S. Retail Sales of Gluten-Free Foods and Beverages,2008-2012 (in millions of dollars)
Snack Bars Remain the Leading GF Category in Mass Market
  Table 3-2: U.S. Sales of Gluten-Free Foods and Beverages:Mass-Market Shares by Product Category, 2012 (percent)
  Figure 3-1: U.S. Sales of Gluten-Free Foods and Beverages:Mass-Market Shares by Product Category, 2010 vs. 2012 (percent)
Sales of Frozen and Fresh Bread Products More Than Double
  Figure 3-2: U.S. Sales of Gluten-Free Foods and Beverages:Mass-Market Sales Growth by Product Category, 2010-(percent)
Consumer Survey Reveals Strong Trends … and Contradictions
Overwhelming Majority of GF Consumers Report Increased Usage
  Table 3-3: Gluten-Free Food Products: Usage Rates, 2010 vs. (percent)
  Table 3-4: Gluten-Free Food Consumers: Changing Usage Rates,2010 vs. 2012 (percent agreeing)
Healthfulness, Weight Management, Carb Control Leading Drivers
  Figure 3-3: Gluten-Free Food Products: Motivations for Purchase/Use,2010 vs. 2012 (percent agreeing)
  Figure 3-4: Naturally Gluten-Free Foods
A Growing Share of Gluten-Free Consumers Buy GF for Other Reasons
  Figure 3-5: Gluten-Free Food Consumers: Opinions and Shopping Behaviors, 2010 vs. 2012 (percent agreeing)
Mainstreaming Remains a Powerful Force
  Figure 3-6: Sales of Gluten-Free Foods and Beverages,by Retail Channel, 2010 vs. 2012 (percent share)
Economic Factors to Temper Growth
  The High Cost of Living
  Table 3-5: Changes in Food Price Indexes, 2010-2013
  The Higher Cost of Living Gluten-Free
  Table 3-6: Gluten-Free Food Products: Overall Consumers’Perceptions and Opinions, 2010 vs. 2012 (percent agreeing)
  Table 3-7: Cost of Selected Gluten-Free vs. Conventional Food Products by Category, 2012 (price per ounce)
Most Celiacs Won’t Cheat on Diet at Any Price
Sales Are Projected to Exceed $6.5 Billion in 2017
  Table 3-8: Projected U.S. Retail Sales of Gluten-Free Foods and Beverages, 2012-2017 (in billions of dollars)

CHAPTER 4: MARKETERS AND MARKETING

  Key Points
  Methodology: How Packaged Facts Classifies Marketers
  Four Basic Types
  Specialty Marketers
  Health Food/Natural Food Marketers
  Private Label
  Mega-Marketers
  Three Basic Approaches
  Dedicated
  Committed
  Accommodating
  Methodology: How Packaged Facts Derives Marketer Shares
  Leadership Among GF Specialty Companies Remains Fragmented
  Figure 4-1: U.S. Mass-Market Sales of Gluten-Free Foods and Beverages: Shares by Product Segment, 2012 (percent)
  Table 4-1: Leading U.S. Specialty/Health/Natural Food Marketers of Gluten-Free Foods: By Mass-Market Product Segment,2010 vs. 2012 (percent)
  Snack/Granola Bars
  Fresh Bread and Rolls
  Soup
  Frozen Dinners and Entrees
  Pasta and Noodles
  Crackers
  Cookies
  Frozen Bread and Dough
  Cold Cereal
  Salty Snacks
  Baking Mixes
Selected Competitor Profiles
Smart Balance (Paramus, NJ)
  Leadership Categories
  Philosophy, Innovations, and Initiatives
Small Planet Foods (Minneapolis, MN)
  Leadership Categories
  Philosophy, Innovations, and Initiatives
Rudi’s Gluten Free Bakery (Boulder, CO)
  Leadership Categories
  Philosophy, Innovations, and Initiatives
Food Directions Inc. (Scarborough, Ontario, Canada)
  Leadership Categories
  Philosophy, Innovations, and Initiatives
Pamela’s Products (Ukiah, CA)
  Leadership Categories
  Philosophy, Innovations, and Initiatives
Lundberg Family Farms (Richvale, CA)
  Leadership Categories
  Philosophy, Innovations, and Initiatives
Dr. Schar USA, Inc. (Burgstall, Italy)
  Leadership Categories
  Philosophy, Innovations, and Initiatives
Nature’s Path Organic Foods (Richmond, BC Canada)
  Leadership Categories
  Philosophy, Innovations, and Initiatives
Marketing Trends and Opportunities
  “Word of Mouth Is Almost Everything” and Brand Loyalty Is Strong
  The New Normal

CHAPTER 5: THE MARKETPLACE

Key Points
Introduction and Methodology
Walmart and Supermarket Chains Account for 80% of GF Sales
  Table 5-1: Share of U.S. Sales of Gluten-Free Foods and Beverages by Retail Channel, 2008, 2010, and 2012 (percent)
  Table 5-2: Gluten-Free Food Products: Consumer Retail Channel Preferences, 2010 vs. 2012 (percent)
  Figure 5-1: Consumer Retail Channel Preferences: Gluten-Free Shoppers vs. All Shoppers, Fall 2010 (percent)
  Table 5-3: Consumer Retail Channel Preferences: Gluten-Free Shoppers vs. All Shoppers, 2012 (percent)
More Than Half of GF Consumers Buy Bread/Cereal/Grain Products
  Table 5-4: Gluten-Free Food Products: Types Purchased in the Past Three Months, 2010 vs. 2012 (percent)
GF Product Selection, Availability Are Good, But Not Great
  Table 5-5: Gluten-Free Food Consumers: Opinions and Shopping Behaviors, 2010 vs. 2012 (percent agreeing)
  Table 5-6: Gluten-Free Food Consumers: Satisfaction With Product Selection and Availability, 2010 vs. 2012 (percent)
Retailers Stock Shelves With Gluten-Free Store Brands
From Fast Food to Fine Dining, Foodservice Invests in Gluten-Free
GF Menu Claims Soar by 40%, Deemed a “Hot Trend”
  Table 5-7: Selected Rankings From National Restaurant Association’s “Chef Survey: What’s Hot in 2010” (share)
Restaurant Chefs’ Lack of GF Knowledge Is “Alarming” and “Shocking”
Converting to GF Can Be Costly, Complicated, and Confusing…
… But Also Worthwhile
Gluten-Free Scores Points at Sports Arenas

CHAPTER 6: PRODUCT TRENDS AND OPPORTUNITIES

  Key Points
Product Trends: Introductions
  Note on Product Introduction Analysis
  Global GF Product Introductions Growing by 50% a Year
  North America and Europe Account for Over 80% of Introductions
  Table 6-1: Gluten-Free Product Introductions by Region,2011-2012 (Percent Share of World Total)
  Crackers, Salty Snacks Lead in U.S. Product Introductions
  Table 6-2: U.S. Gluten-Free Product Introductions by Category,2011-2012 (Percent Share of Product Announcements)
  Table 6-3: U.S. Gluten-Free Product Introductions by Category,2011-2012 (Percent Share of Individual Products)
  Specialty Marketers Account for Over Half of New Products in U.S.
  Figure 6-1: U.S. Gluten-Free Product Introductions by Type of Marketer, 2011-2012 (Percent Share of Product Announcements)
  Figure 6-2: U.S. Gluten-Free Product Introductions by Type of Marketer, 2011-2012 (Percent Share of Individual Products)
  GF-Only Marketers Account for Majority of Baked Goods Introductions
  Table 6-4: Leaders in Gluten-Free Product Introductions by Selected
  Categories and Type of Marketer, 2011-2012 (Number of Individual Products)
  GF-Only Marketers Focus on Grain-Based Foods
  Table 6-5: Dedicated Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Product Announcements)
  Table 6-6: Dedicated Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Individual Products)
  Cereal, Shelf-Stable Meals Lead Introductions by Committed Marketers
  Table 6-7: Committed Marketers’ Gluten-Free Product Introductions by
  Category, 2011-2012 (Percent Share of Product Announcements)
  Table 6-8: Committed Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Individual Products)
  Over One-Fourth of Introductions from Accommodating Marketers Are Beverages
  Table 6-9: Accommodating Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Product Announcements)
  Table 6-10: Accommodating Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Individual Products)
Product Trends: Features
  Note on Product Trend Analysis
  “I’ll Have What She’s Having”
  Flavors Even a Foodie Could Love
  Table 6-11: Selected New Gluten-Free Products: Flavor Innovations
  Instant Gratification: Gluten-Free Convenience
  Table 6-12: Selected New Gluten-Free Products: Convenience Foods
  Good, And Good For You!
  Blast From the Past: Ancient Grains Deliver Flavor, Variety,Nutrition
  Table 6-13: Selected New Gluten-Free Products: Ancient Grains
  Table 6-14: Nutritional Value of Amaranth vs. Other Grains (Value per 100 Grams)
  Your One and Only
  Table 6-15: Selected New Gluten-Free Products: Trailblazers
  Products Sport Punchier Packaging
  Figure 6-3: Domata Living Flour’s New Packaging
  Figure 6-4: Rudi’s Gluten-Free Bakery’s New Packaging

CHAPTER 7: CONSUMER OPINIONS AND BEHAVIORS

Key Points
Methodology
The Gluten-Free Consumer
Share of Consumers Buying GF Foods Inches Up to 18%
  Figure 7-1: Gluten-Free Food Products: Usage Rates, 2010 vs. 2012 (percent)
The Overwhelming Majority of GF Consumers Are Buying More
  Figure 7-2: Gluten-Free Food Consumers: Changing Usage Rates,August 2012 (percent)
Choice, Not Necessity, Drives Usage
  Figure 7-3: Gluten-Free Food Products: Motivations for Purchase/Use,August 2012 (percent agreeing)
More Than One-Third Consider GF Healthier
Over One-Quarter Use GF Products for Weight Management
One in Five GF Consumers Equate Gluten-Free With Low-Carb
Nearly One in Five Say GF Means Higher Quality
15%+ OF GF CONSUMERS ARE COMPELLED BY PREVENTION OR TREATMENT
About Four in 10 Are Incidental GF Consumers
  Table 7-1: Gluten-Free Food Consumers: Opinions and Shopping Behaviors, 2010 vs. 2012 (percent agreeing)
  Figure 7-4: Gluten-Free Food Consumers: Satisfaction With Product Quality, August 2012 (percent)
Weight Management Motivates Women, Quality Motivates Men
  Table 7-2: Gluten-Free Food Products: Motivations for Purchase/Use:Male vs. Female, August 2012 (percent agreeing)
GF Consumers Revise Their 2010 Shopping Lists
  Figure 7-5: Gluten-Free Food Products: Types Purchased in the Past Three Months, August 2012 (percent)
A Majority of GF Consumers Purchase Grain-Based Foods
Purchase Rate of Prepared Foods Drops
Purchasing Patterns by Gender
  Table 7-3: Gluten-Free Food Products: Types Purchased in the Past Three Months, Male vs. Female, August 2012 (percent)
Walmart, Supermarket Chains Preferred Retail Destinations for GF
  Figure 7-6: Gluten-Free Food Products: Consumer Retail Channel Preferences, August 2012 (percent)
What Do GF Consumers Want?
While Product Quality Has Improved, Cravings Linger
  Figure 7-7: Gluten-Free Food Products: Overall Consumers’
Perceptions and Opinions, August 2012 (percent agreeing)
Shoppers Balk at Premium Price Points
GF Product Mix Exhibits More Variety — But Not Enough
GF Consumers Want What All Consumers Want
  Table 7-4: Five Steps From Diagnosis to Determination Steps From Diagnosis to Determination
The Consumer of Targeted Health and Wellness Foods
Note on Packaged Facts Survey Data
3 IN 4 SHOPPERS AT LEAST OCCASIONALLY BUY TARGETED HEALTH AND WELLNESS FOODS
  Figure 7-8: Frequency of Purchasing Grocery Products Because of
Nutritional Advantages Addressing Specific Health Concerns, (percent of U.S. grocery shoppers)
Two-Thirds Buy Groceries Explicitly Marketed as THW Products
  Figure 7-9: Frequency of Purchasing Grocery Products Marketed or Labeled as Targeting Specific Health Concerns, (percent of U.S. grocery shoppers)
Shoppers Under 30 Are Heaviest Consumers of Allergy-Friendly Foods
  Table 7-5: Selected Demographic Indicators for Purchase of
Targeted Health/Wellness Foods, by Health Concern,(percent of users and index of U.S. grocery shoppers)
Boomers Comprise a Larger Customer Base
  Table 7-6: Selected Demographic Indicators for Use of Targeted
Health and Wellness Foods, by Type of Grocery Product, 2011 (percent of U.S. grocery shoppers)
Condition-Specific Grocery Shoppers Are Exceptionally Health Conscious
  Table 7-7: Psychographics Regarding Health and Wellness Goals, by Health Concern, 2011 (percent and index of U.S. grocery shoppers)
IFIC Investigates Consumer Concerns About Food Allergens
14% TAKE ALLERGENS INTO ACCOUNT WHEN MAKING PURCHASE DECISIONS
  Figure 7-10: Share of U.S. Consumers Who Consider the Presence of Allergens and Other Food Components in Purchase Decisions,2012
11% TRY TO AVOID ALLERGENS
  Figure 7-11: Share of U.S. Consumers Who Try to Minimize or Maximize Consumption of Allergens and Other Food Components,2012
  Concern About Undeclared Allergens Influences Purchase
  Decisions for 25% of Consumers
  Figure 7-12: Share of U.S. Consumers Whose Purchase Decisions
  Are Influenced by Food Safety Concerns, 2012
Appendix: Gluten-Free Flour Sources
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