The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition

Apr 1, 2009
188 Pages - Pub ID: LA1935885
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The retail market for gluten-free foods and beverages is exploding as a result of multiple triggers. On the marketer side, giant General Mills has converted its venerable Rice Chex Brand to gluten-free status, thus beginning what promises to be a battle of giants as other mega-marketers look to enter the fray. The first giant marketer to create a gluten-free product was Anheuser-Busch, which debuted a gluten-free beer, Redbridge in 2006. Also that year the international spice giant McCormick and Co. acquired Simply Asia Foods. Undeterred, numerous specialty marketers have sprung up, using web 2.0 networking to sell directly in what has long been a consumer driven market.

On the consumer side, demand has been growing exponentially as sufferers of a wide variety of maladies (including celiac disease, autism, attention deficit disorder, irritated bowel syndrome, and MS) have come to believe a gluten-free diet will provide relief. The consumer core of celiac disease, and gluten allergy, sufferers is also growing steadily as diagnosis and treatment of these conditions has improved and increased.

Retailers are holding up their side too. Supermarkets’ gluten-free marketing ranges from gluten-free product lists on their websites, to gluten-free private-label reformulations, to new gluten-free store sections. Even the Federal Government is lending a hand as it finalizes regulatory criteria for gluten-free labeling. This new regulatory clarity should prove a boon to marketers currently struggling through a hodge-podge of self-help organizations for certification. Even the current economic slowdown cannot be seen as a negative factor for the overall gluten-free foods and beverages market, as hard-pressed consumers are motivated to try dietary self-help when mainstream medical assistance grows out of reach.

Packaged Facts projects that this segment of the U.S. retail marketplace enjoyed a 28% CAGR to reach $1.56 billion by the end of 2008. Packaged Facts goes on to project that the segment will continue to grow, though not at the same torrid pace, through 2012.

The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition. contains comprehensive data on the U.S. market for Gluten-Free Foods And Beverages, including historical (2004-2008) and forecast (2008-2012) retail sales data. The report discusses key trends affecting marketers, retailers and consumer demographics. It also contains two special sections: 1) Global Spotlight, a look at international activity; and 2) Medical Conditions Relating To Gluten, which deals with the broad spectrum of complaints that define consumer segments. In addition, the report profiles a broad spectrum of marketers.

Read an excerpt from this report below.

Report Methodology

The information in The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition is based on primary and secondary research. Primary research includes in-depth, on-site examinations of retail outlets and interviews with companies, distributors and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods and technological breakthroughs. Secondary research including data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature and corporate annual reports; Information Resources, Inc.; and other trade sources. Consumer demographics are derived from multiple sources including the Simmons Market Research Bureau.

What You’ll Get in This Report

Gluten-Free Foods and Beverages makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and data that Gluten-Free Foods and Beverages offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from This Report

If your company is already doing business in the, gluten-free foods and beverages market or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for Gluten-Free Foods and Beverages, as well as projected markets and trends through 2012.

This report will help:

  • Gluten-Free Start-Ups understand how to target the various consumer segments; find the best path for retail and distribution; and understand the competitive situation.

  • Marketing managers identify market opportunities and decide what brands may be ripe for gluten-free conversion as well as how to develop targeted promotion plans for consumers.

  • Research and development professionals stay on top of competitor initiatives and explore demand for gluten-free foods and beverages.

  • Advertising agencies working with foods and beverage clients understand the product buyer in order to develop messages and media delivery strategies 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.

Additional Information

Market Insights: A Selection From The Report

Anheuser-Busch Breaks New Ground

As noteworthy as the Rice Chex announcement in 2008 was, General Mills was not the first mega-marketer to introduce a gluten-free product. That honor belongs to brewery giant Anheuser-Busch, which came out with Redbridge Beer in 2006. In a press release from that year, Anheuser-Busch announced that it had “worked closely with the National Foundation for celiac Awareness (NFCA)” to create a gluten-free product. The press release further noted that the beer was made out of sorghum, and that “Sorghum beers have been available internationally for years and are popular in many African countries.” Not the first gluten-free beer in the United States, and certainly not the last, Redbridge is nonetheless an important milestone; not in terms of sales (which have not risen above the level of a niche product) but as a harbinger of things to come. More mega-marketers are sure to follow Anheuser-Busch’s lead and create new gluten-free products. And the introduction of new gluten-free foods and beverages products by large marketers is sure to have a positive impact on sales.

Retailers Use Private Label, Special Sections and Product Lists to Push Gluten-Free

Major retailers have been quicker than giant food marketers in grasping the significance of gluten-free marketing. Whole Foods, America’s largest health and natural foods retailer, first opened a gluten-free bakery facility approximately a decade ago. This began a trend that has shown retailers to be much more aggressive in targeting gluten-free consumers than their counterparts on the production side. Numerous retailers have created gluten-free sections and lists of products that are gluten-free. Specifically what the retailers are doing is verifying which of their private-label brands are prepared in a gluten-free manner and then notifying the consumer. This is expanding the number of gluten-free products in the marketplace.

Wegmans Rides the Gluten-Free Wave

A case in point is the upscale, Mid-Atlantic, supermarket chain, Wegmans. It began by contacting its suppliers in an effort to ascertain which of its private-label products are gluten-free. This resulted in a 31-page list of store branded products that are gluten-free. In addition, Wegmans has slapped a gluten-free label on each gluten-free product. This means that customers don't actually need the 31-page list when they go shopping. They can just look at the package and see by its labeling whether it’s gluten-free or not. Almost all major retailers have made some steps to cater to gluten-free consumers. Packaged Facts predicts that this trend will continue and that it will increase awareness, as well as the number of private-label gluten-free foods and beverages available, thus creating upward sales pressure on the market.

In the News

Malady Stricken Consumers Find Relief in Booming
Gluten-Free Food and Beverage Market

New York, March 12, 2009 - For an American general population loaded with health problems but limited on health care, adopting a gluten-free diet is becoming an increasingly popular solution to alleviate complications from the numerous medical maladies associated with wheat and gluten consumption. As a result, the market for gluten-free food and beverage products grew at a compound annual growth rate (CAGR) of 28% from 2004 to 2008 to finish with almost $1.6 billion in retail sales last year, according to market research publisher Packaged Facts in the brand-new report,The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition.

Packaged Facts projects that ensuing years will experience double-digit growth due to an overwhelming number of positive factors, the most important of which is the existence of more gluten-free products in stores through both product introduction and the conversion of existing products to gluten-free status. By 2012 the market is expected to reach about $2.6 billion in sales.

Medical problems associated with gluten include autism, multiple sclerosis (MS), gluten allergy, various types of gluten-sensitivities, attention-deficit/hyperactivity disorder (ADHD), repetitive strain or stress injury (RSI), and irritated bowel syndrome (IBS). However, the chronic inflammatory disorder of the small intestine known as celiac disease is the problem most notoriously associated with gluten consumption. The increased diagnosis of celiac disease has been a catalyst and driving force in the gluten-free food and beverage market, rescuing it from being generally regarded as a mere fad popular within the health conscious populace.

“Evidence shows that the patients that comprise the celiac community are not willing to be passive sufferers. Their passion to live a full life without gluten must be considered one of the most powerful driving forces in the market,” says Tatjana Meerman, publisher of Packaged Facts. “The fact that approximately three million Americans suffer from celiac disease does not mean that only they are buying gluten-free. Those others suffering maladies relieved by going gluten-free and their ensuing mobilization and activism have focused a great deal of attention on gluten-free eating.”

To meet consumer demand, more than 225 marketers introduced new gluten-free products into the United States in 2008. From supermarkets with private-label brands to single product-line specialty marketers, every conceivable type of food and beverage marketer in the U.S. introduced new products into the market last year.

The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition contains comprehensive data on the U.S. market for gluten-free foods and beverages, including historical (2004-2008) and forecast (2009-2012) retail sales data. The report discusses key trends affecting marketers, retailers and consumer demographics. In addition, the report profiles a broad spectrum of marketers, spotlights international activity, and examines the broad spectrum of complaints that define consumer segments.

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products. Packaged Facts also offers a full range of custom research services.

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