Gluten-Free Foods and Beverages in the U.S., 3rd Edition

Feb 1, 2011
210 Pages - Pub ID: LA2710664
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“Are you gluten-free?” The term describes more than the sector of the food and beverage industry that has morphed from specialty niche to mainstream sensation in just a few years. “Gluten-free” has become an identity for the tens of millions of Americans who have reduced or eliminated their consumption of wheat, barley, rye, and oats. Indeed, consumer demand has driven the extraordinary surge in the market for gluten-free foods and beverages. Many people are gluten-free out of necessity, because they suffer from celiac disease or a food allergy. But a growing number are gluten-free by choice, as evidence emerges that this diet may treat medical conditions ranging from autism in children to rheumatoid arthritis in adults. Others find that living gluten-free simply makes them feel better. Packaged Facts’ own online survey conducted expressly for the report Gluten-free Foods and Beverages in the U.S. reveals the number-one motivation for buying gluten-free food products is that they are considered healthier than their conventional counterparts.

Specialty marketers like Glutino, Pamela’s Products, and Kinnikinnick Foods have exploded onto the mainstream scene, and health-oriented companies such as Bob’s Red Mill and Amy’s Kitchen have demonstrated a commitment to producing reliably gluten-free foods. Due to their growing retail presence, as well as to continual improvements in gluten-free products overall, Packaged Facts estimates the U.S. market for gluten-free foods and beverages at $2.6 billion in 2010, for a compound annual growth rate of 30% over the 2006-2010 period.

Increasing diagnoses of celiac disease and food allergies; growing awareness of these ailments among patients, healthcare practitioners, and the general public; more products, and better ones; 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 slow over the next five years, Packaged Facts projects that U.S. sales of gluten-free foods and beverages will exceed $5 billion by 2015.

Report Methodology

The analysis in Gluten-free Foods and Beverages in the U.S., 3rd 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 Fall 2010, and from data prepared expressly for this report by industry experts.

Secondary research entailed data gathering from relevant sources, including consumer and industry publications, newspapers, company literature, and corporate annual reports. Government sources included the Department of Agriculture and the Food and Drug Administration. The National Institutes of Health was the source of many statistics regarding celiac disease and food allergies; the State Department provided information for the Global Outlook chapter. We also referred to Packaged Facts’ own publications for insights into related markets, such as in-store bakeries.

What You’ll Get in This Report

In Gluten-free Foods and Beverages in the U.S., 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., offers. Easy-to-read and practical charts, tables, graphs, and illustrations make this report exceptionally 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
The Products
Toward a More Inclusive Definition of Gluten
What Part of “Gluten-free” Don’t Regulators Understand?
Replacing Gluten, the Tie That Binds
Medical Conditions Relating to Gluten and the Consumer
Celiac Disease Damages the Small Intestine, Disrupts Nutrient Absorption
“The Great Masquerader” Is Staggeringly Under-diagnosed
Rates of Celiac Disease, Food Allergy Are Escalating
The Market
Packaged Facts Refines Its Definition of “Gluten-free”
How We Derived Our Sales Figures
2010 Finishes Off With $2.64 Billion in Retail Sales, Ahead of Projections
Table 1-1: Estimated U.S. Retail Sales of Gluten-free Foods and Beverages, 2006-2010 (in millions of dollars)
Food Bars the Leading GF Category at FDM, Also Boast Highest Year-to-Year Sales Gain
Figure 1-1: U.S. Mass-Market Sales of Gluten-free Foods and Beverages: Shares by Product Category, 2010 (percent)
Small Categories Show Large Gains
Incidence, Awareness Snowball: “Everyone Knows Someone” Who Lives Gluten-free
Mainstreaming: The Next Generation
More Products, and Better Ones, Promise Continued Growth
Figure 1-2: Number of U.S. Gluten-free Food and Beverage Introductions, 2006-2010 (Stock-keeping Units)
GF Products Pricey But Recession Resistant
Is Gluten-free the New Low-carb?
Sales are Projected to Approach $5.5 Billion by 2015
Table 1-2: Projected U.S. Retail Sales of Gluten-free Foods and Beverages, 2010-2015 (in billions of dollars)
The Marketers
Several Types of Marketers, Several Approaches to Gluten-free
Retail Leadership Is Extremely Fragmented — Many Marketers “Own” Their Categories
Table 1-3: Leading U.S. Specialty/Health/Natural Food Marketers of Gluten-free Foods at Food/Drug/Mass, by Category, 2010
GF Marketers Cater to Consumers With Other Food Sensitivities
Going Gluten-free Made Easy
Community Outreach Is the Most Powerful Means of Promotion
The Marketplace
Half of Gluten-free Consumers Shop at Walmart
Breads, Cereals, Grains the Most Frequently Purchased GF Food Products
Figure 1-3: Gluten-free Food Products: Types Purchased in the Past Three Months, Fall 2010 (percent)
Foodservice: The Final Frontier
Product Trends and Opportunities
Product Quality and Packaging: Free For All
Non-allergenic Foods for Kids a Huge and Growing Opportunity
GF Foods Get (And Need) a Nutritional Boost
Consumer Trends
15% of Consumers Buy Gluten-free Food Products
Conviction That GF Foods Are Healthier Drives Usage
Figure 1-4: Gluten-free Food Products: Motivations for Purchase/Use, Fall 2010 (percent)
What GF Consumers Crave Above All (Hint: Bread)
Four Gluten-free Consumer Segments
Global Spotlight
North America and Europe Continue to Dominate Global Market
Table 1-4: Top Ten Gluten-free Food Markets by Number of Product Introductions, 2010 (Stock-keeping Units and Share of World Total)
New European Gluten-Free Labeling Standards Take Effect in 2012
GF Marketing Concentrated in Affluent Countries
Non-western Nations, Developing Economies Have Much to Gain From Gluten-free
Cultivation of GF Crops Supports Economic Development
Chapter 2: The Products
Key Points
What Is Gluten?
Toward a More Inclusive Definition
Table 2-1: Wheat, Barley, Rye, and Oat Proteins Harmful to Celiacs
Hiding in Plain Sight
Several Methods Exist for Determining Gluten Content in Foods
Table 2-2: Benefits and Drawbacks of Principal Methods of Gluten Detection
What Part of “Gluten-free” Don’t Regulators Understand?
Figure 2-1: Requirements of the Food Allergen Labeling and Consumer Protection Act of 2004
GF Advocacy Groups Establish Credentialing Programs
Celiac Sprue Association Recognition Seal
Figure 2-2: Celiac Sprue Association Recognition Seal
Table 2-3: Comparison of "Gluten-Free" Labeling Requirements: Codex Alimentarius, U.S. Food and Drug Administration, and Celiac Sprue Association
Gluten Free Certification Organization
Figure 2-3: Gluten-Free Certification Organization Logo
National Foundation for Celiac Awareness
Participants in the GF Market Face Various Challenges
Replacing Gluten, the Tie That Binds
Contamination: You Reap What You Sow
“Free” Doesn’t Come Cheap
Gluten-free: Low-carb, a Weight-loss Tool, Generally Healthier?
Figure 2-4: Gluten-free Food Products: Motivations for Purchase/Use, Fall 2010 (percent)
Figure 2-5: Nutritional Comparison: Amy's Regular vs. Gluten-free Macaroni & Cheese Entrees
Table 2-4: Carbohydrate Content of Selected Bob’s Red Mill Products (in grams)
Product Categories Represented in the Gluten-free Foods and Beverages Market
Sources for Gluten-Free Flour, an International Guide
Chapter 3: Medical Conditions Relating to Gluten and the Consumer
Key Points
Celiac Disease Damages the Small Intestine, Disrupts Nutrient Absorption
Figure 3-1: How Gluten Ingestion Damages the Small Intestine of a Celiac Patient
Symptoms Run the Gamut: Digestive Dysfunction to Mood Disorders to Infertility…
Table 3-1: Selected Symptoms and Consequences of Untreated Celiac Disease
…but Celiac Disease Can Also Be Asymptomatic
“The Great Masquerader” Is Staggeringly Under-diagnosed
Blood Tests, Biopsies, and Screening Are Primary Diagnostic Methods
As Many as 1% of Americans May Have CD
Incidence of CD Doubles Every 15 Years: “A Significant Public Health Issue”
Is a Culture of Clean Culpable?
Emerging Drug Treatments and Vaccines for CD
CD Research Could Have Implications for Other Autoimmune Disorders
Symptoms of Irritable Bowel Syndrome Resemble Those of Celiac Disease
Autism Diets Eliminate Casein as Well as Gluten
Food Allergies Affect 5% of Children and 4% of Adults
Figure 3-2: Children Under Age 18 Who Reported Food/Digestive Allergy in the Past 12 Months, by Age Group, 1997-2007 (percent)
Chapter 4: The Market
Key Points
Market Definition
How Packaged Facts Derived Its Sales Figures
Awareness, Mainstreaming the Leading Market Forces from 2006 to 2010
2010 Finishes Off With $2.64 Billion in Retail Sales, Ahead of Projections
Table 4-1: Estimated U.S. Retail Sales of Gluten-free Foods and Beverages, 2006-2010 (in millions of dollars)
Food Bars the Leading GF Category at FDM, Also Boast Highest Year-to-Year Sales Gain
Table 4-2: U.S. Mass-Market Sales of Gluten-free Foods and Beverages: Shares by Product Category, 2010 (percent)
Figure 4-1: U.S. Mass-Market Sales of Gluten-free Foods and Beverages: Shares by Product Category, 2010 (percent)
Smallest Categories Show Large Gains
Figure 4-2: U.S. Mass-Market Sales of Gluten-free Foods and Beverages: Sales Growth by Product Category, 2009-2010 (percent)
Retail Distribution Shifts Dramatically Toward Mainstream Channels
Table 4-3: U.S. Share of Sales of Gluten-Free Foods and Beverages, by Retail Channel, 2010 (percent)
Figure 4-3: Sales of Gluten-free Foods and Beverages, by Retail Channel, 2008 vs. 2010
Factors Promoting Future Market Growth
Incidence of Celiac Disease and Other Food Disorders Is Growing
Awareness Snowballs: “Everyone Knows Someone” Who Lives Gluten-free
Mainstreaming: The Next Generation
Activists and Advocacy Groups Agitate
Let Food Be Your Medicine
More Products, and Better Ones, Promise Continued Growth
Figure 4-4: Number of U.S. Gluten-free Food and Beverage Introductions, 2006-2010 (Stock-keeping Units)
Figure 4-5: Gluten-free Food Consumers: Opinions and Shopping Behaviors, Fall 2010 (percent)
Free to Be… Gluten-free (Or Not)
Nearly One-Third of Gluten-free Consumers Buy GF for Other Reasons
Recession? What Recession?
Potential Impediments to Market Growth
GF Products Pricey…
…But Are They Overpriced?
It Isn’t Easy Being Free
Fad or Fixture?
Is Gluten-free the New Low-carb?
Sales are Projected to Approach $5.5 Billion by 2015
Table 4-4: Projected U.S. Retail Sales of Gluten-free Foods and Beverages, 2010-2015 (in billions of dollars)
Chapter 5: The Marketers
Key Points
Overview of Marketers
Four Basic Types
Specialty Marketers
Health Food/Natural Food Marketers
Supermarket Store Brands
Mega-marketers
Three Basic Approaches
Dedicated
Committed
Accommodating
Methodology for Determining Market Share
Retail Leadership Is Extremely Fragmented — Many Marketers “Own” Their Categories
Table 5-1: Leading U.S. Specialty/Health/Natural Food Marketers of Gluten-free Foods at Food/Drug/Mass, by Category, 2010
Food Bars
Cold Cereal
Fresh Bread and Rolls
Pasta and Noodles
Frozen Dinners and Entrees
Cookies
Crackers
Baking Mixes
Salty Snacks
Frozen Bread and Dough
Shelf-stable Dinners
Frozen Pizza
Baking Needs
Marketing Trends and Opportunities
Marketing in the Spirit of the Law — When There Is No Law
GF Marketers Also Cater to Consumers With Other Food Sensitivities
Going Gluten-free Made Easy
Ask For Us By Name
Community Outreach Is the Most Powerful Means of Promotion
Competitor Profiles
Amy's Kitchen, Inc. (Petaluma, CA)
Andre Prost, Inc. (Old Saybrook, CT)
Barbara's Bakery (Petaluma, CA)
Bob’s Red Mill Natural Foods, Inc. (Milwaukie, OR)
Ener-G Foods, Inc. (Seattle, WA)
Enjoy Life Natural Brands, LLC (Schiller Park, IL)
General Mills, Inc. (Minneapolis, MN)
Glutino Food Group (Laval, Quebec, Canada)
Kinnikinnick Foods, Inc. (Edmonton, Alberta, Canada)
Pamela’s Products (Ukiah, CA)
The Hain Celestial Group, Inc. (Melville, NY)
Chapter 6: The Marketplace
Key Points
Different Types of Retail Channels
Conventional Channels
Gluten-Free Specialty Stores
E-stores Make Distribution Easy as Gluten-free Pie
Figure 6-1: E-tailers Carrying Amy’s Kitchen Products
Distribution Shifts From Specialty Stores to Supermarket Chains
Table 6-1: U.S. Share of Sales of Gluten-Free Foods and Beverages, by Retail Channel, 2008 (percent)
Table 6-2: U.S. Share of Sales of Gluten-Free Foods and Beverages, by Retail Channel, 2010 (percent)
Figure 6-2: Sales of Gluten-free Foods and Beverages, by Retail Channel, 2008 vs. 2010
Half of Gluten-free Consumers Shop at Walmart
Figure 6-3: Gluten-free Food Products: Consumer Retail Channel Preferences, Fall 2010 (percent)
Breads, Cereals, Grains the Most Frequently Purchased GF Food Products
Figure 6-4: Gluten-free Food Products: Types Purchased in the Past Three Months, Fall 2010 (percent)
Range of GF Food Products Has Increased, But May Not Motivate Shoppers
Figure 6-5: Gluten-free Food Consumers: Opinions and Shopping Behaviors, Fall 2010 (percent)
Figure 6-6: Gluten-free Food Consumers: Satisfaction With Product Selection and Availability, Fall 2010 (percent)
At In-store Bakeries, GF is Selling Like Hotcakes
Gluten-free at Walmart: An Insider’s Perspective
Foodservice: The Final Frontier
American Culinary Federation Chefs Pronounce GF a Hot Trend
Table 6-3: Selected Rankings From National Restaurant Association’s “Chef Survey: What’s Hot in 2010” (share)
Canadian Chef Survey Names GF a Top 10 Menu Trend
National Foundation for Celiac Awareness Trains Restaurants in GF Food Prep
Who is the Gluten-free Restaurant Patron?
Two Steps Forward, One Step Back
Figure 6-7: Gluten-free Menu Entrees, P.F. Chang's China Bistro
Figure 6-8: Gluten-free Menu, The Old Spaghetti Factory
Figure 6-9: Gluten-free Menu, The Great Impasta
GF Diners “Thrilled” by Safe Menu Options
GF Is No Menu Fad
Gluten-free Showcase Pavilion Debuts at Restaurant Show
GF Consumers Dine Out on Restaurant Directories
Emerging Opportunities for Gluten-free in Foodservice
Chapter 7: Product Trends and Opportunities
Key Points
U.S. Gluten-free Product Launches Grow to Nearly 2,700 in 2010
Table 7-1: Number of U.S. Gluten-free Food and Beverage Introductions, 2006-2010 (Stock-keeping Units)
GF Food Bars a Leader in Product Introductions, As in Sales
Table 7-2: Number of U.S. Gluten-free Food and Beverage Introductions, 2010, by Category (Stock-keeping Units)
Wegmans is Far and Away the New GF Product Leader — Again
Table 7-3: Number of U.S. Gluten-free Food and Beverage Introductions, 2010, Selected Companies (Stock-keeping Units)
Figure 7-1: Wegmans Web Page for Gluten-free Foods
Bora Bora Is a Leading “Dedicated” GF Marketer
Product Development and Opportunities
Packaging: Strive for Transparency, Familiarity
Free For All
Non-allergenic Foods for Kids a Huge and Growing Opportunity
Introductions of GF Baby Snacks More Than Triple in Two Years
HappyBaby a GF Pioneer
Table 7-4: Selected New Gluten-free Product Introductions for Kids
GF Foods Get (And Need) a Nutritional Boost
Figure 7-2: Gluten-free Food Products: Motivations for Purchase/Use, Fall 2010 (percent)
Hain Celestial Group’s Dedicated GF Lines Are Specially Formulated to Address Nutritional Imbalances
Ancient Grains: Everything Old Is New Again
Table 7-5: Examples of Products Containing Gluten-free Ancient Grains
Researchers Seek the “Holy Grail” of GF Breads
Therapies As Close As Your Grocer’s Shelf
Can Probiotics Treat Celiac Disease?
What About Prebiotics?
Chapter 8: Consumer Trends
Key Points
Methodology
15% of Consumers Buy Gluten-free Food Products
Figure 8-1: Gluten-free Food Products: Usage Rates, Fall 2010 (percent)
Conviction That GF Foods Are Healthier Drives Usage
GF Foods Considered Higher Quality
Many Shop GF to Treat a Health Condition
Figure 8-2: Gluten-free Food Products: Motivations for Purchase/Use, Fall 2010 (percent)
Grain-based Foods #1 on GF Shopping List
Figure 8-3: Gluten-free Food Products: Types Purchased in the Past Three Months, Fall 2010 (percent)
Half of GF Shoppers Head to Walmart
Figure 8-4: Gluten-free Food Products: Consumer Retail Channel Preferences, Fall 2010 (percent)
Figure 8-5: Consumer Retail Channel Preferences, GF Shoppers vs. All Shoppers, Fall 2010 (percent)
Many GF Shoppers See Improvements in Variety and Quality
Figure 8-6: Gluten-free Food Consumers: Opinions and Shopping Behaviors, Fall 2010 (percent)
Most GF Consumers Are Buying More GF
Figure 8-7: Gluten-free Food Consumers: Changing Usage Rates, Fall 2010 (percent)
One in 10 GF Shoppers Want What’s Not There
Figure 8-8: Gluten-free Food Consumers: Satisfaction With Product Selection and Availability, Fall 2010 (percent)
What GF Consumers Crave Above All (Hint: Bread)
Figure 8-9: Gluten-free Food Consumers: Satisfaction With Product Quality, Fall 2010 (percent)
GF Not Perceived as a Gimmick or Fad
Figure 8-10: Gluten-free Food Products: Overall Consumers’ Perceptions and Opinions, Fall 2010 (percent)
Four Gluten-free Consumer Segments
Figure 8-11: Four Gluten-free Consumer Segments
Chapter 9: Global Spotlight
Key Points
Food Allergies a Growing Problem Around the World
North America and Europe Continue to Dominate Global Market
Table 9-1: Top Ten Gluten-free Food Markets by Number of Product Introductions, 2005-2010 (Stock-keeping Units and Share of World Total)
North American National Spotlight: Canada
Proximity and Trade Relationship Mean Canada and U.S. Share Many Gluten-free Marketers
Table 9-2: Top 10 Gluten-free Product Introductions in Canada by Category and Marketer, 2010 (Stock-keeping Units)
GF Advocacy in Canada More Evolved Than in U.S.
Health Canada Considers Revising GF Labeling Regulation to Allow Oats; Marketers Balk
CCA Trademarks Standard for “Pure Uncontaminated Oats”
U.S. Now the Primary Market for Canadian GF Pioneer Glutino
Kinnikinnick Foods a Leading Producer of GF Baked Goods
New European Gluten-Free Labeling Standards Take Effect in 2012
European National Spotlight: Spain
A Strong and Growing GF Force
Table 9-3: Top 10 Gluten-free Product Introductions in Spain by Category and Marketer, 2010 (Stock-keeping Units)
Meat Processors, Retailers Tops in Product Launches
Asociación de Celiacos de Madrid Advises Travelers on Eating Gluten-free in Spain
Table 9-4: Typical Gluten-free Spanish Cuisine
European National Spotlight: United Kingdom
A Robust and Growing Gluten-free Market
Supermarkets Put Their Money on Private-label GF
Table 9-5: Top 10 Gluten-free Product Introductions in United Kingdom by Category and Marketer, 2010 (Stock-keeping Units)
Coeliac UK Vigorously Promotes the GF Market
Survey: One-quarter of Celiacs Wait 11-plus Years for Diagnosis
In UK, Gluten-free Foods Are Prescribed, Subsidized
Table 9-6: UK Prescription Gluten-free Food Manufacturers
Genius Bread Delivers a Brilliant Performance
Snapshot: Gluten-free Product Launches in Italy, Germany, and France
Table 9-7: Top 10 Gluten-free Product Introductions in Italy by Category and Marketer, 2010 (Stock-keeping Units)
Table 9-8: Top 10 Gluten-free Product Introductions in Germany by Category and Marketer, 2010 (Stock-keeping Units)
Table 9-9: Top 10 Gluten-free Product Introductions in France by Category and Marketer, 2010 (Stock-keeping Units)
Oceana Spotlight: Australia and New Zealand
New Zealand Company Tops GF Product Intros in Australia
Table 9-10: Top 10 Gluten-free Product Introductions in Australia by Category and Marketer, 2010 (Stock-keeping Units)
Coeliac Society of Australia Endorses Products; New Zealand Poised To Do So
Table 9-11: Manufacturers Endorsed by Coeliac Society of Australia
Gluten-free Regulation is a Two-tiered Affair
But Advocates Say Standards Are Too Rigid
Snapshot: Other Regions
GF Marketing Concentrated in Affluent Countries
Non-western Nations, Developing Economies Have Much to Gain From Gluten-free
Snapshot: Asia
India’s Celiac Society Ramps Up Advocacy Efforts
Researchers Recommend Active Investigation of CD in China
Snapshot: Middle East
Rate of CD May Exceed 1 in 100 Israelis
New Israeli Labeling Regulations Will Advance Domestic Market
Cultivation of GF Crops Supports Economic Development
Appendix
Marketers
Organizations — U.S
Organizations — Outside U.S.

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