• Scope and Methodology
  
  • Scope of Report
  • Four Product Categories
  • Report Methodology
  
  
• Allergic America: Introduction
  
  • 11 Million Americans Have Food Allergies
  • Allergy or Intolerance?
  • Most Allergies and Sensitivities Due to a Few Foods
  • Milk and Eggs
  • Wheat, Wheat Gluten, and Soy
  • Peanuts and Tree Nuts
  • Fish and Shellfish
  • “Hidden” Allergies and Sensitivities on the Radar
  • Consumers with Food Allergies and Sensitivities
  
  
• The Market
  
  • U.S. Retail Sales Approach $2 Billion
  • Market Share by Category
  • Table 1-1: Share of Total U.S. Retail Sales of Food Allergy and
  • Intolerance Products by Category, 1999 vs. 2003 (percent)
  • Market Share by Retail Outlet Type
  • Allergies Rising Across the Board
  
  
• Competitive Situation
  
  • Many Companies Field Scattered Offerings
  • Limited Opportunities for Allergy/Intolerance Specialists
  • Leading Players by Market Share
  • Figure 1-1: Top Marketers of Food Allergy and Intolerance Products by Market Share: 2003 (percent)
  • Targeting Allergic and Non-Allergic Consumers
  • Wooing Food-Allergic/Intolerant Consumers
  • Winning Non-Allergic/Intolerant Consumers
  • Most Companies Fly Under Advertising Radar
  
  
• New Product Trends
  
  • A Flood of Introductions
  • Few New Beverages Crack Market, But Foods Are Booming
  • New Twists on Dairy-Alternative Products
  • Phytosterols and Probiotics: Better Health, Added Value
  • Organics on the Rise
  • Convenience Is King
  
  
• Looking Ahead
  
  • Trends and Opportunities

Chapter 2: Allergic America

• Introduction
  
  • 11 Million Americans Have Food Allergies
  • Allergy or Intolerance?
  • Most Allergies and Sensitivities Due to a Few Foods
  • Milk and Eggs
  • Wheat, Wheat Gluten, and Soy
  • Peanuts and Tree Nuts
  • Fish and Shellfish
  • “Hidden” Allergies and Sensitivities on the Radar
  • Corn
  • Aspartame
  • BHA and BHT
  • FD&C Yellow Dye No. 5
  • MSG
  • Sulfites
  • Identifying Allergies and Intolerance
  • Medication and Treatment
  <
  
• Food Allergies and Intolerance in Children
  
  • Number and Causes
  • Managing Food Allergies in Schools
  • Childhood Allergies and Quality of Life
  • Outgrowing Allergies
  • Allergies and Other Diseases
  
  
• Federal Guidelines, Food Labeling, and Advocacy and Support Groups
  
  • The Food Allergen Labeling and Consumer Protection Act
  • Do Labels Make a Difference?
  • Many Organizations Provide Support, Education
  
  
• Foodservice Responses
  
  • Changes in Production and Distribution
  • Testing for Traces and Product Recalls
  • The Restaurant Industry: New Threats and Burdens
  • Genetically Engineered Ingredients: Cause or Cure?
  
  
• The Consumer
  
  • Numbers and Trends
  • Table 2-1: Estimated Incidence of Major Food Allergies and Food Intolerance Conditions: Total U.S. Population and Children Under Age 9, 2003
  • Table 2-2: Estimated Incidence of Major Food Allergies and Food Intolerance Conditions: By Race and Hispanic Origin, 2003
  • Living with Food Allergies and Intolerance

Chapter 3: The Market

• Market Overview
  
  • Market Definition
  • Four Product Categories Dairy and Dairy-Alternative Products
  • Baked Goods, Flour, and Pasta
  • Peanut and Tree Nut-Alternative Products
  • Infant Formula and Baby Food
  
  
• Market Size and Growth
  
  • Methodology
  • U.S. Retail Sales Approach $2 Billion
  • Table 3-1: U.S. Retail Sales of Food Allergy and Intolerance Products, 1999-2003 (in millions of dollars)
  • Figure 3-1: U.S. Retail Sales of Food Allergy and Intolerance Products, 1999-2003 (in millions of dollars)
  • Dairy and Dairy Alternatives Lead the Way
  • Table 3-2: U.S. Retail Sales of Food Allergy and Intolerance-Related Dairy and Dairy-Alternative Products, 1999-2003 (in millions of dollars)
  • Celiac Awareness Drives Baked Goods, Flour, and Pasta Sales
  • Table 3-3: U.S. Retail Sales of Food Allergy and Intolerance-Related Baked Goods, Flour, and Pasta (in millions of dollars)
  • Sales of Nut-Alternative Products Also on the Ups
  • Table 3-4: U.S. Retail Sales of Food Allergy and Intolerance-Related Peanut and Tree Nut-Alternative Products, 1999-2003 (in millions of dollars)
  • Infant Formula and Baby Food Cracking the Market
  • Table 3-5: U.S. Retail Sales of Food Allergy and Intolerance-Related Infant Formula and Baby Food, 1999-2003 (in millions of dollars)
  • Market Share by Category
  • Table 3-6: Share of Total U.S. Retail Sales of Food Allergy and Intolerance Products by Category, 1999 vs. 2003 (percent)
  • Market Share by Retail Outlet Type
  • Table 3-7: Share of U.S. Sales of Food Allergy and Intolerance Products by Category and Retail Outlet Type, 2003 (percent)
  • Figure 3-2: Share of U.S. Sales of Food Allergy and Intolerance Products by Retail Outlet Type, 2003 (percent)
  
  
• Factors to Market Growth
  
  • Allergies Rising Across the Board
  • Changes to School Lunch Act May Open Door for Products
  • Awareness of Allergies and Sensitivities Growing
  • Allergen Use in Processed Foods
  • “Free From” Foods Viewed as Healthier Option
  • Flavor and Comfort Foods
  • New Ingredients, GM Foods Offer Benefits and Risks
  • Mergers and Acquisitions Accelerating Market Growth
  • Growth Tempered by Cross-Sensitivity, Costs
  
  
• Projected Market Growth
  
  • Sales to Approach $4 Billion in 2008
  • Table 3-8: Projected U.S. Retail Sales of Food Allergy and Intolerance Products, 2003-2008 (in millions of dollars)
  • Baked Goods Climbing Fastest
  • Figure 3-3: Projected U.S. Retail Sales of Food Allergy and Intolerance Products, 2003-2008 (in millions of dollars)
  • Table 3-9: Projected U.S. Retail Sales of Food Allergy and Intolerance-Related Dairy and Dairy-Alternative Products, 2003-2008 (in millions of dollars)
  • Table 3-10: Projected U.S. Retail Sales of Food Allergy and Intolerance-Related Baked Goods, Flour, and Pasta, 2003-2008 (in millions of dollars)
  • Table 3-11: Projected U.S. Retail Sales of Food Allergy and Intolerance-Related Peanut and Tree Nut-Alternative Products, 2003-2008 (in millions of dollars)
  • Table 3-12: Projected U.S. Retail Sales of Food Allergy and Intolerance-Related Infant Formula and Baby Food, 2003-2008 (in millions of dollars)

• Marketer and Brand Overview
  
  • Many Companies Field Scattered Offerings
  • Limited Opportunities for Allergy/Intolerance Specialists
  • Table 4-1: U.S. Market for Food Allergy and Intolerance Products: Selected Marketers and Leading Brands, 2004
  
  
• Marketer and Brand Shares
  
  • Methodology
  • Leading Players by Market Share
  • Figure 4-1: Top Marketers of Food Allergy and Intolerance Products by Market Share: 2003 (percent)
  • Top Marketers by Sales Gains
  • Leading Dairy-Alternative Brands
  • Figure 4-2: Top Brands of Food Allergy and Intolerance-Related Dairy and Dairy-Alternative Products by Market Share: 2003 (percent)
  • Leading Baked Goods, Flour, and Pasta Brands
  • Figure 4-3: Top Brands of Food Allergy and Intolerance-Related Baked Goods, Flour, and Pasta by Market Share: 2003 (percent)
  • Leading Peanut and Tree Nut Alternatives
  • Leading Infant Formula and Baby Food Brands
  • Table 4-2: Top Marketers of Food Allergy and Intolerance Products by Market Share: 1999 vs. 2003 (percent)
  • Table 4-3: Top Marketers of Food Allergy and Intolerance Products by Retail Dollar Sales Gains: 2003 vs. 1999 (in millions of dollars)
  • Table 4-4: Top Brands of Food Allergy and Intolerance-Related Dairy and Dairy-Alternative Products by Market Share: 1999 vs. 2003 (percent)
  • Table 4-5: Top Brands of Food Allergy and Intolerance-Related Baked Goods, Flour, and Pasta by Market Share: 1999 vs. 2003 (percent)
  • Table 4-6: Top Brands of Food Allergy and Intolerance-Related Peanut and Tree Nut-Alternative Products by Market Share: 1999 vs. 2003 (percent)
  • Table 4-7: Top Brands of Food Allergy and Intolerance-Related Infant Formula and Baby Food by Market Share: 1999 vs. 2003 (percent)

• Marketing Dynamics
  
  • Covering All Bases
  • Wooing Food-Allergic/Intolerant Consumers
  • Winning Non-Allergic/Intolerant Consumers
  • Education and Brand Loyalty
  • Playing on Parental Fears and Peer Pressure
  • Limited Crossover with Other Markets
  • Competitive Focus: Dairy and Dairy-Alternative Products
  • Ice Cream, Frozen Desserts, and Soy Cheeses
  • Reaching Out to Vulnerable Minorities
  • Competitive Focus: Baked Goods, Flour, and Pasta
  • Gluten-Free Flour and Baking Mixes
  • Gluten-Free Breads, Snacks, and Pasta
  • Competitive Focus: Peanut and Tree Nut-Alternative Products
  • Competitive Focus: Infant Formula and Baby Food
  
  
• Advertising and Promotion
  
  • Consumer Advertising Expenditures
  • Most Companies Fly Under Advertising Radar
  • Largest Spending from Dairy, Infant Formula Companies

Chapter 5: Competitor Profiles

• Competitor Profile: Amy’s Kitchen, Inc.
  
  • Corporate Overview
  • A Trend-Setting Lineup
  • Amy’s and Food Allergies
  • A Leader in Penetrating Mainstream Markets
  • More Healthy Breakfast Innovations on the Way
  
  
• Competitor Profile: Dean Foods/White Wave (Silk)
  
  • Corporate Overview
  • A Trendsetter in Soymilk
  • Silk in Prime Time
  • Plans for the Future
  • Competitor Profile: Ener-G Foods, Inc.
    
    • Corporate Overview
    • Leader in Gluten Intolerance
    • Newest Products Reflect Mainstream Food Trends
    • Other Allergies, Health Concerns Growing in Importance
    
    
  • Competitor Profile: Enjoy Life Foods, Inc
    .
    • An Allergen-Free Food Specialist
    • A Limited Range, But a Unique Focus
    • Forming Strong Relationships
    • Poised for Growth
    
    
  • Competitor Profile: The Hain Celestial Group, Inc. (Earth’s Best/Imagine Foods)
    
    • Corporate Overview
    • Earth’s Best Allergy Foods Options
    • Westbrae and WestSoy Encompass Wide Range
    • Imagine Foods Ups Hain’s Ante in Non-Dairy
    • More Growth on the Horizon
    
    
  • Competitor Profile: Lactaid (McNeil Nutritionals LLC/HP Hood, Inc.)
    
    • The Leader in Lactose-Intolerance Products
    • Line Extension Experiments Often Short-Lived
    • A New Boost in Advertising

Chapter 6: New Product Trends

• New Product Trends
  
  • A Flood of Introductions
  • Table 6-1: Total Number of Food Allergy and Intolerance Product Introductions by Type, 1999-2003 (number and percent)
  • Few New Beverages Crack Market, But Foods Are Booming
  • Table 6-2: Number of Allergy and Intolerance Beverage Introductions by Type: 1999-2003 (number and percent)
  • Table 6-3: Number of Allergy and Intolerance Food Introductions by Type: 1999-2003 (number and percent)
  • Lactose Free Outpacing Lactose Reduced
  • New Twists on Dairy-Alternative Products
  • Phytosterols and Probiotics: Better Health, Added Value
  • Organics on the Rise
  • Convenience Is King
  • More Nutritious Flours
  • Targeting Low-Carb Dieters with Allergies
  • Table 6-4: Marketers and Brands of Food Allergy and Intolerance Products: Selected New Product Introductions, 2003-Summer 2004

Chapter 7: Looking Ahead

• Trends and Opportunities
  
  • Increasing Awareness, Prevalence, and Fear of Allergies
  • Creativity and Convenience
  • New Demographics
  • Riding the Low-Carb Wave
  • Pressure from the Top
  • Neutralizing Allergens

Appendix: Addresses of Selected Marketers