• Introduction to Going Gluten Free
• Size and Growth of Market
  • Market Definition
  • Venues Where Products Are Purchased
  • Most Gluten-Free Foods Are Grain-Type Products
  • Market Size and Growth
  • What Is Driving This Increase in the Number of New Products With Gluten-Free Claims?
  • Keeping Gluten Out Provides a Clean Ingredient Halo
  • Advanced Technologies Enable Innovative Product Development
  
  
• The Marketers
  • Many Are Looking at the Opportunities in Gluten Free
  
  
• The Marketplace
  • Health and Natural Foods Stores Is Where the Action Is
  • Retail Distribution Methods
  
  
• The Consumer
  • Gluten Free Is the Celiac’s Only Option
  • The Number of Celiacs in the United States

Chapter 2 Celiac Disease

• Key Points
• An Introduction to Celiac Disease
• Formulating Gluten Free
• It’s a Disease, Not an Intolerance or an Allergy
• Required Labeling Is for Food Allergens
• The Food Allergen Labeling and Consumer Protection Act
• But There’s More Being Done by FDA on Gluten Labeling
• Highlights From the Public Meeting
• Zero Is a Very Small Number for Producers
• Gluten Inspection Program Launched
• When Can the Industry Expect Some Actions?
• The Number of Celiacs in the United States
• Living with Food Allergies and Intolerance
• The Lucky Ones Get Diagnosed and Seek Out Acceptable Foods
• What Happens With Celiac Disease
• What Are the Classic Symptoms?
• A Scientific and Medical Explanation
• Figure 2-1 Mechanism of Celiac Disease
• Organizations and Support Groups Around the Country

Chapter 3 The Market

• Key Points
• Market Definition
• Venues Where Products Are Purchased
• Most Gluten-Free Foods Are Grain-Type Products
• Market Size and Growth
• 2006 Finishes Off with Almost $700 Million in Sales
• Products Are Primarily Grain-Based Foods
• Highlights From the Public Meeting
• Health/Natural Foods Stores Lead in Gluten-Free Products Share
• Factors to Market Growth
  • Awareness and Diagnosis Is Increasing
  • Keeping Processed Foods and Prepared Entrees Clean
  • Gluten-Free Foods Simply Viewed as a More Healthful Option
  • Flavor and Comfort Foods
  • Ingredient Manufacturers Expand Gluten-Free Offerings
  • Advancements on Formulating Gluten-Free, Grain-Based Foods
  • Projected Market Growth
    • Sales Are Projected to Reach $1.7 Billion by 2010
    • Table 3-3 Projected U.S. Retail Sales of Gluten-Free Products, 2006-2010 (in millions of dollars)
    • Figure 3-2 Projected U.S. Retail Sales of Gluten-Free Products, 2006-2010 (in millions of dollars)

Chapter 4 The Marketers

• Key Points
• Overview of Marketers
• Many Marketers, Mostly Small Players . . . For Now
• Larger Marketers Are Showing Interest Through Acquisition
• How Mega-Marketers Will Get Involved
• Key Players and Market Share
  • Methodology for Determining Market Share
  • Leading Players by Market Share
  • Figure 4-1 Leading Marketers of Gluten-Free Products in the United States, by Share of Dollar Sales, 2006
  • Use Sales Scanner Data Cautiously
  • Table 4-1 Sales Data for Marketers of Gluten-Free Products in the United States, 2001-2005 (in thousands of dollars)
  • Competitive Situation
    • Competitor Profile: Amy’s Kitchen, Inc., Santa Rosa, California
    • A Trend-Setting Lineup
    • Amy’s and Food Allergies
    • A Leader in Penetrating Mainstream Markets
    • Competitor Profile: Barbara’s Bakery, Inc., Petaluma, California
    • Competitor Profile: Bob’s Red Mill Natural Foods, Inc., Milwaukie, Oregon
      • Moving Beyond the Trend-Setting West Coast
      • Dedication to Certified Gluten-Free Manufacturing
      • Continually Rolling Out New Products
      • Competitor Profile: Ener-G Foods, Inc., Seattle, Washington
      • Leader in Gluten-Free Grain-Based Products
      • Newest Products Reflect Mainstream Food Trends
      • Competitor Profile: Enjoy Life Natural Brands, LLC, Schiller Park, Illinois
      • A Limited Range, But a Unique Focus
      • Competitor Profile: The Hain Celestial Group, Inc., Melville,
      • New York
      • The Background on Arrowhead Mills
      • Growth Through Acquisition
      • Competitor Profile: Lundberg Family Farms, Richvale, California
      • By Nature, Rice Is Naturally Gluten Free
      • Competitor Profile: Nature’s Path Foods, Inc., Delta, British Colombia, Canada
      • Back to the Drawing Board
      • The Company’s Gluten-Free Offerings

Chapter 5 The Marketplace

• Key Points
• Retail Distribution Methods
• Direct Delivery Advantages
• The Cost of Face-To-Face Business
• Advantages of Warehouse Delivery
• Smaller Marketers Work Through Brokers
• Introducing New Special Dietary Needs Products to the Market
• Where Consumers Are Shopping These Days
  • Shopping Options Are Plentiful
  • So Where Are Consumers Shopping?
  • Different Types of Retail Outlets
  • Whole Foods Is Very Dedicated to Gluten Free Bakery Goods
  • Table 5-1 Select Items Produced by Whole Foods Bakehouse, by Ingredients, Product Size/Description, and Price, 2006
  • Some Retailers Provide Customers a Gluten-Free Product List
  • Mainstream Retailers Note that the Interest and Need Exists
  • Wal-Mart Becomes Dedicated to the Disease
  • Other Stores Have Gluten-Free Products All Over the Place
  • There Are Even Stores That Only Sell Gluten-Free Products
  • Health/Natural Foods Stores Account for 40% of Sales
  • Different Formats Attract Consumers for Their Varied Needs
  • Channel Blurring Continues to Grow
  • Traditional Supermarkets Down in Number
  • Just How Much Can a Store Carry?
  • Who Are the Leading Retailers?
  • Table 5-2 Top-Five U.S. Discount-Style Food Store Chains, by Dollar Sales and Store Count, 2005
  • Table 5-3 Top-Three U.S. Niche-Style Food Store Chains, by Dollar Sales and Store Count, 2005
  • Never Under Price
  • And Don’t Let Retailers Over Price Your Products
  • Table 5-4 Retail Price of Select Gluten-Free Products, 2006
  • Never Seeing the Inside of a Store
  • Warehouse Clubs
  • Special Dietary Needs Products Are Not Big at Club Stores Chapter 6 The Consumer
    
    • Key Points
    • When It Comes to Celiacs
    • Highlights From the Celiac Consumer Study
    • Gluten Free Is the Celiac’s Only Option
    • The Number of Celiacs in the United States
    • Overall Consumer Outlook Jumps Around

Chapter 7 New Products and Trends

• Key Points
• Gluten-Free Is Becoming Quite the Buzz Word
• Table 7-1 Total Number of SKUs Introduced to the U.S. Marketplace with a Gluten-Free Label, 2001-2005
• Figure 7-1 Total Number of SKUs Introduced to the U.S. Marketplace with a Gluten-Free Label, 2001-2005
• Top-Five Categories Typically Rely on Gluten for Manufacturing
• Figure 7-2 Top-Five Categories of Total Number of SKUs Introduced to the U.S. Marketplace with a Gluten-Free Label, 2001-2005
• Keeping Gluten Out Provides a Clean Ingredient Halo
• Advanced Technologies Enable Innovative Product Development
• New Products in 2005 and 2006
  • Innovation Knows No Limits
  • Table 7-2 Total Number of Product Lines and SKUs Introduced to the U.S. Marketplace with a Gluten-Free Label, January to June 2006
  • Figure 7-3 Four Varieties of Clif Nectar Bars
  • Figure 7-4 Plocky’s Hummus Chips with Olive Oil
  • Figure 7-5 Protons
  • Figure 7-6 Jojo Bar
  • Other Grain-Based Foods Debut
  • Figure 7-7 Woman’s Tortillas
  • Figure 7-8 Annie’s Homegrown Rice Pasta & Cheddar
  • Gluten Free in the Freezer
  • Figure 7-9 Organic Bistro Whole Life Meals
  • Baker, Baker, Bake Me a Cake, and I Will Have Salad for Dinner
  • Figure 7-10 Bob’s Red Mill Gluten Free Chocolate Chip Cookie Mix and Gluten Free Chocolate Cake Mix
  • Figure 7-11 Annie’s Naturals Salad Dressing
  • Real Innovation From a the Chia Plant
  • Figure 7-12 Salba Smart Tortilla Chips and Salsa
  • Brief Description of Other New Products
  • Table 7-3 Marketers and Brands of Gluten-Free Products: Select New Product Introductions, 2003-2006

Retail Stores Dedicated to Offering Gluten-Free Foods
Web Sites Dedicated to Offering Gluten-Free Foods
Marketers of Gluten-Free Foods