Gluten-Free Foods in the U.S., 6th Edition

 
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Published Oct 24, 2016 | 217 Pages | Pub ID: LA15012937

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Gluten-Free Foods in the U.S., 6th Edition

The desire for clean labels, ease of digestion, the need or desire to avoid allergens, compatibility with vegetarian and vegan lifestyles and concerns about sustainability among the general population are putting the spotlight on the plant proteins abundant in legumes and beans, or pulses. And these, along with ancient and sprouted grains, are increasingly to found in the growing array of gluten-free foods available on the shelves of mainstream supermarkets and natural food stores alike.

Gluten-Free Market Opportunities & Trends

The pulse-based are particularly valuable in improving the nutrient quality of gluten-free products, as they are richer in fiber, protein, and micronutrients than GF staples rice and tapioca flour. The appeal of ancient and sprouted grains is much like that of pulses. For food processors, these ingredients provide whole food, plant-based protein sources that enhance appearance, deliver unique tastes and textures, pack a nutritional wallop, and invite variety and innovation. A number of ancient grains are gluten-free, as are sprouted ingredients made from GF ancient grains, nuts, seeds, and beans.

Updated from its 2015 report , Gluten-Free Foods in the U.S. 6th Edition is Packaged Facts’ analysis of gluten-free foods focuses on traditionally grain-based products in the following categories: Salty Snacks, Crackers, Fresh Bread, Pasta, Cold (ready-to-eat) Cereal, Baking Mixes, Cookies, Flour, and Frozen Bread/Dough. As in its previous analyses of the market for gluten-free (GF) foods, Packaged Facts has established two main criteria for determining whether a product falls within its market definition: whether the product could possibly contain gluten; and whether a product is clearly labeled and marketed as gluten-free.

Growth rates in the gluten-free foods market are expected to slow significantly from the high double-digit levels experienced a decade ago to solid, but less glamorous, single digit rates in the coming years. Packaged Facts projects all-channel sales of gluten-free foods in the nine categories analyzed to achieve sales of more than $2 billion in 2020, up nearly $400 million from 2015.

Scope and Methodology

Gluten-Free Foods in the U.S. 6th Edition covers important product developments in this market, consumer motivations for using these products, the emergence of bright new start-ups, and the hunger for gluten-free acquisitions among the top food industry marketers.

To quantify the market for gluten-free foods and beverages, Packaged Facts compiled a list of hundreds of companies, brands, and individual products that are explicitly marketed as gluten-free with front-of-package labeling. Estimates of the gluten-free market size and marketer shares are compiled from data derived from a variety of sources, including IRI’s InfoScan Review, Nielsen Scantrack, and SPINSscan sales tracking services; syndicated market research studies; individual company reports; industry publications; and Packaged Facts’ own extensive food and beverage research database and report collection.
  • Packaged Facts National Consumer Survey, conducted in July-August 2016 with a sample size of 2,000 U.S. adults age 18+, as well as, for purposes of comparison and trending, the surveys conducted for Packaged Facts’ 2010, 2012, and 2014 reports on gluten-free foods.
  • In addition, the report draws on data from Simmons Market Research NCS Adult Study, Winter 2012-2016 and Spring 2016.
Information on new product introductions was derived from examination of the retail milieu and from relevant trade, business, and government sources, including company literature and annual reports. Company websites, Facebook, and Twitter pages served as sources for new advertising and marketing images and messaging.

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        •   Motivations for Purchase/Use of Gluten-Free Foods, 2016 (percent of gluten-free consumers)

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        •   U.S. Retail Sales of Gluten-free Foods in Key Categories, 2011-2015
        •   Projected U.S. Retail Sales of Gluten-free Foods in Key Categories, 2016-2020
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      •   Motivations for Eating Ancient Grains, 2015 (U.S. adults who buy menu or grocery items with ancient grains)

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        •   Reasons for Watching Diet, 2016 (percent among U.S. adults presently watching diet)
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        •   Selected Demographic Indicators: Buying Gluten-Free Foods When Watching Diet, 2016 (percent and index among U.S. adults who are watching diet)

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        •   Selected Demographic Indicators: Purchase/Use of Gluten-Free Foods, 2016 (percent of adults)
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        •   Grains With and Without Gluten
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        •   Role of Allergies/Intolerances in Food Choices, 2015 (percent of adults)
        •   Importance of Allergies/Intolerances in Food Preparation at Home, 2015 (percent of adults)
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        •   Motivations for Purchase/Use of Gluten-Free Foods, 2016 (percent of gluten-free consumers)
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        •   U.S. Retail Sales of Gluten-free Foods in Key Categories, 2011-2015

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        •   Mass Market Sales of Gluten-Free Foods: Key Product Categories, 2011-2015 (in millions of dollars)

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        •   Gluten-Free Foods: Overall Usage, 2014 vs. 2016 (percent of adults)
        •   Gluten-Free Foods: Increased Usage, 2010-2016 (percent of adults)

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        •   Motivations for Purchase/Use of Gluten-Free Foods, 2010-2016 (percent of gluten-free consumers)

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        •   Types of Gluten-Free Products Used, 2014 vs. 2016 (percent of gluten-free consumers)

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        •   Opinions About Quality and Variety of Gluten-Free Foods, 2010-2016 (percent of gluten-free consumers)

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        •   Gluten-Free Shoppers: Awareness and Engagement, 2010-2016 (percent of gluten-free consumers)

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        •   Gluten-Free Shoppers: Marketplace Perspectives, 2010-2016 (percent of gluten-free consumers)

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        •   Reasons for Watching Diet, 2013-2016 (percent of U.S. adults presently watching diet)
        •   Types of Food Purchased in Relation to Watching Diet, 2013-2016 (percent of U.S. adults presently watching diet)
        •   Gluten Intolerance vs. Gluten-Free Foods Consumption, 2013-2016 (percent of U.S. households presently watching diet)
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        •   Importance of Selected Features in Choosing Foods to Eat, 2016 (percent of consumers)

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        •   Types of "No/Low" Foods Bought When Watching Diet to Lose Weight, 2013 vs. 2016 (percent of adults who are watching their diet)
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        •   Projected U.S. Retail Sales of Gluten-free Foods in Key Categories, 2016-2020

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        •   Marketer and Brand Shares of Gluten-Free Foods: by Category, 2015 (percent of mass-market sales)
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        •   Mass Market Sales of Gluten-Free Foods: Selected Product Categories, 2011-2015 (in millions of dollars)
        •   Gluten-Free Market Shares, by Product Category, 2011-2015 (percent of mass-market sales)

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        •   Attitudes and Opinions About Snacking: Gluten-Free Consumers, 2016 (index of U.S. adults)
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        •   Attitudes About Eating Sweets: Gluten-Free Consumers, 2016 (index of U.S. households)
        •   Reasons for Purchasing from In-Store/Independent Bakeries: Selected Consumer Survey Responses, 2015
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        •   Packaged Gluten-Free Pasta Prices: Target Private Label vs. National Brands, 2016
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        •   Gluten-Free Grocery Shopping: Opinions and Behaviors, 2016 (percent of gluten-free consumers)

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        •   Preferences and Behaviors When Shopping for Groceries: Households Watching Diet, 2016 (index of U.S. households)
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        •   Watching Diet Due to Food Allergy or Gluten Intolerance: Supermarkets Shopped, 2016 (percent and index of U.S. households)
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        •   Menu Penetration Rates for Gluten-Free: By Application, 2016 (percent share of gluten-free menu items)

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        •   Gluten-Free Menu Items: By Pairings, 2106 (percent of gluten-free menu items)
        •   Recent Foodservice Chain Activity: Selected New Gluten-Free Items, 2016

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        •   National Restaurant Association's What's Hot Culinary Forecast 2016: Selected Overall Findings (percent of chefs surveyed)
        •   National Restaurant Association's What's Hot Culinary Forecast 2014 vs. 2016: Selected Overall Findings (percent of chefs surveyed)
        •   National Restaurant Association's What's Hot Culinary Forecast 2016: Selected Starches/Sides (percent of chefs surveyed)
        •   National Restaurant Association's What's Hot Culinary Forecast 2016: Selected Other Ingredients (percent of chefs surveyed)
        •   National Restaurant Association's What's Hot Culinary Forecast 2016: Top Trends of Past Decade (percent of chefs surveyed)
        •   National Restaurant Association's What's Hot Culinary Forecast 2016: Top Trends of Next Decade (percent of chefs)

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        •   Rates of Choosing Gluten-Free Menu Options, 2014 vs. 2016 (percent of gluten-free consumers)
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        •   Opinions About Fast Food: Households Watching Diet, 2016 (index of U.S. households)
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        •   Motivations for Eating Ancient Grains, 2015 (U.S. adults who buy menu or grocery items with ancient grains)

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        •   Motivations for Eating Sprouted Grains/Ingredients, 2015 (U.S. adults who buy menu or grocery items with sprouted ingredients)

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      •   Selected New Gluten-free Products: Salty Snacks and Crackers
      •   Selected New Gluten-free Products: Bread and Dough
      •   Selected New Gluten-free Products: Ready-to-Eat Cereal
      •   Selected New Gluten-free Products: Cookies/Sweet Baked Goods
      •   Selected New Gluten-free Products: Pasta
      •   Selected New Gluten-free Products: Baking Mixes/Flour

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        •   Percent Presently Watching Diet: Overall and by Gender 2016 (U.S. adults)
        •   Reasons for Watching Diet, 2016 (percent among U.S. adults presently watching diet)

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        •   Types of Foods Bought When Watching Diet, 2016 (percent of U.S. adults presently watching diet)

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        •   Types of Foods Bought When Watching Diet, 2016 (percent of U.S. adults presently watching diet)

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        •   Selected Demographic Indicators: Presently Watching Diet, 2016 (index among U.S. adults)

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        •   Selected Demographic Indicators: Watching Diet for Food Allergy or Gluten Intolerance, 2016 (index among U.S. adults)

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        •   Selected Demographic Indicators: Buying Gluten-Free Foods When Watching Diet, 2016 (percent and index among U.S. adults who are watching diet)

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        •   Selected Demographic Indicators: Purchase/Use of Gluten-Free Foods, 2016 (percent of adults)
        •   Selected Demographic Indicators for Purchase or Use of Gluten-Free Foods, 2016 (percent of gluten-free consumers)
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        •   Demographic Indicators: Motivations for Purchase/Use of Gluten-Free Foods, 2016 (gluten-free consumers)

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