Gluten-Free Foods in the U.S., 5th Edition

Chapter 1: Executive Summary

Scope and Methodology

The Products

What Is Gluten, and Why Avoid It?

Non-Celiac Gluten Sensitivity

The Market

Market Size

Packaged Facts estimates total sales of $973 million for 2014

Table 1-1 Estimated U.S. Retail Sales of Gluten-free Foods in Key Categories, All Channels, 2010-2014

Salty Snacks Largest Category

Market Forecast

Package Facts Forecasts a $2.3 Billion Market by 2019

Table 1-2 Projected U.S. Retail Sales of Gluten-free Foods in Key Categories, All Channels, 2015-2019

Key Factors Influencing Future Growth of Gluten-free Foods

The Marketers

An Extremely Fragmented Market

Figure 1-1 Marketer Shares of Gluten-free Foods by IRI-Tracked Sales, 2014 (percent)

The Marketplace

The Gluten-free Shopper

Table 1-3 Motivations for Purchase/Use of Gluten-free Foods, 2014 (percent of adults consuming gluten-free foods in the past three months)

Retailers Embrace Gluten-free

Figure 1-2 Attitudes and Behaviors Regarding Gluten-free Shopping (percent of adults consuming gluten-free foods in the past three months)

Gluten-free Advances in Foodservice

Table 1-4 Top Overall Trends From National Restaurant Association’s What's Hot Culinary Forecast 2014 (percent of chefs)

Product and Ingredient Trends and Innovations

Not Just Gluten-free

Ancient Grains, Beans, and Kale Step Up

The Consumer

Several Demographic Groups Favor Gluten-free Products

Figure 1-3 Demographic Indicators for Purchase/Use of Gluten-free Foods in the Last Three Months, by Sex, Age, and Race, 2014 (percent of U.S. adults)

Chapter 2: The Products: What Is Gluten, and Why Avoid It?

Key Points

Sources of Gluten Are Few, But Everywhere

For Celiacs, Gluten Consumption Can Be Deadly

Figure 2-1 Digestive System and Small Intestine

Figure 2-2 Small Intestine Villi

Symptoms of Celiac Disease May Be Overt or “Silent”

Diagnosis of Celiac Disease Is Complicated

Blood Tests

Intestinal Biopsy

Dermatitis Herpetiformis

Dietary Modification Is Currently the Only Treatment for Celiac Disease

The Gluten-free Diet

Non-Celiac Gluten Sensitivity

1.4 Million American Celiacs Are Undiagnosed

“A Significant Public Health Issue”

As Many As 18 Million Americans Suffer From Gluten Sensitivity

Food Allergies on the Rise

Food Allergies May Affect 8% of U.S. Children

Figure 2-3 Prevalence of Food Allergy Among U.S. Children, 1997-2011 (percent)

Food Allergy or Food Intolerance?

Lactose Intolerance

Intolerance to Food Additives

Eosinophilic Esophagitis

Packaged Facts’ Definition of Gluten-Free Foods

Packaged Facts’ Research Methodology

Chapter 3: The Market: Sales, Trends, Opportunities

Key Points

Scope

Total Sales of GF Foods in Key Categories Approach $1 Billion in 2014

Table 3-1 Estimated U.S. Retail Sales of Gluten-free Foods in Key Categories, All Channels, 2010-2014

IRI-tracked Sales of Gluten-free Foods in Key Categories Jump 20%, Exceed $800 Million in 2014

Double-digit Growth in All Categories

Table 3-2 IRI-Tracked Sales of Gluten-Free Foods, Overall and by Category, 2013-2014

Gluten-free’s Share of Overall Food Sales Inch Upward

Gluten-free Strong Even in Categories Showing Overall Sales Declines

Salty Snacks Are By Far the Dominant Category

Table 3-3 IRI-Tracked Sales of Gluten-Free Foods, Category Shares, 2013-2014 (percent of total sales)

Figure 3-1 IRI-Tracked Sales of Gluten-Free Foods, Category Shares, 2014 (percent of total sales)

Salty Snacks Account for Nearly Two-thirds of 2014 IRI-Tracked GF Sales

One-third of Gluten-free Salty Snacks Sales Are of Tortilla Chips

Table 3-4 IRI-Tracked Sales of Gluten-Free Salty Snacks, 2014 (percent share by segment)

Overall Market Trends: Salty Snacks

Crackers Make Up 10% of 2014 Gluten-free Sales

Overall Market Trends: Crackers

Pasta Represents 7% of Gluten-free Sales

Bread’s Share of GF Sales Nears 7%

Table 3-5 IRI-Tracked Sales of Gluten-Free Bread, 2014 (percent share by segment)

Figure 3-2 Consumers Cutting Back on White Bread and Breads or Baked Goods Because of Ingredients, 2013 (percent of U.S. adults)

Overall Market Trends: Bread

Cold Cereal’s Share of GF Sales Is Between 4% and 5%

Overall Market Trends: Ready-to-eat Cereal

Cookies Comprise 3%-4% of 2014 Gluten-free MULO Sales

Overall Market Trends: Sweet Baked Goods

Baking Mixes, Frozen Bread/Dough, and Flour Combine for 3% of GF Sales

Bread Segment Represents Leading 20% of Baking Mixes

Table 3-6 IRI-Tracked Sales of Gluten-Free Baking Mixes, 2014 (percent share by segment)

Overall Market Trends: Frozen Bread

Market Forecast

Package Facts Forecasts 20% Annual Growth Through 2019 for a $2.3 Billion Market

Table 3-13 Projected U.S. Retail Sales of Gluten-free Foods in Key Categories, All Channels, 2015-2019

Key Factors Influencing Future Growth of Gluten-free Foods

Twenty Percent of Consumers Consider Gluten Content When Making Purchase Decisions

Figure 3-3 Impact of Selected Food Components in Purchase Decisions, 2014 (percent of U.S. adults)

Figure 3-4 Attempts to Limit Use of Selected Food Components, 2014 (percent of U.S. adults)

One in Four Consumers Purchased Gluten-free Foods in the Past Three Months

Table 3-7 Usage Rates for Gluten-free Food Products, 2014 (percent of U.S. adults)

Forty Percent of Gluten-free Consumers Are Buying More GF Foods

Table 3-8 Increased Usage of Gluten-free Foods, 2010, 2012, and 2014 (percent of GF consumers)

Core Consumer Base is Expanding

Figure 3-5 Core Demand for Gluten-Free Food Products, 2013 vs. 2014 (number and percent of U.S. adults)

Demographic Shifts Favor Increased Usage

Table 3-9 Projected Increases in Selected Demographic Classifications, 2015-2020 (number and percent change)

One-quarter of Consumers Want to Learn More About Gluten-free Foods

Table 3-10 Level of Agreement with Statement: “I am interested in learning more about gluten-free foods,” July/August 2014 (percent of U.S. adults)

Gluten an Oft-Googled “What is…?”

Health Concerns, Outside Influences — and Some Misconceptions — Drive Usage

Table 3-11 Motivations for Purchase/Use of Gluten-free Foods, 2014 (percent of GF food consumers)

Figure 3-6 Motivations for Purchase/Use of Gluten-free Foods, 2010, 2012, and 2014 (percent of GF food consumers)

Incidental Purchases Reflect Product Improvement

Table 3-12 Opinions on Quality and Variety of Gluten-free Foods, 2014 (percent of GF food consumers)

Figure 3-7 Satisfaction with Taste, Quality, Variety of Gluten-free Foods, 2014 (percent of GF food consumers)

Contrary to Popular Belief…

…Gluten-free Foods Are Not Inherently Healthier

…A Gluten-free Diet Is Not Designed for Weight Loss

…Gluten Is Not a Carbohydrate

“It’s like a grain, right?”

Word-of-mouth Is a Powerful Persuader

Ten Percent of Shoppers Choose Gluten-free for Management of Specific Health Conditions

Ten Years in the Making, FDA’s Gluten-free Labeling Rules Are Implemented

No Specific Mandate on Label Formats, Certification

Ruling Establishes a “Level Playing Field”

Most Products Found To Be in Compliance with Ruling

NSF Sees Surge in Requests for Gluten-free Certification

Chapter 4

Key Points

Market and Category Leadership

Sales of Gluten-free Foods Dominated by Specialty Marketers

Overall Sales Leader Accounts for Just 13% of Market

Table 4-1 Marketer Shares of Gluten-free Foods by IRI-Tracked Sales, 2014 (percent)

Table 4-1 (con’t) Marketer Shares of Gluten-free Foods by IRI-Tracked Sales, 2014 (percent)

Table 4-1 (con’t) Marketer Shares of Gluten-free Foods by IRI-Tracked Sales, 2014 (percent)

Table 4-1 (con’t) Marketer Shares of Gluten-free Foods by IRI-Tracked Sales, 2014 (percent)

Figure 4-1 Marketer Shares of Gluten-free Foods by IRI-Tracked Sales, 2014 (percent)

Boulder Brands Gains a Gluten-free Purchase with Two Brands

Hain Celestial Group’s Strong Brands Deliver Only a Small Share of Gluten-free…

Garden of Eatin’

DeBoles

Arrowhead Mills

…But Acquisition of Rudi’s Promises to Bolster Hain’s GF Stake

Category Leadership Is Highly Concentrated

Salty Snacks

Table 4-2 Brand Shares of Gluten-free Salty Snacks by IRI-Tracked Sales, 2014 (percent)

Figure 4-2 Marketer Shares of Gluten-free Salty Snacks by IRI-Tracked Sales, 2014 (percent)

Mission Foods Dominates With a Single Brand in a Single Segment

Pirate Brands Captures Second Place in Salty Snacks With Good, Clean Fun

Popcorn, Indiana Innovates Its Way to Number Three in Salty Snacks

“What Fun Tastes Like”

Primed for Acquisition or Public Offering

Food Should Taste Good Boosts General Mills’ GF Cred

Crackers

Table 4-3 Brand Shares of Gluten-free Crackers by IRI-Tracked Sales, 2014 (percent)

Figure 4-3 Marketer Shares of Gluten-free Crackers by IRI-Tracked Sales, 2014 (percent)

Crunchmaster Commands the Cracker Category

Mary’s Gone Crackers Profits With Mindful Eating

Table 4-4 Brand Shares of Gluten-free Pasta by IRI-Tracked Sales, 2014 (percent)

Figure 4-4 Marketer Shares of Gluten-free Pasta by IRI-Tracked Sales, 2014 (percent)

Tinkyáda Maintains Lead in Gluten-free Pasta With Little Effort

Ancient Harvest Is “Famous for Getting Creative With Quinoa,” the “Supergrain of the Future”

Table 4-5 Brand Shares of Gluten-free Bread by IRI-Tracked Sales, 2014 (percent)

Figure 4-5 Marketer Shares of Gluten-free Bread by IRI-Tracked Sales, 2014 (percent)

Table 4-6 Brand Shares of Gluten-free Cold Cereal by IRI-Tracked Sales, 2014 (percent)

Figure 4-6 Marketer Shares of Gluten-free Cold Cereal by IRI-Tracked Sales, 2014 (percent)

Nature’s Path Cuts a Wide Swath in the Cereal Category

Table 4-7 Brand Shares of Gluten-free Cookies by IRI-Tracked Sales, 2014

Figure 4-7 Marketer Shares of Gluten-free Cookies by IRI-Tracked Sales, 2014 (percent)

Table 4-8 Brand Shares of Gluten-free Baking Mixes by IRI-Tracked Sales, 2014 (percent)

Figure 4-8 Marketer Shares of Gluten-free Baking Mixes by IRI-Tracked Sales, 2014 (percent)

Table 4-9 Brand Shares of Gluten-free Frozen Bread/Dough by IRI-Tracked Sales, 2014 (percent)

Figure 4-9 Marketer Shares of Gluten-free Frozen Bread/Dough by IRI-Tracked Sales, 2014 (percent)

Table 4-10 Brand Shares of Gluten-free Flour by IRI-Tracked Sales, 2014 (percent)

Figure 4-10 Marketer Shares of Gluten-free Flour by IRI-Tracked Sales, 2014 (percent)

A Fragmented Industry…

…With Fragmented Leadership…

…Can Spell Opportunity for Smaller Marketers

Lean and Hungry, Smaller Marketers Blaze Trails

Many Years and Countless Hours Spent in Research, Development, and Testing

Bob's Red Mill Gluten Free 1-to-1 Baking Flour

Choice Batter Frying and Baking Mix

Food For Life Sprouted for Life Bread

Popcorn, Indiana Warm Your Corn

Clean Labeling Prevails

Limited Edition: Hurry, While Supplies Last!

Illustration 4-1 Simply Sprouted Way Better Oh, My Sweet Punkin Cranberry Corn Tortilla Chips

Illustration 4-2 Food Should Taste Good Limited Edition Harvest Pumpkin Tortilla Chips

Illustration 4-3 Garden of Eatin’ Limited Edition Pumpkin Corn Tortilla Chips

Just Like the Real Thing

Illustration 4-4 Barilla Gluten Free Pasta Ad

Illustration 4-5 Udi’s “Which Gluten-Free Are You?”

Most Shoppers Are Mindful of Nutrition, Ingredients

Figure 5-1 Awareness of Label Information on Grocery Products, 2014 (percent of adults)

Consumers Trust Food Industry to Provide Ingredient Information

Figure 5-2 Level of Agreement with Statement: “If there was something I wanted to know about an ingredient in food, I think I would be able to find the information,” 2014 (percent of adults)

Figure 5-3 Trusted Sources of Information About Food Ingredients, 2014 (percent of adults)

Both “High In” and “Free From” Are Strong Influences

Figure 5-4 Importance of Selected Product Characteristics When Food Shopping, 2014 (percent of adults)

Gluten-free Important to Over One-third of Consumers, Avoided by One-tenth

Figure 5-5 Selected Foods/Ingredients Consumers Seek When Grocery Shopping, 2014 (percent of U.S. adults)

Figure 5-6 Selected Foods/Ingredients Consumers Avoid, 2014 (percent of U.S. adults)

Consumers Want Marketers and Grocers to Do More in Support of Healthful Eating

Figure 5-7 Consumers Opinions About Contributions of Food Manufacturers and Grocery Stores to Healthful Eating (percent of adults)

Influence of Food Restrictions on Purchase Decisions

Ten Percent of Those Monitoring Their Diets Have Food Intolerances

Table 5-1 Level of Agreement with Statement: “I am currently watching what I eat through diet plans or dieting strategies,” 2014 (percent of adults)

Figure 5-8 Reasons for Watching Diet, 2014 (percent of adults)

Food Restrictions Figure in Dietary Choices for One-quarter of Consumers

Figure 5-9 Role of Allergies/Intolerances in Food Choices, 2014 (percent of adults)

Shopping Gluten-free

One-fourth of Gluten-free Consumers Believe GF is Healthier

Table 5-2 Usage Rates for Gluten-free Food Products, 2014 (percent of adults)

Table 5-3 Motivations for Purchase/Use of Gluten-free Foods, 2014 (percent of adults consuming gluten-free foods in the past three months)

More Than Half of Gluten-free Consumers Buy Salty Snacks

Figure 5-10 Types of Gluten-free Products Used, 2014 (percent of adults consuming gluten-free foods in the past three months)

Gluten-free Consumers Pleased With Product Range; Price Remains an Obstacle

Figure 5-11 Attitudes and Behaviors Regarding Gluten-free Shopping (percent of adults consuming gluten-free foods in the past three months)

Quality of Gluten-free Foods Increases, But Still Room for Improvement

Figure 5-12 Opinions on the Quality of Gluten-free Foods (percent of adults consuming gluten-free foods in the past three months)

Many Consumers Find GF Bread Products Lacking

Gluten-free Shoppers Favor Natural Foods Chains

Table 5-4 Grocery Channels Shopped by Consumers Who Buy Gluten-free Foods When Watching Diet (percent and index)

Figure 5-13 Whole Foods, Trader Joe’s Usage Rates by Consumers Watching Diets for Food Allergies, 2014 (percent of adults)

Gluten-free in the Retail Environment

Supermarkets Are All Aboard Gluten-free Bandwagon

In-store Events Are Widespread and Popular

Private Label Gluten-free Lines Flourish in the Mainstream

Wegmans Feels Exceptionally Good About Gluten-free

Illustration 5-1 Wegmans Gluten-free Wellness Key

Consumers Hold Store Brands in High Esteem

Figure 5-14 Consumer Opinions of Store Brand Groceries, 2014 (percent of adults)

More Shelf Space, New Channels Expected for Gluten-free

Gluten-free in the Foodservice Environment

Food Allergies in the Schools: Gluten Problems Common, Difficult to Manage

Gluten-free on the Menu: Prevalence and Influence

Methodology/Sources

Restaurant Penetration of Gluten-free Skyrockets to 15%

Most Foodservice Operators Plan to Incorporate Gluten-free Menu Items

Adding Gluten-free Could Offset Fast Food’s “Junky” Reputation

Between 15% and 20% of Gluten-free Consumers Choose GF Menu Items

Figure 5-15 Rates of Choosing Gluten-free Menu Options, 2014 (percent of gluten-free consumers)

Influence of Healthy Menu Options on Food Ordering Decisions

Calories, Fat the Most Effective Diet-related Messages for Fast Food Customers

Figure 5-16 Influence of Healthy Menu Options When On-the-Go at Fast Food Restaurant, 2014 (percent of adults)

Figure 5-17 Influence of Gluten-free Menu Options on Food Choices When On-the-Go at Fast Food Restaurant, 2014 (Scale of 1-5)

Inherent Health Messaging Most Influential for Special-Occasion Dining

Figure 5-18 Influence of Healthy Menu Options for Special Celebration at Nice Restaurant, 2014 (percent of adults)

Figure 5-19 Influence of Gluten-free Menu Options on Food Choices During Special Celebration at Nice Restaurant, 2014 (Scale of 1-5)

Chefs: Gluten-Free Cuisine Is Number-Two Culinary Theme for 2014

Gluten-Free in Restaurants a Trend, Not a Fad

Table 5-5 Top Overall Trends From National Restaurant Association’s What's Hot Culinary Forecast 2014 (percent of chefs)

Table 5-6 Top Category Trends From National Restaurant Association’s What's Hot Culinary Forecast 2014 (by category, trend, and rank)

Table 5-7 Projections for Hottest Menu Trends in 10 Years (percent of chefs)

Figure 5-20 Projections for Hottest Menu Trends in 10 Years (percent of chefs)

From Haute Cuisine to Fast Food, Gluten-free is Going Places

Table 6-1 Selected New Gluten-free Products: Innovative Features

(cont.)

Table 6-1 (con’t) Selected New Gluten-free Products: Innovative Features

“Free From” for Foodies

Illustration 6-1 Udi’s: “Get to Know Your Ancient Grains”

Table 6-2 Selected New Gluten-free Products: Salty Snacks and Crackers

(cont.)

Table 6-2 (con’t) Selected New Gluten-free Products: Salty Snacks and Crackers

(cont.)

Table 6-2 (con’t) Selected New Gluten-free Products: Salty Snacks and Crackers

(cont.)

Table 6-2 (con’t) Selected New Gluten-free Products: Salty Snacks and Crackers

Illustration 6-2 Absolutely Gluten Free Everything Flatbread

Illustration 6-3 Beanitos Real Cheesy Puffs

Illustration 6-4 Boulder Canyon Baked Sweet Potato Fries

Illustration 6-5 Cape Cod Ridiculously Good Popcorn

Illustration 6-6 Crunchmaster Cinnamon and Sugar Grammy Crisps

Illustration 6-7 Crunchmaster Wasabi Soy Popped Edamame Chips

Illustration 6-8 Schär Entertainment Crackers

Illustration 6-9 Flamous Organic Sprouted Multigrain Zatar Chips

Illustration 6-10 Food Should Taste Good Peppercorn Blend Brown Rice Crackers

Illustration 6-11 Food Should Taste Good Pesto Pita Puffs

Illustration 6-12 Food Should Taste Good Guacamole Tortilla Chips

Illustration 6-13 Food Should Taste Good Blue Corn Dipping Chips

Illustration 6-14 Free For All Kitchen Roasted Garlic Rosemary Crackers

Illustration 6-15 Garden of Eatin’ Butternut Squash Corn Tortilla Chips

Illustration 16 Garden of Eatin’ Kale Corn Tortilla Chips

Illustration 6-17 Glenny’s Easy Peasy Chips

Illustration 6-18 Lesser Evil Super 4

Illustration 6-19 Live Love Snack Popped Multigrain Chips

Illustration 6-20 Lundberg Organic 5 Grain Thin Stackers

Illustration 6-21 Lundberg Multigrain Rice Chips

Illustration 6-22 Maya Kaimal Chickpea Chips

Illustration 6-23 PopCrinkles Sour Cream & Onion Popped Potato Crinkles

Illustration 6-24 Hardbite Handcrafted Ketchup Potato Chips

Illustration 6-25 Hardbite Handcrafted Eat Your Parsnips Chips

Illustration 6-26 Qancha Corn Snacks

Illustration 6-27 Poplets Asiago Ranch Toasted Corn Centers

Illustration 6-28 Pirate’s Booty Crunchy Treasures

Illustration 6-29 Pirate’s Booty Fruity Booty

Illustration 6-30 Popcorn, Indiana All Natural Sriracha Popcorn

Illustration 6-31 PopCorners One Ingredient Corn Skinny Chippers

Illustration 6-32 wild riceworks Black Japonica Rice Gourmet Rice Snacks

Illustration 6-33 The Better Chip

Illustration 6-34 SAMAI Rainforest Veggie Crisps

Illustration 6-35 The Good Bean Roasted Chickpeas

Illustration 6-36 Mediterranean Snacks Fiery Tomato Baked Lentil Chips

Illustration 6-37 The Real Deal Corn Pretzels

Illustration 6-38 Udi’s Jalapeno Cheddar Ancient Grain Crisps

Table 6-3 Selected New Gluten-free Products: Pasta

Illustration 6-39 DeBoles Gluten Free Rice Pasta Plus Golden Flax

Illustration 6-40 Gillian’s Brown Rice Fusilli

Illustration 6-41 Ronzoni Gluten Free Pasta

Illustration 6-42 Tolerant Pasta

Table 6-4 Selected New Gluten-free Products: Bread and Dough

Illustration 6-43 Schär Cinnamon Raisin Loaf

Illustration 6-44 Schär Frozen Hearty Grain Bread

Illustration 6-45 Food For Life Sprouted for Life Bread

Illustration 6-46 Gillian’s All Natural Garlic Bread

Illustration 6-47 Kinnikinnick Soft Bagels

Illustration 6-48 Mi Rancho Organic Corn Taco Sliders

Illustration 6-49 Pillsbury Gluten Free Thin Crust Pizza Dough

Illustration 6-50 Rudi’s Gluten-Free Heat & Serve Ciabatta Rolls

Illustration 6-51 Rudi’s Gluten-Free Double Fiber Sandwich Bread

Table 6-5 Selected New Gluten-free Products: Ready-to-Eat Cereal

Illustration 6-52 Arrowhead Mills Organic Gluten Free Sprouted Corn Flakes

Illustration 6-53 Erewhon Supergrains Quinoa & Chia Cereal

Illustration 6-54 Bob's Red Mill Gluten Free Granola

Illustration 6-55 Holy Crap Dragons’ Blend Breakfast Cereal

Illustration 6-56 Love Grown Foods Oat Clusters

Illustration 6-57 Nature’s Path Organic Qi'a Superfood Chia, Buckwheat & Hemp Apple Cinnamon Cereal

Illustration 6-58 Nature’s Path Organic Envirokidz Cinnamon Jungle Munch

Illustration 6-59 Nature’s Path Organic Gluten Free Selections Fruit & Nut Granola

Illustration 6-60 Nature’s Path Organic Gluten Free Selections Sunrise Crunchy Cinnamon Cereal

Illustration 6-61 One Degree Veganic Sprouted Brown Rice Crisps Cereal

Table 6-6 Selected New Gluten-free Products: Cookies/Sweet Baked Goods

Illustration 6-62 Amy’s Biscotti

Illustration 6-63 Canyon Bakehouse Cranberry Canyon Crunch Muffins

Illustration 6-64 Mayan Caveman Cookies

Illustration 6-65 Flax4Life Chocolate Brownie Mini Flax Muffins

Illustration 6-66 Enjoy Life Grab-and-Go Vanilla Honey Graham Crispy Cookies

Illustration 6-67 Kinnikinnick Vanilla Wafers

Illustration 6-68 Udi’s Soft-baked Cookies

Table 6-7 Selected New Gluten-free Products: Baking Mixes/Flour

Illustration 6-69 Betty Crocker All-Purpose Gluten-Free Rice Flour Blend

Illustration 6-70 Betty Crocker Gluten-Free Sugar Cookie Mix

Illustration 6-71 Schär Pancake & Waffle Mix

llustration 6-74 WOW Cookie Dough

Illustration 6-72 King Arthur Flour Gluten Free All-Purpose Baking Mix

Illustration 6-73 Maple Grove Farms Gluten Free All Purpose Baking Mix

Illustration 6-75 WOW Gourmet Spice Cake Mix

Age, Race, and Children in the Home Are Strong Predictors of Food Avoidance

Figure 7-1 Demographic Indicators for Food Avoidance Due to Allergies or Intolerances, by Sex, Age, and Race, 2014 (percent of U.S. adults)

Figure 7-2 Demographic Indicators for Food Avoidance Due to Allergies or Intolerances, by Marital Status and Children in Household, 2014 (percent of U.S. adults)

Figure 7-3 Demographic Indicators for Food Avoidance Due to Allergies or Intolerances, by Education, Income, and Region, 2014 (percent of U.S. adults)

Figure 7-4 Demographic Indicators for Agreement with Statement: “Food restrictions, food allergies, or foods/ingredients I avoid play an important role in what I eat,” by Sex, Age, and Race, 2014 (percent of U.S. adults)

Figure 7-5 Demographic Indicators for Agreement with Statement: “Food restrictions, food allergies, or foods/ingredients I avoid play an important role in what I eat,” by Marital Status and Children in Household, 2014 (percent of U.S. adults)

Figure 7-6 Demographic Indicators for Agreement with Statement: “Food restrictions, food allergies, or foods/ingredients I avoid play an important role in what I eat,” by Education, Income, and Region, 2014 (percent of U.S. adults)

One-third of Consumers 25-34 and Parents of Children 6-11 Buy Gluten-free Foods

Figure 7-7 Demographic Indicators for Purchase/Use of Gluten-free Foods in the Last Three Months, by Sex, Age, and Race, 2014 (percent of U.S. adults)

Figure 7-8 Demographic Indicators for Purchase/Use of Gluten-free Foods in the Last Three Months, by Marital Status and Children in Household, 2014 (percent of U.S. adults)

Figure 7-9 Demographic Indicators for Purchase/Use of Gluten-free Foods in the Last Three Months, by Education, Income, and Region, 2014 (percent of U.S. adults)

Figure 7-10 Demographic Indicators Favoring Purchase/Use of Gluten-free Foods in the Last Three Months, by Sex, Age, and Race, 2014 (percent of U.S. adults)

Figure 7-11 Demographic Indicators Favoring Purchase/Use of Gluten-free Foods in the Last Three Months, by Marital Status and Children in Household, 2014 (percent of U.S. adults)

Figure 7-12 Demographic Indicators Favoring Purchase/Use of Gluten-free Foods in the Last Three Months, by Education, Income, and Region, 2014 (percent of U.S. adults)

Gluten-free Consumers 55-plus Are Increasing Gluten-free Consumption

Figure 7-13 Demographic Indicators for Agreement with Statement: “I am buying more gluten-free foods these days,” by Sex, Age, and Race, 2014 (percent of GF consumers)

Figure 7-14 Demographic Indicators for Agreement with Statement: “I am buying more gluten-free foods these days,” by Marital Status and Children in Household, 2014 (percent of GF consumers)

Figure 7-15 Demographic Indicators for Agreement with Statement: “I am buying more gluten-free foods these days,” by Education, Income, and Region, 2014 (percent of GF consumers)

Increased Purchasing Seen for Wealthier, More Educated Gluten-free Consumers

Figure 7-16 Demographic Indicators Favoring Agreement with Statement: “I am buying more gluten-free foods these days,” by Sex, Age, and Race, 2014 (percent of GF consumers)

Figure 7-17 Demographic Indicators Favoring Agreement with Statement: “I am buying more gluten-free foods these days,” by Marital Status and Children in Household, 2014 (percent of GF consumers)

Figure 7-18 Demographic Indicators Favoring Agreement with Statement: “I am buying more gluten-free foods these days,” by Education, Income, and Region, 2014 (percent of GF consumers)

More Information About Gluten-free Sought by Likely Candidates

Figure 7-19 Demographic Indicators for Agreement with Statement: “I am interested in learning more about gluten-free foods,” by Sex, Age, and Race, 2014 (percent of U.S. adults)

Figure 7-20 Demographic Indicators for Agreement with Statement: “I am interested in learning more about gluten-free foods,” by Marital Status and Children in Household, 2014 (percent of U.S. adults)

Figure 7-21 Demographic Indicators for Agreement with Statement: “I am interested in learning more about gluten-free foods,” by Education, Income, and Region, 2014 (percent of U.S. adults)

Gluten-free Consumers Are Healthy and Health-conscious

Table 7-1 Health Attitudes of Consumers Who Purchase Gluten-free Foods When Watching Diet (percent and index of U.S. households)

Table 7-2 Food Attitudes/Opinions of Consumers Who Purchase Gluten-free Foods When Watching Diet (percent and index of U.S. households)

Table 7-2 (con’t) Food Attitudes/Opinions of Consumers Who Purchase Gluten-free Foods When Watching Diet (percent and index of U.S. households)

Appendix I: Selected Gluten-free Starch and Flour Sources

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