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

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Published Jan 1, 2015 | 233 Pages | Pub ID: LA3869457



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Gluten-free Foods in the US, 5th Edition

Most marketers can only dream of selling a product that sports a 34% compound annual growth rate over the past five years. But those are the sales of gluten-free products in traditionally grain-based categories, which enjoyed that explosive growth in the five year period that ended in 2014.

Trends & Opportunities in the Gluten-Free Foods Market

Packaged Facts’ report Gluten-free Foods in the US, 5th Edition examines the developments behind the rapid growth in the gluten-free market, as well as the trends that could signal tougher times ahead for this market.

Clearly gluten-free products have benefited from greater awareness of celiac disease and gluten intolerance among consumers, along with a general belief by many that gluten-free diets benefit one’s overall health and well being. The FDA has given the industry favorable rulings on the definition of “gluten free.” Still, there may be some backsliding as not all consumers receive the benefits they thought they’d achieve by becoming gluten-free. 

Despite the increase in demand, the leadership arena for gluten-free foods is still largely populated by specialty marketers, the vast majority of which compete in the Salty Snacks category. The diversified, multi-national conglomerates that otherwise dominate the food industry at large have only a limited presence in the gluten-free market, although that presence is clearly on the rise.

Scope and Methodology

Gluten-free Foods in the US, 5th Edition covers gluten-free food products sold through all types of retail outlets, including supermarkets, discount stores and supercenters, warehouse clubs, and mass merchandisers, as well as convenience stores, drugstores, health and natural food stores, dollar stores, farms and farmers markets.

As in its previous editions, Packaged Facts follows two main criteria for determining if 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.

The Gluten-Free Foods Market by Category:

Packaged Facts’ analysis of gluten-free foods focuses on traditionally grain-based products in the following categories:
  • Salty Snacks
  • Crackers
  • Pasta
  • Bread
  • Cold (ready-to-eat) Cereal
  • Cookies
  • Baking Mixes
  • Frozen Bread/Dough
  • Flour
Gluten-free market estimates are based on public, syndicated, and proprietary data sources. Packaged Facts has analyzed available sales and trend data to estimate the total size of the market.

Sales and market size data sources include:
  • A proprietary Packaged Facts national online consumer survey conducted in July/August 2014
  • IRI sales tracking through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target, Kmart, and Wal-Mart) with annual sales of $2 million or more
  • Simmons National Consumer Survey from Experian Marketing Services
Information on new product introductions was derived from examination of the retail milieu and from relevant trade, business, and media sources.

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        •   U.S. Retail Sales of Gluten-free Foods in Key Categories, 2010-2014

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        •   Projected U.S. Retail Sales of Gluten-free Foods in Key Categories, 2014-2019

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        •   Top Motivations for Purchase/Use of Gluten-free Foods, 2014 (percent of adults consuming gluten-free foods in the past three months)
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        •   Top Overall Trends from National Restaurant Association's What's Hot Culinary Forecast 2014 (percent of chefs)

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        •   U.S. Retail Sales of Gluten-free Foods in Key Categories, 2010-2014
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        •   IRI-Tracked Sales of Gluten-Free Foods, Overall and by Category, 2013-2014

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

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        •   IRI-Tracked Sales of Gluten-Free Salty Snacks, 2014 (percent share by segment)
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        •   IRI-Tracked Sales of Gluten-Free Bread, 2014 (percent share by segment)
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        •   IRI-Tracked Sales of Gluten-Free Baking Mixes, 2014 (percent share by segment)

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        •   Projected U.S. Retail Sales of Gluten-free Foods in Key Categories, 2014-2019

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

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

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

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

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        •   Motivations for Purchase/Use of Gluten-free Foods, 2014 (percent of GF food consumers)
        •   Opinions on Quality and Variety of Gluten-free Foods, 2014 (percent of GF food consumers)
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        •   Marketer Shares of Gluten-free Foods by IRI-Tracked Sales, 2014 (percent)
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      •   Brand Shares of Gluten-free Salty Snacks by IRI-Tracked Sales, 2014 (percent)
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      •   Brand Shares of Gluten-free Crackers by IRI-Tracked Sales, 2014 (percent)
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      •   Brand Shares of Gluten-free Pasta by IRI-Tracked Sales, 2014 (percent)
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      •   Brand Shares of Gluten-free Bread by IRI-Tracked Sales, 2014 (percent)

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      •   Brand Shares of Gluten-free Cold Cereal by IRI-Tracked Sales, 2014 (percent)
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      •   Brand Shares of Gluten-free Cookies by IRI-Tracked Sales, 2014

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      •   Brand Shares of Gluten-free Baking Mixes by IRI-Tracked Sales, 2014 (percent)
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      •   Brand Shares of Gluten-free Frozen Bread/Dough by IRI-Tracked Sales, 2014 (percent)

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

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        •   Level of Agreement with Statement: "I am currently watching what I eat through diet plans or dieting strategies," 2014 (percent of adults)
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        •   Usage Rates for Gluten-free Food Products, 2014 (percent of adults)
        •   Motivations for Purchase/Use of Gluten-free Foods, 2014 (percent of adults consuming gluten-free foods in the past three months)
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        •   Grocery Channels Shopped by Consumers Who Buy Gluten-free Foods When Watching Diet (percent and index)

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        •   Top Overall Trends From National Restaurant Association's What's Hot Culinary Forecast 2014 (percent of chefs)
        •   Top Category Trends From National Restaurant Association's What's Hot Culinary Forecast 2014 (by category, trend, and rank)
        •   Projections for Hottest Menu Trends in 10 Years (percent of chefs)
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        •   Selected New Gluten-free Products: Innovative Features
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      •   Selected New Gluten-free Products: Salty Snacks and Crackers
      •   Selected New Gluten-free Products: Pasta
      •   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: Baking Mixes/Flour

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        •   Health Attitudes of Consumers Who Purchase Gluten-free Foods When Watching Diet, 2014 (percent and index of U.S. households)
        •   Food Attitudes/Opinions of Consumers Who Purchase Gluten-free Foods When Watching Diet, 2014 (percent and index of U.S. households)
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