Gluten-Free Foods and Beverages in the U.S.

Published: July 1, 2006 - 124 Pages

Table of Contents

  • Executive Summary
    • 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
        • Table U.S. Retail Sales of Gluten-Free Products, 2001-2010 (in millions of dollars)
      • 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
  • 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
      • Organizations and Support Groups Around the Country
  • 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
        • Table U.S. Retail Sales of Gluten-Free Products, 2001-2006 (in millions of dollars)
      • Products Are Primarily Grain-Based Foods
      • Highlights From the Public Meeting
      • Health/Natural Foods Stores Lead in Gluten-Free Products Share
        • Table U.S. Retail Sales of Gluten-Free Products by Outlet, 2006
    • 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 Projected U.S. Retail Sales of Gluten-Free Products, 2006-2010 (in millions of dollars)
  • 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
      • Use Sales Scanner Data Cautiously
        • Table 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,
      • Back to the Drawing Board
      • The Company's Gluten-Free Offerings
  • 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 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 Top-Five U.S. Discount-Style Food Store Chains, by Dollar Sales and Store Count, 2005
        • Table 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 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
  • 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
  • New Products and Trends
    • Key Points
      • Gluten-Free Is Becoming Quite the Buzz Word
        • Table 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
      • 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 Total Number of Product Lines and SKUs Introduced to the U.S. Marketplace with a Gluten-Free Label, January to June 2006
      • Other Grain-Based Foods Debut
      • Gluten Free in the Freezer
      • Baker, Baker, Bake Me a Cake, and I Will Have Salad for Dinner
      • Real Innovation From a the Chia Plant
      • Brief Description of Other New Products
        • Table 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

Abstract

Until recently, celiac disease was considered to be a rare disorder; however, today it is believed that three million Americans, a little less than 1% percent of the population, may have celiac disease. Celiacs are intolerant to gluten, the protein found in all forms of wheat (including durum, semolina, and spelt), rye, oats, barley, and related grain hybrids such as triticale and kamut. Often when food scientists think of avoiding gluten in a product formulation, they think wheat flour only. However, there are many hidden sources of gluten in the food ingredients business, and even the slightest amount in a food product can cause the celiac many discomforts. Currently it is estimated that 97% of celiacs remain undiagnosed and go untreated. It is also estimated that the number of known sufferers of celiac disease will increase worldwide by a factor of 10 during the next few years. Some consumers who have tested negative for celiac disease still avoid gluten because of other real or perceived reactions to gluten in the diet.

Also, some consumers with various neuropathies have experienced an improved condition while on a gluten-free diet. At the same time, a new group of consumers seems to be migrating to the gluten-free market from organic and natural foods and other segments. These trends suggest an opportunity exists for greater development and marketing of gluten-free foods.

Gluten Free Foods and Beverages in the U.S., a new report from Packaged Facts, includes an in-depth analysis of leading, as well as up-and-coming marketers of gluten-free foods, including an overview of their offerings and their position in the marketplace. Insight is provided to what retailers are currently offering and what they want to offer. If you are a product developer, a marketer, or a retailer, this report is a must-have-tool in order to effectively compete in the growing, and very profitable gluten-free market.

Report Methodology
The information in Gluten-Free Foods and Beverages in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. and trade sources. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer information was derived from Simmons Market Research Bureau, fall 2005 National Consumer Survey.

What You’ll Get in this Report
Gluten-Free Foods and Beverages in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Gluten-Free Foods and Beverages in the U.S. offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report If your company is already competing in the food industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for gluten-free foods, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for gluten-free products.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for gluten-free foods and beverages.
  • Research and development professionals stay on top of competitor initiatives and explore demand for gluten-free foods and beverages.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


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