Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition, The

• Publication date: April 2009

The retail market for gluten-free foods and beverages is exploding as a result of multiple triggers. On the marketer side, giant General Mills has converted its venerable Rice Chex Brand to gluten-free status, thus beginning what promises to be a battle of giants as other mega-marketers look to enter the fray. The first giant marketer to create a gluten-free product was Anheuser-Busch, which debuted a gluten-free beer, Redbridge in 2006. Also th...

The retail market for gluten-free foods and beverages is exploding as a result of multiple triggers. On the marketer side, giant General Mills has converted its venerable Rice Chex Brand to gluten-free status, thus beginning what promises to be a battle of giants as other mega-marketers look to enter the fray. The first giant marketer to create a gluten-free product was Anheuser-Busch, which debuted a gluten-free beer, Redbridge in 2006. Also that year the international spice giant McCormick and Co. acquired Simply Asia Foods. Undeterred, numerous specialty marketers have sprung up, using web 2.0 networking to sell directly in what has long been a consumer driven market.



On the consumer side, demand has been growing exponentially as sufferers of a wide variety of maladies (including celiac disease, autism, attention deficit disorder, irritated bowel syndrome, and MS) have come to believe a gluten-free diet will provide relief. The consumer core of celiac disease, and gluten allergy, sufferers is also growing steadily as diagnosis and treatment of these conditions has improved and increased.



Retailers are holding up their side too. Supermarkets’ gluten-free marketing ranges from gluten-free product lists on their websites, to gluten-free private-label reformulations, to new gluten-free store sections. Even the Federal Government is lending a hand as it finalizes regulatory criteria for gluten-free labeling. This new regulatory clarity should prove a boon to marketers currently struggling through a hodge-podge of self-help organizations for certification. Even the current economic slowdown cannot be seen as a negative factor for the overall gluten-free foods and beverages market, as hard-pressed consumers are motivated to try dietary self-help when mainstream medical assistance grows out of reach.


Packaged Facts projects that this segment of the U.S. retail marketplace enjoyed a 28% CAGR to reach $1.56 billion by the end of 2008. Packaged Facts goes on to project that the segment will continue to grow, though not at the same torrid pace, through 2012.


The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition. contains comprehensive data on the U.S. market for Gluten-Free Foods And Beverages, including historical (2004-2008) and forecast (2008-2012) retail sales data. The report discusses key trends affecting marketers, retailers and consumer demographics. It also contains two special sections: 1) Global Spotlight, a look at international activity; and 2) Medical Conditions Relating To Gluten, which deals with the broad spectrum of complaints that define consumer segments. In addition, the report profiles a broad spectrum of marketers.



Report Methodology


The information in The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition is based on primary and secondary research. Primary research includes in-depth, on-site examinations of retail outlets and interviews with companies, distributors and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods and technological breakthroughs. Secondary research including data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature and corporate annual reports; Information Resources, Inc.; and other trade sources. Consumer demographics are derived from multiple sources including the Simmons Market Research Bureau.



What You’ll Get in This Report


Gluten-Free Foods and Beverages makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and data that Gluten-Free Foods and Beverages offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.


How You’ll Benefit from This Report


If your company is already doing business in the, gluten-free foods and beverages market 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 and Beverages, as well as projected markets and trends through 2012.



This report will help:

• Gluten-Free Start-Ups understand how to target the various consumer segments; find the best path for retail and distribution; and understand the competitive situation.
  
  


• Marketing managers identify market opportunities and decide what brands may be ripe for gluten-free conversion as well as how to develop targeted promotion plans for consumers.
  
  


• Research and development professionals stay on top of competitor initiatives and explore demand for gluten-free foods and beverages.
  
  


• Advertising agencies working with foods and beverage clients understand the product buyer in order to develop messages and media delivery strategies that compel consumers to buy gluten-free foods and beverages.
  
  


• 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.

Beverage Industry in the United States

Chapter 1: Executive Summary

The Products

What is Gluten?

FDA gluten-free food labeling standards are overdue

A List of the Types of Products and Categories Represented in the Gluten-free Foods and Beverages Market

The Market

Size and Growth of Market

Market Definition

Products that Could Conceivably Contain Gluten, but Clearly Don’t

A Summary of Market Forces from 2004-2008

2008 Finishes Off with $1.56 Billion in Retail Sales

Table 1-1: Retail Sales of U.S. Gluten-free Foods and Beverages, 2004-2012

Sales Are Projected to Reach $2.6 Billion by 2012

Table 1-2: Projected U.S. Retail Sales of Gluten-Free Foods Beverages, 2008-2012

The Marketers

Overview of Marketers: 4 Basic Types

Specialty-Marketers Still in the Majority

Health/Natural Food Marketers Convert to Gluten-Free

Supermarket’s Private-Label Brands Leap in with Both Feet

Mega-Marketers Join the Fray

The Marketplace

Different Types of Retail Channels

G-F Products are Retailed through Some Unusual Channels

Market Composition by Retail Outlet 2008

Table 1-3: U.S. Share of Sales of Gluten-Free Foods and Beverages, by Retail Outlet 2008 (percent)

The Consumer

Numerous Medical Problems are Associated with Gluten

Gluten-Free 2.0

Healthy Consumers Go Gluten-Free

New Products & Trends

Vast Array of Marketers are Going Gluten-Free

Private Label is Coming on Strong

A Rash of New G-F Beers has not Yet Made a Splash in Sales

Global Spotlight

Europe, North America, & Anzac Countries are at the Forefront

Affluent Countries are Prime GF Markets

European Governments are Proactive about G-F Dieting

Chapter 2: The Products

Key Points

What is Gluten?

What is Gluten-Free?

FDA Gluten-Free Food Labeling Standards Overdue

What is a Gluten-free Food?

A List of the Types of Products and Categories Represented in the Gluten-free Foods and Beverages Market

Sources for Gluten-Free Flour, an International Guide

Gluten-free Doesn’t Mean Home Free When it Comes to Baking

Gluten-Free Advocacy Groups’ Certification Approval Programs

Other Forms of Gluten-Free Endorsements from Gluten-Free Advocacy Groups

Self Labeling is the Most Common Form of Certification, but it has Some Pitfalls

Chapter 3: Medical Conditions Relating to Gluten and the Consumer

Key Points

Numerous Medical Problems Involve Gluten

Celiac Disease

Celiac Disease Can be Symptomatic or Asymptomatic

Only 40,000-60,000 Americans Diagnosed with Celiac Disease

Undiagnosed Celiacs Estimated at Between 1.5 to 3 million

Celiac Patients Have Influence Well Beyond their Diagnosed Numbers

Anheuser-Busch Pegs G-F Demographic Base at 3.2 Million

Gluten-free Diet is the Only Treatment for Celiac Disease, but this May Change

Gluten Allergy, Gluten-Sensitivity, Idiopathic Gluten-Sensitivity and Gluten-Sensitive Idiopathic Neuropathy

Irritated Bowel Syndrome (IBS)

Gluten-free Dieting Embraced by IBS Sufferers, but Frowned on by Mainstream Medicine

Autism

Autism Cuts Across All Ethnic and Income Groups

The Number of Autism Diagnoses Rising Annually

Unknown Until the 1940s, Autism Remains Mysterious

Refrigerator Mom Concept Melts Away

Autism Diets Eliminate Casein as Well as Gluten

Attention-Deficit/Hyperactivity Disorder (ADHD) and Attention Deficit Disorder (ADD)

MS, RSI & Other Neurological Conditions

Cancer and Other Outlyers

Lack of Medical Evidence Does Not Deter a Public Benefiting From the Placebo Effect

Gluten Tolerances Vary Depending on Medical Condition

Gluten-Free 2.0

Table 3-1: Diseases that Have a Major Effect on the Market and the Types of Gluten-Free Diet Use to Treat Them

Table 3-2: A Sampling of U.S. Organizations and Support Groups with Gluten-Free Diet Information

Chapter 4: The Market

Key Points

Market Definition

Products that Could Conceivably Contain Gluten, but Clearly Don’t

A Summary of Market Forces from 2004-2008

2008 Finishes Off with $1.56 Billion in Retail Sales

Figure 4-1: Retail Sales of Gluten-free Foods and Beverages, 2004-2008 (in millions of dollars)

How Packaged Facts Derived its Sales Figures

Market Composition by Retail Outlet 2008

Table 4-1: Share of Sales of Gluten-Free Foods and Beverages, by Retail Outlet, 2008 (percent)

Different Types of Products Favor Different Types of Retail Outlets

Future Market Growth Factors

Mainstreaming of Gluten-Free Foods and Beverages

General Mills Opens the Floodgates

Anheuser-Busch Breaks New Ground

Retailers Use Private Label, Special Sections and Product Lists to Push Gluten-Free

Wegmans Rides the Gluten-Free Wave

Market Driven by Consumer Activism

Web 2.0 Marketing a Key Factor

Chinese Ingredient Scandal Raises Anti-Gluten Consciousness as Gluten-free Dons a Healthy Halo

Gluten-free Dons the Healthy Food Halo

Autism's Unlikely Gluten-Free Spokeswoman

Growing Awareness and Diagnosis of Celiac Disease

Manufacturers Expand Gluten-Free Offerings

One Large and Omnipresent Cloud on the Market’s Horizon

Economic Downswing has a Silver Lining for the Gluten-free Market

Sales are Projected to Reach $2.77 Billion by 2012

Table 4-2: Projected U.S. Retail Sales of Gluten-Free Foods Beverages, 2008-2012 (in millions of dollars)

Chapter 5: The Marketers

Key Points

Overview of Marketers: 4 Basic Types

Specialty-Marketers Still in the Majority

Health/Natural Food Marketers Convert to Gluten-Free

Supermarket’s Private-Label Brands Leap in with Both Feet

Mega-Marketers Join the Fray

3 Paths into the Gluten-Free Market

Determining Market Share

Methodology for Tracking Gluten-free Sales

Monitored Retail Sales of Gluten-free Marketers in Food/Drug/Mass Merchandiser Outlets by Category

Dry Packaged Dinners

Table 5-1: Retail Sales of Gluten-free Marketers in the Dry Packaged Dinner Category (in dollars and percent of GF products)

Dry Packaged Dinner Category

Spaghetti/Italian Sauce

Table 5-2: Retail Sales of Gluten-free Marketers in the Spaghetti/Italian Sauce Category (in dollars and percent of GF products)

Pasta

Table 5-3: Retail Sales of Gluten-Free Marketers in the Pasta Category (in dollars and percent of GF products)

Frozen Pizza

Table 5-4: Retail Sales of Gluten-Free Marketers in the Frozen Pizza Category (in dollars and percent of GF products)

Frozen Breakfast

Table 5-5: Retail Sales of Gluten-free Marketers in the Frozen Breakfast Category (in dollars and percent of GF products)

Cold Breakfast Cereal

Table 5-6: Retail Sales of Gluten-free Marketers in the Cold Breakfast Cereal Category (in dollars and percent of GF products)

Crackers

Table 5-7: Retail Sales of Gluten-free Marketers in the Cracker Category (in dollars and percent of GF products)

Market Expands in Different Directions Complicating Competition

General Mills Shuffles the Deck

Using Private-Label and Special Sections, Retailers Join the Fray

Gluten-free Marketers Have the Advantage of Clarity Over Broader Based-Marketers

Food Roulette Isn’t Something You Want to Put Your Money On

Wellshire Farms Response

Consequences for Consumers Inevitably Lead to Consequences for Marketers

Specialty Marketers Struggle with Pricing During a Downturn

Mega-Marketers Remain Poised for a Move—Watch Your Price Points!

An Ace in the Hole that No Amount of Price Points Can Take Away

Competitor Profiles

Competitor Profile: Amy’s Kitchen, Inc., Santa Rosa, California

Amy’s Markets to Consumers with a Wide Variety of Health Concerns

A Continuing Focus on Gluten-Free Since 2002

A Continuing Aggressive Stance on New Product Introductions

Competitor Profile: (Weetabix) Barbara’s Bakery, Inc., Petaluma, California

Weetabix Enters the Picture

A Private Equity Firm Takes Charge

Competitor Profile: Bob’s Red Mill Natural Foods, Inc., Milwaukie, Oregon

Rising Like a Phoenix from its Own Ashes, Bob’s Red Mill Relocates

A Gluten-Free Manufacturing Area Reflects Bob’s Commitment to Expanding Gluten-free Offerings Gluten-free

Years of Double Digit Growth

Competitor Profile: Ener-G Foods, Inc., Seattle, Washington

One of the Oldest Dietary Needs Food Producers in the U.S.

A Diverse Gluten-free and Gluten-free/Casein-free Product Line

An Ever Changing Product Line

Competitor Profile: Enjoy Life Natural Brands, LLC, Schiller Park, Illinois

Changing of the Guard

The Company Acquires Perky’s

Chapter 6: The Marketplace

Different Types of Retail Channels

G-F Products are Retailed through Some Unusual Channels

Gluten-Free E-Tailers

Gluten-Free Specialty Stores:

G-F Stores also Pay Attention to Other Dietary Needs

Marketer/Producer Websites and Visitor Centers

Ethnic and International Stores and Websites

Untraditional Retail Outlets Benefit from Web 2.0 Marketing

Gluten-Free E-Tailers Battle E-Grocers

Where there’s a Mouse there’s a Way on the Gluten-free Web

Supermarkets also Use Web 2.0 to Embrace the G-F Consumer

Health/Natural Foods Stores Have a Similar, but Different Culture than Gluten-free Specialty Stores

Whole Foods Completes $565 Million Acquisition of Wild Oats

Supermarkets Embrace the Gluten-Free Consumer

The Prime Beneficiaries of Retailers’ G-F Activities are Retailers

SuperValu Yanks Gluten-free Lists

Missing Out on G-F Private Label Customers Could be Costly for Retailers

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

Gluten-free Presence is Felt at Health/Natural Foods Expos

Local Gluten-Free Events

Chapter 7: New Products and Trends

Key Points

New GF Product Intros Continue to Increase Annually

Table 7-1: New U.S. Gluten-Free Food and Beverage Product Intros, U.S., 2003-2008

Frozen Ready Meals Category Leads the Way

Table 7-2: New U.S. Gluten-Free Food and Beverage Product Intros in 2008, by Category

Junk Food is the Strongest Trend in G-F Foods and Beverages

Table 7-3: New Gluten-Free Sweet and Snacks (Junk Food) Product Intros, U.S., 2004-2008

Gluten-Free Beer: A World of Potential Not Yet Realized

Buckwheat & Sorghum are Most Common Grains in G-F Beer

The Great American Beer Festival Adds a Gluten-free Beer Category in 2007

Gluten-free Beer Competition “Will Grow Dramatically in the Future”, according to Beer Fest

Anheuser-Busch’s Redbridge Takes the Gold

Lakefront Brewery’s New Grist Captures the Silver for Milwaukee

Sprecher’s Brewery Introduces Traditional African Beer

2008 Bronze Goes to Deschutes Brewery

The Vast Beer Market Beer has Room for a Profitable G-F Niche

Bard’s Tale an Exclusively Gluten-free Brewer

Passover Honey Lager, a Kosher, Gluten-Free Beer

Nouvelle-France Tries Gluten-Free Brewing North of the Border

Gluten-Free U.K. Ales Available in the U.S.

Nick Stafford’s Hambleton Ales

Green’s Gluten-free Beers

Belgian Style Ale Offers Opportunities to Gluten-Free Brewers

Carlsberg Finds a Way to Brew Gluten-free with Barley Malt

Around the World with Gluten-free Beer

Over 225 Marketers Introduced New Gluten-free Products into the U.S. in 2008

Table 7-4: New Gluten-Free Foods and Beverage Product Intros by Company, U.S. 2008

G-F Private-label Soar—as Supermarket Chain Wegmans Leads in New Product Introductions

Green Mountain Coffee Embraces the Junk-food Trend with Gluten-free Chocolate

Brothers International Joins Disney to Introduce G-F Kid Snacks

Lhian Thai Rice Vermicelli Co. Comes in Fourth

Single Grain Marketers from Salba to Hemp

Ruth's Hemp Foods Hedging the Single Grain Strategy

The Marketing of Nutritional Addition vs. the Marketing of Taste Neutrality

Unique Grains More Nutritious than their Glutinous Counterparts

Taste Just as Good as a Glutinous Product —Angel’s Touch

Glutenfreeda’s “Crossover” Taste

Quinoa Corporation Emphasizes Nutritional Superiority

Unfamiliar Gluten-free Grains are Nutritional Powerhouses

Chapter 8: Global Spotlight

Key Points

Gluten-Free Glance at the World

Table 8-1: Gluten-Free Food & Beverage Product Introduction SKUs, 2000-2008, by Nation

Productscan is Only a Measure of New Products and Not Existing Products Converted to Gluten-free Status

Europe and North America are the Most Important Markets

In The Rest of the World, the Trans-Tasman Countries Stand Out

Asia, Africa and South America Have Mostly Gluten-Free Diets

World-Wide—G-F Marketing and Affluence Go Together

Spotlight on Europe

In Europe, Gluten-Free Dieting Becomes a Quality of Life Issue

Celiac Disease Occurs in One Out of Every 100 Europeans

In Europe, G-F Dieting is Even More Closely Associated with Celiac Disease than in the U.S.

European Governments Actively Involved in Promoting Gluten-Free Consumption

New European Gluten-Free Labeling Standards Passed in January 2009

Europe-wide Research Project to Facilitate Gluten-free Monitoring 149

Proactive Approach to Monitoring Will Benefit Market

Gluten-free Grassroots Organizations also Active in Europe

AOECS is the Most Important Grassroots Organization in Europe When it Comes to Gluten-free Dieting

U.S. Company Alba Actively Involved in Gluten-Free Pharmaceutical Research in Europe

Alba Sees a Turning Point in Treatment for Celiac Disease

Packaged Facts Predicts Alba’s Medication Will Not Affect the Market Over the Short Term

Europe, a Common Market?

European National Spotlight: Germany

The Largest Gluten-free Market in Europe

Pandea GmbH

The Schär Company

European National Spotlight: Italy

Giuliani Tackles the Schär Company

European National Spotlight: Scandinavia (Denmark, Finland, Norway, Sweden)

In Certain Respects Finland is the Odd Man Out

A Leader in Organic Foods and State of the Art Manufacturing

Swedish Celiac Epidemic Linked to Baby Formula

Denmark, Compared to its Neighbors, a Bit of a Gluten-Free Slacker

Tulip and Carlsberg Supply Danes with Gluten-free Beer and Hot Dogs

Norwegians Feast on Gluten-Free McDonald's, Burger King Burgers & Other Fast Food

Finland, the Gluten-free “Paradise”

Moilasen Leipomo & Friabröd Bakeries Distribute Frozen Gluten-free Goods Throughout the Whole of Finland

Finnish Gluten-free Food has Europe-Wide Impact

Sweden’s Karolinska Institutet is a Leader in Gluten-free Medical Research . 161

Swedish Gluten-Free Marketers have European & Domestic Impact

European National Spotlight: Spain

Spain Gets Gluten-free Religion

European Marketers Roll Out G-F Products in Spain

Spanish Marketers are Active Too

European National Spotlight: The United Kingdom

Pharmacies Important Venues for G-F

Table 8-2: Prescribable Product List, January 2009

U.K. Gluten-free Marketers Comprise a Wide Spectrum

Gluten-Free Foods Ltd

Barkat Brand

North American National Spotlight: Canada

Canada Beats the U.S. to the Gluten-free Punch

The CCA’s Work has Created a Fertile Environment for Gluten-free Marketing

Exclusively G-F, Glutino Foods has Line of 60 Gluten-free Products and a Thriving Online Business

Nature’s Path an Organic Food Marketer Can Trace its Roots Back to 1971

Nature’s Path Grows 800% in Four Years

Nature’s Path Invades Washington

Farmpure Foods & Source Salba are Leading Canadian Single Grain G-F Marketers

Asian-Pacific National Spotlight: Australia

Coeliac Society of Australia Certifies G-F Products, Using its Trademarked Logos

Australian Companies Kez’s & Oway Self-Certify

International Gluten-free Marketers have Multiple Paths into the U.S.

Market

Nestlé

Figure 8-1: Nestlé Website Poll, Substances Nestlé’s Website Visitors are Allergic to: (percent)

Source: Nestlé website as viewed in January 2009

Appendix