Table of Contents
Although market growth has slowed somewhat in relative terms, the appeal of gluten-free foods does not appear to be abating.Â Â Over the five-year period ended in 2014, sales of gluten-freeÂ products in traditionally grain-based categories posted a compoundÂ annual growth rate of 34%.
The gluten-free segment demonstrated growth in several categories during the 2013-2014 period, including pasta, cold cereal, baking mixes, and frozen bread/dough, even though overall sales in those categories dropped slightly.
Driving the increased sales of gluten-free products are an escalating prevalence of health problems associated with diet; more and better-quality gluten-free food products and their increasing availability in mainstream retail channels; and favorable rulings on the definition of "gluten freeâ€? by the FDA. There is a slight drag on sales among consumers who are disappointed in the benefits derived from a gluten-free diet, although such disappointments are typically the result of misconceptions about gluten-free foods.
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.
Packaged Facts' analysis of gluten-free foods focuses on traditionally grain-based products in the following categories:
Cold (ready-to-eat) Cereal
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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