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Gluten-free Foods in the US, 5th Edition

  • January 2015
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  • Packaged Facts
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  • 233 pages

Although market growth has slowed somewhat in relative terms, the appeal of gluten-free foods does not appear to be abating.  Over the five-year period ended in 2014, sales of gluten-free products in traditionally grain-based categories posted a compound 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 free� 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:

Salty Snacks
Crackers
Pasta
Bread
Cold (ready-to-eat) Cereal
Cookies
Baking Mixes
Frozen Bread/Dough
Flour
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.

Table Of Contents

Gluten-free Foods in the US, 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
Pasta
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�
Bread
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)
Cold Cereal
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
Cookies
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)
Baking Mixes
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)
Pamela's Products Develops a Recipe for Success
Frozen Bread/Dough
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)
Flour
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)
Industry Structure Benefits Specialty Marketers
A Fragmented Industry…
…With Fragmented Leadership…
…Can Spell Opportunity for Smaller Marketers
Marketing Trends
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?�
Chapter 5: The Marketplace: Retail and Foodservice Trends
Key Points
Introduction
An Informed Consumer
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)
Influence of Food Ingredients, Components, Formulations on Purchase Decisions
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
Chapter 6: Products and Ingredients: News, Trends, Innovations
Key Points
Methodology
Product Innovation: First, Only, Best
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
Grains: Ancient and Sprouted
Illustration 6-1 Udi's: "Get to Know Your Ancient Grains�
Salty Snacks: Beans and Greens
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 and 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 and 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 and 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 and 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 and 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 and 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
Chapter 7: The Consumer: Opinions, Preferences, Influences, Behaviors
Key Points
Methodology
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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