Gluten-Free Foods and Beverages in the U.S., 4th Edition

• Publication date: October 2012
• Report size: 168 pages

The market for gluten-free foods and beverages has continued to grow even faster than anticipated, reaching $4.2 billion in 2012, for a compound annual growth rate of 28% over the 2008-2012 period. Within this diverse market, snack/granola bars are the leading category, at 15% of mass-market sales. An August 2012 consumer survey by Packaged Facts shows that 18% of adults are buying or consuming foods products tagged as glute...

The market for gluten-free foods and beverages has continued to grow even faster than anticipated, reaching $4.2 billion in 2012, for a compound annual growth rate of 28% over the 2008-2012 period. Within this diverse market, snack/granola bars are the leading category, at 15% of mass-market sales.



An August 2012 consumer survey by Packaged Facts shows that 18% of adults are buying or consuming foods products tagged as gluten-free, up from 15% in October 2010. Moreover, the share of gluten-free consumers who are buying more of these foods has skyrocketed, and the share of total shoppers who are buying more gluten-free foods has doubled. The conviction that gluten-free products are generally healthier is the top motivation for consumers of these products.



Increasing diagnoses of celiac disease and food allergies; growing awareness of these ailments among patients, healthcare practitioners, and the general public; the availability of more products, and better ones, across a range of product categories; and a trend that has friends and family members eating gluten-free to support loved ones are among the factors stimulating continuing expansion in this market.



While growth rates will moderate over the next five years in the wake of market expansion, Packaged Facts projects that U.S. sales of gluten-free foods and beverages will exceed $6.6 billion by 2017.



Report Methodology



The analysis in Gluten-free Foods and Beverages in the U.S., 4th Edition is based on primary and secondary research. Primary research entailed in-depth, on-site examinations of retail outlets, including Whole Foods Market, Trader Joe’s, and grocery store chains; as well as interviews with marketers, retailers, food industry trade associations, celiac advocacy groups, and federal agencies. Our analysis of shopping trends and consumer preferences is derived from Packaged Facts’ proprietary consumer survey, which is based on a national online poll conducted in August 2012. Secondary research entailed data gathering from relevant sources, including trade and consumer publications, company literature and annual reports, and government sources.



What You’ll Get in This Report



In Gluten-free Foods and Beverages in the U.S., 4th Edition, Packaged Facts not only analyzes the U.S. market in detail, but also provides valuable insights and recommendations regarding emerging consumer trends, the products gluten- and allergy-sensitive consumers seek, and how companies can participate in this market on a global scale. No other market research report provides both the comprehensive analysis and extensive data that Gluten-free Foods and Beverages in the U.S., 4th Edition, offers. Easy-to-read and practical charts, tables, graphs, and illustrations make this report very user-friendly.



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 banking and retail industries understand the product buyer to develop messages and images 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.

Diet Food Industry in the United States

Chapter 1: Executive Summary

Definition and Methodology

The Products

What Is Gluten?

Producing GF Foods Is a Challenge

Celiac Disease Is an Abnormal Immune Reaction to Gluten

The Market

Share of Consumers Buying GF Foods Edges Up to 18%

2012 Sales Projected to Exceed $4 Billion

Table 1-1: U.S. Retail Sales of Gluten-Free Foods and Beverages,2008-2012 (in millions of dollars)

Snack Bars the Leading GF Category

Figure 1-1: U.S. Sales of Gluten-Free Foods and Beverages:

Mass-Market Shares by Product Category, 2010 vs. 2012 (percent)

Overwhelming Majority of GF Consumers Report Increased Usage

More Than One-Third Consider GF Healthier

Positive View of Products, Awareness, Availability Are Leading

Drivers

Sales Are Projected to Exceed $6.5 Billion in 2017

Table 1-2 :Projected U.S. Retail Sales of Gluten-Free Foods

and Beverages, 2012-2017 (in billions of dollars)

The Marketers

Leading Marketers

Table 1-3: Leading Specialty/Health/Natural Food Marketers of Gluten-Free Foods in the U.S. Mass Market: By Product Segment, 2010 vs. 2012 (percent)

“Word of Mouth Is Almost Everything” and Brand Loyalty Is Strong

The New Normal

The Marketplace

Walmart and Supermarket Chains Account for 80% of GF Sales

Table 1-4: Gluten-Free Food Products: Top Consumer Retail Channel Preferences, August 2012 (percent)

Global GF Product Introductions Growing by 50% a Year

North America and Europe Account for Over 80% of Introductions

Crackers, Salty Snacks Lead in U.S. Product Introductions

Table 1-5: U.S. Gluten-Free Product Introductions by Top Categories,2011-2012 (Percent Share of Product Announcements)

“I’ll Have What She’s Having”

The Consumer

Choice, Not Necessity, Drives Usage

Figure 1-2: Gluten-Free Food Products: Motivations for Purchase/Use,August 2012 (percent agreeing)

What Do GF Consumers Want?

Chapter 2: Defining “Gluten-Free”

Key Points

What Is Gluten?

Producing Gluten-Free Foods Acceptable to Consumers Isn’t Easy

There May Be Gluten in Gluten-Free Cereal

Table 2-1: Cereal Species and Storage Proteins Avoided on

Gluten-Free Diets

Gluten May Lurk in Licorice, Lip Balm, Lickable Labels

FDA Labeling Standards Are Imminent

Celiac Disease Is an Abnormal Immune Reaction to Gluten

Figure 2-1: How Gluten Ingestion Damages the Small Intestine of a

Celiac Patient

Symptoms Can Be Severe … or Silent

Table 2-2: Selected Symptoms and Consequences of Untreated

Celiac Disease

1.4 Million American Celiacs Are Undiagnosed

“A Significant Public Health Issue”

As Many as 18 Million Americans Suffer From Gluten Sensitivity

Food Allergies May Affect 8% of U.S. Children

Packaged Facts’ Definition of Gluten-Free Foods and Beverages

Chapter 3: The Market

Key Points

Definition and Methodology

2012 Sales Projected to Exceed $4 Billion

Table 3-1: U.S. Retail Sales of Gluten-Free Foods and Beverages,2008-2012 (in millions of dollars)

Snack Bars Remain the Leading GF Category in Mass Market

Table 3-2: U.S. Sales of Gluten-Free Foods and Beverages:Mass-Market Shares by Product Category, 2012 (percent)

Figure 3-1: U.S. Sales of Gluten-Free Foods and Beverages:Mass-Market Shares by Product Category, 2010 vs. 2012 (percent)

Sales of Frozen and Fresh Bread Products More Than Double

Figure 3-2: U.S. Sales of Gluten-Free Foods and Beverages:Mass-Market Sales Growth by Product Category, 2010-(percent)

Consumer Survey Reveals Strong Trends … and Contradictions

Overwhelming Majority of GF Consumers Report Increased Usage

Table 3-3: Gluten-Free Food Products: Usage Rates, 2010 vs. (percent)

Table 3-4: Gluten-Free Food Consumers: Changing Usage Rates,2010 vs. 2012 (percent agreeing)

Healthfulness, Weight Management, Carb Control Leading Drivers

Figure 3-3: Gluten-Free Food Products: Motivations for Purchase/Use,2010 vs. 2012 (percent agreeing)

Figure 3-4: Naturally Gluten-Free Foods

A Growing Share of Gluten-Free Consumers Buy GF for Other Reasons

Figure 3-5: Gluten-Free Food Consumers: Opinions and Shopping Behaviors, 2010 vs. 2012 (percent agreeing)

Mainstreaming Remains a Powerful Force

Figure 3-6: Sales of Gluten-Free Foods and Beverages,by Retail Channel, 2010 vs. 2012 (percent share)

Economic Factors to Temper Growth

The High Cost of Living

Table 3-5: Changes in Food Price Indexes, 2010-2013

The Higher Cost of Living Gluten-Free

Table 3-6: Gluten-Free Food Products: Overall Consumers’Perceptions and Opinions, 2010 vs. 2012 (percent agreeing)

Table 3-7: Cost of Selected Gluten-Free vs. Conventional Food Products by Category, 2012 (price per ounce)

Most Celiacs Won’t Cheat on Diet at Any Price

Sales Are Projected to Exceed $6.5 Billion in 2017

Table 3-8: Projected U.S. Retail Sales of Gluten-Free Foods and Beverages, 2012-2017 (in billions of dollars)

Chapter 4: Marketers and Marketing

Key Points

Methodology: How Packaged Facts Classifies Marketers

Four Basic Types

Specialty Marketers

Health Food/Natural Food Marketers

Private Label

Mega-Marketers

Three Basic Approaches

Dedicated

Committed

Accommodating

Methodology: How Packaged Facts Derives Marketer Shares

Leadership Among GF Specialty Companies Remains Fragmented

Figure 4-1: U.S. Mass-Market Sales of Gluten-Free Foods and Beverages: Shares by Product Segment, 2012 (percent)

Table 4-1: Leading U.S. Specialty/Health/Natural Food Marketers of Gluten-Free Foods: By Mass-Market Product Segment,2010 vs. 2012 (percent)

Snack/Granola Bars

Fresh Bread and Rolls

Soup

Frozen Dinners and Entrees

Pasta and Noodles

Crackers

Cookies

Frozen Bread and Dough

Cold Cereal

Salty Snacks

Baking Mixes

Selected Competitor Profiles

Smart Balance (Paramus, NJ)

Leadership Categories

Philosophy, Innovations, and Initiatives

Small Planet Foods (Minneapolis, MN)

Leadership Categories

Philosophy, Innovations, and Initiatives

Rudi’s Gluten Free Bakery (Boulder, CO)

Leadership Categories

Philosophy, Innovations, and Initiatives

Food Directions Inc. (Scarborough, Ontario, Canada)

Leadership Categories

Philosophy, Innovations, and Initiatives

Pamela’s Products (Ukiah, CA)

Leadership Categories

Philosophy, Innovations, and Initiatives

Lundberg Family Farms (Richvale, CA)

Leadership Categories

Philosophy, Innovations, and Initiatives

Dr. Schar USA, Inc. (Burgstall, Italy)

Leadership Categories

Philosophy, Innovations, and Initiatives

Nature’s Path Organic Foods (Richmond, BC Canada)

Leadership Categories

Philosophy, Innovations, and Initiatives

Marketing Trends and Opportunities

“Word of Mouth Is Almost Everything” and Brand Loyalty Is Strong

The New Normal

Chapter 5: The Marketplace

Key Points

Introduction and Methodology

Walmart and Supermarket Chains Account for 80% of GF Sales

Table 5-1: Share of U.S. Sales of Gluten-Free Foods and Beverages by Retail Channel, 2008, 2010, and 2012 (percent)

Table 5-2: Gluten-Free Food Products: Consumer Retail Channel Preferences, 2010 vs. 2012 (percent)

Figure 5-1: Consumer Retail Channel Preferences: Gluten-Free Shoppers vs. All Shoppers, Fall 2010 (percent)

Table 5-3: Consumer Retail Channel Preferences: Gluten-Free Shoppers vs. All Shoppers, 2012 (percent)

More Than Half of GF Consumers Buy Bread/Cereal/Grain Products

Table 5-4: Gluten-Free Food Products: Types Purchased in the Past Three Months, 2010 vs. 2012 (percent)

GF Product Selection, Availability Are Good, But Not Great

Table 5-5: Gluten-Free Food Consumers: Opinions and Shopping Behaviors, 2010 vs. 2012 (percent agreeing)

Table 5-6: Gluten-Free Food Consumers: Satisfaction With Product Selection and Availability, 2010 vs. 2012 (percent)

Retailers Stock Shelves With Gluten-Free Store Brands

From Fast Food to Fine Dining, Foodservice Invests in Gluten-Free

GF Menu Claims Soar by 40%, Deemed a “Hot Trend”

Table 5-7: Selected Rankings From National Restaurant Association’s “Chef Survey: What’s Hot in 2010” (share)

Restaurant Chefs’ Lack of GF Knowledge Is “Alarming” and “Shocking”

Converting to GF Can Be Costly, Complicated, and Confusing…

… But Also Worthwhile

Gluten-Free Scores Points at Sports Arenas

Chapter 6: Product Trends and Opportunities

Key Points

Product Trends: Introductions

Note on Product Introduction Analysis

Global GF Product Introductions Growing by 50% a Year

North America and Europe Account for Over 80% of Introductions

Table 6-1: Gluten-Free Product Introductions by Region,2011-2012 (Percent Share of World Total)

Crackers, Salty Snacks Lead in U.S. Product Introductions

Table 6-2: U.S. Gluten-Free Product Introductions by Category,2011-2012 (Percent Share of Product Announcements)

Table 6-3: U.S. Gluten-Free Product Introductions by Category,2011-2012 (Percent Share of Individual Products)

Specialty Marketers Account for Over Half of New Products in U.S.

Figure 6-1: U.S. Gluten-Free Product Introductions by Type of Marketer, 2011-2012 (Percent Share of Product Announcements)

Figure 6-2: U.S. Gluten-Free Product Introductions by Type of Marketer, 2011-2012 (Percent Share of Individual Products)

GF-Only Marketers Account for Majority of Baked Goods Introductions

Table 6-4: Leaders in Gluten-Free Product Introductions by Selected

Categories and Type of Marketer, 2011-2012 (Number of Individual Products)

GF-Only Marketers Focus on Grain-Based Foods

Table 6-5: Dedicated Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Product Announcements)

Table 6-6: Dedicated Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Individual Products)

Cereal, Shelf-Stable Meals Lead Introductions by Committed Marketers

Table 6-7: Committed Marketers’ Gluten-Free Product Introductions by

Category, 2011-2012 (Percent Share of Product Announcements)

Table 6-8: Committed Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Individual Products)

Over One-Fourth of Introductions from Accommodating Marketers Are Beverages

Table 6-9: Accommodating Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Product Announcements)

Table 6-10: Accommodating Marketers’ Gluten-Free Product Introductions by Category, 2011-2012 (Percent Share of Individual Products)

Product Trends: Features

Note on Product Trend Analysis

“I’ll Have What She’s Having”

Flavors Even a Foodie Could Love

Table 6-11: Selected New Gluten-Free Products: Flavor Innovations

Instant Gratification: Gluten-Free Convenience

Table 6-12: Selected New Gluten-Free Products: Convenience Foods

Good, And Good For You!

Blast From the Past: Ancient Grains Deliver Flavor, Variety,Nutrition

Table 6-13: Selected New Gluten-Free Products: Ancient Grains

Table 6-14: Nutritional Value of Amaranth vs. Other Grains (Value per 100 Grams)

Your One and Only

Table 6-15: Selected New Gluten-Free Products: Trailblazers

Products Sport Punchier Packaging

Figure 6-3: Domata Living Flour’s New Packaging

Figure 6-4: Rudi’s Gluten-Free Bakery’s New Packaging

Chapter 7: Consumer Opinions and Behaviors

Key Points

Methodology

The Gluten-Free Consumer

Share of Consumers Buying GF Foods Inches Up to 18%

Figure 7-1: Gluten-Free Food Products: Usage Rates, 2010 vs. 2012 (percent)

The Overwhelming Majority of GF Consumers Are Buying More

Figure 7-2: Gluten-Free Food Consumers: Changing Usage Rates,August 2012 (percent)

Choice, Not Necessity, Drives Usage

Figure 7-3: Gluten-Free Food Products: Motivations for Purchase/Use,August 2012 (percent agreeing)

More Than One-Third Consider GF Healthier

Over One-Quarter Use GF Products for Weight Management

One in Five GF Consumers Equate Gluten-Free With Low-Carb

Nearly One in Five Say GF Means Higher Quality

15%+ of GF Consumers Are Compelled by Prevention or Treatment .

About Four in 10 Are Incidental GF Consumers

Table 7-1: Gluten-Free Food Consumers: Opinions and Shopping Behaviors, 2010 vs. 2012 (percent agreeing)

Figure 7-4: Gluten-Free Food Consumers: Satisfaction With Product Quality, August 2012 (percent)

Weight Management Motivates Women, Quality Motivates Men

Table 7-2: Gluten-Free Food Products: Motivations for Purchase/Use:Male vs. Female, August 2012 (percent agreeing)

GF Consumers Revise Their 2010 Shopping Lists

Figure 7-5: Gluten-Free Food Products: Types Purchased in the Past Three Months, August 2012 (percent)

A Majority of GF Consumers Purchase Grain-Based Foods

Purchase Rate of Prepared Foods Drops

Purchasing Patterns by Gender

Table 7-3: Gluten-Free Food Products: Types Purchased in the Past Three Months, Male vs. Female, August 2012 (percent)

Walmart, Supermarket Chains Preferred Retail Destinations for GF

Figure 7-6: Gluten-Free Food Products: Consumer Retail Channel Preferences, August 2012 (percent)

What Do GF Consumers Want?

While Product Quality Has Improved, Cravings Linger

Figure 7-7: Gluten-Free Food Products: Overall Consumers’

Perceptions and Opinions, August 2012 (percent agreeing)

Shoppers Balk at Premium Price Points

GF Product Mix Exhibits More Variety — But Not Enough

GF Consumers Want What All Consumers Want

Table 7-4: Five Steps From Diagnosis to Determination Steps From Diagnosis to Determination

The Consumer of Targeted Health and Wellness Foods

Note on Packaged Facts Survey Data

3 in 4 Shoppers at Least Occasionally Buy Targeted Health and Wellness Foods

Figure 7-8: Frequency of Purchasing Grocery Products Because of

Nutritional Advantages Addressing Specific Health Concerns, (percent of U.S. grocery shoppers)

Two-Thirds Buy Groceries Explicitly Marketed as THW Products

Figure 7-9: Frequency of Purchasing Grocery Products Marketed or Labeled as Targeting Specific Health Concerns, (percent of U.S. grocery shoppers)

Shoppers Under 30 Are Heaviest Consumers of Allergy-Friendly Foods

Table 7-5: Selected Demographic Indicators for Purchase of

Targeted Health/Wellness Foods, by Health Concern,(percent of users and index of U.S. grocery shoppers)

Boomers Comprise a Larger Customer Base

Table 7-6: Selected Demographic Indicators for Use of Targeted

Health and Wellness Foods, by Type of Grocery Product, 2011 (percent of U.S. grocery shoppers)

Condition-Specific Grocery Shoppers Are Exceptionally Health Conscious

Table 7-7: Psychographics Regarding Health and Wellness Goals, by Health Concern, 2011 (percent and index of U.S. grocery shoppers)

IFIC Investigates Consumer Concerns About Food Allergens

14% Take Allergens Into Account When Making Purchase Decisions

Figure 7-10: Share of U.S. Consumers Who Consider the Presence of Allergens and Other Food Components in Purchase Decisions,2012

11% Try to Avoid Allergens

Figure 7-11: Share of U.S. Consumers Who Try to Minimize or Maximize Consumption of Allergens and Other Food Components,2012

Concern About Undeclared Allergens Influences Purchase

Decisions for 25% of Consumers

Figure 7-12: Share of U.S. Consumers Whose Purchase Decisions

Are Influenced by Food Safety Concerns, 2012

Appendix: Gluten-Free Flour Sources