Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

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


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1.    Get more info on this report!The Gluten-Free Food and Beverage Market: Trends and DevelopmentsWorldwide, 2nd EditionApril 1, 2009The retail market for gluten-free foods and beverages is exploding as a result of multipletriggers. On the marketer side, giant General Mills has converted its venerable RiceChex Brand to gluten-free status, thus beginning what promises to be a battle of giantsas other mega-marketers look to enter the fray. The first giant marketer to create agluten-free product was Anheuser-Busch, which debuted a gluten-free beer, Redbridgein 2006. Also that year the international spice giant McCormick and Co. acquired SimplyAsia Foods. Undeterred, numerous specialty marketers have sprung up, using web 2.0networking 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 widevariety of maladies (including celiac disease, autism, attention deficit disorder, irritatedbowel 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 growingsteadily as diagnosis and treatment of these conditions has improved and increased.Retailers are holding up their side too. Supermarkets’ gluten-free marketing ranges fromgluten-free product lists on their websites, to gluten-free private-label reformulations, tonew gluten-free store sections. Even the Federal Government is lending a hand as itfinalizes regulatory criteria for gluten-free labeling. This new regulatory clarity shouldprove a boon to marketers currently struggling through a hodge-podge of self-helporganizations for certification. Even the current economic slowdown cannot be seen asa negative factor for the overall gluten-free foods and beverages market, as hard-pressed consumers are motivated to try dietary self-help when mainstream medicalassistance 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 thatthe 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
  • 2. And Beverages, including historical (2004-2008) and forecast (2008-2012) retail salesdata. The report discusses key trends affecting marketers, retailers and consumerdemographics. It also contains two special sections: 1) Global Spotlight, a look atinternational activity; and 2) Medical Conditions Relating To Gluten, which deals withthe broad spectrum of complaints that define consumer segments. In addition, thereport profiles a broad spectrum of marketers.Report MethodologyThe information in The Gluten-Free Food and Beverage Market: Trends andDevelopments Worldwide, 2nd Edition is based on primary and secondary research.Primary research includes in-depth, on-site examinations of retail outlets and interviewswith companies, distributors and retailers to obtain information on new product andpackaging trends, marketing programs, distribution methods and technologicalbreakthroughs. 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 othertrade sources. Consumer demographics are derived from multiple sources including theSimmons Market Research Bureau.What You’ll Get in This ReportGluten-Free Foods and Beverages makes important predictions and recommendationsregarding the future of this market, and pinpoints ways current and prospective playerscan capitalize on current trends and spearhead new ones. No other market researchreport provides both the comprehensive analysis and data that Gluten-Free Foods andBeverages offers. Plus, you’ll benefit from extensive data, presented in easy-to-readand practical charts, tables and graphs.How You’ll Benefit from This ReportIf your company is already doing business in the, gluten-free foods and beveragesmarket or is considering making the leap, you will find this report invaluable, as itprovides a comprehensive package of information and insight not offered in any othersingle 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.
  • 3. • 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.Table of ContentsChapter 1: Executive SummaryThe 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 MarketThe 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- 2012The 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 FrayThe 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
  • 4. Healthy Consumers Go Gluten-FreeNew 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 SalesGlobal Spotlight Europe, North America, & Anzac Countries are at the Forefront Affluent Countries are Prime GF Markets European Governments are Proactive about G-F DietingChapter 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 PitfallsChapter 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)
  • 5. 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 InformationChapter 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 Autisms 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
  • 6. 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 AwayCompetitor ProfilesCompetitor Profile: Amy’s Kitchen, Inc., Santa Rosa, California Amy’s Markets to Consumers with a Wide Variety of Health Concerns
  • 7. A Continuing Focus on Gluten-Free Since 2002 A Continuing Aggressive Stance on New Product IntroductionsCompetitor Profile: (Weetabix) Barbara’s Bakery, Inc., Petaluma, California Weetabix Enters the Picture A Private Equity Firm Takes ChargeCompetitor 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 GrowthCompetitor 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 LineCompetitor Profile: Enjoy Life Natural Brands, LLC, Schiller Park, Illinois Changing of the Guard The Company Acquires Perky’sChapter 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 RetailersRetail 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 EventsChapter 7: New Products and Trends
  • 8. Key PointsNew GF Product Intros Continue to Increase AnnuallyTable 7-1: New U.S. Gluten-Free Food and Beverage Product Intros, U.S., 2003-2008Frozen Ready Meals Category Leads the WayTable 7-2: New U.S. Gluten-Free Food and Beverage Product Intros in 2008, byCategoryJunk Food is the Strongest Trend in G-F Foods and BeveragesTable 7-3: New Gluten-Free Sweet and Snacks (Junk Food) Product Intros, U.S.,2004-2008Gluten-Free Beer: A World of Potential Not Yet RealizedBuckwheat & Sorghum are Most Common Grains in G-F BeerThe Great American Beer Festival Adds a Gluten-free Beer Category in 2007Gluten-free Beer Competition “Will Grow Dramatically in the Future”, according toBeer FestAnheuser-Busch’s Redbridge Takes the GoldLakefront Brewery’s New Grist Captures the Silver for MilwaukeeSprecher’s Brewery Introduces Traditional African Beer2008 Bronze Goes to Deschutes BreweryThe Vast Beer Market Beer has Room for a Profitable G-F NicheBard’s Tale an Exclusively Gluten-free BrewerPassover Honey Lager, a Kosher, Gluten-Free BeerNouvelle-France Tries Gluten-Free Brewing North of the BorderGluten-Free U.K. Ales Available in the U.S.Nick Stafford’s Hambleton AlesGreen’s Gluten-free BeersBelgian Style Ale Offers Opportunities to Gluten-Free BrewersCarlsberg Finds a Way to Brew Gluten-free with Barley MaltAround the World with Gluten-free BeerOver 225 Marketers Introduced New Gluten-free Products into the U.S. in 2008Table 7-4: New Gluten-Free Foods and Beverage Product Intros by Company,U.S. 2008G-F Private-label Soar—as Supermarket Chain Wegmans Leads in New ProductIntroductionsGreen Mountain Coffee Embraces the Junk-food Trend with Gluten-freeChocolateBrothers International Joins Disney to Introduce G-F Kid SnacksLhian Thai Rice Vermicelli Co. Comes in FourthSingle Grain Marketers from Salba to HempRuths Hemp Foods Hedging the Single Grain StrategyThe Marketing of Nutritional Addition vs. the Marketing of Taste NeutralityUnique Grains More Nutritious than their Glutinous CounterpartsTaste Just as Good as a Glutinous Product —Angel’s TouchGlutenfreeda’s “Crossover” TasteQuinoa Corporation Emphasizes Nutritional SuperiorityUnfamiliar Gluten-free Grains are Nutritional Powerhouses
  • 9. 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 TogetherSpotlight 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 McDonalds, Burger King Burgers & Other Fast Food Finland, the Gluten-free “Paradise”
  • 10. 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 2009AppendixAvailable immediately for Online Download at   US: 800.298.5699
  • 11. UK + +1.240.747.3093Fax: 240.747.3004