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

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  • 1. Gluten-Free Foods and Beverages in the U.S., 4th EditionReport Details:Published:October 2012No. of Pages: 168Price: Single User License – US$3500The market for gluten-free foods and beverages has continued to grow even faster thananticipated, reaching $4.2 billion in 2012, for a compound annual growth rate of 28% over the2008-2012 period. Within this diverse market, snack/granola bars are the leading category, at15% of mass-market sales.An August 2012 consumer survey by Packaged Facts shows that 18% of adults are buying orconsuming foods products tagged as gluten-free, up from 15% in October 2010. Moreover, theshare of gluten-free consumers who are buying more of these foods has skyrocketed, and theshare of total shoppers who are buying more gluten-free foods has doubled. The conviction thatgluten-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 ailmentsamong 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 familymembers eating gluten-free to support loved ones are among the factors stimulating continuingexpansion 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 $6.6billion by 2017.Report MethodologyThe analysis in Gluten-free Foods and Beverages in the U.S., 4th Edition is based on primary andsecondary 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 withmarketers, retailers, food industry trade associations, celiac advocacy groups, and federalagencies. Our analysis of shopping trends and consumer preferences is derived from PackagedFacts’ proprietary consumer survey, which is based on a national online poll conducted in August2012. Secondary research entailed data gathering from relevant sources, including trade andconsumer publications, company literature and annual reports, and government sources.What You’ll Get in This ReportIn Gluten-free Foods and Beverages in the U.S., 4th Edition, Packaged Facts not only analyzesthe U.S. market in detail, but also provides valuable insights and recommendations regardingemerging consumer trends, the products gluten- and allergy-sensitive consumers seek, and howcompanies can participate in this market on a global scale. No other market research report
  • 2. provides both the comprehensive analysis and extensive data that Gluten-free Foods andBeverages in the U.S., 4th Edition, offers. Easy-to-read and practical charts, tables, graphs, andillustrations 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.Get your copy of this report @http://www.reportsnreports.com/reports/202353-gluten-free-foods-and-beverages-in-the-us-4th-edition.htmlMajor points covered in Table of Contents of this report includeTable of ContentsChapter 1: Executive SummaryDefinition and MethodologyThe ProductsWhat Is Gluten?Producing GF Foods Is a ChallengeCeliac Disease Is an Abnormal Immune Reaction to GlutenThe MarketShare of Consumers Buying GF Foods Edges Up to 18%2012 Sales Projected to Exceed $4 BillionTable 1-1: U.S. Retail Sales of Gluten-Free Foods and Beverages,2008-2012 (in millions ofdollars)Snack Bars the Leading GF CategoryFigure 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 UsageMore Than One-Third Consider GF HealthierPositive View of Products, Awareness, Availability Are LeadingDriversSales Are Projected to Exceed $6.5 Billion in 2017Table 1-2 :Projected U.S. Retail Sales of Gluten-Free Foods
  • 3. and Beverages, 2012-2017 (in billions of dollars)The MarketersLeading MarketersTable 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 StrongThe New NormalThe MarketplaceWalmart and Supermarket Chains Account for 80% of GF SalesTable 1-4: Gluten-Free Food Products: Top Consumer Retail Channel Preferences, August 2012(percent)Global GF Product Introductions Growing by 50% a YearNorth America and Europe Account for Over 80% of IntroductionsCrackers, Salty Snacks Lead in U.S. Product IntroductionsTable 1-5: U.S. Gluten-Free Product Introductions by Top Categories,2011-2012 (Percent Shareof Product Announcements)“I’ll Have What She’s Having”The ConsumerChoice, Not Necessity, Drives UsageFigure 1-2: Gluten-Free Food Products: Motivations for Purchase/Use,August 2012 (percentagreeing)What Do GF Consumers Want?Chapter 2: Defining “Gluten-Free”Key PointsWhat Is Gluten?Producing Gluten-Free Foods Acceptable to Consumers Isn’t EasyThere May Be Gluten in Gluten-Free CerealTable 2-1: Cereal Species and Storage Proteins Avoided onGluten-Free DietsGluten May Lurk in Licorice, Lip Balm, Lickable LabelsFDA Labeling Standards Are ImminentCeliac Disease Is an Abnormal Immune Reaction to GlutenFigure 2-1: How Gluten Ingestion Damages the Small Intestine of aCeliac PatientSymptoms Can Be Severe … or SilentTable 2-2: Selected Symptoms and Consequences of UntreatedCeliac Disease1.4 Million American Celiacs Are Undiagnosed“A Significant Public Health Issue”As Many as 18 Million Americans Suffer From Gluten SensitivityFood Allergies May Affect 8% of U.S. ChildrenPackaged Facts’ Definition of Gluten-Free Foods and Beverages
  • 4. Chapter 3: The MarketKey PointsDefinition and Methodology2012 Sales Projected to Exceed $4 BillionTable 3-1: U.S. Retail Sales of Gluten-Free Foods and Beverages,2008-2012 (in millions ofdollars)Snack Bars Remain the Leading GF Category in Mass MarketTable 3-2: U.S. Sales of Gluten-Free Foods and Beverages:Mass-Market Shares by ProductCategory, 2012 (percent)Figure 3-1: U.S. Sales of Gluten-Free Foods and Beverages:Mass-Market Shares by ProductCategory, 2010 vs. 2012 (percent)Sales of Frozen and Fresh Bread Products More Than DoubleFigure 3-2: U.S. Sales of Gluten-Free Foods and Beverages:Mass-Market Sales Growth byProduct Category, 2010-(percent)Consumer Survey Reveals Strong Trends … and ContradictionsOverwhelming Majority of GF Consumers Report Increased UsageTable 3-3: Gluten-Free Food Products: Usage Rates, 2010 vs. (percent)Table 3-4: Gluten-Free Food Consumers: Changing Usage Rates,2010 vs. 2012 (percentagreeing)Healthfulness, Weight Management, Carb Control Leading DriversFigure 3-3: Gluten-Free Food Products: Motivations for Purchase/Use,2010 vs. 2012 (percentagreeing)Figure 3-4: Naturally Gluten-Free FoodsA Growing Share of Gluten-Free Consumers Buy GF for Other ReasonsFigure 3-5: Gluten-Free Food Consumers: Opinions and Shopping Behaviors, 2010 vs. 2012(percent agreeing)Mainstreaming Remains a Powerful ForceFigure 3-6: Sales of Gluten-Free Foods and Beverages,by Retail Channel, 2010 vs. 2012 (percentshare)Economic Factors to Temper GrowthThe High Cost of LivingTable 3-5: Changes in Food Price Indexes, 2010-2013The Higher Cost of Living Gluten-FreeTable 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 (priceper ounce)Most Celiacs Won’t Cheat on Diet at Any PriceSales Are Projected to Exceed $6.5 Billion in 2017Table 3-8: Projected U.S. Retail Sales of Gluten-Free Foods and Beverages, 2012-2017 (inbillions of dollars)
  • 5. Chapter 4: Marketers and MarketingKey PointsMethodology: How Packaged Facts Classifies MarketersFour Basic TypesSpecialty MarketersHealth Food/Natural Food MarketersPrivate LabelMega-MarketersThree Basic ApproachesDedicatedCommittedAccommodatingMethodology: How Packaged Facts Derives Marketer SharesLeadership Among GF Specialty Companies Remains FragmentedFigure 4-1: U.S. Mass-Market Sales of Gluten-Free Foods and Beverages: Shares by ProductSegment, 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 BarsFresh Bread and RollsSoupFrozen Dinners and EntreesPasta and NoodlesCrackersCookiesFrozen Bread and DoughCold CerealSalty SnacksBaking MixesSelected Competitor ProfilesSmart Balance (Paramus, NJ)Leadership CategoriesPhilosophy, Innovations, and InitiativesSmall Planet Foods (Minneapolis, MN)Leadership CategoriesPhilosophy, Innovations, and InitiativesRudi’s Gluten Free Bakery (Boulder, CO)Leadership CategoriesPhilosophy, Innovations, and InitiativesFood Directions Inc. (Scarborough, Ontario, Canada)Leadership CategoriesPhilosophy, Innovations, and Initiatives
  • 6. Pamela’s Products (Ukiah, CA)Leadership CategoriesPhilosophy, Innovations, and InitiativesLundberg Family Farms (Richvale, CA)Leadership CategoriesPhilosophy, Innovations, and InitiativesDr. Schar USA, Inc. (Burgstall, Italy)Leadership CategoriesPhilosophy, Innovations, and InitiativesNature’s Path Organic Foods (Richmond, BC Canada)Leadership CategoriesPhilosophy, Innovations, and InitiativesMarketing Trends and Opportunities“Word of Mouth Is Almost Everything” and Brand Loyalty Is StrongThe New NormalChapter 5: The MarketplaceKey PointsIntroduction and MethodologyWalmart and Supermarket Chains Account for 80% of GF SalesTable 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, Fall2010 (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 ProductsTable 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 GreatTable 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 BrandsFrom Fast Food to Fine Dining, Foodservice Invests in Gluten-FreeGF Menu Claims Soar by 40%, Deemed a “Hot Trend”Table 5-7: Selected Rankings From National Restaurant Association’s “Chef Survey: What’s Hot in2010” (share)Restaurant Chefs’ Lack of GF Knowledge Is “Alarming” and “Shocking”Converting to GF Can Be Costly, Complicated, and Confusing…
  • 7. … But Also WorthwhileGluten-Free Scores Points at Sports ArenasChapter 6: Product Trends and OpportunitiesKey PointsProduct Trends: IntroductionsNote on Product Introduction AnalysisGlobal GF Product Introductions Growing by 50% a YearNorth America and Europe Account for Over 80% of IntroductionsTable 6-1: Gluten-Free Product Introductions by Region,2011-2012 (Percent Share of World Total)Crackers, Salty Snacks Lead in U.S. Product IntroductionsTable 6-2: U.S. Gluten-Free Product Introductions by Category,2011-2012 (Percent Share ofProduct Announcements)Table 6-3: U.S. Gluten-Free Product Introductions by Category,2011-2012 (Percent Share ofIndividual 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 (PercentShare of Product Announcements)Figure 6-2: U.S. Gluten-Free Product Introductions by Type of Marketer, 2011-2012 (PercentShare of Individual Products)GF-Only Marketers Account for Majority of Baked Goods IntroductionsTable 6-4: Leaders in Gluten-Free Product Introductions by SelectedCategories and Type of Marketer, 2011-2012 (Number of Individual Products)GF-Only Marketers Focus on Grain-Based FoodsTable 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 MarketersTable 6-7: Committed Marketers’ Gluten-Free Product Introductions byCategory, 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 BeveragesTable 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: FeaturesNote on Product Trend Analysis“I’ll Have What She’s Having”Flavors Even a Foodie Could LoveTable 6-11: Selected New Gluten-Free Products: Flavor Innovations
  • 8. Instant Gratification: Gluten-Free ConvenienceTable 6-12: Selected New Gluten-Free Products: Convenience FoodsGood, And Good For You!Blast From the Past: Ancient Grains Deliver Flavor, Variety,NutritionTable 6-13: Selected New Gluten-Free Products: Ancient GrainsTable 6-14: Nutritional Value of Amaranth vs. Other Grains (Value per 100 Grams)Your One and OnlyTable 6-15: Selected New Gluten-Free Products: TrailblazersProducts Sport Punchier PackagingFigure 6-3: Domata Living Flour’s New PackagingFigure 6-4: Rudi’s Gluten-Free Bakery’s New PackagingChapter 7: Consumer Opinions and BehaviorsKey PointsMethodologyThe Gluten-Free ConsumerShare 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 MoreFigure 7-2: Gluten-Free Food Consumers: Changing Usage Rates,August 2012 (percent)Choice, Not Necessity, Drives UsageFigure 7-3: Gluten-Free Food Products: Motivations for Purchase/Use,August 2012 (percentagreeing)More Than One-Third Consider GF HealthierOver One-Quarter Use GF Products for Weight ManagementOne in Five GF Consumers Equate Gluten-Free With Low-CarbNearly One in Five Say GF Means Higher Quality15%+ of GF Consumers Are Compelled by Prevention or Treatment .About Four in 10 Are Incidental GF ConsumersTable 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 MenTable 7-2: Gluten-Free Food Products: Motivations for Purchase/Use:Male vs. Female, August2012 (percent agreeing)GF Consumers Revise Their 2010 Shopping ListsFigure 7-5: Gluten-Free Food Products: Types Purchased in the Past Three Months, August 2012(percent)A Majority of GF Consumers Purchase Grain-Based FoodsPurchase Rate of Prepared Foods DropsPurchasing Patterns by GenderTable 7-3: Gluten-Free Food Products: Types Purchased in the Past Three Months, Male vs.
  • 9. Female, August 2012 (percent)Walmart, Supermarket Chains Preferred Retail Destinations for GFFigure 7-6: Gluten-Free Food Products: Consumer Retail Channel Preferences, August 2012(percent)What Do GF Consumers Want?While Product Quality Has Improved, Cravings LingerFigure 7-7: Gluten-Free Food Products: Overall Consumers’Perceptions and Opinions, August 2012 (percent agreeing)Shoppers Balk at Premium Price PointsGF Product Mix Exhibits More Variety — But Not EnoughGF Consumers Want What All Consumers WantTable 7-4: Five Steps From Diagnosis to Determination Steps From Diagnosis to DeterminationThe Consumer of Targeted Health and Wellness FoodsNote on Packaged Facts Survey Data3 in 4 Shoppers at Least Occasionally Buy Targeted Health and Wellness FoodsFigure 7-8: Frequency of Purchasing Grocery Products Because ofNutritional Advantages Addressing Specific Health Concerns, (percent of U.S. grocery shoppers)Two-Thirds Buy Groceries Explicitly Marketed as THW ProductsFigure 7-9: Frequency of Purchasing Grocery Products Marketed or Labeled as Targeting SpecificHealth Concerns, (percent of U.S. grocery shoppers)Shoppers Under 30 Are Heaviest Consumers of Allergy-Friendly FoodsTable 7-5: Selected Demographic Indicators for Purchase ofTargeted Health/Wellness Foods, by Health Concern,(percent of users and index of U.S. groceryshoppers)Boomers Comprise a Larger Customer BaseTable 7-6: Selected Demographic Indicators for Use of TargetedHealth and Wellness Foods, by Type of Grocery Product, 2011 (percent of U.S. grocery shoppers)Condition-Specific Grocery Shoppers Are Exceptionally Health ConsciousTable 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 Allergens14% Take Allergens Into Account When Making Purchase DecisionsFigure 7-10: Share of U.S. Consumers Who Consider the Presence of Allergens and Other FoodComponents in Purchase Decisions,201211% Try to Avoid AllergensFigure 7-11: Share of U.S. Consumers Who Try to Minimize or Maximize Consumption ofAllergens and Other Food Components,2012Concern About Undeclared Allergens Influences PurchaseDecisions for 25% of ConsumersFigure 7-12: Share of U.S. Consumers Whose Purchase DecisionsAre Influenced by Food Safety Concerns, 2012
  • 10. Appendix: Gluten-Free Flour SourcesContact: sales@reportsandreports.com for more information.