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

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Nov 08, 2012, 07:03 ET

NEW YORK, Nov. 8, 2012 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

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

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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.

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

Frozen Bread and Dough

Cold Cereal

Salty Snacks

Baking Mixes

Selected Competitor Profiles

Smart Balance (Paramus, NJ)

Leadership Categories