Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- An appetite for gluten-free food
- Key category opportunity: underdiagnosis and growing numbers of sufferers
- Key category opportunity: a taste for more products
- Key category threat: the fad factor
- Segment snapshot and brand leaders
- Retail channel snapshot
- Gluten intolerance and consumption of gluten-free food
- Purchase drivers at company/brand/product level
- Resources used and communication among avoiders
Insights and Opportunities
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- Still hungry for more
- Pump you up…
- …and slim you down
- Other opportunities for the gluten-free category
Inspire Insights
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- Trend 1: Mood to Order
- Trend 2: Premiumization and Indulgence
Market Size and Forecast
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- Key points
- A healthy market with room for growth
- Sales and forecast of gluten-free food and beverages
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- Figure 1: Total sales of gluten-free food and beverages, at current prices, 2009-13
- Figure 2: Total sales of gluten-free food and beverages, at inflation-adjusted prices, 2009-13
- Fan chart forecast
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- Figure 3: Fan chart forecast of gluten-free food, 2009-13
Market Drivers
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- Key points
- Gluten-free is officially in
- Other trends helping category sales
- More (and better-tasting) choices help category sales
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- Figure 4: Changes in food price indexes, 2009 through 2012
- The spectrum of gluten-related ailments
- Celiac disease on the rise
- The real but mysterious problem of gluten intolerance
- Wheat allergies affect a minority
Competitive Context
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- Key points
- A “gluten-fraud” market?
- The possible dangers of a gluten-free diet
- What happens when the fad factor dies out?
- Falling victim to its own success
Segment Performance
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- Key points
- A brief explanation
- Key segment: gluten-free chips, pretzels, and snacks
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- Figure 5: Sales of gluten-free chips, pretzels, and snacks compared to grain-based chips, pretzels, and snacks, 2009-11
- Key segment: gluten-free cold cereal
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- Figure 6: Sales of gluten-free cold cereal compared to grain-based cold cereal, 2009-11
- Key segment: gluten-free frozen lunch and dinner entrées
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- Figure 7: Sales of gluten-free frozen lunch and dinner entrées compared to grain-based frozen lunch and dinner entrées, 2009-11
- Key segment: gluten-free bread and baked goods
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- Figure 8: Sales of gluten-free bread and baked goods compared to grain-based bread, 2009-11
- Sales of gluten-free food and beverages
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- Figure 9: Total sales of gluten-free food and beverages, by segment, 2009-11
- Snapshot of segment growth by channel
- Segment performance by channel
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- Figure 10: FDMx sales of gluten-free food and beverages, by segment, 2009-11
- Natural and specialty supermarkets
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- Figure 11: Natural and specialty supermarket sales of gluten-free food and beverages, by segment, 2009-11
Leading Companies
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- Key points
- General Mills is a leader
- Consumers go crackers for Blue Diamond
- Hankering for Amy’s
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- Figure 12: Leading gluten-free food and beverage companies, 2010-11
Segment and Brand Performance—Chips, Pretzels, and Snacks
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- Key points
- A taste for gluten-free chips, pretzels, and snacks
- Other leading brands
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- Figure 13: Selected brand sales of gluten-free chips, pretzels, and snacks, 2010-11
Segment and Brand Performance—Cold Cereal
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- Key points
- General Mills’ Chex dominates
- Other successful gluten-free cereal brands
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- Figure 14: Selected brand sales of gluten-free cold cereal, 2010-11
Segment and Brand Performance—Frozen Lunch and Dinner Entrées
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- Key points
- Cooking up success at Amy’s Kitchen
- Other gluten-free frozen lunch and dinner entrées
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- Figure 15: Selected brand sales of gluten-free frozen lunch and dinner entrées, 2010-11
Segment and Brand Performance—Bread and Baked Goods
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- Key points
- Rising sales for bread and baked goods
- Udi’s Gluten Free Foods cooks up success
- Other leading companies
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- Figure 16: Selected brand sales of gluten-free bread and baked goods, 2010-11
Retail Channels
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- Key points
- FDMx accounts for 80%+ of sales
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- Figure 17: Total sales of gluten-free food and beverages, by channel, 2009 and 2011
- Supermarkets launch gluten-free labeling initiatives
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- Figure 18: FDMx sales of gluten-free food and beverages, at current prices, 2009-11
- Natural and specialty food retailers cooking up gluten-free food onsite
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- Figure 19: Natural and specialty food retailers’ sales of gluten-free food and beverages, at current prices, 2009-11
Innovations and Innovators
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- Key points
- Annual number of new products more than doubles since 2007
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- Figure 20: Gluten-free food product launches, 2007-11
- Snacks had most product launches since 2007
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- Figure 21: Gluten-free food product launches, by category, 2007-11
- Kosher, no additives/preservatives, and all-natural were top claims
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- Figure 22: Gluten-free food product launches, by top claims, 2007-11
- Grocery chains launch most new products
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- Figure 23: Gluten-free food product launches, by top companies, 2007-11
- Branded introductions outpace private label
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- Figure 24: Private label share of gluten-free food product launches, 2007-11
- Gluten-free chips
- Gluten-free bread
- Gluten-free cold cereal
- Gluten-free frozen entrées
Marketing Strategies
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- Overview
- Glutino is about trustworthiness
- Udi’s Gluten Free Foods “shares the joy”
- Home cooking with Pamela’s Products
- Kinnikinnick Foods
- Other interesting initiatives
Health and Gluten-free Food Usage
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- Key points
- Younger adults (25-44s) more likely to use gluten-free food
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- Figure 25: Health and gluten-free food usage, by age, October 2011
- Household income does not affect purchase of gluten-free food
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- Figure 26: Health and gluten-free food usage, by household income, October 2011
- Asians more likely to say they are gluten intolerant/sensitive
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- Figure 27: Health and gluten-free food usage, by race/Hispanic origin, October 2011
Gluten-free Food Usage and Usage Frequency
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- Key points
- A minority always consumes gluten-free products
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- Figure 28: Gluten-free food usage and usage frequency, October 2011
- Men consume more gluten-free products than women
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- Figure 29: Gluten-free food usage and usage frequency, by gender, October 2011
- 18-44s more likely to consume all types of gluten-free food
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- Figure 30: Gluten-free food usage and usage frequency, by age, October 2011
- $50K+s consume gluten-free more often
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- Figure 31: Gluten-free food usage and usage frequency, by household income, October 2011
Gluten-free Brand Usage
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- Key points
- Betty Crocker Gluten Free, Amy’s Kitchen, and Nature’s Path Organic purchased most often
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- Figure 32: Gluten-free brand usage, by gender, October 2011
- Age affects brands purchased
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- Figure 33: Gluten-free brand usage, by age, October 2011
- $50K+ purchase greater variety of brands
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- Figure 34: Gluten-free brand usage, by household income, October 2011
Outlets Where Consumers Buy Gluten-free Products
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- Key points
- 18-44s shop at a greater number of outlets
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- Figure 35: Outlets where consumers buy gluten-free products, by age, October 2011
- Gluten-free shopping aligns with general food shopping patterns
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- Figure 36: Outlets where consumers buy gluten-free products, by household income, October 2011
- More educated shop at natural food stores, farmers’ markets, and more
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- Figure 37: Outlets where consumers buy gluten-free products, by education, October 2011
Attitudes toward Gluten-free Food
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- Key points
- Men like taste; women like nutrition
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- Figure 38: Attitudes toward gluten-free food, by gender, October 2011
- 45+s have more favorable opinions
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- Figure 39: Attitudes toward gluten-free food, by age, October 2011
- More affluent want more products
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- Figure 40: Attitudes toward gluten-free food, by household income, October 2011
Purchase Drivers at Company/Brand/Product Level
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- Key points
- Men want prominent gluten-free labeling
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- Figure 41: Purchase drivers at the company/brand/product level, by gender, October 2011
- $50K+ want third-party labels and more
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- Figure 42: Purchase drivers at the company/brand/product level, by household income, October 2011
- More affluent want third-party certification
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- Figure 43: Purchase drivers at the company/brand/product level, by household income, October 2011
Resources Used and Communication among Avoiders
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- Key points
- Women go online; men read cookbooks
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- Figure 44: Resources used and communication among celiacs and the gluten-sensitive, by gender, October 2011
- 18-44s use a diverse range of resources
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- Figure 45: Resources used and communication among celiacs and the gluten-sensitive, by age, October 2011
- More affluent use more resources
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- Figure 46: Resources used and communication among celiacs and the gluten-sensitive, by household income, October 2011
Custom Consumer Groups
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- Key points
- Gluten intolerance and eating out more often at all types of restaurants
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- Figure 47: Top 10 menu item claims at restaurants, by incidence, Q3 2008-Q3 2011
- Gluten intolerance and dining out frequency
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- Figure 48: Restaurant usage by health and gluten-free food usage, October 2011
- Gluten intolerance and planned spend at restaurants
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- Figure 49: Restaurant usage change, by health and gluten-free food usage, October 2011
Appendix: Other Useful Tables
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- Market data
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- Figure 50: Population, by age, 2006-16
- Figure 51: Population, by race and Hispanic origin, 2006-16
- Figure 52: Population, by generation, 2011
- Consumer data
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- Figure 53: Gluten-free food usage and usage frequency, by urban area, October 2011
- Figure 54: Gluten-free brand usage, by race/Hispanic origin, October 2011
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- Figure 55: Gluten-free brand usage, by education, October 2011
- Figure 56: Outlets where consumers buy gluten-free products, by race/Hispanic origin, October 2011
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- Figure 57: Outlets where consumers buy gluten-free products, by urban area, October 2011
- Figure 58: Attitudes toward gluten-free food, by race/Hispanic origin, October 2011
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- Figure 59: Resources used and communication among celiacs and the gluten-sensitive, by education, October 2011
Appendix: Trade Associations
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