Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Overview
- The market
- Sales forecast to reach $14.2 billion in 2017
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- Figure 1: Total US sales and fan chart forecast of gluten-free foods, at current prices, 2012-17
- Strong growth across all major segments
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- Figure 2: Sales* of gluten-free foods, by segment, at current prices, rolling 52 weeks 2012 and 2014
- Market factors
- Health halo, celiac disease, wide appeal all contribute to category growth
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- Figure 3: Companies with gluten-free food products as a share of all companies with food products, 2010-14*
- Key players
- Gluten-free category is highly fragmented
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- Figure 4: * Sales of gluten-free products at retail, by leading companies, rolling 52 weeks 2014
- Retail channels
- Conventional channels preferred
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- Figure 5: Sales* of gluten-free foods, by retail channel, at current prices, rolling 52 weeks 2012-14
- The consumer
- Nearly one quarter of adults currently eat gluten-free versions of foods
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- Figure 6: Consumption of gluten-free foods, by gender, June 2014
- Health is a main driver for consumption
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- Figure 7: Other reasons for eating gluten-free foods, top 10, June 2014
- Opportunity to make gluten-free products more accessible
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- Figure 8: Behaviors related to gluten-free foods, top five, June 2014
- Less than half of US adults trust gluten-free product claims
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- Figure 9: Agreement with attitudes toward gluten-free foods, top five, June 2014
- What we think
Issues and Insights
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- Will the category continue to grow rapidly?
- Issues
- Insight: Growth will continue for the near future
- What impact will the FDA definition of gluten-free have on the category?
- Issues
- Insight: Proper labeling should increase trust
- What are the current perceptions of gluten-free foods?
- Issues
- Insight: Positive perceptions, but still room for innovation
Trend Applications
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- Trend: Mood to Order
- Trend: Guiding Choice
- Trend: Non-standard Society
Market Size and Forecast
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- Key points
- Sales and forecast of gluten-free foods
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- Figure 10: Total US retail sales and forecast of gluten-free foods, at current prices, 2012-17
- Figure 11: Total US retail sales and forecast of gluten-free foods, at inflation-adjusted prices, 2012-17
- Figure 12: Sales* of gluten-free foods as a share of total category sales, at current prices, rolling 52 weeks 2012-14
- Gluten-free market continues solid growth
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- Figure 13: Total US sales and fan chart forecast of gluten-free foods, at current prices, 2012-17
- Forecast methodology
Market Drivers
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- Key points
- Increasing awareness of celiac disease and gluten sensitivity
- The health halo
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- Figure 14: Reason for watching your diet, January 2013-March 2014
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- Figure 15: Food products purchased when watching your diet, by age, January 2013-March 2014
- Mass appeal and innovation growth
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- Figure 16: Companies with gluten-free food product launches as a share of all companies with food product launches, as per Mintel GNPD, 2010-14*
Competitive Context
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- Key points
- Gluten-free foodservice options continue to expand
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- Figure 17: Gluten-free menu item claims, by restaurant segment, Q2 2011-Q2 2014
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- Figure 18: Gluten-free restaurant penetration, by restaurant segment, Q2 2011-Q2 2014
Segment Performance
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- Key points
- Strongest growth among snacks, energy bar segments
- Sales of gluten-free foods, by segment
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- Figure 19: Sales* of gluten-free foods, by segment, at current prices, rolling 52 weeks 2012-14
- Figure 20: Sales* of gluten-free foods as a share of total category sales, by segment, at current prices, rolling 52 weeks 2012-14
- Bread products and cereals
- Sales of bread products and cereals
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- Figure 21: Sales* of total and gluten-free bread products and cereals, by segment, at current prices, rolling 52 weeks 2012-14
- Condiments, seasonings, and spreads
- Sales of condiments, seasonings, and spreads
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- Figure 22: Sales* of total and gluten-free condiments, seasonings, and spreads, by segment, at current prices, rolling 52 weeks 2012-14
- Desserts
- Sales of desserts
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- Figure 23: Sales* of total and gluten-free desserts, by segment, at current prices, rolling 52 weeks 2012-14
- Energy bars
- Sales of energy bars
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- Figure 24: Sales* of total and gluten-free energy bars, by segment, at current prices, rolling 52 weeks 2012-14
- Meat/meat alternatives
- Sales of meat/meat alternatives
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- Figure 25: Sales* of total and gluten-free meat/meat alternatives, by segment, at current prices, rolling 52 weeks 2012-14
- Pasta and rice
- Sales of pasta and rice
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- Figure 26: Sales* of total and gluten-free pasta and rice, by segment, at current prices, rolling 52 weeks 2012-14
- Prepared foods
- Sales of prepared foods
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- Figure 27: Sales* of total and gluten-free prepared foods, by segment, at current prices, rolling 52 weeks 2012-14
- Snacks
- Sales of snacks
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- Figure 28: Sales* of total and gluten-free snacks, by segment, at current prices, rolling 52 weeks 2012-14
Retail Channels
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- Key points
- Greater product variety helps expand retail availability
- Sales of gluten-free food, by channel
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- Figure 29: Sales* of gluten-free foods, by retail channel, at current prices, rolling 52 weeks 2012-14
- Most food is non-organic, non-certified
- Sales of gluten-free food, by organic content
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- Figure 30: Sales* of gluten-free foods, by organic content, at current prices, rolling 52 weeks 2012-14
- Sales of gluten-free food, by certified share and segment
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- Figure 31: Sales* of certified gluten-free foods as a share of total gluten-free sales, by segment, at current prices, rolling 52 weeks 2012-14
Leading Companies and Brand Analysis
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- Key points
- Gluten-free food category highly fragmented
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- Figure 32: KIND Deliveries
- Manufacturer sales of gluten-free foods
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- Figure 33: * Sales of gluten-free products at retail, by leading companies, rolling 52 weeks 2013 and 2014
- General Mills increases its market share 20%
- Manufacturer sales of bread products and cereals
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- Figure 34: * Sales of gluten-free bread products and cereals at retail, rolling 52 weeks 2013 and 2014
- Dips, dressings represent most of segment
- Manufacturer sales of condiments, seasonings, and spreads
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- Figure 35: * Sales of gluten-free condiments, seasonings, and spreads at retail, rolling 52 weeks 2013 and 2014
- Nearly half of dessert segment made up of small brands
- Manufacturer sales of desserts
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- Figure 36: * Sales of gluten-free desserts at retail, rolling 52 weeks 2013 and 2014
- Nearly all gluten-free energy bar brands increase sales
- Manufacturer sales of energy bars
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- Figure 37: * Sales of gluten-free energy bars at retail, rolling 52 weeks 2013 and 2014
- Hormel represents nearly one third of the segment
- Manufacturer sales of meat/meat alternatives
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- Figure 38: * Sales of gluten-free meat/meat alternatives at retail, rolling 52 weeks 2013 and 2014
- One third of pasta and rice segment from smaller brands
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- Figure 39: Gluten Free Rotini with a Charred Green Onion Pesto, Toasted Cashews, and Cranberries
- Manufacturer sales of pasta and rice
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- Figure 40: * Sales of gluten-free pasta and rice at retail, rolling 52 weeks 2013 and 2014
- Boulder Brands experiences 100%+ growth in prepared foods
- Manufacturer sales of prepared foods
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- Figure 41: * Sales of gluten-free prepared foods at retail, rolling 52 weeks 2013 and 2014
- PepsiCo represents more than 40% of the gluten-free snacks segment
- Manufacturer sales of snacks
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- Figure 42: * Sales of gluten-free snacks at retail, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Gluten-free food category highly fragmented
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- Figure 43: Gluten-free food product penetration, 2010-14*
- Figure 44: Gluten-free food product launches, by top 10 companies, 2013-14*
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- Figure 45: Private label share of gluten-free food product launches, 2010-14*
- Many leading categories are naturally gluten-free
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- Figure 46: Gluten-free food product launches, by top 10 categories, 2013-14*
- Multiple product claims appear with gluten-free
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- Figure 47: Gluten-free food product launches, by top 10 claims, 2013-14*
- New varieties most common
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- Figure 48: Gluten-free food product launches, by launch type, 2010-14*
Social Media – Gluten-free Foods
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- Key findings
- Market overview
- Key social media metrics
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- Figure 49: Key social media metrics, September 2014
- Brand usage and awareness
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- Figure 50: Brand usage and awareness for select gluten-free food brands, July 2014
- Interactions with gluten-free food brands
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- Figure 51: Interactions with select gluten-free food brands, July 2014
- Leading online campaigns
- Increasing brand awareness
- Shareable content
- What we think
- Online conversations
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- Figure 52: Online conversations for select gluten-free product brands, by week, Aug. 31, 2013-Sept. 1, 2014
- Where are people talking about gluten-free products?
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- Figure 53: Online conversations for select gluten-free product brands, by page type, Aug. 31, 2013-Sept. 1, 2014
- What are people talking about?
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- Figure 54: Topics of conversation around select gluten-free product brands, Aug. 31, 2013-Sept. 1, 2014
Consumption of Gluten-free Foods
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- Key points
- Year-over-year consumption increases
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- Figure 55: Consumption of gluten-free foods, by gender, June 2014
- Consumption skews toward Millennials
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- Figure 56: Consumption of gluten-free foods, by age, June 2014
- Younger women most interested in trying gluten-free foods
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- Figure 57: Past consumption of gluten-free foods, by gender and age, June 2014
Reasons for Eating Gluten-free Foods
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- Key points
- Most gluten-free food eaters have not been diagnosed with celiac disease
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- Figure 58: Reasons for eating gluten-free foods, by age, June 2014
- Health is other main driver for eating gluten-free foods
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- Figure 59: Other reasons for eating gluten-free foods, by reasons for eating gluten-free foods, June 2014
More Gluten-free Foods Needed
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- Key points
- More gluten-free bread, pasta, pizza options needed
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- Figure 60: More gluten-free foods needed, by age, June 2014
Satisfaction with Gluten-free Foods
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- Key points
- Satisfaction with gluten-free foods very high
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- Figure 61: Satisfaction with gluten-free foods, by age, June 2014
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- Figure 62: Satisfaction with gluten-free foods, by presence of children in household, June 2014
- Consumers least satisfied with the cost of gluten-free foods
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- Figure 63: Satisfaction with gluten-free food attributes, June 2014
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- Figure 64: Satisfaction with gluten-free food attributes, by age, June 2014
Behaviors Related to Gluten-free Foods
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- Key points
- Opportunity to make gluten-free products more accessible
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- Figure 65: Behaviors related to gluten-free foods, by presence of children in household, June 2014
Attitudes Toward Gluten-free Foods
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- Key points
- Regulating the gluten-free label
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- Figure 66: Agreement with attitudes toward gluten-free foods, June 2013 and June 2014
- Figure 67: Agreement with attitudes toward gluten-free foods, by age, June 2014
- The fad factor
- Quality, value on the rise
Race and Hispanic Origin
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- Key points
- Hispanics most likely to eat gluten-free foods
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- Figure 68: Consumption of gluten-free foods, by race and Hispanic origin, June 2014
- Figure 69: Reasons for eating gluten-free foods, by Hispanic origin, June 2014
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- Figure 70: Satisfaction with select gluten-free food attributes, by Hispanic origin, June 2014
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- Figure 71: Agreement with attitudes toward gluten-free foods, by race and Hispanic origin, June 2014
Appendix – Other Useful Consumer Tables
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- Figure 72: Behaviors related to gluten-free foods, by age, June 2014
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- Figure 73: Agreement with attitudes toward gluten-free foods, by gender, June 2014
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- Figure 74: Past consumption of gluten-free foods, by race/Hispanic origin, June 2014
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- Figure 75: More gluten-free foods needed, by race and Hispanic origin, June 2014
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Appendix – Social Media – Gluten-free Foods
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- Brand usage or awareness
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- Figure 76: Brand usage or awareness, June 2014
- Figure 77: Udi’s Gluten Free usage or awareness, by demographics, June 2014
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- Figure 78: Glutino usage or awareness, by demographics, June 2014
- Figure 79: Enjoy Life Foods usage or awareness, by demographics, June 2014
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- Figure 80: Rudi’s Gluten-Free Bakery usage or awareness, by demographics, June 2014
- Figure 81: Bob’s Red Mill usage or awareness, by demographics, June 2014
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- Figure 82: Chex usage or awareness, by demographics, June 2014
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- Figure 83: Activities done, June 2014
- Figure 84: Udi’s Gluten Free – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
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- Figure 85: Udi’s Gluten Free – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
- Figure 86: Udi’s Gluten Free – Activities done – I follow/like the brand on social media because, by demographics, June 2014
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- Figure 87: Udi’s Gluten Free – Activities done – I have researched the brand on social media to, by demographics, June 2014
- Figure 88: Enjoy Life Foods – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
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- Figure 89: Enjoy Life Foods – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
- Figure 90: Enjoy Life Foods – Activities done – I follow/like the brand on social media because, by demographics, June 2014
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- Figure 91: Enjoy Life Foods – Activities done – I have researched the brand on social media to, by demographics, June 2014
- Figure 92: Rudi’s Gluten-Free Bakery – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
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- Figure 93: Rudi’s Gluten-Free Bakery – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
- Figure 94: Rudi’s Gluten-Free Bakery – Activities done – I follow/like the brand on social media because, by demographics, June 2014
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- Figure 95: Rudi’s Gluten-Free Bakery – Activities done – I have researched the brand on social media to, by demographics, June 2014
- Figure 96: Bob’s Red Mill – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
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- Figure 97: Bob’s Red Mill – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
- Figure 98: Bob’s Red Mill – Activities done – I follow/like the brand on social media because, by demographics, June 2014
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- Figure 99: Bob’s Red Mill – Activities done – I have researched the brand on social media to, by demographics, June 2014
- Figure 100: Chex – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
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- Figure 101: Chex – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
- Figure 102: Chex – Activities done – I follow/like the brand on social media because, by demographics, June 2014
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- Figure 103: Chex – Activities done – I have researched the brand on social media to, by demographics, June 2014
- Key social media metrics
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- Figure 104: Key social media metrics for select gluten-free product brands, September 2014
- Figure 105: Online conversations for select gluten-free product brands, by week, Aug. 31, 2013-Sept. 1, 2014
- Figure 106: Online conversations for select gluten-free product brands, by page type, Aug. 31, 2013-Sept. 1, 2014
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- Figure 107: Topics of conversation around select gluten-free product brands, Aug. 31, 2013-Sept. 1, 2014
Appendix – Segments and Sub-segments
Appendix – Trade Associations
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