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- Gluten-free Foods - US - January 2012
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The retail gluten-free food market has grown to an estimated $6.1 billion in 2011. While this figure includes all food labeled gluten free (including products that are inherently gluten free such as scallops or tomato sauce), sales of gluten-free food products that are alternatives to gluten-containing, grain-based products (e.g. salty snacks, cookies, and bread) have grown dramatically, and importantly are the focus of this report. Ultimately, the market’s growth is even more impressive considering that much of it came about during a poor economy.
This relatively new and vibrant market offers significant opportunities for food companies. In this report, the first of its kind offered by Mintel, key topics include:
- Factors driving the sales of gluten-free food, including the improved taste of products, consumer perception that gluten-free food is better for you (BFY) than traditional food, trendiness, and interest in natural and organic food and beverages
- Which segments have performed best during 2009-11, and who the key players are that are driving this growth
- Market opportunities, such as consumers’ desire for more types of gluten-free products, as well as threats including the market’s potential fad factor and possible health concerns
- Consumer attitudes toward gluten-free food, including a focus on key demographics such as gender, age, household income, and race/Hispanic origin
- How gluten avoiders search for information/support (e.g. doctors, friends, internet, books), and how marketers can capitalize on this
- Suggested brand platforms that are likely to appeal to demographics who buy gluten-free food
- How price does and does not affect the sale of gluten-free products, and opportunities for private label manufacturers
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
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
Still hungry for more
Pump you up…
…and slim you down
Other opportunities for the gluten-free category
Inspire Insights
Trend 1: Mood to Order
Trend 2: Premiumization and Indulgence
Market Size and Forecast
Key points
A healthy market with room for growth
Sales and forecast of gluten-free food and beverages
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
Figure 3: Fan chart forecast of gluten-free food, 2009-13
Market Drivers
Key points
Gluten-free is officially in
Other trends helping category sales
More (and better-tasting) choices help category sales
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
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
Key points
A brief explanation
Key segment: gluten-free chips, pretzels, and snacks
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
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
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
Figure 8: Sales of gluten-free bread and baked goods compared to grain-based bread, 2009-11
Sales of gluten-free food and beverages
Figure 9: Total sales of gluten-free food and beverages, by segment, 2009-11
Snapshot of segment growth by channel
Segment performance by channel
Figure 10: FDMx sales of gluten-free food and beverages, by segment, 2009-11
Natural and specialty supermarkets
Figure 11: Natural and specialty supermarket sales of gluten-free food and beverages, by segment, 2009-11
Leading Companies
Key points
General Mills is a leader
Consumers go crackers for Blue Diamond
Hankering for Amy’s
Figure 12: Leading gluten-free food and beverage companies, 2010-11
Segment and Brand Performance—Chips, Pretzels, and Snacks
Key points
A taste for gluten-free chips, pretzels, and snacks
Other leading brands
Figure 13: Selected brand sales of gluten-free chips, pretzels, and snacks, 2010-11
Segment and Brand Performance—Cold Cereal
Key points
General Mills’ Chex dominates
Other successful gluten-free cereal brands
Figure 14: Selected brand sales of gluten-free cold cereal, 2010-11
Segment and Brand Performance—Frozen Lunch and Dinner Entrées
Key points
Cooking up success at Amy’s Kitchen
Other gluten-free frozen lunch and dinner entrées
Figure 15: Selected brand sales of gluten-free frozen lunch and dinner entrées, 2010-11
Segment and Brand Performance—Bread and Baked Goods
Key points
Rising sales for bread and baked goods
Udi’s Gluten Free Foods cooks up success
Other leading companies
Figure 16: Selected brand sales of gluten-free bread and baked goods, 2010-11
Retail Channels
Key points
FDMx accounts for 80%+ of sales
Figure 17: Total sales of gluten-free food and beverages, by channel, 2009 and 2011
Supermarkets launch gluten-free labeling initiatives
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
Figure 19: Natural and specialty food retailers’ sales of gluten-free food and beverages, at current prices, 2009-11
Innovations and Innovators
Key points
Annual number of new products more than doubles since 2007
Figure 20: Gluten-free food product launches, 2007-11
Snacks had most product launches since 2007
Figure 21: Gluten-free food product launches, by category, 2007-11
Kosher, no additives/preservatives, and all-natural were top claims
Figure 22: Gluten-free food product launches, by top claims, 2007-11
Grocery chains launch most new products
Figure 23: Gluten-free food product launches, by top companies, 2007-11
Branded introductions outpace private label
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
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
Key points
Younger adults (25-44s) more likely to use gluten-free food
Figure 25: Health and gluten-free food usage, by age, October 2011
Household income does not affect purchase of gluten-free food
Figure 26: Health and gluten-free food usage, by household income, October 2011
Asians more likely to say they are gluten intolerant/sensitive
Figure 27: Health and gluten-free food usage, by race/Hispanic origin, October 2011
Gluten-free Food Usage and Usage Frequency
Key points
A minority always consumes gluten-free products
Figure 28: Gluten-free food usage and usage frequency, October 2011
Men consume more gluten-free products than women
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
Figure 30: Gluten-free food usage and usage frequency, by age, October 2011
$50K+s consume gluten-free more often
Figure 31: Gluten-free food usage and usage frequency, by household income, October 2011
Gluten-free Brand Usage
Key points
Betty Crocker Gluten Free, Amy’s Kitchen, and Nature’s Path Organic purchased most often
Figure 32: Gluten-free brand usage, by gender, October 2011
Age affects brands purchased
Figure 33: Gluten-free brand usage, by age, October 2011
$50K+ purchase greater variety of brands
Figure 34: Gluten-free brand usage, by household income, October 2011
Outlets Where Consumers Buy Gluten-free Products
Key points
18-44s shop at a greater number of outlets
Figure 35: Outlets where consumers buy gluten-free products, by age, October 2011
Gluten-free shopping aligns with general food shopping patterns
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
Figure 37: Outlets where consumers buy gluten-free products, by education, October 2011
Attitudes toward Gluten-free Food
Key points
Men like taste; women like nutrition
Figure 38: Attitudes toward gluten-free food, by gender, October 2011
45+s have more favorable opinions
Figure 39: Attitudes toward gluten-free food, by age, October 2011
More affluent want more products
Figure 40: Attitudes toward gluten-free food, by household income, October 2011
Purchase Drivers at Company/Brand/Product Level
Key points
Men want prominent gluten-free labeling
Figure 41: Purchase drivers at the company/brand/product level, by gender, October 2011
$50K+ want third-party labels and more
Figure 42: Purchase drivers at the company/brand/product level, by household income, October 2011
More affluent want third-party certification
Figure 43: Purchase drivers at the company/brand/product level, by household income, October 2011
Resources Used and Communication among Avoiders
Key points
Women go online; men read cookbooks
Figure 44: Resources used and communication among celiacs and the gluten-sensitive, by gender, October 2011
18-44s use a diverse range of resources
Figure 45: Resources used and communication among celiacs and the gluten-sensitive, by age, October 2011
More affluent use more resources
Figure 46: Resources used and communication among celiacs and the gluten-sensitive, by household income, October 2011
Custom Consumer Groups
Key points
Gluten intolerance and eating out more often at all types of restaurants
Figure 47: Top 10 menu item claims at restaurants, by incidence, Q3 2008-Q3 2011
Gluten intolerance and dining out frequency
Figure 48: Restaurant usage by health and gluten-free food usage, October 2011
Gluten intolerance and planned spend at restaurants
Figure 49: Restaurant usage change, by health and gluten-free food usage, October 2011
Appendix: Other Useful Tables
Market data
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
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
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
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
Figure 59: Resources used and communication among celiacs and the gluten-sensitive, by education, October 2011
Appendix: Trade Associations
- Amy's Kitchen Inc.
- Applegate Farms
- B&G Foods Inc.
- Blue Diamond Growers
- Cape Cod Potato Chip Company, The
- Carl Buddig & Company
- Diamond Foods, Inc.
- Dr Schar UK
- Ener-G Foods Inc.
- General Mills Inc
- Giant Eagle
- Groupe Danone
- Hormel
- Kinnikinnick Foods
- Kraft Foods Inc.
- Lundberg Family Farms
- R.C. Bigelow Inc.
- Rudi's Organic Bakery, Inc.
- Snyder's of Hanover
- The Hain Celestial Group, Inc.
- Utz Quality Foods Inc.
- Whole Foods Market Inc
- Wm. Bolthouse Farms Inc.
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