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US Gluten-free Foods market report

"Consumption and sales of gluten-free foods continues to increase, but growth in sales has slowed considerably in recent years. Sales do continue to grow, just at a slower pace. The propagation of lower-priced gluten-free foods, including store-brands, as well as other more competitively priced options are likely responsible for the slowed growth. As manufacturers, large and small, enter the largely fragmented gluten-free marketplace, consumers gain an increased availability, quality, and variety of options."
- Billy Roberts, Senior Food & Drink Analyst

This report discusses the following key topics:

  • Gluten-free sales continue to rise, but slow
  • Consumption continues steady increase
  • Consumption reasons suggest need to augment gluten-free foods

For the purposes of this Report, Mintel has used the following definitions:

Gluten-free foods are defined as those that are labeled and/or marketed as gluten-free by the manufacturer. These products may be certified as gluten-free by a third-party source, such as the Gluten-Free Certification Organization, but not all are.

Segments covered in this Report include the following:

  • Bread products and cereals
  • Condiments, seasonings, spreads
  • Desserts
  • Energy bars
  • Meats/meat alternatives
  • Pasta and rice
  • Prepared foods
  • Snacks

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Gluten-free sales continue to rise, but slow
            • Figure 1: Retail sales of gluten-free foods, at current prices, 2013-16
          • Consumption continues steady increase
            • Figure 2: Consumption of gluten-free foods, 2013-16
          • Consumption reasons suggest need to augment gluten-free foods
            • Figure 3: Reasons for eating gluten-free foods, by generation, June 2016
          • The opportunities
            • Millennials turning to gluten-free for a variety of reasons
              • Figure 4: Other reasons for eating gluten-free foods, by generation, June 2016
            • Hispanics interested in other ingredients too
              • Figure 5: Interest in types of gluten-free foods, by Hispanic origin, June 2016
            • Celiacs, gluten intolerant likely to trust gluten-free labeling
              • Figure 6: Attitudes toward gluten-free foods, June 2016
            • What it means
            • The Market – What You Need to Know

              • Sales growth continues, but slows
                • Gluten-free categories enjoy steady sales increases over past two years
                  • Gluten perceived as unhealthy
                  • Market Size and Forecast

                    • Gluten-free sales and total share of gluten-free foods continue to rise
                      • Figure 7: Retail sales and forecast of gluten-free foods, at current prices, 2013-16
                      • Figure 8: Retail sales and forecast of gluten-free foods, at inflation-adjusted prices, 2013-16
                      • Figure 9: Retail sales of gluten-free foods as a share of total category sales, at current prices, 2014 and 2016
                  • Market Breakdown

                    • Strongest growth within energy bars, desserts, prepared foods segments
                      • Figure 10: Retail sales of gluten-free foods, by segment, at current prices, rolling 52 weeks June 2014-July 2016
                    • Bread products and cereals
                      • Figure 11: Retail sales of total and gluten-free bread products and cereals, by segment, at current prices, 2014 and 2016
                    • Condiments, seasonings, and spreads
                      • Figure 12: Retail sales of total and gluten-free condiments, seasonings, and spreads, by segment, at current prices, 2014 and 2016
                    • Desserts
                      • Figure 13: Retail sales of total and gluten-free desserts, by segment, at current prices, 2014 and 2016
                    • Energy bars
                      • Figure 14: Retail sales of total and gluten-free energy bars, by segment, at current prices, 2014 and 2016
                    • Meats/meat alternatives
                      • Figure 15: Retail sales of total and gluten-free meat/meat alternatives, by segment, at current prices, 2014 and 2016
                    • Pasta, noodles, and rice
                      • Figure 16: Retail sales of total and gluten-free pasta, noodles, and rice, by segment, at current prices, 2014 and 2016
                    • Prepared foods
                      • Figure 17: Retail sales of total and gluten-free prepared foods, by segment, at current prices, 2014 and 2016
                    • Snacks
                      • Figure 18: Retail sales of total and gluten-free snacks, by segment, at current prices, 2014 and 2016
                  • Market Perspective

                    • Increasing competition from gluten-free menu options in restaurants
                    • Market Factors

                      • Celiac disease and gluten sensitivity incidence
                        • Perceived health benefits a key driver
                        • Key Players – What You Need to Know

                          • PepsiCo leads brands in highly fragmented gluten-free category
                            • Gluten-free product lines capitalizing on other health attributes
                              • Lower price points fueling interest in private-label gluten free
                              • Brand Sales of Gluten-free Foods

                                • More than half of category represented by smaller brands
                                  • Manufacturer sales of gluten-free foods
                                    • Figure 19: Sales*of gluten-free products at retail, by market share of leading companies, rolling 52-weeks ending 7/10/16
                                    • Figure 20: Retail sales of gluten-free foods, by leading companies, rolling 52 weeks 2015 and 2016
                                • What’s Working?

                                  • Gluten-free options capitalizing on other health attributes
                                    • Figure 21: General Mills Cheerios
                                    • Figure 22: Kind Healthy grains Clusters
                                    • Figure 23: Schär Gluten Free Shortbread Cookies
                                    • Figure 24: Amy's Breakfast Scramble
                                    • Figure 25: Udi's Gluten Free Chicken Maple Sausage Breakfast Sandwich
                                    • Figure 26: Goodness Knows Snack Squares Assortment
                                    • Figure 27: Lance Gluten Free Peanut Butter Bite Size Sandwich Cookies
                                    • Figure 28: Hain Celestial Group's Sensible Portions Cheddar Puffs
                                    • Figure 29: Gluten-free introductions by ingredient claims, 2011-16
                                • What’s Struggling?

                                  • Artificial ingredients
                                    • Figure 30: General Mills’ Betty Crocker Whipped Chocolate Frosting
                                • What’s Next?

                                  • Added health from gluten-free foods
                                    • Figure 31: Top claims* for foods bearing a gluten-free claim, 2012-16
                                    • Figure 32: Gluten-free product launches with other free-from claims
                                  • Surge of store-brand gluten-free foods
                                    • Figure 33: Gluten-free product launches with other free-from claims
                                • The Consumer – What You Need to Know

                                  • Consumption rises further
                                    • Functional elements of gluten-free foods appeal to Millennials
                                      • Gluten-free consumers looking for healthy attributes, as well
                                        • Brands struggle to capitalize on gluten-free claims
                                        • Consumption of Gluten-free Foods

                                          • Consumption continues steady increase
                                            • Figure 34: Consumption of gluten-free foods, June 2016
                                            • Figure 35: Consumption of gluten-free foods, 2013-16
                                          • Younger consumers eating more gluten-free
                                            • Figure 36: Consumption of gluten-free foods, by generation and gender, June 2016
                                          • Consumption skews toward higher-income households
                                            • Figure 37: Consumption of gluten-free foods, by household income, June 2016
                                          • Parents turning to gluten-free
                                            • Figure 38: Consumption of gluten-free foods, by parental status (presence of children under 18) by gender, June 2016
                                          • Hispanics more likely to consume gluten-free
                                            • Figure 39: Consumption of gluten-free foods, by Hispanic origin, June 2016
                                          • More interest in trying gluten-free among young
                                            • Figure 40: Past consumption of gluten-free foods, by generation, June 2016
                                          • Parents most likely to try gluten-free
                                            • Figure 41: Past consumption of gluten-free foods, by parental status (presence of children under 18) by gender, June 2016
                                          • Hispanics express interest in trying gluten-free
                                            • Figure 42: Past consumption of gluten-free foods, by Hispanic origin, June 2016
                                        • Reasons for Eating Gluten-free

                                          • A quarter of gluten-free consumers suffer from celiac disease
                                            • Figure 43: Reasons for eating gluten-free foods, June 2016
                                          • Consumption reasons suggest need to augment gluten-free foods
                                            • Figure 44: Reasons for eating gluten-free foods, by generation, June 2016
                                          • Parents much more likely to be diagnosed with celiac disease
                                            • Figure 45: Reasons for eating gluten-free foods, by parental status (presence of children under 18) by gender, June 2016
                                        • Desired Health Attributes in Gluten-free Foods

                                          • Health continues to drive consumption
                                            • Figure 46: Other reasons for eating gluten-free foods, June 2016
                                          • Millennials turning to gluten-free for a variety of reasons
                                            • Figure 47: Other reasons for eating gluten-free foods, by generation, June 2016
                                          • Parents seeking functional benefits
                                            • Figure 48: Other reasons for eating gluten-free foods, by parental status (presence of children under 18) by gender, June 2016
                                        • Purchase Factors of Gluten-free Foods

                                          • Insightful heading on topline results
                                            • Figure 49: Interest in types of gluten-free foods, June 2016
                                          • Millennials recognize need for alternative flours
                                            • Figure 50: Interest in types of gluten-free foods, by generation, June 2016
                                          • Non-Millennials less likely to embrace other free-from claims
                                            • Figure 51: Free-from interest among gluten-free consumers, by generation, June 2016
                                          • Hispanics express concern about gluten-free ingredients
                                            • Figure 52: Interest in types of gluten-free foods, by Hispanic origin, June 2016
                                        • Opinion of Gluten-free Foods

                                          • Consumers seeking more information than solely a gluten-free claim
                                            • Figure 53: Behaviors related to gluten-free foods
                                          • Millennials more trusting, interested in gluten-free
                                            • Figure 54: Behaviors related to gluten-free foods, by generations, June 2016
                                          • Hispanics notably interested in gluten-free foods without other allergens
                                            • Figure 55: Behaviors related to gluten-free foods, by Hispanic origin, June 2016
                                        • Behaviors by Reasons for Eating Gluten-free

                                          • General consensus that gluten-free product quality continues to improve
                                            • Figure 56: Behaviors related to gluten-free foods, by reasons for eating gluten-free foods (Cross-analysis)
                                          • Celiacs looking for additional free-from claims
                                            • Figure 57: Behaviors related to gluten-free foods, by reasons for eating gluten-free foods (Cross-analysis)
                                          • Undiagnosed gluten-free consumers appear less strict about gluten-free diet
                                            • Figure 58: Behaviors related to gluten-free foods, by reasons for eating gluten-free foods (Cross analysis)
                                        • Trust of Gluten-free Foods

                                          • Celiacs, gluten intolerant likely to trust gluten-free labeling
                                            • Figure 59: Attitudes toward gluten-free foods, June 2016
                                          • Improvements could lure Millennials in particular
                                            • Figure 60: Attitudes toward gluten-free foods, by generation, June 2016
                                          • Private label gluten-free could appeal across income levels
                                            • Figure 61: Attitudes toward gluten-free foods, by household income, June 2016
                                          • Transparency’s benefits during a crisis
                                            • Figure 62: Attitudes toward gluten-free foods, by consumption of gluten-free foods (Cross-analysis)
                                          • Hispanic consumers of gluten-free foods worry about the ingredients
                                            • Figure 63: Attitudes toward gluten-free foods, by Hispanic origin, June 2016
                                        • Marketing Gluten-free Foods

                                          • Scepticism not impacting consumption
                                            • Figure 64: Attitudes toward the marketing of gluten-free foods, June 2016
                                          • Brands could reach Millennials with added-health benefits
                                            • Figure 65: Attitudes toward the marketing of gluten-free foods, by generation, June 2016
                                          • Hispanic gluten-free consumers regard the products as universally healthy
                                            • Figure 66: Attitudes toward the marketing of gluten-free foods, by Hispanic origin, June 2016
                                        • Appendix – Data Sources and Abbreviations

                                          • Data sources
                                            • Sales data
                                              • Consumer survey data
                                                • Direct marketing creative
                                                  • Abbreviations and terms
                                                    • Abbreviations
                                                    • Appendix – Market

                                                        • Figure 67: Retail sales of gluten-free foods, by retail channel, at current prices, 2015 and 2016
                                                    • Appendix – Key Players

                                                        • Figure 68: Retail sales of gluten-free bread products and cereals, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                        • Figure 69: Retail sales* of gluten-free rice and pasta, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                        • Figure 70: Retail sales of gluten-free condiments and dressings, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                        • Figure 71: Retail sales of gluten-free desserts, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                        • Figure 72: Retail sales of gluten-free meat and meat alternatives, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                        • Figure 73: Retail sales of gluten-free prepared foods, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                        • Figure 74: Retail sales of gluten-free snacks, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                        • Figure 75: Retail sales* of gluten-free energy bars, by leading companies and brands, rolling 52 weeks 2015 and 2016

                                                    Companies Covered

                                                    To learn more about the companies covered in this report please contact us.