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US Gluten-free Foods market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Gluten-free Foods market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by William Roberts, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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. William Roberts
Senior Food & Drink Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

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.

The US FDA (Food and Drug Administration) has defined the term “gluten-free” for voluntary use in the labeling of foods. Any food product bearing a gluten-free claim labeled on or after Aug. 5, 2014, must meet the requirements of the agency’s gluten-free labeling rule.

The US FDA’s definition is as follows:

“...foods may be labeled ‘gluten-free’ if they meet the definition and otherwise comply with the final rule’s requirements. More specifically, the final rule defines ‘gluten-free’ as meaning that the food either is inherently gluten-free; or does not contain an ingredient that is: 1) a gluten-containing grain (eg, spelt wheat); 2) derived from a gluten-containing grain that has not been processed to remove gluten (eg, wheat flour); or 3) derived from a glutencontaining grain that has been processed to remove gluten (eg, wheat starch), if the use of that ingredient results in the presence of 20 parts per million (ppm) or more gluten in the food. Also, any unavoidable presence of gluten in the food must be less than 20 ppm.”

For this Report, rather than consider all possible food products carrying a gluten-free claim, Mintel has focused on those categories where consumers are most likely to find both products including gluten and those without. Breads, for example, commonly contain gluten, which gives gluten-free breads particular relevance to consumers. Products such as eggs that naturally do not contain gluten are not covered in this Report.

Sales data for this Report are provided by SPINS, based on POS (point-of-sale) data from SPINS and Information Resources, Inc.

The segmentation shown in this Report is custom to Mintel and does not correspond directly to SPINS’ category organization. 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

Note: Instead of examining historical sales of products currently included in the gluten-free universe, this Report examines the gluten-free marketplace as it existed at one-year intervals. This interval-view approach isolates the sales of products that were actually marketed as gluten-free at each annual point in time.

It provides a look at the gluten-free market as of mid-June 2013, 2014, 2015, and 2016, which shows the enormous growth in this industry as consumers seek gluten-free products. It also reflects an increasing interest on the part of manufacturers in labeling or certifying existing gluten-free products or reformulating products to be gluten-free.

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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