You are on page 1of 3

A new Mintel report provides further evidence that the gluten-free market is being

propelled by consumers avoiding gluten for perceived health benets or as a weight


management strategy rather than those with celiac disease or gluten sensitivity.

Mintel: 'The view that these foods and beverages are healthier than their gluten-containing
counterparts is a major driver for the market'

According to a June 2013 survey of 2,000 adults commissioned by Mintel, 247 people said
they ate gluten-free foods for reasons other than celiac disease or gluten intolerance.

Of these, 65% said they did so because they thought gluten-free foods were healthier,
while 27% did so because they felt gluten-free foods assisted weight loss efforts.

Manufacturers are increasingly appealing to consumers who see gluten-free as just part of
a broader set of claims associated with natural or healthier foods

The positioning of gluten-free products as having multiple health benets is also
contributing to consumer perceptions that gluten-free products are healthier than products
that contain gluten, said Mintel food analyst Amanda Topper.

Meanwhile, the fact that many manufacturers are increasingly appealing to consumers
who see gluten-free as just part of a broader set of claims associated with natural or
healthier foods is increasingly evident from the positioning - and repositioning - of many
brands in the marketplace.

In some respects, this should not come as a surprise, said Topper, given that many gluten-
free products also happen to be all-natural, organic and non-GMO, and many gluten-free
products are also sold in the natural food channel, or natural foods sections of mainstream
retailers, which consumers often associate with healthier products.

Consumers think gluten-free foods are healthier and can help them lose weight

She added: Its really interesting to see that consumers think gluten-free foods are
healthier and can help them lose weight because theres been no research afrming these
beliefs.

The view that these foods and beverages are healthier than their gluten-containing
counterparts is a major driver for the market, as interest expands across both gluten-
sensitive and health-conscious consumers.



Almost a quarter of consumers now eat, or have someone in their household who eats,
gluten-free foods, claimed Topper, adding: Three quarters (75%) of consumers who do
not have celiac disease or sensitivity to gluten eat these foods because they believe they
are healthier, despite the lack of any scientic research conrming the validity of this
theory.

Market predicted to grow 48% in 2013-2016 to reach $15.6bn, predicts Mintel

Mintel predicts that US retail sales of gluten-free foods and beverages are estimated to
reach $10.5bn in 2013.

In 2011-13, the market experienced growth of 44%, says Mintel, which predicts that it will
grow at an even faster rate of 48% from 2013-16, to $15.6bn, at current prices.

Asked what was driving the growth, Topper told FoodNavigator-USA: Bread products,
cookies, and snacks hold the largest market share at 23.9%.



Dairy and dairy alternatives make up the second-largest gluten-free food segment with
$2.2bn in sales in 2013. This segment had the second-highest increase in market share
from 2011-2013, with current market share at 21.3%.

Sales of the gluten-free prepared foods segment reached $689m in sales in 2013,
representing a sales increase of 48.7% from 2011-13.

Gluten-free pizza

She added: In terms of new products or categories in the gluten-free space, many new
pizza launches have been hitting the market. Several manufacturers are experimenting
with adding unique topping combinations to add bursts of avor, as well as different
sources for creating great-tasting pizza doughs.

Because gluten-free consumers want to be able to eat typically gluten-containing foods,
the demand for baking mixes for consumers to make these products in the convenience of
their home has increased.

Betty Crocker has expanded its line of gluten-free mixes to include a sugar cookie mix, as
well as a rice our blend that can be used in baking a variety of items such as cakes and
breads. The brand seeks to appeal to families who want the ease of baking tasty gluten-
free desserts that apply to everyone.

Hartman Group: We thought gluten-free was a passing fad. We were wrong



The Mintel survey data squares with a 2012 survey conducted by Packaged Facts which
says the conviction that gluten-free products are generally healthier is the top motivation
for purchase.

According to Packaged Facts, 35% of consumers that buy gluten-free products say they
do so because they are "generally healthier", 27% "to manage my weight", 21% because
they are "generally low-carb" and 15% because a member of the household has a gluten
or wheat intolerance.

Just 7% of consumers surveyed buy gluten-free products because a household member
has celiac disease.



In a recent video on the Hartbeat Vista multimedia platform, Hartman Group SVP of
business development Shelley Balanko said the gluten-free trend is here to stay:
Admittedly when we rst weighed in, we dismissed gluten-free as a passing fad that was
indicative of an enduring and underlying interest in digestive health.

Well, time has proven that we were wrong and we were right. We were wrong about
gluten-free foods being a passing fancy, but weve been right about consumers enduring
quest for digestive health, as it is deemed foundational to their overall wellness

Technomic: Gluten-free items are now positioned as simply better-for-you choices



According to January 2013 consumer survey by The NPD Group, 30% of American adults
say they are trying to reduce or exclude gluten from their diets.

Meanwhile, a recent analysis of orders from GrubHubs database of 20,000+ restaurants in
more than 500 US cities showed a signicant increase in gluten-free takeout orders, while
Technomic claims there has been an explosion of gluten-free items on menus at limited
service restaurants (LSRs) in the past two years.

In its January 2013 Healthy Eating Consumer Trend Report , Technomic said: Essentially
non-existent as a health claim on mainstream menus just two years ago, there are now
hundreds of LSR menu items described as gluten-free.

Once promoted as a menu alternative to the small segment of the population that suffers
from celiac disease, gluten-free items are now positioned as simply better-for-you choices
that are generally perceived by consumers to be lighter fare.

Click here to read about where Boulder Brands (which owns the Udi's and Glutino gluten-
free brands) thinks the next big opportunities are in the gluten-free market.