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2015 NBJ Special Diets Report

2015 NBJ Special Diets Report

Simply rejecting the standard over-processed American diet in favor of fresh food and home cooking used to be victory enough. But the special-diet landscape has fractured into massive subsets shaped less by outsider status than by forces of scale, consumer trust, and consistency. The gluten-free tribe represents a roughly $22 billion market segment, paleo has ridden CrossFit into the mainstream, organic is now an expectation, and entire brands live and die by adherence to—or avoidance of—terms like “non-GMO,” “plant-based,” and “local.”

Overall, NBJ estimates that the special-diets category will reach $144 billion by 2018, a scale that has massive ramifications from farm to shelf. Last year alone, sales reached $92 billion, nearly 50 percent more than the estimated $64 billion total spent on natural and organic products.

It helps to think about the path we’re on—as individuals and as an industry—in terms of Maslow’s famous hierarchy of needs. Here we replace Maslow’s third and fourth levels—“love and belonging” and self-esteem,” respectively—with “health/body issues” and “food tribes.” For the purposes of this report, we’re focusing on that latter group, where food choices have moved beyond issues of hunger, availability, or even a vague desire to be “healthy,” to personal values and questions of actual identity. Diets in those the three levels get at how people eat. Those in the green section get at how people live and how they define themselves.


Food Tribes Overview
Executive summary
The food tribe landscape
Consumer survey
The emotional and psychological forces driving food tribe participation
Gluten-free
The gluten-free diet and its top drivers
Market overview and S.W.O.T. analysis
Product trends
Sales and growth
Channel sales
How brands differentiate in gluten-free
Gluten-free foods and the booming business of the microbiome
Mergers and acquisitions in the microbiome space
The gluten-free backlash in popular culture
Paleo
The paleo diet and its top drivers
“Peganism”: Opportunities in the paleo-vegan crossover
Market overview and S.W.O.T. analysis
Product trends
Sales and growth
Channel sales
Paleo: Separating fact from fad
Vegan
The vegan diet and its top drivers
Market overview and S.W.O.T. analysis
Product trends
Sales and growth
Channel sales
Infographic: The dairy-alternatives market
Plant-based brands finding success by reaching beyond the “vegan” label
Biohacking
Biohacking and its top drivers
Sales and growth
Channel sales
Sports nutrition
Personalized medicine
The back-to-basics movement in sports nutrition
The cult of Bulletproof Coffee
Raw
The raw diet and its top drivers
Market overview and S.W.O.T. analysis
Product trends
Sales and growth
Channel sales
Company Profiles
Amy’s Kitchen
Bakery on Main
Beyond Meat
Boulder Brands
Brad’s Raw Foods
Enjoy Life Foods
Epic Bar
Gardein
Go Raw
Hail Merry
Hampton Creek
Hilary’s Eat Well
Ian’s Natural Foods
Lactaid/HP Hood
Nature’s Path
NoGii
Pamela’s Products
Purely Elizabeth
SO Delicious Dairy Free
Solazyme
Tofutti
Tolerant Foods
Definititions and Acknowledgements
Acknowledgements
Methodology
Disclaimer
Copyright
Definitions
Special diets
Product categories
Food and beverage
Dietary supplements
Sales channels
Supply Chain
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