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The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition


Attention: There is an updated edition available for this report.

The retail market for gluten-free foods and beverages is exploding as a result of multiple triggers. On the marketer side, giant General Mills has converted its venerable Rice Chex Brand to gluten-free status, thus beginning what promises to be a battle of giants as other mega-marketers look to enter the fray. The first giant marketer to create a gluten-free product was Anheuser-Busch, which debuted a gluten-free beer, Redbridge in 2006. Also that year the international spice giant McCormick and Co. acquired Simply Asia Foods. Undeterred, numerous specialty marketers have sprung up, using web 2.0 networking to sell directly in what has long been a consumer driven market.

On the consumer side, demand has been growing exponentially as sufferers of a wide variety of maladies (including celiac disease, autism, attention deficit disorder, irritated bowel syndrome, and MS) have come to believe a gluten-free diet will provide relief. The consumer core of celiac disease, and gluten allergy, sufferers is also growing steadily as diagnosis and treatment of these conditions has improved and increased.

Retailers are holding up their side too. Supermarkets’ gluten-free marketing ranges from gluten-free product lists on their websites, to gluten-free private-label reformulations, to new gluten-free store sections. Even the Federal Government is lending a hand as it finalizes regulatory criteria for gluten-free labeling. This new regulatory clarity should prove a boon to marketers currently struggling through a hodge-podge of self-help organizations for certification. Even the current economic slowdown cannot be seen as a negative factor for the overall gluten-free foods and beverages market, as hard-pressed consumers are motivated to try dietary self-help when mainstream medical assistance grows out of reach.

Packaged Facts projects that this segment of the U.S. retail marketplace enjoyed a 28% CAGR to reach $1.56 billion by the end of 2008. Packaged Facts goes on to project that the segment will continue to grow, though not at the same torrid pace, through 2012.

The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition. contains comprehensive data on the U.S. market for Gluten-Free Foods And Beverages, including historical (2004-2008) and forecast (2008-2012) retail sales data. The report discusses key trends affecting marketers, retailers and consumer demographics. It also contains two special sections: 1) Global Spotlight, a look at international activity; and 2) Medical Conditions Relating To Gluten, which deals with the broad spectrum of complaints that define consumer segments. In addition, the report profiles a broad spectrum of marketers.

Read an excerpt from this report below.

Report Methodology

The information in The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition is based on primary and secondary research. Primary research includes in-depth, on-site examinations of retail outlets and interviews with companies, distributors and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods and technological breakthroughs. Secondary research including data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature and corporate annual reports; Information Resources, Inc.; and other trade sources. Consumer demographics are derived from multiple sources including the Simmons Market Research Bureau.

What You’ll Get in This Report

Gluten-Free Foods and Beverages makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and data that Gluten-Free Foods and Beverages offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from This Report

If your company is already doing business in the, gluten-free foods and beverages market or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for Gluten-Free Foods and Beverages, as well as projected markets and trends through 2012.

This report will help:

  • Gluten-Free Start-Ups understand how to target the various consumer segments; find the best path for retail and distribution; and understand the competitive situation.

  • Marketing managers identify market opportunities and decide what brands may be ripe for gluten-free conversion as well as how to develop targeted promotion plans for consumers.

  • Research and development professionals stay on top of competitor initiatives and explore demand for gluten-free foods and beverages.

  • Advertising agencies working with foods and beverage clients understand the product buyer in order to develop messages and media delivery strategies that compel consumers to buy gluten-free foods and beverages.

  • Business development executives understand the dynamics of the market and identify possible partnerships.

  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


Market Insights: A Selection From The Report


Anheuser-Busch Breaks New Ground

As noteworthy as the Rice Chex announcement in 2008 was, General Mills was not the first mega-marketer to introduce a gluten-free product. That honor belongs to brewery giant Anheuser-Busch, which came out with Redbridge Beer in 2006. In a press release from that year, Anheuser-Busch announced that it had “worked closely with the National Foundation for celiac Awareness (NFCA)” to create a gluten-free product. The press release further noted that the beer was made out of sorghum, and that “Sorghum beers have been available internationally for years and are popular in many African countries.” Not the first gluten-free beer in the United States, and certainly not the last, Redbridge is nonetheless an important milestone; not in terms of sales (which have not risen above the level of a niche product) but as a harbinger of things to come. More mega-marketers are sure to follow Anheuser-Busch’s lead and create new gluten-free products. And the introduction of new gluten-free foods and beverages products by large marketers is sure to have a positive impact on sales.

Retailers Use Private Label, Special Sections and Product Lists to Push Gluten-Free

Major retailers have been quicker than giant food marketers in grasping the significance of gluten-free marketing. Whole Foods, America’s largest health and natural foods retailer, first opened a gluten-free bakery facility approximately a decade ago. This began a trend that has shown retailers to be much more aggressive in targeting gluten-free consumers than their counterparts on the production side. Numerous retailers have created gluten-free sections and lists of products that are gluten-free. Specifically what the retailers are doing is verifying which of their private-label brands are prepared in a gluten-free manner and then notifying the consumer. This is expanding the number of gluten-free products in the marketplace.

Wegmans Rides the Gluten-Free Wave

A case in point is the upscale, Mid-Atlantic, supermarket chain, Wegmans. It began by contacting its suppliers in an effort to ascertain which of its private-label products are gluten-free. This resulted in a 31-page list of store branded products that are gluten-free. In addition, Wegmans has slapped a gluten-free label on each gluten-free product. This means that customers don't actually need the 31-page list when they go shopping. They can just look at the package and see by its labeling whether it’s gluten-free or not. Almost all major retailers have made some steps to cater to gluten-free consumers. Packaged Facts predicts that this trend will continue and that it will increase awareness, as well as the number of private-label gluten-free foods and beverages available, thus creating upward sales pressure on the market.

In the News


Malady Stricken Consumers Find Relief in Booming
Gluten-Free Food and Beverage Market

New York, March 12, 2009 - For an American general population loaded with health problems but limited on health care, adopting a gluten-free diet is becoming an increasingly popular solution to alleviate complications from the numerous medical maladies associated with wheat and gluten consumption. As a result, the market for gluten-free food and beverage products grew at a compound annual growth rate (CAGR) of 28% from 2004 to 2008 to finish with almost $1.6 billion in retail sales last year, according to market research publisher Packaged Facts in the brand-new report,The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition.

Packaged Facts projects that ensuing years will experience double-digit growth due to an overwhelming number of positive factors, the most important of which is the existence of more gluten-free products in stores through both product introduction and the conversion of existing products to gluten-free status. By 2012 the market is expected to reach about $2.6 billion in sales.

Medical problems associated with gluten include autism, multiple sclerosis (MS), gluten allergy, various types of gluten-sensitivities, attention-deficit/hyperactivity disorder (ADHD), repetitive strain or stress injury (RSI), and irritated bowel syndrome (IBS). However, the chronic inflammatory disorder of the small intestine known as celiac disease is the problem most notoriously associated with gluten consumption. The increased diagnosis of celiac disease has been a catalyst and driving force in the gluten-free food and beverage market, rescuing it from being generally regarded as a mere fad popular within the health conscious populace.

“Evidence shows that the patients that comprise the celiac community are not willing to be passive sufferers. Their passion to live a full life without gluten must be considered one of the most powerful driving forces in the market,” says Tatjana Meerman, publisher of Packaged Facts. “The fact that approximately three million Americans suffer from celiac disease does not mean that only they are buying gluten-free. Those others suffering maladies relieved by going gluten-free and their ensuing mobilization and activism have focused a great deal of attention on gluten-free eating.”

To meet consumer demand, more than 225 marketers introduced new gluten-free products into the United States in 2008. From supermarkets with private-label brands to single product-line specialty marketers, every conceivable type of food and beverage marketer in the U.S. introduced new products into the market last year.

The Gluten-Free Food and Beverage Market: Trends and Developments Worldwide, 2nd Edition contains comprehensive data on the U.S. market for gluten-free foods and beverages, including historical (2004-2008) and forecast (2009-2012) retail sales data. The report discusses key trends affecting marketers, retailers and consumer demographics. In addition, the report profiles a broad spectrum of marketers, spotlights international activity, and examines the broad spectrum of complaints that define consumer segments.

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products. Packaged Facts also offers a full range of custom research services.

  • Executive Summary
    • The Products
      • What is Gluten?
      • FDA gluten-free food labeling standards are overdue
      • A List of Products and Categories Represented in the Glutenfree Foods and Beverages Market
      • Market Definition
      • A Summary of Market Forces from 2004-2008
      • 2008 Finishes Off with $1.56 Billion in Retail Sales
        • Table Retail Sales of U.S. Gluten-free Foods and Beverages, 2004-2012
      • Sales are Projected to Reach $2.6 Billion by 2012
        • Table Projected U.S. Retail Sales of Gluten-Free Foods Beverages, 2008-2012
      • Overview of Marketers: 4 Basic Types
      • Mega-Marketers Join the Fray
      • Different Types of Retail Channels
      • Market Composition by Retail Outlet 2008
        • Table U.S. Share of Sales of Gluten-Free Foods and Beverages, by Retail Outlet 2008 (percent)
      • The Consumer
      • Gluten-Free 2.0
      • Healthy Consumers Go Gluten-Free
      • New Products & Trends
      • Vast Array of Marketers are Going Gluten-Free
      • Private Label is Coming on Strong
      • A Rash of New G-F Beers has not Yet Made a Splash in Sales
      • Global Spotlight
      • Affluent Countries are Prime GF Markets
      • European Governments are Proactive about G-F Dieting
  • The Products
    • Key Points
      • What is Gluten?
      • FDA Gluten-Free Food Labeling Standards Overdue
      • What is a Gluten-free Food?
      • Sources for Gluten-Free Flour, an International Guide
      • Gluten-free Doesn't Mean Home Free When it Comes to Baking
      • Gluten-Free Advocacy Groups' Certification Approval Programs
      • Other Forms of Gluten-Free Endorsements from Gluten-Free Advocacy Groups
      • Self Labeling is the Most Common Form of Certification, but it has Some Pitfalls
  • Medical Conditions Relating to Gluten and the Consumer
    • Key Points
      • Numerous Medical Problems Involve Gluten
      • Celiac Disease
      • Gluten Allergy, Gluten-Sensitivity, Idiopathic Gluten-Sensitivity and Gluten-Sensitive Idiopathic Neuropathy
      • Irritated Bowel Syndrome (IBS)
      • Autism
      • Attention-Deficit/Hyperactivity Disorder (ADHD) and Attention Deficit Disorder (ADD)
      • MS, RSI & Other Neurological Conditions
      • Cancer and Other Outlyers
      • Lack of Medical Evidence Does Not Deter a Public Benefiting From the Placebo Effect
      • Gluten Tolerances Vary Depending on Medical Condition
      • Gluten-Free 2.0
        • Table Diseases that Have a Major Effect on the Market and the Types of Gluten-Free Diet Use to Treat Them
        • Table A Sampling of U.S. Organizations and Support Groups with Gluten-Free Diet Information
  • The Market
    • Key Points
      • Market Definition
      • Products that Could Conceivably Contain Gluten, but Clearly Don't
      • A Summary of Market Forces from 2004-2008
      • 2008 Finishes Off with $1.56 Billion in Retail Sales
      • Market Composition by Retail Outlet 2008
        • Table Share of Sales of Gluten-Free Foods and Beverages, by Retail Outlet, 2008 (percent)
      • Future Market Growth Factors
      • Market Driven by Consumer Activism
      • Web 2.0 Marketing a Key Factor
      • Chinese Ingredient Scandal Raises Anti-Gluten Consciousness
      • Autism's Unlikely Gluten-Free Spokeswoman
      • Growing Awareness and Diagnosis of Celiac Disease
      • Manufacturers Expand Gluten-Free Offerings
      • One Large and Omnipresent Cloud on the Market's Horizon
      • Economic Downswing has a Silver Lining for the Gluten-free Market
      • Sales are Projected to Reach $2.77 Billion by 2012
        • Table Projected U.S. Retail Sales of Gluten-Free Foods Beverages, 2008-2012 (in millions of dollars)
  • The Marketers
    • Key Points
      • Overview of Marketers: 4 Basic Types
      • Determining Market Share
      • Monitored Retail Sales of Gluten-free Marketers in Food/Drug/Mass Merchandiser Outlets by Category
        • Table Retail Sales of Gluten-free Marketers in the Dry Packaged Dinner Category (in dollars and percent of GF products)
        • Table Retail Sales of Gluten-free Marketers in the Spaghetti/Italian Sauce Category (in dollars and percent of GF products)
        • Table Retail Sales of Gluten-Free Marketers in the Pasta Category (in dollars and percent of GF products)
        • Table Retail Sales of Gluten-Free Marketers in the Frozen Pizza Category (in dollars and percent of GF products)
        • Table Retail Sales of Gluten-free Marketers in the Frozen Breakfast Category (in dollars and percent of GF products)
        • Table Retail Sales of Gluten-free Marketers in the Cold Breakfast Cereal Category (in dollars and percent of GF products)
        • Table Retail Sales of Gluten-free Marketers in the Cracker Category (in dollars and percent of GF products)
      • Market Expands in Different Directions Complicating Competition
      • Food Roulette isn't Something You Want to Put Your Money On
      • Specialty Marketers Struggle with Pricing During a Downturn
      • Mega-Marketers Remain Poised for a Move-Watch Your Price Points!
      • An Ace in the Hole that No Amount of Price Points Can Take Away
    • Competitor Profiles
      • Amy's Kitchen, Inc., Santa Rosa, CA
      • Amy's Markets to Consumers with a Wide Variety of Health Concerns
      • A Continuing Focus on Gluten-Free Since 2002
      • A Continuing Aggressive Stance on New Product Introductions
    • (Weetabix) Barbara's Bakery, Inc., Petaluma, CA
      • Weetabix Enters the Picture
      • A Private Equity Firm Takes Charge
    • Bob's Red Mill Natural Foods, Inc., Milwaukie, OR
      • Rising Like a Phoenix from its Own Ashes, Bob's Red Mill Relocates
      • A Gluten-Free Manufacturing Area Reflects Bob's Commitment to Expanding Gluten-free Offerings Gluten-free
      • Years of Double Digit Growth
    • Ener-G Foods, Inc., Seattle, WA
      • One of the Oldest Dietary Needs Food Producers in the U.S.
      • A Diverse Gluten-free and Gluten-free/Casein-free Product Line
      • An Ever Changing Product Line
    • Enjoy Life Natural Brands, LLC, Schiller Park, IL
      • Changing of the Guard
      • The Company Acquires Perky's
  • The Marketplace
    • Different Types of Retail Channels
      • Marketer/Producer Websites and Visitor Centers
      • Ethnic and International Stores and Websites
      • Untraditional Retail Outlets Benefit from Web 2.0 Marketing
      • Gluten-Free E-Tailers Battle E-Grocers
      • Where there's a Mouse there's a Way on the Gluten-free Web
      • Supermarkets also Use Web 2.0 to Embrace the G-F Consumer
      • Health/Natural Foods Stores Have a Similar, but Different Culture than Gluten-free Specialty Stores
      • Whole Foods Completes $565 Million Acquisition of Wild Oats
      • Supermarkets Embrace the Gluten-Free Consumer
      • The Prime Beneficiaries of Retailers' G-F Activities are Retailers
      • SuperValu Yanks Gluten-free Lists
      • Missing Out on G-F Private Label Customers Could be Costly for Retailers
      • Retail Distribution Methods
      • Introducing New Special Dietary Needs Products to the Market
      • Gluten-free Presence is Felt at Health/Natural Foods Expos
  • New Products and Trends
    • Key Points
      • New GF Product Intros Continue to Increase Annually
        • Table New Gluten-Free Food and Beverage Product Intros, U.S., 2003-2008
        • Table New U.S. Gluten-Free Food and Beverage Product Intros in 2008, by Category
        • Table New Gluten-Free Sweet and Snacks (Junk Food) Product Intros, U.S., 2004-2008
      • Gluten-Free Beer: A World of Potential Not Yet Realized
      • Over 225 Marketers Introduced New Gluten-free Products into the U.S. in 2008
        • Table New Gluten-Free Foods and Beverage Product Intros by Company, U.S. 2008
      • G-F Private-label Soar-as Supermarket Chain Wegmans Leads in New Product Introductions
      • Green Mountain Coffee Embraces the Junk-food Trend with Gluten-free Chocolate
      • Lhian Thai Rice Vermicelli Co. Comes in Fourth
      • Single Grain Marketers from Salba to Hemp
      • The Marketing of Nutritional Addition vs. the Marketing of Taste Neutrality
  • Global Spotlight
    • Key Points
      • Gluten-Free Glance at the World
        • Table Gluten-Free Food & Beverage Product Introduction SKUs, 2000-2008, by Nation
      • Productscan is Only a Measure of New Products and Not Existing Products Converted to Gluten-free Status
      • World-Wide-G-F Marketing and Affluence Go Together
    • Spotlight on Europe
      • In Europe, Gluten-Free Dieting Becomes a Quality of Life Issue
      • Celiac Disease Occurs in One Out of Every 100 Europeans
      • In Europe, G-F Dieting is Even More Closely Associated with Celiac Disease than in the U.S.
      • European Governments Actively Involved in Promoting Gluten- Free Consumption
      • New European Gluten-Free Labeling Standards Passed in January 2009
      • Europe-wide Research Project to Facilitate Gluten-free Monitoring
      • Gluten-free Grassroots Organizations also Active in Europe
      • U.S. Company Alba Actively Involved in Gluten-Free Pharmaceutical Research in Europe
      • Europe, a Common Market?
      • European National Spotlight: Germany
      • European National Spotlight: Italy
      • European National Spotlight: Scandinavia (Denmark, Finland, Norway, Sweden)
      • European National Spotlight: Spain
      • European National Spotlight: The United Kingdom
        • Table Prescribable Product List, January 2009
      • North American National Spotlight: Canada
      • Asian-Pacific National Spotlight: Australia
      • International Gluten-free Marketers have Multiple Paths into the U.S. Market
      • Nestlé
        • Table Nestlé Website Poll, Substances Nestlé's Website Visitors are Allergic to: (percent)
  • Appendix
    • Table Appendix

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