Gluten-free diets are becoming increasingly common among various consumers mainly among the Europeans. To get ahead of this trend, DSM has secured European Union regulatory approval to market the first and only enzyme demonstrated to effectively break down residual gluten.
Overall, the market for gluten free products have undergone a radical change from being only in pharmacy/nutrition stores to finding their place in grocery outlets. The demand for gluten free products mainly comes from health conscious consumers who are influenced by natural and organic ingredients consumption. The main buyers of these products belong to two different age groups, one belong to 50-64 age group and the other in the group 25-34. These consumers are further influenced by advertisements. Around 20% of consumers in developed countries of North America and Europe prefer to buy gluten free products most of the time, while another 22% buy them occasionally. Majority of the consumers buying gluten free products suffer from celiac disease (CD) and follow a strict gluten-free diet (GFD) as the only treatment for managing the disease and reducing the risk of other complications. 3.1 million Americans now follow a gluten-free diet and 72% of them are classified as "PWAGs" or people without celiac disease avoiding gluten. Other type of consumers include those suffer from several other conditions, including non-celiac gluten sensitivity, wheat allergy, autism, ADHD, multiple sclerosis and irritable bowel syndrome (IBS). The third category consumers want to consume gluten free products just as a means to maintain good bowel condition. Gluten-free products have been gaining promotions through strong retail presence and government initiatives.
The market has become highly competitive, with innovation in products being a major approach to become dominant in the market. However, there are many challenges in terms of improving the quality of products which is a major issue in developing regions.
Gluten free food and beverages market is segmented into beverages, bread products, cookies and snacks, condiments, seasonings & spreads, dairy/dairy substitutes, meats/meat substitute and other types of gluten-free products. More products are regularly entering these categories, thus increasing competition for manufacturers. For example, salty snacks which have major share in gluten free foods, are not only gluten free now, but contain vegetables and legumes which offers increased health benefits by containing more fibers and nutrients. In terms of launches, gluten-free bakery has highest launches consisting biscuits (more than 40% of total global bakery launches), ahead of bakery ingredients and mixes (30%).
Pulses have become a popular choice for making gluten-free pastas, baked foods and snacks and gaining a strong appeal from health-oriented shoppers who seek products high in protein and fiber. In US gluten free beverages have high demand than other countries; they rank after bakery, snacks, sauces and seasoning, processed fish, meat and egg products in terms of sales.
North America and Europe are the leading gluten free products market, together accounting for more than 70% of the market share. North America is the largest market for gluten free products with US as the market leader. It is projected that European market for gluten free products will witness significant growth with UK being the leader. Several retailers like Wal-Mart, Loblaws, Metro and Sobeys now have private label gluten-free products. More than 60% of gluten-free purchases happen in supermarkets and mass merchandisers, 30% from health and natural food stores, and the remainder from club-type stores, drug stores and other retailers.
The Asia- Pacific & South America regions are still have small market due to low awareness among consumers. Middle East region is emerging as one to look over for the gluten-free sector with United Arab Emirates is seen as the key destination.
MAJOR PLAYERS: AMY'S KITCHEN INC., BOB'S RED MILL, BOULDER BRANDS INC., DR. SCHAR, ENJOY LIFE NATURAL BRANDS LLC, FRONTIER SOUPS, GENERAL MILLS INC., GENIUS FOODS, GOLDEN WEST SPECIALTY FOODS, H.J HEINZ COMPANY, HAIN CELESTIAL GROUP INC., HERO GROUP AG, MRS. CRIMBLES and NEWBURN BAKEHOUSE (WARBURTONS BAKERY), amongst others.
- In 2015, Pinnacle Foods, despite having skepticism about gluten-free products market, entered into an agreement to acquire Boulder Brands for approximately USD 975 million.
- Analyzing outlook of the market with the recent trends and Porter’s five forces analysis.
- Market dynamics, which essentially consider the factors that are impelling the present market scenario, along with growth prospects of the market over the forecast period.
- Market segmentation analysis, including qualitative and quantitative research, incorporating the impact of economic and non-economic aspects.
- Country-level analysis, integrating the demand and supply forces that are influencing the growth of the market.
- Competitive landscape involving the market share of major players, along with the key strategies adopted for development over the past five years.
- Comprehensive company profiles, covering the product offerings, key financial information, recent developments, SWOT analysis, and strategies employed by the major market players.
- 3 months analyst support along with the Market Estimate sheet (in excel).
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1.1 Key Deliverables of the Study
1.2 Study Assumptions
1.3 Market Definition
2. Research Approach and Methodology
2.2 Research Designs
2.3 Study Timelines
2.4 Study Phases
2.4.1 Secondary Research
2.4.2 Discussion Guide
2.4.3 Market Engineering and Econometric Modelling
2.4.4 Expert Validation
3. Market Dynamics
3.1.1 Increasing Awareness of Celiac Disease and Gluten - Intolerance
3.1.2 Increasing Disposable Incomes
3.1.3 Enhanced Taste of Foods Free From Gluten
3.2.1 Less Awareness on Celiac Disease in the Developing Countries
3.2.2 Nutritional Loss and Weight Gain Issues Associated with Gluten-Free
3.3.1 Rising Demand for Organic and Fresh Foods Segments
3.3.2 Innovation in Products
3.4 Porter's Five Forces Analysis
3.4.1 Bargaining Power of Buyers
3.4.2 Bargaining Power of Suppliers
3.4.3 Degree of Competition
3.4.4 Threat of New Entrants
3.4.5 Threat of Substitutes
3.5 Consumer Behavior Analysis
3.5.1 Consumer Demand Analysis
3.5.2 Target Market Identification
18.104.22.168 Purchasing Power
22.214.171.124 Demographic Strengths & Weaknesses
126.96.36.199 Spending Patterns
4. Market Segmentation
4.1 By Type
4.1.2 Bread Products
4.1.3 Cookies and Snacks
4.1.4 Condiments, Seasonings & Spreads
4.1.5 Dairy/Dairy Substitutes
4.1.6 Meats/Meat Substitutes
4.1.7 Other Gluten-Free Products
4.2 By Geography
4.2.1 North America
188.8.131.52 United States
4.2.4 South America
184.108.40.206 South Africa
5. Competitive Landscape
5.1 Strategies Adopted by Major Players
5.2 Most Active Companies in the Past Five Years
5.3 Market Share Analysis
6. Company Profiles
6.1 Amy's Kitchen Inc.
6.2 Bob's Red Mill
6.3 Boulder Brands Inc.
6.4 Dr. Schar
6.5 Enjoy Life Natural Brands LLC
6.6 Frontier Soups
6.7 General Mills Inc.
6.8 Genius Foods
6.9 Golden West Specialty Foods
6.10 H.J Heinz Company
6.11 Hain Celestial Group Inc.
6.12 Hero Group AG
6.13 Mrs. Crimbles
6.14 Newburn Bakehouse (Warburtons Bakery)
- Amy's Kitchen Inc.
- Bob's Red Mill
- Boulder Brands Inc.
- Dr. Schar
- Enjoy Life Natural Brands LLC
- Frontier Soups
- General Mills Inc.
- Genius Foods
- Golden West Specialty Foods
- H.J Heinz Company
- Hain Celestial Group Inc.
- Hero Group AG
- Mrs. Crimbles
- Newburn Bakehouse (Warburtons Bakery)