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Get more info on this report!Gluten-Free Foods and Beverages in the U.S., 3rd EditionFebruary 1, 2011 “Are you gluten-free?” The term describes more than the sector of the food andbeverage industry that has morphed from specialty niche to mainstream sensation injust a few years. “Gluten-free” has become an identity for the tens of millions ofAmericans who have reduced or eliminated their consumption of wheat, barley, rye, andoats. Indeed, consumer demand has driven the extraordinary surge in the market forgluten-free foods and beverages. Many people are gluten-free out of necessity,because they suffer from celiac disease or a food allergy. But a growing number aregluten-free by choice, as evidence emerges that this diet may treat medical conditionsranging from autism in children to rheumatoid arthritis in adults. Others find that livinggluten-free simply makes them feel better. Packaged Facts’ own online surveyconducted expressly for the report Gluten-free Foods and Beverages in the U.S.reveals the number-one motivation for buying gluten-free food products is that they areconsidered healthier than their conventional counterparts.Specialty marketers like Glutino, Pamela’s Products, and Kinnikinnick Foods haveexploded onto the mainstream scene, and health-oriented companies such as Bob’sRed Mill and Amy’s Kitchen have demonstrated a commitment to producing reliablygluten-free foods. Due to their growing retail presence, as well as to continualimprovements in gluten-free products overall, Packaged Facts estimates the U.S.market for gluten-free foods and beverages at $2.6 billion in 2010, for a compoundannual growth rate of 30% over the 2006-2010 period.Increasing diagnoses of celiac disease and food allergies; growing awareness of theseailments among patients, healthcare practitioners, and the general public; moreproducts, and better ones; and a trend that has friends and family members eatinggluten-free to support loved ones are among the factors stimulating continuingexpansion in this market. While growth rates will slow over the next five years,Packaged Facts projects that U.S. sales of gluten-free foods and beverages will exceed$5 billion by 2015.

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Report MethodologyThe analysis in Gluten-free Foods and Beverages in the U.S., 3rd Edition is basedon primary and secondary research. Primary research entailed in-depth, on-siteexaminations of retail outlets, including Whole Foods Market, Trader Joe’s, and grocerystore chains; as well as interviews with marketers, retailers, food industry tradeassociations, celiac advocacy groups, and federal agencies. Our analysis of shoppingtrends and consumer preferences is derived from Packaged Facts’ proprietaryconsumer survey, which is based on a national online poll conducted in Fall 2010, andfrom data prepared expressly for this report by industry experts.Secondary research entailed data gathering from relevant sources, including consumerand industry publications, newspapers, company literature, and corporate annualreports. Government sources included the Department of Agriculture and the Food andDrug Administration. The National Institutes of Health was the source of many statisticsregarding celiac disease and food allergies; the State Department provided informationfor the Global Outlook chapter. We also referred to Packaged Facts’ own publicationsfor insights into related markets, such as in-store bakeries.What You’ll Get in This ReportIn Gluten-free Foods and Beverages in the U.S., Packaged Facts not only analyzesthe U.S. market in detail, but also provides valuable insights and recommendationsregarding emerging consumer trends, the products gluten- and allergy-sensitiveconsumers seek, and how companies can participate in this market on a global scale.No other market research report provides both the comprehensive analysis andextensive data that Gluten-free Foods and Beverages in the U.S., offers. Easy-to-read and practical charts, tables, graphs, and illustrations make this report exceptionallyuser-friendly.This report will help: • Marketing managers identify market opportunities and develop targeted promotion plans for gluten-free foods and beverages. • Research and development professionals stay on top of competitor initiatives and explore demand for gluten-free foods and beverages. • Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images 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.

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Market Insights: A Selection From The Report2010 Finishes Off With $2.64 Billion in Retail Sales, Ahead of ProjectionsPackaged Facts previously projected that sales of gluten-free foods and beverageswould reach $2.3 billion by 2011, but current estimates put the market at $2.64 billion in2010, for a compound annual growth rate (CAGR) of 30% over the 2006-2010 period.[Table 1-1]Mainstreaming: The Next GenerationOnce considered part of the dietary fringe, GF foods have been embraced by a widevariety of consumers, accepted as healthy food items by those whose diets are notrestricted, and generally considered of higher quality than their conventional versions,much as kosher foods are. Mainstream marketers taking the GF plunge, chain storeshave become the preferred retail channel, and there has been surge in the sales andnumber of dedicated GF products carried by the supermarkets and massmerchandisers tracked by SymphonyIRI. As one marketer interviewed by PackagedFacts put it, gluten-free is becoming “just a regular grocery item.”Indeed, with large supermarkets and mass retailers recognizing the viability and evidentlongevity of the GF market, the share of the market held by health and natural foodstores has been halved in just two years, from 30% to 16%.Half of Gluten-free Consumers Shop at WalmartPackaged Facts conducted a national online poll in Fall 2010 to examineconsumers’attitudes, behaviors, and preferences regarding gluten-free food products.The sample consisted of 1,881 U.S. adults (age 18+) balanced to census data onmeasures of age, gender,geographic, region, ethnicity and income, of whom 15%reported buying or consuming food products flagged “gluten-free” within the past 30days.These findings provide further evidence of a shift toward mass channels. Just under halfof GF shoppers said they buy their products at Walmart, followed closely bysupermarket chains, cited by 44%. [Figure 6-3]Table of ContentsChapter 1: Executive Summary The Products Toward a More Inclusive Definition of Gluten

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What Part of “Gluten-free” Don’t Regulators Understand?Replacing Gluten, the Tie That BindsMedical Conditions Relating to Gluten and the ConsumerCeliac Disease Damages the Small Intestine, Disrupts Nutrient Absorption“The Great Masquerader” Is Staggeringly Under-diagnosedRates of Celiac Disease, Food Allergy Are EscalatingThe MarketPackaged Facts Refines Its Definition of “Gluten-free”How We Derived Our Sales Figures2010 Finishes Off With $2.64 Billion in Retail Sales, Ahead of ProjectionsTable 1-1: Estimated U.S. Retail Sales of Gluten-free Foods and Beverages,2006-2010 (in millions of dollars)Food Bars the Leading GF Category at FDM, Also Boast Highest Year-to-YearSales GainFigure 1-1: U.S. Mass-Market Sales of Gluten-free Foods and Beverages:Shares by Product Category, 2010 (percent)Small Categories Show Large GainsIncidence, Awareness Snowball: “Everyone Knows Someone” Who Lives Gluten-freeMainstreaming: The Next GenerationMore Products, and Better Ones, Promise Continued GrowthFigure 1-2: Number of U.S. Gluten-free Food and Beverage Introductions, 2006-2010 (Stock-keeping Units)GF Products Pricey But Recession ResistantIs Gluten-free the New Low-carb?Sales are Projected to Approach $5.5 Billion by 2015Table 1-2: Projected U.S. Retail Sales of Gluten-free Foods and Beverages,2010-2015 (in billions of dollars)The MarketersSeveral Types of Marketers, Several Approaches to Gluten-free

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Retail Leadership Is Extremely Fragmented — Many Marketers “Own” TheirCategoriesTable 1-3: Leading U.S. Specialty/Health/Natural Food Marketers of Gluten-freeFoods at Food/Drug/Mass, by Category, 2010GF Marketers Cater to Consumers With Other Food SensitivitiesGoing Gluten-free Made EasyCommunity Outreach Is the Most Powerful Means of PromotionThe MarketplaceHalf of Gluten-free Consumers Shop at WalmartBreads, Cereals, Grains the Most Frequently Purchased GF Food ProductsFigure 1-3: Gluten-free Food Products: Types Purchased in the Past ThreeMonths, Fall 2010 (percent)Foodservice: The Final FrontierProduct Trends and OpportunitiesProduct Quality and Packaging: Free For AllNon-allergenic Foods for Kids a Huge and Growing OpportunityGF Foods Get (And Need) a Nutritional BoostConsumer Trends15% of Consumers Buy Gluten-free Food ProductsConviction That GF Foods Are Healthier Drives UsageFigure 1-4: Gluten-free Food Products: Motivations for Purchase/Use, Fall 2010(percent)What GF Consumers Crave Above All (Hint: Bread)Four Gluten-free Consumer SegmentsGlobal SpotlightNorth America and Europe Continue to Dominate Global MarketTable 1-4: Top Ten Gluten-free Food Markets by Number of ProductIntroductions, 2010 (Stock-keeping Units and Share of World Total)New European Gluten-Free Labeling Standards Take Effect in 2012

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GF Marketing Concentrated in Affluent Countries Non-western Nations, Developing Economies Have Much to Gain From Gluten- free Cultivation of GF Crops Supports Economic DevelopmentChapter 2: The Products Key Points What Is Gluten? Toward a More Inclusive Definition Table 2-1: Wheat, Barley, Rye, and Oat Proteins Harmful to Celiacs Hiding in Plain Sight Several Methods Exist for Determining Gluten Content in Foods Table 2-2: Benefits and Drawbacks of Principal Methods of Gluten Detection What Part of “Gluten-free” Don’t Regulators Understand? Figure 2-1: Requirements of the Food Allergen Labeling and Consumer Protection Act of 2004 GF Advocacy Groups Establish Credentialing Programs Celiac Sprue Association Recognition Seal Figure 2-2: Celiac Sprue Association Recognition Seal Table 2-3: Comparison of "Gluten-Free" Labeling Requirements: Codex Alimentarius, U.S. Food and Drug Administration, and Celiac Sprue Association Gluten Free Certification Organization Figure 2-3: Gluten-Free Certification Organization Logo National Foundation for Celiac Awareness Participants in the GF Market Face Various Challenges Replacing Gluten, the Tie That Binds Contamination: You Reap What You Sow “Free” Doesn’t Come Cheap Gluten-free: Low-carb, a Weight-loss Tool, Generally Healthier?

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Figure 2-4: Gluten-free Food Products: Motivations for Purchase/Use, Fall 2010 (percent) Figure 2-5: Nutritional Comparison: Amys Regular vs. Gluten-free Macaroni & Cheese Entrees Table 2-4: Carbohydrate Content of Selected Bob’s Red Mill Products (in grams) Product Categories Represented in the Gluten-free Foods and Beverages Market Sources for Gluten-Free Flour, an International GuideChapter 3: Medical Conditions Relating to Gluten and the Consumer Key Points Celiac Disease Damages the Small Intestine, Disrupts Nutrient Absorption Figure 3-1: How Gluten Ingestion Damages the Small Intestine of a Celiac Patient Symptoms Run the Gamut: Digestive Dysfunction to Mood Disorders to Infertility… Table 3-1: Selected Symptoms and Consequences of Untreated Celiac Disease …but Celiac Disease Can Also Be Asymptomatic “The Great Masquerader” Is Staggeringly Under-diagnosed Blood Tests, Biopsies, and Screening Are Primary Diagnostic Methods As Many as 1% of Americans May Have CD Incidence of CD Doubles Every 15 Years: “A Significant Public Health Issue” Is a Culture of Clean Culpable? Emerging Drug Treatments and Vaccines for CD CD Research Could Have Implications for Other Autoimmune Disorders Symptoms of Irritable Bowel Syndrome Resemble Those of Celiac Disease Autism Diets Eliminate Casein as Well as Gluten Food Allergies Affect 5% of Children and 4% of Adults Figure 3-2: Children Under Age 18 Who Reported Food/Digestive Allergy in the Past 12 Months, by Age Group, 1997-2007 (percent)Chapter 4: The Market

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Key Points Market Definition How Packaged Facts Derived Its Sales Figures Awareness, Mainstreaming the Leading Market Forces from 2006 to 2010 2010 Finishes Off With $2.64 Billion in Retail Sales, Ahead of Projections Table 4-1: Estimated U.S. Retail Sales of Gluten-free Foods and Beverages, 2006-2010 (in millions of dollars) Food Bars the Leading GF Category at FDM, Also Boast Highest Year-to-Year Sales Gain Table 4-2: U.S. Mass-Market Sales of Gluten-free Foods and Beverages: Shares by Product Category, 2010 (percent) Figure 4-1: U.S. Mass-Market Sales of Gluten-free Foods and Beverages: Shares by Product Category, 2010 (percent) Smallest Categories Show Large Gains Figure 4-2: U.S. Mass-Market Sales of Gluten-free Foods and Beverages: Sales Growth by Product Category, 2009-2010 (percent) Retail Distribution Shifts Dramatically Toward Mainstream Channels Table 4-3: U.S. Share of Sales of Gluten-Free Foods and Beverages, by Retail Channel, 2010 (percent) Figure 4-3: Sales of Gluten-free Foods and Beverages, by Retail Channel, 2008 vs. 2010Factors Promoting Future Market Growth Incidence of Celiac Disease and Other Food Disorders Is Growing Awareness Snowballs: “Everyone Knows Someone” Who Lives Gluten-free Mainstreaming: The Next Generation Activists and Advocacy Groups Agitate Let Food Be Your Medicine More Products, and Better Ones, Promise Continued Growth Figure 4-4: Number of U.S. Gluten-free Food and Beverage Introductions, 2006- 2010 (Stock-keeping Units)

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Figure 4-5: Gluten-free Food Consumers: Opinions and Shopping Behaviors, Fall 2010 (percent) Free to Be… Gluten-free (Or Not) Nearly One-Third of Gluten-free Consumers Buy GF for Other Reasons Recession? What Recession?Potential Impediments to Market Growth GF Products Pricey… …But Are They Overpriced? It Isn’t Easy Being Free Fad or Fixture? Is Gluten-free the New Low-carb? Sales are Projected to Approach $5.5 Billion by 2015 Table 4-4: Projected U.S. Retail Sales of Gluten-free Foods and Beverages, 2010-2015 (in billions of dollars)Chapter 5: The Marketers Key Points Overview of Marketers Four Basic Types Specialty Marketers Health Food/Natural Food Marketers Supermarket Store Brands Mega-marketers Three Basic Approaches Dedicated Committed Accommodating Methodology for Determining Market Share

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Retail Leadership Is Extremely Fragmented — Many Marketers “Own” TheirCategoriesTable 5-1: Leading U.S. Specialty/Health/Natural Food Marketers of Gluten-freeFoods at Food/Drug/Mass, by Category, 2010Food BarsCold CerealFresh Bread and RollsPasta and NoodlesFrozen Dinners and EntreesCookiesCrackersBaking MixesSalty SnacksFrozen Bread and DoughShelf-stable DinnersFrozen PizzaBaking NeedsMarketing Trends and OpportunitiesMarketing in the Spirit of the Law — When There Is No LawGF Marketers Also Cater to Consumers With Other Food SensitivitiesGoing Gluten-free Made EasyAsk For Us By NameCommunity Outreach Is the Most Powerful Means of PromotionCompetitor ProfilesAmys Kitchen, Inc. (Petaluma, CA)Andre Prost, Inc. (Old Saybrook, CT)Barbaras Bakery (Petaluma, CA)Bob’s Red Mill Natural Foods, Inc. (Milwaukie, OR)

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Ener-G Foods, Inc. (Seattle, WA) Enjoy Life Natural Brands, LLC (Schiller Park, IL) General Mills, Inc. (Minneapolis, MN) Glutino Food Group (Laval, Quebec, Canada) Kinnikinnick Foods, Inc. (Edmonton, Alberta, Canada) Pamela’s Products (Ukiah, CA) The Hain Celestial Group, Inc. (Melville, NY)Chapter 6: The Marketplace Key Points Different Types of Retail Channels Conventional Channels Gluten-Free Specialty Stores E-stores Make Distribution Easy as Gluten-free Pie Figure 6-1: E-tailers Carrying Amy’s Kitchen Products Distribution Shifts From Specialty Stores to Supermarket Chains Table 6-1: U.S. Share of Sales of Gluten-Free Foods and Beverages, by Retail Channel, 2008 (percent) Table 6-2: U.S. Share of Sales of Gluten-Free Foods and Beverages, by Retail Channel, 2010 (percent) Figure 6-2: Sales of Gluten-free Foods and Beverages, by Retail Channel, 2008 vs. 2010 Half of Gluten-free Consumers Shop at Walmart Figure 6-3: Gluten-free Food Products: Consumer Retail Channel Preferences, Fall 2010 (percent) Breads, Cereals, Grains the Most Frequently Purchased GF Food Products Figure 6-4: Gluten-free Food Products: Types Purchased in the Past Three Months, Fall 2010 (percent) Range of GF Food Products Has Increased, But May Not Motivate Shoppers Figure 6-5: Gluten-free Food Consumers: Opinions and Shopping Behaviors, Fall 2010 (percent)

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Figure 6-6: Gluten-free Food Consumers: Satisfaction With Product Selection and Availability, Fall 2010 (percent) At In-store Bakeries, GF is Selling Like Hotcakes Gluten-free at Walmart: An Insider’s Perspective Foodservice: The Final Frontier American Culinary Federation Chefs Pronounce GF a Hot Trend Table 6-3: Selected Rankings From National Restaurant Association’s “Chef Survey: What’s Hot in 2010” (share) Canadian Chef Survey Names GF a Top 10 Menu Trend National Foundation for Celiac Awareness Trains Restaurants in GF Food Prep Who is the Gluten-free Restaurant Patron? Two Steps Forward, One Step Back Figure 6-7: Gluten-free Menu Entrees, P.F. Changs China Bistro Figure 6-8: Gluten-free Menu, The Old Spaghetti Factory Figure 6-9: Gluten-free Menu, The Great Impasta GF Diners “Thrilled” by Safe Menu Options GF Is No Menu Fad Gluten-free Showcase Pavilion Debuts at Restaurant Show GF Consumers Dine Out on Restaurant Directories Emerging Opportunities for Gluten-free in FoodserviceChapter 7: Product Trends and Opportunities Key Points U.S. Gluten-free Product Launches Grow to Nearly 2,700 in 2010 Table 7-1: Number of U.S. Gluten-free Food and Beverage Introductions, 2006- 2010 (Stock-keeping Units) GF Food Bars a Leader in Product Introductions, As in Sales Table 7-2: Number of U.S. Gluten-free Food and Beverage Introductions, 2010, by Category (Stock-keeping Units) Wegmans is Far and Away the New GF Product Leader — Again

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Table 7-3: Number of U.S. Gluten-free Food and Beverage Introductions, 2010, Selected Companies (Stock-keeping Units) Figure 7-1: Wegmans Web Page for Gluten-free Foods Bora Bora Is a Leading “Dedicated” GF MarketerProduct Development and Opportunities Packaging: Strive for Transparency, Familiarity Free For All Non-allergenic Foods for Kids a Huge and Growing Opportunity Introductions of GF Baby Snacks More Than Triple in Two Years HappyBaby a GF Pioneer Table 7-4: Selected New Gluten-free Product Introductions for Kids GF Foods Get (And Need) a Nutritional Boost Figure 7-2: Gluten-free Food Products: Motivations for Purchase/Use, Fall 2010 (percent) Hain Celestial Group’s Dedicated GF Lines Are Specially Formulated to Address Nutritional Imbalances Ancient Grains: Everything Old Is New Again Table 7-5: Examples of Products Containing Gluten-free Ancient Grains Researchers Seek the “Holy Grail” of GF Breads Therapies As Close As Your Grocer’s Shelf Can Probiotics Treat Celiac Disease? What About Prebiotics?Chapter 8: Consumer Trends Key Points Methodology 15% of Consumers Buy Gluten-free Food Products Figure 8-1: Gluten-free Food Products: Usage Rates, Fall 2010 (percent) Conviction That GF Foods Are Healthier Drives Usage

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GF Foods Considered Higher Quality Many Shop GF to Treat a Health Condition Figure 8-2: Gluten-free Food Products: Motivations for Purchase/Use, Fall 2010 (percent) Grain-based Foods #1 on GF Shopping List Figure 8-3: Gluten-free Food Products: Types Purchased in the Past Three Months, Fall 2010 (percent) Half of GF Shoppers Head to Walmart Figure 8-4: Gluten-free Food Products: Consumer Retail Channel Preferences, Fall 2010 (percent) Figure 8-5: Consumer Retail Channel Preferences, GF Shoppers vs. All Shoppers, Fall 2010 (percent) Many GF Shoppers See Improvements in Variety and Quality Figure 8-6: Gluten-free Food Consumers: Opinions and Shopping Behaviors, Fall 2010 (percent) Most GF Consumers Are Buying More GF Figure 8-7: Gluten-free Food Consumers: Changing Usage Rates, Fall 2010 (percent) One in 10 GF Shoppers Want What’s Not There Figure 8-8: Gluten-free Food Consumers: Satisfaction With Product Selection and Availability, Fall 2010 (percent) What GF Consumers Crave Above All (Hint: Bread) Figure 8-9: Gluten-free Food Consumers: Satisfaction With Product Quality, Fall 2010 (percent) GF Not Perceived as a Gimmick or Fad Figure 8-10: Gluten-free Food Products: Overall Consumers’ Perceptions and Opinions, Fall 2010 (percent) Four Gluten-free Consumer Segments Figure 8-11: Four Gluten-free Consumer SegmentsChapter 9: Global Spotlight Key Points

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Food Allergies a Growing Problem Around the World North America and Europe Continue to Dominate Global Market Table 9-1: Top Ten Gluten-free Food Markets by Number of Product Introductions, 2005-2010 (Stock-keeping Units and Share of World Total)North American National Spotlight: Canada Proximity and Trade Relationship Mean Canada and U.S. Share Many Gluten- free Marketers Table 9-2: Top 10 Gluten-free Product Introductions in Canada by Category and Marketer, 2010 (Stock-keeping Units) GF Advocacy in Canada More Evolved Than in U.S. Health Canada Considers Revising GF Labeling Regulation to Allow Oats; Marketers Balk CCA Trademarks Standard for “Pure Uncontaminated Oats” U.S. Now the Primary Market for Canadian GF Pioneer Glutino Kinnikinnick Foods a Leading Producer of GF Baked GoodsNew European Gluten-Free Labeling Standards Take Effect in 2012European National Spotlight: Spain A Strong and Growing GF Force Table 9-3: Top 10 Gluten-free Product Introductions in Spain by Category and Marketer, 2010 (Stock-keeping Units) Meat Processors, Retailers Tops in Product Launches Asociación de Celiacos de Madrid Advises Travelers on Eating Gluten-free in Spain Table 9-4: Typical Gluten-free Spanish CuisineEuropean National Spotlight: United Kingdom A Robust and Growing Gluten-free Market Supermarkets Put Their Money on Private-label GF Table 9-5: Top 10 Gluten-free Product Introductions in United Kingdom by Category and Marketer, 2010 (Stock-keeping Units) Coeliac UK Vigorously Promotes the GF Market

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Survey: One-quarter of Celiacs Wait 11-plus Years for DiagnosisIn UK, Gluten-free Foods Are Prescribed, Subsidized Table 9-6: UK Prescription Gluten-free Food Manufacturers Genius Bread Delivers a Brilliant Performance Snapshot: Gluten-free Product Launches in Italy, Germany, and France Table 9-7: Top 10 Gluten-free Product Introductions in Italy by Category and Marketer, 2010 (Stock-keeping Units) Table 9-8: Top 10 Gluten-free Product Introductions in Germany by Category and Marketer, 2010 (Stock-keeping Units) Table 9-9: Top 10 Gluten-free Product Introductions in France by Category and Marketer, 2010 (Stock-keeping Units)Oceana Spotlight: Australia and New Zealand New Zealand Company Tops GF Product Intros in Australia Table 9-10: Top 10 Gluten-free Product Introductions in Australia by Category and Marketer, 2010 (Stock-keeping Units) Coeliac Society of Australia Endorses Products; New Zealand Poised To Do So Table 9-11: Manufacturers Endorsed by Coeliac Society of Australia Gluten-free Regulation is a Two-tiered Affair But Advocates Say Standards Are Too RigidSnapshot: Other Regions GF Marketing Concentrated in Affluent Countries Non-western Nations, Developing Economies Have Much to Gain From Gluten- free Snapshot: Asia India’s Celiac Society Ramps Up Advocacy Efforts Researchers Recommend Active Investigation of CD in China Snapshot: Middle East Rate of CD May Exceed 1 in 100 Israelis New Israeli Labeling Regulations Will Advance Domestic Market

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Cultivation of GF Crops Supports Economic DevelopmentAppendix Marketers Organizations — U.S Organizations — Outside U.S.Order InformationOnline Download - $3,300.00Global Site License - $5,500.00Hard Copy Mail Delivery - $3,700.00Online Download plus 1 Hard Copy - $4,100.00Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2710664 US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004