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Sunday, 28 September 2014

US appetite grows for gluten-free foods Market size, shares, trend, growth, research and statistics 2014

Overall, the gluten-free food market continues to thrive off those who must maintain a gluten-free diet for medical reasons, as well as those who perceive gluten-free foods to be healthier or more natural. The category will continue to grow in the near term, especially as FDA regulations make it easier for consumers to purchase gluten-free products and trust the manufacturers who make them. Despite strong growth over the last few years, there is still innovation opportunity, especially in food segments that typically contain gluten.


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Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

Executive Summary

Overview
The market
Sales forecast to reach $14.2 billion in 2017
Figure 1: Total US sales and fan chart forecast of gluten-free foods, at current prices, 2012-17
Strong growth across all major segments
Figure 2: Sales* of gluten-free foods, by segment, at current prices, rolling 52 weeks 2012 and 2014
Market factors
Health halo, celiac disease, wide appeal all contribute to category growth
Figure 3: Companies with gluten-free food products as a share of all companies with food products, 2010-14*
Key players
Gluten-free category is highly fragmented
Figure 4: * Sales of gluten-free products at retail, by leading companies, rolling 52 weeks 2014
Retail channels
Conventional channels preferred
Figure 5: Sales* of gluten-free foods, by retail channel, at current prices, rolling 52 weeks 2012-14
The consumer
Nearly one quarter of adults currently eat gluten-free versions of foods
Figure 6: Consumption of gluten-free foods, by gender, June 2014
Health is a main driver for consumption
Figure 7: Other reasons for eating gluten-free foods, top 10, June 2014
Opportunity to make gluten-free products more accessible
Figure 8: Behaviors related to gluten-free foods, top five, June 2014
Less than half of US adults trust gluten-free product claims
Figure 9: Agreement with attitudes toward gluten-free foods, top five, June 2014
What we think

Issues and Insights

Will the category continue to grow rapidly?
Issues
Insight: Growth will continue for the near future
What impact will the FDA definition of gluten-free have on the category?
Issues
Insight: Proper labeling should increase trust
What are the current perceptions of gluten-free foods?
Issues
Insight: Positive perceptions, but still room for innovation

Trend Applications

Trend: Mood to Order
Trend: Guiding Choice
Trend: Non-standard Society

Market Size and Forecast

Key points
Sales and forecast of gluten-free foods
Figure 10: Total US retail sales and forecast of gluten-free foods, at current prices, 2012-17
Figure 11: Total US retail sales and forecast of gluten-free foods, at inflation-adjusted prices, 2012-17
Figure 12: Sales* of gluten-free foods as a share of total category sales, at current prices, rolling 52 weeks 2012-14
Gluten-free market continues solid growth
Figure 13: Total US sales and fan chart forecast of gluten-free foods, at current prices, 2012-17
Forecast methodology

Market Drivers

Key points
Increasing awareness of celiac disease and gluten sensitivity
The health halo
Figure 14: Reason for watching your diet, January 2013-March 2014
Figure 15: Food products purchased when watching your diet, by age, January 2013-March 2014
Mass appeal and innovation growth
Figure 16: Companies with gluten-free food product launches as a share of all companies with food product launches, as per Mintel GNPD, 2010-14*

Competitive Context

Key points
Gluten-free foodservice options continue to expand
Figure 17: Gluten-free menu item claims, by restaurant segment, Q2 2011-Q2 2014
Figure 18: Gluten-free restaurant penetration, by restaurant segment, Q2 2011-Q2 2014

Segment Performance


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