Jump to content
  • Sign Up
  • Join Our Community!

    Get help in our celiac / gluten-free forum.

  • Chris Bekermeier
    Chris Bekermeier

    Gluten-Free Marketing is Catching on in the Food Industry

    Reviewed and edited by a celiac disease expert.

    Caption: Photo: CC--travelourplanet.com

    Celiac.com 10/01/2012 - As the gluten-free market is exploding, food manufacturers are taking note. More and more food companies are recognizing the need to inform and serve the segment of the market that needs or wants gluten-free products. From gluten-free flours to gluten-free restaurant menus, the prevalence of these products is only expanding—and that means good things for the gluten-free community.

    Photo: CC--travelourplanet.comThe Rise of Gluten-Free Merchandising
    In the United States alone, sales of gluten-free food and beverages hit $2.64 billion in 2010, with a compound annual growth rate (CAGR) of 30% over the 2006-2010 period, according to Packaged Facts. A report by the Frost & Sullivan consulting firm estimates retail sales of packaged foods free of the protein are approaching $2 billion a year in the U.S. What's more, sales are expected to continue growing—even exceeding $5 billion by the year 2015.

    The growth of gluten-free parallels the growth of celiac disease, a gluten intolerance that has doubled in case numbers every 15 years since 1974, according to University of Maryland study. With an increasing number of Americans diagnosed with Celiac, not to mention many more non-diagnosed individuals finding health benefits from avoiding gluten, the market has a ready audience.

    Brands Already Active in the Gluten-Free Market
    Because gluten-free products require specialty flours and premium ingredients that command higher prices, they're typically more expensive than their traditional counterparts. Yet despite that fact, they're selling fast, which is exactly why so many companies and brands are jumping in.

    Gluten-free sales are soaring at Cub Foods grocery stores, according to a report from Minnesota Public Radio. The chain has a website that helps shoppers create shopping lists of items that don't contain gluten, and almost every Cub now has a section dedicated to the category.

    Food-manufacturing giant General Mills, the company behind Cheerios and Betty Crocker, now offers hundreds of products with the gluten-free label. Kellogg has gluten-free Rice Krispies. Beer manufacturer Anheuser-Busch sells Redbridge, a gluten-free beer. There's a long list of gluten-free menu options at P.F. Chang's, a wide variety of gluten-free options at specialty grocers like Whole Foods Market (a grocery that has more than doubled its gluten-free products in the last five years) and designated sections of gluten-free products at most major supermarkets, including Kroger, Publix and Wal-Mart.

    The Problem for the Celiac Community
    Given that there's money to be made in the gluten-free marketplace as the idea grows in popularity among celebrities, athletes, etc., it's no surprise to see so many different brands jumping on board. The problem, however, is not that companies are offering gluten-free products—it's that the products labeled "gluten-free," are often cross-contaminated in production, making them still seriously unsafe for celiac patients. For patients diagnosed with celiac disease, going gluten-free is more than a trend—it's a necessity.

    One example of this struggle is Domino's gluten-free pizza crust, launched earlier this year, which the company itself admits it "cannot guarantee … will be completely free from gluten." For someone jumping on the gluten-free fad diet, the pizza is perfect; for someone with celiac, it's a reminder of how hard eating out can be. The same goes for Starbucks, which cannot guarantee a gluten-free environment, as well as many other retailers.

    What All This Means for Gluten-Free Customers
    There is good news on the horizon for the gluten-free community. What's so significant about the upswing in gluten-free merchandise is that the more gluten-free expands, the more variety there will be and the more that prices are likely to go down. It's the basic law of supply and demand. Whereas in 2007, low availability of gluten-free goods raised prices, soon it could be the opposite that is true. As more companies seek to gain a piece of the gluten-free pie, there will be greater options, more competition and lower price tags.

    "The more you produce of something, the less it costs in general in an industrial society, if you're talking about processed products," a University of Minnesota professor, Benajmin Senauer, said in an interview with Minnesota Public Radio. "And there's going to be increased competition [in the gluten-free market]."


    User Feedback

    Recommended Comments

    Guest Beverly Kendrick

    Posted

    I held a Gluten free Fair on may 9, 2012. Many companies can't be declared gluten free because they have non-gluten products in the same plant. Some companies have gluten free plants and non gluten-free plants both. I had the chair come and speak. I invited the two grocery stores in my town to do displays. Some others came too when they found out or I personally invited them.

    Many of the foods labeled gluten-free have other unhealthy ingredients in them. I want to have another fair sometime and expand to other stores in a nearby town. READ LABELS EVERY TIME YOU BUY GLUTEN FREE FOODS! Take items back if you find out they don't meet the requirements. Call the companies and e-mail them. Don't be afraid to ask the hard questions. Most companies are very good about responding to you.

    Share this comment


    Link to comment
    Share on other sites

    I make sauces and dressings and wanted to make a gluten-free dressing. The requirements for "Gluten-free" products are much more than just using gluten-free ingredients. I cannot find a plant that would only make gluten-free products so I am considering making them at our usual plant. I'm not sure if this would qualify as "Gluten-Free" or not if it's made in a plant that makes non Gluten-free products.

    Share this comment


    Link to comment
    Share on other sites


    Join the conversation

    You are posting as a guest. If you have an account, sign in now to post with your account.
    Note: Your post will require moderator approval before it will be visible.

    Guest
    Add a comment...

    ×   Pasted as rich text.   Paste as plain text instead

      Only 75 emoji are allowed.

    ×   Your link has been automatically embedded.   Display as a link instead

    ×   Your previous content has been restored.   Clear editor

    ×   You cannot paste images directly. Upload or insert images from URL.


  • About Me

    Chris Bekermeier is Vice President, Sales & Marketing, for PacMoore, one of the leading commercial food packaging companies processing dry ingredients for the food and pharmaceutical industries. Headquartered in Hammond, Indiana, Pacmore's capabilities include blending, spray drying, re-packaging, sifting, and consumer packaging. His company's site is at: http://www.pacmoore.com/packaging

  • Related Articles

    Jefferson Adams
    Celiac.com 12/02/2009 - It's off-again, on-again for the plagiarism lawsuit against , co-host of TV's The View.
    Recently, a judge dismissed a plagiarism suit against Elisabeth Hasselbeck for her book called The gluten-free Diet: A Gluten-Free Survival Guide. The judge threw out the original complaint because a rival celiac disease author, Susan Hassett, failed to provide supporting...

    Jefferson Adams
    Celiac.com 12/26/2011 - After five months on a gluten-free diet, top professional tennis player Andy Murray has more energy than before, a faster recovery time, and a new-found ability to wake up early, according to comments Murray made when asked by reporters.
    The Scot says that he is amazed by the energy he's gotten from his gluten-free diet. He also says that his change in...

    Jefferson Adams
    Celiac.com 12/07/2012 - In a recent interview with S.Z. Berg, singer/guitarist Allie Moss, who is best known for her single "Corner," discusses being diagnosed with gluten sensitivity, and adjusting her diet habits to regain her health.
    For Moss, her journey to the diagnosis began a few years back when she was diagnosed with acid reflux. She did not suffer from classic acid...

    Jefferson Adams
    Celiac.com 02/12/2015 - Gwyneth Paltrow is making gluten-free celebrity news again for helping her longtime stylist go gluten-free and drop some major weight.
    David Babaii is one of Hollywood's top hair stylists. In addition to Paltrow, his celebrity roster includes Kate Hudson, Scarlett Johansson, Christina Aguilera and Uma Thurman, among others.
    After working with...

  • Forum Discussions

    @anasss Nobody in this thread has called anyone "ignorant," so please don't say that if it did not happen. Also, the use of all capitals is, in forums and other places on the Internet, generally considered yelling and impolite, and there ...
    Bshake, Look up the "baking soda test" ...it is a nice home test to see if your daughter could have low stomach that is triggering the ulcers or creating the perfect conditions for ulcers to develop....mastic gum as has been mentioned...
    Perhaps you should start another thread in say the Leaky gut and food intolerance area? I am myself have Celiac and UC, and when I started eating meats again recently I found I felt better on Grass Fed Longhorn from a local farmer and other...
×
×
  • Create New...