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  • Jefferson Adams

    Is the US Gluten-free Market Losing its Luster?

    Jefferson Adams
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    Reviewed and edited by a celiac disease expert.

      Latest report charts future of the US gluten-free markets.


    Photo: CC--Saray Joy
    Caption: Photo: CC--Saray Joy

    Celiac.com 06/07/2017 - After nearly a decade of high double-digit growth, the US market for gluten-free foods is set to level off to single digit rates in coming years, according to a study from Research and Markets.

    The firm's report, titled Gluten-Free Foods in the U.S., 5th Edition, looks at sales of gluten-free food across nine product categories, specifically traditional grain-based salty snacks and crackers, bread, pasta, cereal, making mix, cookies, flour and frozen dough.



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    The report covers gluten-free food products sold through all types of retail outlets, including supermarkets, discount stores and super-centers, warehouse clubs, and mass merchandisers, along with convenience stores, drugstores, health and natural food stores, dollar stores, farms and farmers' markets. The report projects sales of more than $2 billion in 2020, up nearly $400 million from 2015.

    Researchers included products based on the possibility that they could be formulated with gluten, and whether they were clearly labeled and marketed as gluten-free.

    The company culls data for sales and market size from a proprietary Packaged Facts national online consumer survey conducted in July/August 2014; IRI sales tracking through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target, Kmart, and Wal-Mart) with annual sales of $2 million or more; and from the Simmons National Consumer Survey from Experian Marketing Services.

    The report provides analysis of leading brands and marketers, key facts about gluten and how it can be avoided, gluten-free trends and opportunities, competition, food service markets, regulations and product development, and marketing trends.

    The full report is available at: Pizzamarketplace.com

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    Some of these companies of gluten-free foods need to realize that the "new" grains that they are adding to their ingredients are off-putting to celiacs as is canola oil. So many celiacs can't digest the grains and many are intolerant of canola. The companies sales would probably grow if they did more research.

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  • About Me

    Jefferson Adams is Celiac.com's senior writer and Digital Content Director. He earned his B.A. and M.F.A. at Arizona State University, and has authored more than 2,500 articles on celiac disease. His coursework includes studies in science, scientific methodology, biology, anatomy, medicine, logic, and advanced research. He previously served as SF Health News Examiner for Examiner.com, and devised health and medical content for Sharecare.com. Jefferson has spoken about celiac disease to the media, including an appearance on the KQED radio show Forum, and is the editor of the book "Cereal Killers" by Scott Adams and Ron Hoggan, Ed.D.


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