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Many US Wheat-based Products Gluten-free or Gone in 3-5 Years

Celiac.com 01/22/2014 - With many major grocery brands struggling to generate sales growth, and with top gluten-free brands Udi's and Glutino racking up combined net sales growth of 53% last quarter, the writing is on the wall: More and more wheat based brands will be looking to break into the gluten-free market in the next three to five years.

Photo: CC--Zane SelvansBoulder Brands CEO Steve Hughes told analysts on the firm's Q3 earnings call that Boulder is seeing "strong, consistent velocity in distribution builds across all channels" for gluten-free products.

According to Hughes, 5-10% of all wheat-based product categories will be gluten-free in the next three to five years, or else they will disappear from the market.

Again, as many wheat-based brands struggle for market share, Udi’s remains the fastest-growing brand in the conventional grocery store channel, and retailers are responding.

Hughes said that Udi's 3rd quarter net sales were up 74% year-over-year, adding that "Glutino net sales grew 29%. Combined, our gluten-free brands increased net sales 53%." Udi's and Glutino now average nearly twenty items on retail shelves, up from about fifteen and a half just a year ago.

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Meanwhile, Hughes notes, the gluten-free pizza business has been performing“extraordinarily well.” He points out that many retailers now have three dedicated gluten-free sections, including a 4-12ft section in the ambient grocery aisles, half the full door in the frozen food aisles, and a frozen or shelf-stable rack in bakery.

Hughes wrapped up his presentation by adding that gluten-free items are also gaining a share of the club store channel. He said that they were "...starting to get some testing of bread into the club channel, which could be very meaningful next year.”

Hughes' presentation does imply that growth also means the pressures of competition for market share, both among gluten-free manufacturers and retailers, and between gluten-free and wheat-based manufacturers and retailers.

All of this is basically good news for consumers of gluten-free products, as it means more and, hopefully, better quality products.

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7 Responses:

 
Donnie
Rating: ratingfullratingfullratingfullratingemptyratingempty Unrated
said this on
27 Jan 2014 7:08:52 AM PDT
I have celiac and have to avoid gluten. I'm also allergic to corn, sulfites and have to avoid soy because of my thyroid disease. Unfortunately for me, so many gluten free food products contain starches that are processed with sulfites. And they contain ingredients and additives made from corn. They would cause severe allergic reactions if I ate them. So, I'm pretty much stuck with rice cakes.

 
Sandra Black
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said this on
27 Jan 2014 3:29:15 PM PDT
The GF pizza and other pre-made dishes most often have very high sodium levels. To make them part of a good GF diet, versus a bad GF product, the producers need to find ways to make a flavorful product without a large amount of salt, fats and sugar. It can be done.

 
Sue
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said this on
27 Jan 2014 5:31:59 PM PDT
It's great to see more gluten free food is being made available. Unfortunately, still not in a lot of areas can provide gluten free food unless ordered from the internet and gluten free companies themselves. I will continue to hope that prices will drop faster. There are still too many that can't afford much. Remember to donate GLUTEN FREE FOOD at food drives!!!!

 
Cheryl Costa
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said this on
29 Jan 2014 8:57:42 PM PDT
I agree. I just recently was diagnosed as gluten sensitive, and am on a SS income. So much of the gluten free foods are so very expensive, the pasta's and bread stuffs. I did get the GF baking mix and all purpose flour so I can make some of the stuff I like, but that is extremely expensive too.

 
Cindy
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said this on
27 Jan 2014 7:17:44 PM PDT
That makes me really, really happy. I was one of the lucky ones that didn't get diagnosed several years ago when there weren't hardly any gluten free products and no labeling. What a lucky time we live in.

 
R.Borg
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said this on
27 Jan 2014 9:04:19 PM PDT
Amazing how Udi's can increase their sales when the size of each slice of bread is much smaller and the holes in the bread are larger.

 
Cheryl Costa
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said this on
29 Jan 2014 9:01:23 PM PDT
The Ud'si bread is small and has holes, but just to be able to have a sandwich once in a while is great. I have been eating healthier since I can't afford to have a sandwich every day or a hamburger, etc. when we go out, instead I have a salad, so in some ways it is a win, win.




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I've given up on all those processed gluten free foods out there and have stuck to eating a whole foods diet. I have noticed such a huge, massive, difference in my energy, mood, sleep, and well being. Needless to say I've been doing a lot of cooking but have been leaving sugar out because I don't know the safe brands. I tried using Stevia in the raw but keep getting horrible headaches when I use it. I saw that the first ingredient is Dextrose so it's not "raw". Anyway, what are the safe brands out there as far as white and brown sugars go? I made saurkraut and pork chops last night and would've loved potato salad. Also while I'm on here, what about Mayo? What's safe? I saw Sir Kennsington was gluten-free Certified.

My Celiac disease presented as yours did: anemia, unexplained weight loss, aches and pains (due to vitamin and mineral deficiencies from malabsorption), the abdominal burning (whether I ate or not), decreased appetite, itching, the works. Plus I had a mood like a gorgon, which wasn't helped by my friends telling me "how slender!" I looked. My bones were basically all that was holding me up. I've had the blood panel too, which has proven very informative. I had a follow-up celiac panel after I'd been on the diet for over a year and it showed the diet was working. I also went through an anger phase because my (now former) doc (who is also my dad's doc and knows he has celiac AND knows we're related...) just wrote me a prescription for antidepressants, whereas I might have been spared years of feeling crappy (my late 30s!) if he'd just ordered a CBC and found the anemia. I'm a woman and I feel like sometimes whatever you say to a doc (even female docs!), all they hear is "psych symptoms". It really made me mad. But I've always pooped like a champ so I didn't exactly have typical symptoms either. Then I thought about how long it took my poor dad to get diagnosed (decades), which was before there was all this awareness, and I feel grateful for the fact that it took comparatively far less time for me to get my diagnosis and start feeling better. Don't worry about not finding stuff you like to eat: since gluten-free has become "the new thing" there are so many choices and the price has come down considerably since my dad got diagnosed (over 12 years ago). If your doc confirms celiac, then you'll be back on the (albeit gluten-free!) mac and cheese in no time, this time actually absorbing some of the mac and cheesy goodness! Feel better and take care.

If you are worried about your glycemic levels, then you should test with a glucose meter. I have diabetes (insulin resistance/TD2) and rice and potatoes spike me like crazy! I might as well consume ice cream! But if you do not have diabetes, no worries!

Thanks to both of you for your replies. I wasn't so much concerned about the arsenic (although that is an additional consideration) as I was about the glycemic level. I don't bake enough to make blending my own flour blends worthwhile, so I will definitely check out the links you provided, Ennis_TX. So far I'm tolerating oats and my gastro doc says I can keep eating them as long as they're certified GT. I just looked at some crackers I have for hummus and noticed their main ingredient is rice. I should probably just eat the hummus with veggies!

I agree with Ennis. It sounds like she is getting access to gluten way too often to expect healing. I had some pretty severe patches of intestinal damage when I was diagnosed. Anemia was my symptom and I had no gut issues then. So, just because she injests gluten and does not have some major symptoms right away, does not mean she is not building up antibodies. Have those antibodies been re-tested to see if they are in the normal ranges now? Missing patches of damage in the small intestine is possible. Heck, the small intestine is the size of a tennis court (goggle it). So easy to miss. Also, your GI should have taken more than four samples? How many were taken? (Forgive me, if I have forgotten.) Cross contamination in your house is real, especially if you have kids in the house. Member Jebby, a preemie doctor who has celiac disease, was not getting well. Turns out her four small and adorable children were glutening her. She made her house gluten free. Just something to consider. You mentioned she had access to gluten at a party. So, does that mean she caves in and eats it? She needs to become a stakeholder in this diet.