More Than One-Third Consider GF Healthier
Positive View of Products, Awareness, Availability Are Leading
Sales Are Projected to Exceed
Table 1-2 :Projected U.S. Retail Sales of Gluten-Free Foods
and Beverages, 2012-2017 (in billions of dollars)
Table 1-3: Leading Specialty/Health/Natural Food Marketers of Gluten-Free Foods in the U.S. Mass Market: By Product Segment, 2010 vs. 2012 (percent)
"Word of Mouth Is Almost Everything" and Brand Loyalty Is Strong
The New Normal
Walmart and Supermarket Chains Account for 80% of GF Sales
Table 1-4: Gluten-Free Food Products: Top Consumer Retail Channel Preferences,
Global GF Product Introductions Growing by 50% a Year
and Europe Account for Over 80% of Introductions
Crackers, Salty Snacks Lead in U.S. Product Introductions
Table 1-5: U.S. Gluten-Free Product Introductions by Top Categories,2011-2012 (Percent Share of Product Announcements)
"I'll Have What She's Having"
Choice, Not Necessity, Drives Usage
Figure 1-2: Gluten-Free Food Products: Motivations for Purchase/Use,
What Do GF Consumers Want?
Chapter 2: Defining "Gluten-Free"
What Is Gluten?
Producing Gluten-Free Foods Acceptable to Consumers Isn't Easy
There May Be Gluten in Gluten-Free Cereal
Table 2-1: Cereal Species and Storage Proteins Avoided on
Gluten May Lurk in Licorice, Lip Balm, Lickable Labels
FDA Labeling Standards Are Imminent
Celiac Disease Is an Abnormal Immune Reaction to Gluten
Figure 2-1: How Gluten Ingestion Damages the Small Intestine of a
Can Be Severe
… or Silent
Table 2-2: Selected Symptoms and Consequences of Untreated
1.4 Million American Celiacs Are Undiagnosed
"A Significant Public Health Issue"
As Many as 18 Million Americans Suffer From Gluten Sensitivity