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Gluten-Free Foods And Beverages In The U.S., 4th Edition

More Than One-Third Consider GF Healthier

Positive View of Products, Awareness, Availability Are Leading


Sales Are Projected to Exceed $6.5 Billion in 2017

Table 1-2 :Projected U.S. Retail Sales of Gluten-Free Foods

and Beverages, 2012-2017 (in billions of dollars)

The Marketers

Leading Marketers

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

The Marketplace

Walmart and Supermarket Chains Account for 80% of GF Sales

Table 1-4: Gluten-Free Food Products: Top Consumer Retail Channel Preferences, August 2012 (percent)

Global GF Product Introductions Growing by 50% a Year

North America 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"

The Consumer

Choice, Not Necessity, Drives Usage

Figure 1-2: Gluten-Free Food Products: Motivations for Purchase/Use, August 2012 (percent agreeing)

What Do GF Consumers Want?

Chapter 2: Defining "Gluten-Free"

Key Points

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-Free Diets

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

Celiac Patient

Symptoms Can Be Severe … or Silent

Table 2-2: Selected Symptoms and Consequences of Untreated

Celiac Disease

1.4 Million American Celiacs Are Undiagnosed

"A Significant Public Health Issue"

As Many as 18 Million Americans Suffer From Gluten Sensitivity

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