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

Chapter 4: Marketers and Marketing

Key Points

Methodology: How Packaged Facts Classifies Marketers

Four Basic Types

Specialty Marketers

Health Food/Natural Food Marketers

Private Label

Mega-Marketers

Three Basic Approaches

Dedicated

Committed

Accommodating

Methodology: How Packaged Facts Derives Marketer Shares

Leadership Among GF Specialty Companies Remains Fragmented

Figure 4-1: U.S. Mass-Market Sales of Gluten-Free Foods and Beverages: Shares by Product Segment, 2012 (percent)

Table 4-1: Leading U.S. Specialty/Health/Natural Food Marketers of Gluten-Free Foods: By Mass-Market Product Segment,2010 vs. 2012 (percent)

Snack/Granola Bars

Fresh Bread and Rolls

Soup

Frozen Dinners and Entrees

Pasta and Noodles

Crackers

Cookies

Frozen Bread and Dough

Cold Cereal

Salty Snacks

Baking Mixes

Selected Competitor Profiles

Smart Balance ( Paramus, NJ)

Leadership Categories

Philosophy, Innovations, and Initiatives

Small Planet Foods ( Minneapolis, MN)

Leadership Categories

Philosophy, Innovations, and Initiatives

Rudi's Gluten Free Bakery ( Boulder, CO)

Leadership Categories

Philosophy, Innovations, and Initiatives

Food Directions Inc. ( Scarborough, Ontario, Canada)

Leadership Categories

Philosophy, Innovations, and Initiatives

Pamela's Products ( Ukiah, CA)

Leadership Categories

Philosophy, Innovations, and Initiatives

Lundberg Family Farms ( Richvale, CA )

Leadership Categories

Philosophy, Innovations, and Initiatives

Dr. Schar USA, Inc. (Burgstall, Italy)

Leadership Categories

Philosophy, Innovations, and Initiatives

Nature's Path Organic Foods ( Richmond, BC Canada)

Leadership Categories

Philosophy, Innovations, and Initiatives

Marketing Trends and Opportunities

"Word of Mouth Is Almost Everything" and Brand Loyalty Is Strong

The New Normal

Chapter 5: The Marketplace

Key Points

Introduction and Methodology

Walmart and Supermarket Chains Account for 80% of GF Sales

Table 5-1: Share of U.S. Sales of Gluten-Free Foods and Beverages by Retail Channel, 2008, 2010, and 2012 (percent)

5 of 9

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