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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


Three Basic Approaches




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


Frozen Dinners and Entrees

Pasta and Noodles



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)

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