Gluten Free 2015


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Summary Table of Contents



NMI KNOWS Gluten Free CONSUMERS... The Industry’s most comprehensive report on the gluten-free food/beverage marketplace!

  • Do you know that nearly half of the general population have used gluten-free foods/beverages in the past year; usage is now higher than ever!
  • What categories had the highest gluten-free launches over the past 15 years (January 1999 to October 2014)?
  • How do you retain your consumers when a solid portion of Gluten-Free Users are classified as ‘Gluten-Avoiders,’ they’re avoiding, but not eliminating gluten?
  • Who are your REAL consumer targets for gluten-free?

Minimize the expensive guesswork - Maximize your time and ROI with Trends, Insights, and strategies for optimizing your brand opportunities in 2015

  • Validate your ideas, USP, product intro’s, and more
  • Customize your trade and consumer advertising campaign positioning and messaging
  • Enhance your Marketing Campaign and trade presentations with valuable insights
  • Empower your organization, impress your customers

Gluten-Free 2015 is a groundbreaking study that seeks to uncover and quantify the attributes and benefits that would provide longevity to this market sector.

Despite only a small percentage of the population having Celiac Disease or gluten intolerance, going “gluten-free” has become all the rage. Within NMI’s Health and Wellness Trends Database®, a significant increase in household penetration of gluten-free products has been observed. Not only is this among consumers who have medical need, but the largest portion of users is among consumers who are early adopting leaders in the healthy foods market, the WELL BEINGS®, as well as a group referred to as FENCE SITTERS®, the healthy ‘Wannabees.’

The intent of this report is to provide a solid overview of where the gluten-free food/beverage marketplace stands, while investigating how to increase household penetration of Gluten Free products by:

  1. Understanding motivations beyond Celiac and Gluten Intolerance
  2. Uncovering new product opportunities across categories
  3. Understanding who’s buying what gluten-free categories
  4. Determining attitudes and needs that will foster longevity

3-Phase Project Methodology

Each phase included overlay of NMI’s health and wellness segmentation model – Now with 16 years of annual tracking, 93% predictive accuracy, and overlay into all Nielsen products for additional insight.

Phase 1: NMI Database and Health & Wellness Segment Insights—Over 7,000 Interviews!

  • Target consumer profiling as well as attitudinal and behavioral metrics gleaned from NMI’s Health and Wellness Trends Data (HWTD) (n=3000+) and NMI’s Lifestyles of Health and Sustainability (LOHAS) database (n=4000+).

Phase 2: Nielsen HomeScan Health and Wellness Segment Insight – 50,000 households!

  • NMI’s Health and Wellness Segments overlaid with Nielsen HomeScan data provide segment contribution to volume and frequency across gluten-free categories, identification of opportunistic categories and need states within the gluten-free food/beverage market.
  • Overviews on over 25 categories are provided herein

Phase 3: Attitude and Usage Study that analyzed the following groups:

  • 1,004 Gluten-Free Users, balanced on key demographics: age, gender, race and income
  • 223 Non-Gluten-Free Users (never used)
  • 97 Lapsed Gluten-Free Users (used, but not in past year)
  • Other key groups analyzed: Celiac/intolerant; heavy vs. light GF users; health issues and medical conditions
  • Uncovers motivations to use – medical vs prevention vs weight loss and other; occasions, HH need states, benefits sought, brand attributes and loyalty, sources of information and more.

Table of Contents

Project Methodology/Objectives and Definitions

Introduction and Executive Summary

Overview: State of the Gluten-Free Food/Beverage Market

Gluten-Free Food and Beverage Usage, Trended

Global and U.S. Gluten-Free Food and Beverage Product Introductions

Global and U.S. Specific Category Introductions

Top Gluten-Free Categories by Dollar Volume and Household Penetration

NMI’s Health and Wellness Segmentation

NMI’s Health and Wellness Segmentation Overview

Gluten-Free Food/Beverage Consumer Segment Insights

Gluten-Free Dollars and Buying Households, by Segments

NMI’s Health and Wellness Segment Profiles, at a Glance

Defining the Gluten-Free Food and Beverage User

Incidence of Strict vs. Non-Strict Gluten-Free Users

Gluten-Free Food/Beverage Consumer Profile

Average Household Income, by Key Groups

Incidence of Key Gluten-Free User Groups

Incidence of Strict Gluten-Free Usage, by Key Groups

Level of Recent Use of Gluten-Free Foods/Beverages, by Key Groups

Frequency of Use, by Key Groups

Length of Time Using, by Key Groups

Key Gluten-Free User Demographics

Health Attitudes, Needs and Behaviors

Healthy Lifestyle Attitudes

Commitment to Personal Health

Self-Healthcare Attitudes

Attitudes Regarding Toxins

Disease Prevention Concerns

Methods of Maintaining a Healthy Lifestyle

Methods of Maintaining a Healthy Lifestyle, by Segments

Supplements and Alternative Healthcare Usage

Management of Various Health Issues

Desires Within Healthy Food

Implications of Healthy Eating

Integration of Healthy Eating into Lifestyle

Desire for High-Protein and Fiber

Impact of Convenience on Healthy Food Choice

Desire for Less Processed Foods

Growth in Usage of Natural and Organic

Drivers of Food Selection

Desire for Healthy Ingredients

Importance of Inherently Nutritional Foods

Functional and Fortified Attitudes

Integration of Vegetarianism

Sweetener and Sugar Monitoring

Sweetener Usage

Artificial Sweetener Concerns

Pathways to Gluten-Free Food and Beverage Usage

Reasons for Initiating Use of Gluten-Free

Reasons for Initiation, Strict vs. Non-Strict Users

Reasons for Initiation, by Segments

Sources of Influence to Use Gluten-Free

Sources of Influence, Strict vs. Non-Strict Users

Sources of Influence, by Segments

Trusted Information Sources on Gluten-Free

Trusted Information Sources, Strict vs. Non-Strict Users

Nutrition, Ingredients and Benefits Sought from Gluten-Free Foods and Beverages

Health Beliefs about Gluten-Free Foods and Beverages

Foods and Beverage Purchase Drivers

Purchase Drivers, Heavy vs. Light Gluten-Free Users

Gluten-Free Food and Beverage Usage for Health Condition Management

Physician Recommendation of Gluten-Free and Compliance

Gluten-Free Use in Condition Management

FENCE SITTERS Usage of Gluten-Free for Condition Management

Gluten-Free Use in Disease Prevention

Gluten-Free Use for Disease Prevention, by Heavy Users

Belief in Gluten-Free as Health Issue Remedy

Gluten-Free Weight Loss Beliefs

Gluten-Free Weight Gain Beliefs

Gluten Digestion Beliefs

Management of Other Food Allergies

The Role of Health Practitioners in Longevity of Gluten-Free Diet

Physicians and Nutritionists Influence to Use Gluten-Free

Healthcare Recommendation of Gluten-Free for Condition Management

Compliance with Healthcare Recommendation to Use Gluten-Free

Frequency of Gluten-Free Food and Beverage Use

Longevity of Gluten-Free Food and Beverage Use

Gluten-Free Usage Barriers

Gluten-Free Usage Barriers, Heavy vs. Light Users

Features and Attributes That Will Drive Longevity in the Gluten-Free Market

Gluten-Free Features and Benefits, Importance vs. Satisfaction

Features and Benefits, Importance vs. Satisfaction among Heavy Users

General Knowledge and Attitudes about Gluten

Ability to Distinguish Naturally Gluten-Free Products

Attitudes about the Certified Gluten-Free Seal

Attitudes about the Government Setting Strict Gluten-Free Labeling Standards

Category Usage, Satisfaction, Opportunities and White Space

Usage of Gluten-Free Food and Beverage Product Categories, by Segments

Nielsen HomescanTM Gluten-Free Category Penetration, by Segments

Nielsen HomescanTM Gluten-Free Category Dollars Per Household

Cross-Usage of Gluten-Free Food and Beverage Categories

Frequency of Gluten-Free Food and Beverage Use, by Category

Satisfaction with Gluten-Free Categories, Among Users

Anticipated Repeat Purchase of Gluten-Free Categories

Desire for More Options within Gluten-Free Categories

Desire for More Specific Flavors in Gluten-Free Foods and Beverages

Preferred Location of Gluten-Free Within Grocery Store

Reasons for Lapsed Usage and Barriers to Entry

Reasons Why Non-Strict Users Don’t Use Gluten-Free More Often

Desire for More Gluten-Free Recipes

Attitudes about Ability to be Gluten-Free in Restaurants

Reasons for Lapse in Gluten-Free Usage

Reasons for Never Using Gluten-Free Foods/Beverages

Lifestyle Characteristics/Beliefs

Level of Involvement in Exercise

Regular Participation in Various Activities

Organizational Membership

Monetary Donations to Various Organizations

Social and Environmental Concerns

Product Decision Influences and Channel Shopping

Product Influencers and Early Adopters

Sources of Influence on Food and Beverage Purchases

Package Label Influence and Monitoring

Awareness and Understanding of Green Seals

Eco-Friendly Packaging Attitudes

Alignment of Purchase Decisions with Sustainability Concerns

Online Involvement

Websites Visited Regularly

TV and Newspaper Media Consumption

Magazine Readership

Outlets Shopped for Healthy and Natural Products

Appendix: NMI’s Health and Wellness Segmentation


We hope you enjoy this report and use it as an essential tool to help you understand
market trends, improve communications and develop an overall strategic plan.

For more information kindly contact Maryellen Molyneaux, NMI Managing Partner,
at This email address is being protected from spambots. You need JavaScript enabled to view it. or 215-513-7300, ext. 204.

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