NMI launches gluten-free report

NMI – the Natural Marketing Institute – has announced a new report on the gluten-free food/beverage marketplace. It reveals that nearly half of the general population have used gluten-free foods/beverages in the past year, and usage is now higher than ever. The report is designed to help manufacturers understand what categories had the highest gluten-free […]

NMI – the Natural Marketing Institute – has announced a new report on the gluten-free food/beverage marketplace.

It reveals that nearly half of the general population have used gluten-free foods/beverages in the past year, and usage is now higher than ever.

The report is designed to help manufacturers understand what categories had the highest gluten-free launches over the past 15 years (January 1999 to October 2014); how to retain consumers when a solid portion of gluten-free users are classified as ‘gluten-avoiders’, who are avoiding, but not eliminating, gluten; and how to identify the real consumer targets for gluten-free?

NMI describes Gluten-Free 2015 as a ground-breaking 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 Coeliac Disease or gluten intolerance, going “gluten-free” has become all the rage, the researchers note, pointing out that, 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 “wannabes”.

The intent of this report, says NMI, 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.