Gluten-free food growth spurs shift to mainstream
Gluten-free foods and beverages aren’t just for people with celiac disease anymore. A recent study from Packaged Facts reported “gluten-free foods and beverages have quickly transformed into a mainstream sensation, embraced by consumers out of necessity and as a personal choice toward achieving a healthier way to live.”
The report predicted that growth in the gluten-free product category, which had a compound annual growth rate of 30% from 2006 to 2010 and reached $2.6 billion in 2010, will continue over the next five years. Sales should exceed $5 billion by 2015.
Gluten-free snacks have had significant growth over the past few years. A recent Mintel study cited Pamela’s Product as the largest company in the gluten-free snacks segment, with almost double the sales of its closest competitor. EatSmart Naturals snacks, Glutino pretzels and Lundberg rice cakes and rice chips have been leaders in that segment.
Research shows that the gluten-free cracker category has seen triple-digit growth. Blue Diamond Nut Thins and Mary’s Gone Crackers are two key players in that segment.
One result of the mainstreaming of the category is the shift in retail distribution of gluten-free products from specialty stores to chains. “The surge in the sales and number of dedicated gluten-free products carried by supermarkets and mass merchants demonstrates that gluten-free is becoming ‘just a regular item,’” according to Packaged Facts report.
The article above is part of the DSN Category Review Series. For the complete Snacks Buy-In Report, including extensive charts, data and more analysis, click here.
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Odwalla introduces Super Protein Mango smoothie
HALF MOON BAY, Calif. — Odwalla has introduced a new smoothie to its protein beverages line.
New Super Protein Mango smoothie contains 20 g of soy protein, provides 50% of the daily value of calcium and 150% of the daily value of vitamins B12 and B6, Odwalla said. Each smoothie is packaged in a 12-oz. PlantBottle. The company rolled out its PlantBottle packaging in April.
“Mango flavored beverages are becoming increasingly popular yet we noticed a gap in the nondairy protein category,” Odwalla VP marketing Irma Shrivastava said. “By providing 20 g of soy protein and a creamy swirl of mango flavor in every bottle, Super Protein Mango is a fresh on-the-go beverage for health-conscious consumers who don’t want to compromise taste.”
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