Transcript Food & Health Innovation

It’s a big market – don’t miss out:
Opportunities in the Gluten-free
Market
Ava Duering
Competitiveness Analyst
Alberta Agriculture and Rural
Development
Celiac Disease
Celiac Disease
• •More
330,000
Canadians
have have
been been
Morethan
than
330,000
Canadians
diagnosed with celiac disease. More than
diagnosed with celiac disease. More than 73,000
73,000 are children.
are children.
• Rates of celiac disease have nearly
•doubled
Rates of
celiac
disease
have
nearly
doubled
in
the
in the last 25 years in western
last 25 years in western countries.
countries.
Therisk
riskforfor
developing
celiac
disease
• •The
developing
celiac
disease
is is increased
increased
forwho
those
whoahave
a 1st
20 times 20
fortimes
those
have
1st degree
relative
degree
relative
with the disease.
with the
disease.
Source: Canadian Digestive Health Foundation
Source: Canadian Digestive Health Foundation
2
The Great Masquerader
3
“More than 330,000 Canadians have been
diagnosed with celiac disease and more
than 2.5 million Canadians may be glutenintolerant.”
Source: Canadian Digestive Health Foundation
4
“The number of people diagnosed with
Celiac disease will likely rise in the
future.”
Source: Canadian Celiac Association
5
• An estimated 97% of Celiacs are
undiagnosed or misdiagnosed
• It takes 6-10 years for the average celiac to
receive the proper diagnosis.
Source: Packaged Facts 2011
6
52.7M
Google results
3000+
• Product launches in 2011
64
Cookbooks published in 2011
Interest
• Oprah – pasta on January “O” list
• Jeopardy
• Apps to find gluten-free restaurants
• Golden Globe Awards – featured CheeCha
Puffs in their swag bags from Calgary
9
Celebrities
10
Canadian Chef Survey Names Gluten Free a Top 10
Menu Trend
1.
2.
Ancient Grains
3.
4.
5.
6.
7.
Vegan entrées
Organic alcohol
African cuisine
New/fabricated cuts of meat
8.
9.
10.
Middle Eastern cuisine
Source: Packaged Facts 2011
Quinoa
Non-traditional fish (e.g. branzino, Arctic char, barramundi)
Gluten-free beer
kaged Facts 2011
Gluten-free cuisine
Source: Packaged Facts 2011
Gluten-Free Food and Beverage Products
Flour
Pizza
Pizza crusts
Bread
Dougnuts
Cookies
Cake
Pies
Pastries
Cupcakes
Baking mixes
Buns
Baked Beans
Bagels
Muffins
Cinnamon rolls
Ice Cream
Cereals
Crackers
Granola
Frozen Entrees
Prepared side dishes
Batter mixes
Snack Foods
Spreads
Pasta
Gravies
Sauces
Salad dressings
Soup
Marinades
Dipping sauces
Croutons
Pancake mixes
Lasagna
Pretzels
Chicken wings
Ice cream
Seafood meals
Beer
Cocktail Mixes
Baby Food
Processed Foods
Waffles
Cocktail Mixes
Communion wafers
12
Top 10 Gluten-free Food and Beverage Product
Introductions in Canada by SKU - 2010
Category
Potato chips
Processed Snacks
Functional Drinks
Dips
Dressings
Other Savory Snacks
Confectionary
Cookies (sweet biscuits)
Juices
Breakfast Cereals
Source: Packaged Facts
SKUS
67
47
29
25
24
23
21
16
14
16
13
US Mass-Market Sales of Gluten-free Foods and
Beverages: % Shares by Product Category, 2010
Food Bars
Cold Cereal
Fresh Bread & rolls
Pasta
Fz Dinners and Entrees
Cookies
Crackers
Salty Snacks
Baking Mixes
Fz Bread & Dough
SS Dinners
Fz Pizza
Baking Needs
Fz Bfast Foods
0%
2%
4%
6%
2010
Source: Packaged Facts 2011
8%
2009
10%
12%
14%
16%
14
18%
US Mass-Market Sales of Gluten-free Foods and
Beverages: Sales Growth by Product Category,
2009-2010 (percent)
Hot Cereal
Soup
Fz Bread & Dough
Fz Pizza
Pies & Cakes
Food Bars
Fz Bfast Foods
Baking Needs
Crackers
Salty Snacks
Pizza Products
Cookies
Pasta
Flour & Meal
Pastry & Donuts
Pancake Mixes
SS Dinners
Fresh Bread & Rolls
Fz Dinners & Entrees
Baking Mixes
Dry Packaged Dinners
0%
10%
20%
30%
40%
50%
60%
70%
15
80%
90%
Who is Eating Gluten-Free?
Celiac Disease
Non-Celiac/Gluten
Intolerance/Wheat
Allergy
Health
Concerns/Additional
Disorders
Gluten-free
Lifestyle
16
Source: Packaged Facts
17
Not Just a Fad
“This is not a fad like the Atkins diet”
“This diet is here to stay and retailers that
can get a cheaper gluten-free variety of
popular products are going to have
customers for life”.
Source: Shelly Case, Registered Dietitian and Author
18
Regular Grocery Item
19
Gluten-free Food Products: Motivations for
Purchase/Use, Fall 2010
Generally healthier
To manage weight
GF are higher quality
GF are low carb
To treat other diseases
Member of household has allergy/intolerance
Member of household has Celiac Disease
Other reasons
0%
Source: Packaged Facts 2011
10%
20%
30%
40%
20
50%
Between 25% and 30% of US respondents
polled agree they would buy gluten-free
food more often if products were more
affordable and/or if the selection were
better.
Source: Packaged Facts 2011
21
Celiac Purchasing Criteria
Trust
Price
• Is the product
manufactured
according to
guidelines?
• Is the product
reasonably
priced?
Taste
• Does it taste
good?
22
“Gluten-free food is increasingly being
regarded by many healthy-food
experts as a healthier way of eating”
Source: Forbes Magazine
23
Evolution of Gluten-free
Marketers
Specialty
Marketers
Health/
Natural
Food
Marketers
Private
Label
Brands
Source: Packaged Facts, 2009
MegaMarketers
24
Mainstream
25
26
Retailers
“Mainstream manufacturers and grocery stores realize that
while gluten-free is a niche market, it’s a big one. WalMart, Loblaw and Metro all have private-label gluten-free
products. “It is very profitable for them and they are
going to have a huge impact,” he says.
Source: Jim McCarthy, Canadian Celiac Association,
Canadian Grocer June/July 2011
27
“What Celiacs and the gluten
intolerant miss and yearn for
more than anything is a good
sandwich (bread)”
Source: Packaged Facts, February 2011
28
“Celiacs
“Celiacs are
are a
a very
very unique
unique market”
market”
Lori
Simon, Canadian
Canadian Celiac
Celiac Association
Association
Lori Simon,
29
Marketing and Messaging
Marketing and Messaging
30
Celiacs rely heavily on user-generated
content. “These bloggers behave like a
network of citizen journalists, vetting
claims and demanding accuracy of each
other, lest someone get sick on bad
advice.”
Source: Mitch McKenney, Professor, Kent State University
31
How to Market to Celiacs
• Word of Mouth
• One-on-one
• Attend events and sponsor events
• Canadian Celiac Association
• Farmer’s Market Association
• Need to have several marketing channels to reach this market
32
Information Sources
• Canadian Celiac Association – Anti-Panic
Sessions (monthly)
• Websites
• Apps
• Blogs
• Market Research
33
NORMAL
“If there’s one word to describe how gluten-free foods
should be packaged, it’s “normal.” Gluten-free
consumers don’t want to seem “weird” by buying
products that are conspicuously out of the ordinary.”
Source: Packaged Facts 2011
34
Power of Consumer Demand
• Gluten-free marketers urge consumers to ask their
local stores to stock their products.
• Form for retailers
Source: Packaged Facts, February 2011
35
Restaurants
Restaurants
36
Get to know your customers
Word of Mouth
38
39
Opportunities
•Create products that do not have a gluten-free counterpart
•Sponsor Celiac Events
•Advertise in Canadian Celiac Association Newsletter ($60/half
page ad)
•Festivals
•Social Media
•Catering – has a big reach
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