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グルテンフリー飲食品市場

Gluten Free 2015

発行 Natural Marketing Institute 商品コード 345392
出版日 ページ情報 英文 165 Pages
納期: 即日から翌営業日
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グルテンフリー飲食品市場 Gluten Free 2015
出版日: 2015年03月10日 ページ情報: 英文 165 Pages
概要

当レポートでは、グルテンフリー食品/飲料市場について取り上げ、市場促進要因、カテゴリー別の製品機会、カテゴリー別の購入層、グルテンフリーに対する姿勢やニーズなど、体系的な情報を提供しています。

手法/目的と定義

イントロダクションとエグゼクティブサマリー

概要:グルテンフリー食品/飲料市場の状況

  • グルテンフリー食品・飲料の利用、傾向
  • 世界・米国のグルテンフリー食品・飲料製品について
  • 世界・米国の特殊カテゴリーについて
  • グルテンフリー主要カテゴリー:売上高、世帯普及率別

NMIによる健康・ウェルネスの区分

グルテンフリー食品・飲料ユーザーの定義

  • 厳密 vs. 非厳密なグルテンフリーユーザーの出現率
  • グルテンフリー食品/飲料の消費者プロファイル
  • 平均世帯収入、主要グループ別
  • 主要グルテンフリーユーザーグループの出現率
  • 厳密なグルテンフリー利用の出現率、主要グループ別
  • グルテンフリー食品/飲料の最近の利用レベル、主要グループ別
  • 利用の頻度、主要グループ別
  • 利用期間の長さ、主要グループ別
  • 主要グルテンフリーユーザーの人口統計

健康に対する姿勢、必要性、行動

  • 健康的な生活様式に対する姿勢
  • 個人の健康へのこだわり
  • セルフヘルスケアに対する姿勢
  • 毒に対する姿勢
  • 疾病予防の懸念、など

健康的な食品の欲求

  • 健康的な食事の影響
  • 健康的な食事を生活様式に統合
  • 高タンパク質、食物繊維の欲求
  • 健康的な食品選択に対する利便性の影響
  • あまり加工していない食品の欲求、など

グルテンフリー食品・飲料の利用への手段

  • グルテンフリーの利用を開始する理由
  • 開始の理由、厳密 vs. 非厳密ユーザー
  • 開始の理由、セグメント別
  • グルテンフリー利用の影響要因
  • 影響要因、厳密 vs. 非厳密ユーザー、など

グルテンフリー食品・飲料による栄養、成分、利点

  • グルテンフリー食品・飲料に関する健康信仰
  • 食品・飲料の購入促進要因
  • 購入促進要因、ヘビー vs. ライトユーザー

健康状態管理に対するグルテンフリー食品・飲料の利用

  • グルテンフリー・コンプライアンスに関する医師の勧告
  • 状態管理におけるグルテンフリーの利用
  • 状態管理に対するグルテンフリーの傍観者の利用
  • 疾病予防におけるグルテンフリーの利用
  • 疾病予防におけるグルテンフリーの利用、ヘビーユーザー別、など

グルテンフリー利用期間における健康管理医の役割

  • 医師や栄養士の影響
  • 医療勧告
  • 医療勧告の順守
  • グルテンフリー食品・飲料の利用の頻度
  • グルテンフリー食品・飲料の利用期間、など

グルテンフリー市場を継続させる特徴と属性

  • グルテンフリーの特徴と利点、重要度 vs. 満足度
  • 機能と利点、ヘビーユーザーの重要度 vs. 満足度
  • グルテンに対する一般常識と姿勢
  • グルテンフリー製品を自然に区別する能力
  • グルテンフリー認証シールに対する姿勢、など

カテゴリー利用、満足度、機会、空白

  • グルテンフリー食品・飲料製品カテゴリーの利用、セグメント別
  • Nielsen Homescanグルテンフリーカテゴリーの普及率、セグメント別
  • Nielsen Homescanグルテンフリーカテゴリーの世帯当たりの売上高
  • グルテンフリー食品・飲料カテゴリーの全体的な利用
  • グルテンフリー食品・飲料カテゴリーの利用頻度、カテゴリー別、など

利用しなくなった理由、参入障壁

  • 非厳密ユーザーが、グルテンフリーをあまり利用しなくなった理由
  • よりグルテンフリーなレシピの欲求
  • レストランにおいてグルテンフリーである能力に対する姿勢
  • グルテンフリーの利用をやめさせる理由
  • グルテンフリー食品/飲料を絶対に利用しない理由

生活様式の特徴/信仰

  • 運動の関与レベル
  • 様々な活動への定期的な参加
  • 組織のメンバーシップ
  • 各種団体への寄付
  • 社会・環境への懸念

製品の意思決定の影響とチャネルショッピング

  • 製品のインフルエンサーと初期導入者
  • 食品・飲料の購入に対する影響要因
  • 包装ラベルの影響とモニタリング
  • グリーンシールの認識と理解
  • エコフレンドリーな包装に対する姿勢、など

付録

目次

Summary

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

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