1.1 Market definition
Gluten is a substance resulting from the processing of certain cereals (wheat, rye, barley, oats). Present in nearly 70% of food products, it can be harmful to people diagnosed as intolerant or allergic
In France, the offer is controlled by the French Association of Gluten Intolerants (AFDIAG), created in 1989 to ensure the labelling of gluten-free products.
Some of the most commonly sold gluten-free products include
- Appetizer cookies;
- The sweet grocery store;
- Savoury grocery ;
- Ready-made meals.
The global market for gluten-free foods is on the rise (11.6% growth in value between 2016-2021) as well as the French market where the dynamics are even more important, the domestic growth rate is estimated at 20% between 2016 and 2020.
Pulled by a diversification of the offer of gluten-free products, the market also benefits from consumer sympathy, as gluten-free products are often associated with a healthier diet
The "gluten-free" craze has convinced the most major food groups to position itself in this segment, alongside the smaller players Pioneers in the segment or specialised in "organic" food.
1.2 A fast-growing global market
The histogram below represents the global gluten-free food market size from **** to ****
Market for gluten-free products World, ****-****, billion dollars Source: ****
In ****, the global gluten-free food market was worth approximately USD *.* billion. It is estimated that this market will grow at about *.*% per year over the period ****-**** to reach USD ...
1.3 The French market
According to LSA, in ****, gluten-free products would represent **% of the market for dietary products sold in supermarkets and hypermarkets, i.e. ** million euros out of *** million euros in this distribution channel.
To estimate the overall market for gluten-free products in France, we need to know the proportion of these products that ...
2.1 Consumer profile
The number of consumers who have completely stopped eating gluten would be between * and *% of the total population, these consumers corresponding to two distinct groups.
People with celiac disease who suffer from permanent intolerance ; People who are allergic to wheat or gluten;
In addition, a significant number of people are declared ...
2.2 High growth potential
Diets practiced by the French France, ****, in % Source: ****
If we count about * to *% of French people, i.e. those who would have banned gluten from their diet because of allergy or intolerance, ** million French people would be occasional consumers of gluten-free products.
Reason for consuming gluten-free products France, ****, in % Source: ****
2.3 Spending is still low despite the desire to eat better
Monthly expenditure of the French on gluten-free food France, ****, in Source: ****
As most French people consume gluten, it seems logical to observe that almost **% of them have no monthly expenditure on gluten-free products. However, it appears that the monthly expenditure of people consuming gluten-free products varies between * and more than *** euros. ...
2.4 Trends in the gluten-free market in France
The market for gluten-free products is a very innovative one, as Julie Avrillier, Secretary General of the Dietetic Sector, explains: "Consumption is refocusing on consumers who "need" it, i.e. coeliac patients and people with gluten intolerance. (***)".
According to a government study, there is also a strong adaptation of the market ...
3.1 Forces and organization of the sector
Main players in the French market by volume France, ****, in % Source: ****
Main players in the French market by value France, ****, in % Source: ****
We can see that the gluten-free product offer is held by a handful of players who have a large share of the French market. The major players in the ...
3.2 External competition and substitutes
The French population is becoming increasingly aware of the need to eat healthy, and while some people are turning to gluten-free to control their diet, it is not the only alternative. People who turn to gluten-free to eat healthy and not out of obligation can therefore find substitutes in other ...
3.3 Production that expands with consumer trends
Gluten-free manufacturers have been constantly expanding their range of new products in recent years. For example, they have moved into the beverage sector, with the gluten-free beer marketed.
While this sub-segment of the gluten-free market has existed since **** with the creation by Jade Brewery of the range Jade Gluten Free This ...
3.4 Distribution channels for gluten-free products
There are five main sales channels for gluten-free products:
The large and medium-sized stores Like Système U, Carrefour, Auchan, Leclerc and Intermarché, which distribute gluten-free beer from Brasserie Castelain [***]. They account for approximately **% of sales in this segment and have had an increasing availability of gluten-free products on their shelves ...
3.5 Interview with Cécile Gleize, founder and CEO of Because Gus
Marine: Welcome to the Niche, the podcast that analyzes the niche market with the entrepreneurs who are moving the lines. I'm Marine and I work at Business Group, the startup that dusts off market research. Before we start, subscribe to our podcast on Spotify and Apple Podcast. And now, let's get ...
4.1 Types of products
While the gluten-free family of products covers a variety of applications ranging from cosmetics to beer, foodstuffs remain the most important products in the gluten-free sector. Thus, within the food industry, the most common products include the following categories:
Flour (***) Bread, pastries and cakes Dry pasta Pizza dough, puff pastry, shortcrust ...
4.2 Differentiated growth by product type
Three product categories stand out from the rest with strong growth:
Breakfast : the products usually consumed by the French for breakfast contain a lot of gluten (***), so this sub-market has strong development potential. Pasta In this segment, brands are finding ways to provide consumers with foodstuffs that are a priori "forbidden" ...
4.3 A significant price premium for gluten-free products
The prices of gluten-free products are generally higher than the prices of so-called "classic" products. In fact, a basic basket of gluten-free products shows that prices per kilogram are up to * times higher for some products, particularly biscuits.
4.4 The price of gluten-free products
Dr Schär, the European leader in gluten-free products with a strong presence in the French market, justifies the high prices of gluten-free products by proportionally higher production costs. On the one hand, according to the manufacturer, the European regulation in force (***) contributes to higher production costs as these raw materials ...
4.5 Supply trends
The restaurant industry has particularly invested in the gluten-free segment, as has the Pizza Hut which has launched a range of certified gluten-free pizzas, or Parisian restaurants such as NoGlu that offer certified gluten-free menus (***).
Bakeries are also starting to produce certified gluten-free products, such as Eric Kayser in Paris * and ...
5.1 Regulation of the term "gluten-free
Among the existing regulations we can mention the Implementing Regulation (***) No ***/**** of the European commission of ** July **** on requirements for the provision of information to consumers on the absence or reduced presence of gluten in foodstuffs.
These regulations came into force on ** July **** repealing the **** regulations
To ensure that the signal ...
5.2 The need for controls to ensure product quality
The only way for celiac patients to maintain their health is to avoid gluten in their diet. Therefore, the truthfulness of "gluten-free" or "very low gluten" claims is fundamental for this population. Gluten-free" products must contain a maximum of ** ppm of gluten, "very low gluten" products must contain a maximum of ...
6.1 Major market players
- Nutrition & Santé Groupe
- ABCD Nutrition
- Dr Schär
- La vie Claire
- Biscuiterie de Provence
- Ekibio (Groupe Lea Biodiversité)
- Bio c' Bon
- Nature & Cie
- Aglina Paradeigma
- Genius Gluten Free
- Jardin Bio (Léa Nature)
- Le Pain des Fleurs
- Ma Vie Sans Gluten - Ekibio
- Max de Génie
- No Gluten Pro - Allergonline
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