1.1 Definition and presentation
Gluten is a substance derived from the processing of certain cereals (wheat, rye, barley, oats), present in almost 70% of food products. It can be harmful for people diagnosed with intolerance or allergy. Some of the best-selling gluten-free products are: Beer; Biscuits for aperitifs; Pasta; Bread; Confectionery; Salty; Ready meals.
The global market for gluten-free foods is expanding rapidly, as is the Italian market, which has recently experienced double-digit growth. Driven by a diversification of gluten-free products from the supply side, the market also benefits from consumer sympathy, as gluten-free products are often associated with a healthier diet. The progressive interest in health and food balance is partly responsible for the boom in consumption even by those who are not celiac.
The "gluten-free" craze has convinced the major food groups to position themselves in this segment, alongside the small players: pioneers in the segment or specialists in "organic" food. In addition, catering also leads sales, with more than half of all restaurants in Italy offering gluten-free solutions.
1.2 Analysis of the global market
In ****, the global gluten-free food market was worth approximately $*.* billion. This market is estimated to grow by about *.*% per year over the period ****-**** to reach $*.* billion worldwide by ****.
In ****, the global gluten-free food market amounted to around ***,*** tonnes and is expected to reach around ***,*** tonnes by ****. This highlights the growth ...
1.3 The italian market
Gluten-free products are often bought and enjoyed by people with gluten-related dietary problems, with coeliacs being the most common. . According to AIC data, around * per cent of the Italian population is coeliac. The market created by this disease in Italy alone is worth a total of *** million euros in ****, two thirds ...
1.4 Different way of labelling the gluten-free in Italy
The "Spiga Barrata" (***), and they meet the Technical Regulations of the Trademark concession's demanding production, management, and control criteria. [***]
The claim 'gluten-free' expresses the promise that the operator is aware of current legislation and complies with it, while also taking into account the demands of coeliacs. The ...
1.5 Covid Impact on the market
With the arrival of covid, the eating habits of Italians have changed, or rather, focused on home consumption. In general, in the year of the pandemic, a growing trend was observed in the shopping carts of Italians for "free from" food products and those reserved for those who suffer from food ...
2.1 Consumer's profile
Consumers of gluten-free products fall into two different groups:
Those who are obliged to eat such products in order not to affect their health, and they are: People with celiac disease who suffer from a permanent intolerance to gluten; People with a wheat or gluten allergy; Those who prefer such products ...
2.2 Demand's drivers
The gluten-free market, which in the past has been considered a niche market, seems to be on the rise and could become a mass market. This trend is supported by several drivers, the most influential of which are:
Increasing the range of products on the market
The number and type of ...
2.3 Geographical distribution of demand
Now we are going to see how the expense that the government allocates for gluten-free products to diagnosed coeliacs was distributed in Italy per region in ****, in percentage of the total expense that was € ***.***.***,**. (***).
As the map shows, this expense in concentrated in the northern regions of the country, where the ...
3.1 Structure and Dynamics of the market
Celiac disease affects about *% of the Italian population, according to the Italian Celiac Association. And four out of every six celiac are unaware of their condition. This is a concerning figure, because untreated celiac disease, or worse, undiagnosed celiac disease, can lead to significant consequences. The gluten-free diet is the most ...
3.2 External Competition and Substitutes
The Italian population is becoming increasingly aware of the need to eat heathy and while some people are turning to gluten free to control their diet, it is not the only alternative. There is a trend in constant growth of consumption of "free from" and "rich in" products. The products on ...
3.3 Production Expand 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 Channel
There are five main sales channels for gluten-free products:
The large and medium-sized stores like Coop, Carrefour, Auchan and Conad, which distribute gluten-free product. They have the lowest price for these type of products. Pharmacies, they have higher prices, but guarantee a comparison with qualified personnel and is present in a ...
4.1 Type 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 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 bread.
Starting with the bread we can see that the price of the bread ...
4.3 Manufactures Justify higher gluten free prices
Dr Schär, the European leader in gluten-free products with a strong presence in the Spanish market, justifies the high prices of gluten-free products by the proportionally higher production costs. On the one hand, according to the manufacturer, the current European regulation (***), resulting in very strict control, delivery, production and packaging ...
4.4 An offer that diversifies through innovation
Large and small companies continue to innovate their offerings for coeliacs with new products. One of these is Barilla, which has just released the Mulino Bianco gluten-free Frollini al Miele Millefiori (***), available in a pack of * single portions.
Scotti has decided to take advantage of the properties of quinoa, the new ...
5.1 Regulation of the " gluten free" label
Among the existing regulations we can mention the Implementing Regulation (***) No. ***/**** of the European Commission of July **, **** on the requirements for the provision of information to consumers on the absence or reduced presence of gluten in food. This regulation came into force on July **, **** repealing the **** regulation. In order to ensure ...
5.2 Regulation in Italy
In Italy, the ministerial decree of **** was recognized to coeliacs (***), the right to free supply of foods that have the diction "gluten-free, specifically formulated for coeliacs" or "gluten-free, specifically formulated for people intolerant to gluten".
With a recent decree of the Ministry of Health have been re-evaluated the maximum spending limits ...
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