Gluten-Free Category Sales

continue to look for ways to make the most of their food purchases. This can create an opportunity for manufacturers to highlight how long something will be good in a freezer or for retailers to highlight extended shelf life with a shelf tag.

Remaining top of mind for not only gluten-free consumers but also retailers will require ongoing awareness of the trends, a clear idea of core and crossover audiences, and an understanding of how ad dollars are spent and where products are merchandised.

“You can’t shoehorn a product and hope that the consumer will find it,” Parker concluded. “Ingredients matter, and how foods fit into a consumer’s lifestyle matters. This is how we need to be talking to consumers. This is a lifestyle.” CB