The Gluten-Free Agency

1 Purpose. 360 Degrees

Why a Gluten-Free Agency?

The Gluten-Free Boom

With the strong demand for gluten-free products, marketers have come to recognize the need for a team of gluten-free experts that understand the language of the gluten-free consumer and the motivations behind their purchasing behaviours.

The Gluten-Free Boom

Understanding and marketing to this growing consumer group is key to building the gluten-free category.

Demand from the Public

Gluten-free eating is no fad diet. Fueled initially by a tiny minority who can’t process glutens, this trend has become mainstream. How much?

  • Today nearly 1% of the population has celiac disease. That’s about 4 million North Americans. Approximately 15% of consumers eat gluten-free. That’s about 40 million people in North America – a substantial piece of the gluten-rich pie. So one can conclude that at least 13 of that total 15% have a choice. Most incredibly, about 16 million are eating gluten-free because they believe it makes them healthier. This is a movement, not a fad.

  • The number of new gluten-free packaged food and beverage product introductions has grown by 80% from 2005 to 2010.  The growth in retail volume and value sales of gluten-free packaged foods is expected to continue to increase well in to 2014 representing 6 billion dollars.

  • There is a growing number of consumers with celiac disease or gluten intolerance who want more choices of better tasting gluten-free foods from supermarkets and restaurants. They’re willing to pay a price premium for indulgences like bakery foods and snacks.

Demand from Marketers

Gluten-free eating is a major but specialized trend, led and fed online by grass roots communities with their own way of speaking. Together these audiences constitute both a mature market that has grown itself and an explosive opportunity, just waiting for the right marketer to come courting.  Consider:

  • By 2015, the market will be worth $6 billion in North America. Unlike the low-carb craze, this major trend has continued to grow over the past decade.

  • There were well over 1,282 new gluten-free SKUs in the food and beverage categories in 2008 alone.

  • Gluten-free food sales grew yearly by 30% in the USA between 2006 and 2010. What were, until very recently, niche marketers now must address a major international audience.

The issue? Most agencies can’t maintain specialized staff to accommodate clients who want to reach these uniquely tuned-in consumers.

Your On-Demand Team

Seasoned expert advertising and nutrition specialists, the Gluten-Free Agency has successfully marketed to the celiac and gluten-free communities for years. We’re your one-stop shop with the credentials and case studies to prove it.

Plugged In: We speak these communities’ language and know the marketing pitfalls and opportunities.  There’s no need to bring us up to speed. We’re on the ground and already running.

Directly In: The Gluten-Free Agency team has worked together, in assorted capacities, for years. Clients get a well-oiled, connected team who knows how to reach this huge but specialized audience. We deliver results now!

The Gluten-Free Agency Has/Does the Following (does your current agency?)

  • Provides one-stop access to the gluten-free community

  • Established relationships with the experts

  • Monitors the market

  • A database of gluten-free consumers that our clients can access for help and direction

  • Assists in avoiding the pitfalls associated with marketing to niche target audiences. We know their language, wants and needs

  • Provides cost effective reach

  • Brings together traffic generation and conversion tools

  • Brings instant credentials to your products with third part endorsements by experts in the field

  • Provides guidance as you develop and optimize your products from a regulatory and consumer perspective

  • An understanding of their language and what motivates these consumers

  • Years of experience across disciplines — we walk the walk

  • Communication credentials from general marketing with an overlay of expertise in the health and wellness arena



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