The majority of consumers also eat regular bread

Innovation opportunities in gluten-free bread in USA and UK

23%

46%

31%19%

56%

25%

Most consumers are not yet positive about the value-for-money

How often people eat gluten-free bread

varies strongly

2/3 of consumers would consider buying gluten-reduced bread

Consumers think gluten-free bread

should be improved

7% 16% 40% 24% 13%

17% 16% 40% 13% 3%

moistness

63%59%

softness

66%63%

77% 81%

35% 37%

38% 43%

17%11%

11% 8%

Daily MonthlyWeekly Less than monthly

‘All natural’ most appealing claim

Health benefits are the key driver for gluten-free consumption

Health benefits

Easier to digest

Gluten intolerance /sensitivity

A family member

eats it

More nutritional

value

Losing weight /

diet

Irritable Bowel

Syndrome

Celiac disease

Better taste

42%37%20%

31%

13%15% 16%

12%

6%

12%10%10%

7%9% 10%

4%

8%

2%5% 4%

Only gluten-free bread

Mos

tly o

ther

bread

Mostly gluten-free

Only gluten-free bread

Mos

tly o

ther

bread

Mostly gluten-free