I don’t shop Market District too often. It’s a bit of a drive. It’s pricey. And other neighborhood stores fit the bill for my everyday grocery – and gluten free – needs. But I was on a mission last week: cotton candy. Yes, that’s right. My daughter’s birthday wish list always includes cotton candy. And luckily for me, Giant Eagle’s Market District features an old-fashioned “store-within-a-store” candy shop complete with a good old-fashioned cotton candy machine.
So while there, I took the opportunity to shop around. My focus: What new and exciting items might I find in gluten free? Well, let me tell you, Market District is a treasure trove for anyone looking for a gluten-free adventure.
Market District Gluten-Free Dedicated Section(s)
My adventure took me to the Market District in Upper Arlington, Ohio, a rather tony Columbus neighborhood. Since its opening in 2010, I’ve been a fan of Market District’s gluten-free assortment and merchandising.
“Gluten free” is the first center store grocery aisle adjacent to the health & wellness department. The store features a full aisle of gluten-free shelf space to explore.
Located somewhat catty-corner to the gluten-free aisle is the frozen foods department. The retailer offers much more in terms of frozen gluten-free here behind four dedicated freezer doors.
Market District Gluten-Free: New Product Introduction
Grupo Bimbo deploys special merchandise displays to highlight its new product introduction, Goodbye Gluten bread and wraps, in Market District. The display stands out from other in-aisle gluten free products to grab shopper attention.
Market District also uses shelf tags to call attention to new product introductions, like Cappello’s pasta in the grocery aisle and Urban Farmer’s pizza in frozen foods.
- Founded in 2011, Colorado-based Cappello’s is a gourmet food company specializing in high-end gluten-free, grain-free products. Its product line includes packaged pasta (fettuccini, gnocchi and lasagna sheets), frozen pizzas and frozen chocolate chip cookie dough. All items are paleo-friendly as well.
- Finding Chicago-based Urban Farmer gluten-free frozen pizza in Market District is a pleasant surprise. Founded in 2014, Urban Farmer’s core focus is offering a limited variety of better-for-you pizza products that are 100% natural and gluten free. The assortment includes Gluten-Free Five Cheese Pizza, Gluten-Free Margherita Pizza, Gluten-Free Basil Pesto Pizza and a Gluten-Free Par-baked Pizza Crust. The company’s frozen pizzas just began hitting retail stores (mostly around Chicagoland, including Mariano’s) in January 2016. So, watch for it coming to a store near you soon.
Market District Gluten-Free: International Assortment
We found a number of international gluten-free brands on Market District’s shelf, including gluten-free stalwarts Dr. Schar (Italy) and Freedom Foods (Australia). Both brands already have penetrated the U.S. in a big way with a strong presence in retailers nationwide.
Another international brand found in Market District is Mrs. Crimble’s Coconut Macaroons. England-based Mrs. Crimble’s is touted as one of the first brands to be stocked on “Free From” fixtures in U.K. supermarkets (like Sainsbury’s, Tesco and Waitrose). Today, Mrs. Crimble’s is gaining a worldwide presence in retailers in the U.S., Canada and Australia.
Market District Gluten-Free: Stand-out Merchandising
Market District stores are recognized for their interesting merchandise displays and clever cross-merchandising techniques. We found this true for gluten-free goods as well. Some stand-out displays of note include:
- Angie’s BoomChickaPop: A huge “pink” endcap display in Market District certainly is an eye-catcher.
- Perfect Bar: Because the bars must be refrigerated, Perfect Bar has incorporated a special case adjacent to the dairy and wellness departments. The case features plenty of product information to educate consumers on what Perfect Bars are all about: 20+ super foods, good source of fiber, high in protein, non-GMO and, oh yeah, gluten free.
- Vigilant Eats: Vigilant Eats launched its Goji Cacao flavor of SUPERFOOD CEREAL in 2012. It has since expanded to six SKUs and is gaining traction across the U.S. We found an impressive endcap display featuring Vigilant Eats grab-and-go cereals at the end of Market District’s gluten-free aisle.
Key Findings
- Gluten-free options are expanding at a fast and furious pace. And vendors are hitting many of the right buttons in terms of eating behaviors and shopping trends: healthy; unique; grab-and-go; snacking.
- A growing number of premium upscale supermarkets, including Giant Eagle’s Market District, is giving natural supermarkets (think Whole Foods) a run for their money when it comes to fresh foods, specialty items and “free from” products, including gluten free. Among the others we include in this group are Kroger-owned Mariano’s chain and the West Coast’s Bristol Farms. Specialty goods suppliers can find growth in this niche grocery channel.
- The mainstreaming of gluten free could very well be eating into the sales of Whole Foods, The Fresh Market and others. Finding a broad assortment of gluten-free and other allergy-friendly goods at the local supermarket means shoppers with Celiac Disease and other food allergies (or their caregivers) are making fewer trips to a Whole Foods or other specialty retailer. On Wednesday, Whole Foods reported a 2.6% decline in comparable store sales for its third quarter.
For more on Whole Foods, download for free: “Gluten-Free Retail Tour: Whole Foods – Easton, OH“
- We anticipate a greater globalization of gluten-free brands in the coming years. In particular, watch as established European brands continue to make headway in the U.S. There is more awareness of and testing for Celiac Disease overseas. Consequently, “gluten free” offers – both at retail and in restaurants – is more ubiquitous than in the U.S.