Supermarkets Become Gluten-Free Guides

As the days counted down to Dorothy Lane Market’s inaugural Celebrate Gluten Free fair last October, C.A. Diltz was having doubts.

“I was wondering, what if nobody comes?” said the director of the three-store company’s gluten-free programs and organizer of the all-day event. “I was really worried.”

The anxiety was for naught, it turns out. The doors opened at Dorothy Lane’s flagship store in Dayton, Ohio, and customers came streaming in. They sampled offerings from the vendors positioned around the store, sat in on seminars and chatted with one another like old friends.

“It was packed, I mean packed,” said Diltz. “You couldn’t even find a free grocery cart.”

What Dorothy Lane experienced is not so different from what many other retailers have gone through. Having witnessed the incredible popularity of gluten-free products, which have doubled in sales since 2005 and are now worth more than $6 billion, according to market research firm SPINS, they’re trying to further capitalize on the opportunity by reaching out to the growing community of gluten-intolerant shoppers. Many of them don’t quite know what to expect.

According to Diltz, connecting with gluten-free consumers is a significant investment because they crave more than just gluten-free products. They’re also looking for fellowship, knowledge and support, she noted. To this end, supermarkets are offering fairs, classes, dedicated websites, and much more. And while it seems there’s no one right way to reach out to gluten-free shoppers, experts believe commitment is the key.

“What turns this community off is when they’re trying to get information from retailers who don’t know what they’re dealing with,” said Cynthia Kupper, executive director of the Gluten Intolerance Group, an educational nonprofit based in Auburn, Wash.

Many leading gluten-free retailers have found success in utilizing numerous marketing platforms, from the intimacy of one-on-one consultations with store dietitians to the marquee appeal of a community fair. Ingles Markets in Asheville, N.C., offers information and consultations through its dietitian, Leah McGrath. The company also sponsors a gluten-free fair each spring that features sampling booths from more than 50 national vendors, including Bobs Red Mill and Beanitos, as well as numerous local vendors. There’s also a raffle, keynote speakers and other festive activities.

Nature’s Market in Kent, Wash., also hosts a gluten-free fair once a year that brings in close to 50 vendors. Assistant manager Heather Sykes said the event used to take place twice each year, but that these became so popular they had to be consolidated into one large fair in the fall. To keep shopper excitement high throughout the year, Sykes said the store offers regular samplings of gluten-free products.

“We like to put products out and let people try before they buy,” she said.

Sykes also places a lot of emphasis on educating her employees. Nature’s Market carries hundreds of gluten-free products, and she makes sure associates know all of them — from the dozens of items in the dedicated gluten-free section to the hundreds integrated with the store’s specialty selections. Sykes estimated that 25% of her store’s grocery products are gluten free.

“We’re always making sure our employees are aware of what is gluten free and what isn’t because products can change, items get moved around and so you have to be careful,” said Sykes.

Employee education is at the heart of the gluten-free certification program that the Gluten Intolerance Group offers. Companies who sign up are required to establish a training program for all associates. That way, stumped shoppers can turn to anyone for help and not have to worry about quizzical looks or being passed along to another worker.