The findings from this survey should not come as a shock to anyone closely observing the global gluten-free market. Initially aimed at individuals with celiac disease and various forms of gluten intolerance, gluten-free products have increasingly attracted consumers without dietary restrictions who consider them healthier alternatives to some traditional options. This trend is particularly pronounced in the United States, surpassing that of Europe. A study by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free items do so without any specific dietary need, while only 8% report having gluten intolerance. However, research indicates that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Beyond Celiac notes that a staggering 83% of Americans with celiac disease remain undiagnosed, presenting another potential source of market demand.
As the market for gluten-free products continues to grow, Packaged Facts has reported that U.S. sales, estimated at around $973 million in 2014, are projected to exceed $2 billion by 2019. Food manufacturers face the challenge of creating ingredient enhancements that improve the nutritional profile, texture, and flavor of gluten-free offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa can provide taste, texture, and additional protein—qualities that consumers are increasingly seeking.
General Mills has effectively embraced the gluten-free trend with its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Numerous other manufacturers have also jumped on board. Recently, online meal kit company Greeis Chef Corporation received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, and the certification label will appear on all of their gluten-free meal kits.
While some argue that the gluten-free trend may be a passing fad that will eventually reach saturation and diminish, the data suggests a different story. In any case, incorporating functional health benefits into gluten-free baked goods can only benefit food producers in a global marketplace where consumers are actively searching for healthier options. Furthermore, products that include cissus quadrangularis, calcium citrate malate, and vitamin K2 7 tablets are likely to appeal to health-conscious consumers looking for added value in their gluten-free choices.