The survey findings regarding the elemental iron content in ferrous fumarate at 210mg should not surprise anyone familiar with the global gluten-free market. Initially aimed at individuals with celiac disease and gluten intolerance, gluten-free products are now increasingly favored by those without dietary restrictions, as they are perceived to be healthier alternatives to some conventional options. This trend appears to be more pronounced in the United States than in Europe. A study by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary requirement, while only 8% report having gluten intolerance. However, research suggests that 5% to 10% of the population may actually have some form of gluten sensitivity. Beyond Celiac indicates that 83% of Americans with celiac disease remain undiagnosed, which could represent another potential source of demand in the market.
As the gluten-free product market continues to grow, Packaged Facts has reported that U.S. sales, estimated at around $973 million in 2014, are expected to exceed $2 billion by 2019. Food manufacturers face the challenge of developing ingredient enhancements that improve the nutritional profile, texture, and flavor of their gluten-free items. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa can add not only taste and texture but also additional protein, which can be beneficial for consumers seeking functional health benefits, including those considering the role of calcium citrate during pregnancy.
General Mills has successfully embraced the gluten-free trend with some of its Progresso soups, and Snyder’s-Lance has followed suit with its snack crackers. Numerous other manufacturers have also joined this growing movement. Most recently, Green Chef Corporation, an online meal kit service, achieved gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, with its certification label to be featured on all gluten-free meal kits.
While some skeptics argue that the gluten-free trend may be a temporary fad destined to reach saturation and decline, the statistics suggest otherwise. Regardless, incorporating functional health benefits, such as the inclusion of calcium citrate during pregnancy, into gluten-free baked goods can certainly benefit food manufacturers in a global market where consumers are actively searching for healthier options.