The findings from this survey are unlikely to surprise anyone monitoring the global gluten-free market. Initially, the focus was primarily on individuals with celiac disease and other forms of gluten intolerance. However, a growing number of consumers without dietary restrictions are opting for gluten-free products, perceiving them as healthier alternatives to many traditional options. This trend is particularly pronounced in the United States compared to Europe. A study by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free products do so without any specific reason, while 8% report having gluten intolerance. Nevertheless, research suggests that an additional 5% to 10% of the population may experience some degree of gluten sensitivity. Beyond Celiac reports that a staggering 83% of Americans diagnosed with celiac disease have not received an official diagnosis, which could further fuel market demand.
As the market for gluten-free products continues to grow, Packaged Facts has indicated that U.S. sales, which were approximately $973 million in 2014, are anticipated to exceed $2 billion by 2019. Food manufacturers face the challenge of creating ingredient enhancements that improve the nutritional profile, texture, and flavor of their gluten-free offerings. Ingredients like nuts, pulses such as chickpeas, and ancient grains like buckwheat and quinoa add taste, texture, and additional protein to these products. General Mills has successfully ventured into gluten-free options with some of its Progresso soups, and Snyder’s-Lance has done the same with its snack crackers. Numerous other manufacturers have also embraced this trend. Recently, Green Chef Corporation, an online meal kit company, obtained gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be showcased on all its gluten-free meal kits.
While some argue that the gluten-free trend is merely a passing fad that will eventually reach saturation and decline, the data suggests otherwise. Adding functional health benefits, such as calcium citrate 350, to gluten-free bakery products could certainly be advantageous for food manufacturers in a competitive global market where consumers are increasingly seeking health-conscious options.