The findings of this survey should not come as a surprise to those who have been monitoring the global gluten-free market. Initially aimed at individuals with celiac disease and other forms of gluten intolerance, the appeal of gluten-free products has grown among those without dietary restrictions, who perceive these items as healthier alternatives to traditional offerings. This trend is even more pronounced in the U.S. than in Europe. According to research from The Hartman Group, 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary reasons, while 8% report having gluten intolerance. Nevertheless, studies suggest that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Furthermore, Beyond Celiac indicates that 83% of Americans with celiac disease remain undiagnosed, potentially contributing to increased market demand.
As the market for gluten-free products continues to grow, Packaged Facts has reported that U.S. sales, which were around $973 million in 2014, are expected 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 not only add taste and texture but also boost protein content—making these products more appealing and health-conscious.
Companies like General Mills have successfully ventured into the gluten-free market with certain Progresso soups, while Snyder’s-Lance has introduced gluten-free snack crackers. Many other manufacturers have also jumped on the bandwagon. Recently, online meal kit provider Green Chef Corporation received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be prominently displayed on all their gluten-free meal kits.
While some believe that the gluten-free trend is merely a passing fad that will eventually plateau, the statistics suggest otherwise. Regardless, incorporating a functional health halo into gluten-free baked goods is a strategy that could benefit food producers in a global market where consumers are actively seeking healthier options, such as those containing calcium citrate. This mineral not only contributes to better health but also aligns with the growing consumer interest in nutritious food choices, making it worthwhile for manufacturers to explore its inclusion in their gluten-free products.
In summary, the gluten-free market is thriving, driven by both necessity and health-conscious choices, and the integration of beneficial ingredients like calcium citrate can further enhance the appeal of these products, ensuring their relevance in the evolving marketplace.