The findings from this survey should not come as a surprise to anyone monitoring the global gluten-free market. Initially aimed at individuals with celiac disease and various gluten intolerances, the appeal of gluten-free products has broadened to include those without specific dietary restrictions, who now opt for gluten-free options due to their perceived health benefits compared to traditional goods. This trend is particularly pronounced in the United States, even more so than in Europe. A study by The Hartman Group revealed that 35% of U.S. consumers purchasing gluten-free products do so without any special dietary reason, while only 8% identified as having gluten intolerance. However, research suggests that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Furthermore, according to Beyond Celiac, 83% of Americans with celiac disease remain undiagnosed, potentially contributing to the growing market demand.
As the gluten-free product market expands, sales in the U.S. were reported to be around $973 million in 2014 and are projected to exceed $2 billion by 2019, according to Packaged Facts. Food manufacturers face the challenge of creating ingredient enhancements that improve the nutritional profile, texture, and flavor of their 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.
General Mills has successfully incorporated gluten-free options in its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other manufacturers have followed suit. Recently, Green Chef Corporation, an online meal kit company, received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, and its gluten-free meal kits will bear this certification.
While some industry observers argue that the gluten-free trend may eventually plateau and decline, the data suggests otherwise. In any case, incorporating functional health benefits into gluten-free baked goods is certainly advantageous for food producers in a global market where consumers are increasingly searching for healthier options, including those addressing concerns like calcium citrate and kidney stones. Given the increasing awareness around health issues, emphasizing the benefits of gluten-free products could resonate well, especially for those concerned about conditions like kidney stones. Thus, the gluten-free movement appears to be more than a passing fad, with ample room for growth and innovation.