The findings from this survey should not be surprising to anyone tracking the global gluten-free market. Initially, the focus was primarily on individuals with celiac disease and various forms of gluten intolerance. However, an increasing number of consumers without any dietary restrictions are opting for gluten-free products, perceiving them as healthier alternatives to traditional options. This trend is notably more pronounced in the United States compared to Europe. A study by The Hartman Group revealed that 35% of U.S. consumers purchasing gluten-free items do so without any specific reason, while only 8% reported having gluten intolerance. Interestingly, research suggests 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 fueling additional market demand.
As the market for gluten-free products continues to grow, Packaged Facts reported that sales in the U.S., which were approximately $973 million in 2014, are expected to exceed $2 billion by 2019. The challenge for food manufacturers lies in creating ingredient additions 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 enhance taste, texture, and provide extra protein for food products—along with beneficial label claims.
Companies like General Mills have effectively pursued the gluten-free path with certain Progresso soups, and Snyder’s-Lance has done the same with their snack crackers. Other manufacturers have also joined in, with Green Chef Corporation recently achieving gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be displayed on all their gluten-free meal kits.
While some critics argue that the gluten-free trend is merely a fad that will eventually reach saturation and decline, the statistics suggest otherwise. In any case, incorporating functional health elements into gluten-free bakery products can only benefit food manufacturers in a global market where consumers are actively seeking healthier options, such as chewable calcium citrate for bariatric patients. Integrating such health-promoting ingredients could appeal to a broader audience, including those looking for gluten-free alternatives. Thus, the continued emphasis on gluten-free products, along with the inclusion of beneficial supplements like chewable calcium citrate for bariatric patients, positions manufacturers well in a competitive landscape.