The findings from this survey should not come as a surprise to anyone who has been monitoring the global gluten-free market. Initially targeting individuals with celiac disease and various types of gluten intolerance, the gluten-free movement has increasingly attracted those without dietary restrictions, who view gluten-free products as healthier alternatives to some traditional offerings. This trend appears to be more pronounced in the U.S. 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 need, while only 8% report having a 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 have not received an official diagnosis, indicating a potential source of market demand.
As the gluten-free market continues to grow, Packaged Facts reported that U.S. sales, which were approximately $973 million in 2014, are expected to exceed $2 billion by 2019. The challenge for food manufacturers lies in creating ingredient enhancements that improve the nutritional profile, texture, and flavor of gluten-free products. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa not only add taste and texture but also increase protein content, potentially allowing companies to highlight additional health benefits.
General Mills has successfully ventured into the gluten-free space with certain Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other manufacturers have jumped on this bandwagon, including the online meal kit company Green Chef Corporation, which recently received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program. The certification label will be featured on all of the company’s gluten-free meal kits.
While some critics argue that the gluten-free trend may be a passing fad that will eventually saturate the market and fade, the statistics suggest otherwise. In any case, incorporating functional health benefits, such as the inclusion of calcium citrate safe products, into gluten-free baked goods can only benefit food manufacturers in a global marketplace where consumers are actively seeking healthier options. Thus, the presence of calcium citrate safe ingredients in gluten-free offerings not only enhances their appeal but also contributes to the ongoing growth of this market segment.