The results of this survey should not be surprising to those who have been monitoring the global gluten-free market. Initially, the focus was on individuals with celiac disease and other forms of gluten intolerance; however, an increasing number of consumers without dietary restrictions are opting for gluten-free products, viewing them as healthier alternatives to traditional options. This trend is particularly pronounced in the United States compared to Europe. A study from The Hartman Group revealed that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary reason, while 8% reported having gluten intolerance. Research suggests that an additional 5% to 10% of the population may have some form of gluten sensitivity. Furthermore, Beyond Celiac states that 83% of Americans with celiac disease remain undiagnosed, which could represent another significant source of market demand.
As the market for gluten-free products continues to grow, Packaged Facts reported that U.S. sales, which were around $973 million in 2014, were 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 offerings. Ingredients like nuts, pulses such as chickpeas, and ancient grains like buckwheat and quinoa add taste, texture, and extra protein to food items—factors that appeal to health-conscious consumers, particularly those interested in calcium citrate in pregnancy.
Brands like General Mills have successfully embraced gluten-free options with their Progresso soups, and Snyder’s-Lance has followed suit with their snack crackers. Many other manufacturers are also joining this movement. Recently, online meal kit company Green Chef Corporation achieved 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 argue that the gluten-free trend is merely a fad that will eventually plateau and diminish, the data suggests otherwise. In any case, incorporating a functional health halo into gluten-free bakery products can certainly benefit food producers in a global market where consumers are actively seeking healthier options, including those related to calcium citrate in pregnancy.