The findings of this survey should not come as a surprise to anyone following the global gluten-free market. Initially, this market was primarily aimed at individuals with celiac disease and other forms of gluten intolerance. However, an increasing number of consumers without any dietary restrictions are opting for gluten-free products, viewing them as healthier alternatives to traditional items. 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 specific reason, while only 8% reported having gluten intolerance. 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, presenting another potential 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 projected to exceed $2 billion by 2019. Food manufacturers face the challenge of developing 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 provide added taste, texture, and protein to these products. General Mills has effectively adopted the gluten-free approach in some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other manufacturers are following suit. Recently, online meal kit service Green Chef Corporation received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will label all of its gluten-free meal kits.
While some believe the gluten-free trend is merely a fad that will eventually saturate the market and fade, the data suggests otherwise. In any case, incorporating functional health benefits into gluten-free baked goods certainly aligns well with food makers in a global market where consumers are actively seeking options that promote health, such as calcium citrate gummy supplements. The presence of these health-focused products can only enhance the appeal of gluten-free offerings as they continue to gain traction among consumers, emphasizing the importance of innovation in this expanding market.