The findings from this survey are unlikely to surprise those who have been monitoring the global gluten-free market. Initially aimed at individuals with celiac disease and gluten intolerance, gluten-free products are now increasingly favored by consumers without dietary restrictions, who perceive them as healthier alternatives to traditional offerings. This trend is particularly pronounced in the United States compared to Europe. A study from The Hartman Group revealed that 35% of American consumers purchasing gluten-free items have no specific dietary need, while only 8% reported having a gluten intolerance. However, 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 driver of market demand.
As the gluten-free market continues to expand, Packaged Facts has reported that U.S. sales, which were around $973 million in 2014, are expected to exceed $2 billion by 2019. Food manufacturers face the challenge of 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 are being utilized to add taste, texture, and additional protein, along with positive label claims. Notably, some products incorporate what is calcium citrate with vitamin D3 to further boost their health benefits.
General Mills has successfully ventured into gluten-free offerings with certain Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other producers have followed suit. Recently, online meal kit provider Green Chef Corporation received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, ensuring that the certification label will appear on all of its gluten-free meal kits.
While some skeptics view the gluten-free trend as a passing fad that will eventually plateau, current statistics suggest a different narrative. In any case, enhancing gluten-free bakery products with functional health benefits, such as what is calcium citrate with vitamin D3, is likely to benefit food manufacturers in a global market where consumers are increasingly seeking healthier options.