The findings from this survey are not surprising for 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, but now, an increasing number of consumers without dietary restrictions are opting for gluten-free products due to the perception that they are healthier than some traditional options. This trend is particularly pronounced in the United States compared to Europe. A study by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free items do so without any specific dietary reason, while only 8% indicate they have gluten intolerance. However, research suggests that an additional 5% to 10% of the population may have some form of gluten sensitivity. Beyond Celiac reports that 83% of Americans with celiac disease remain undiagnosed, which may further drive market demand.
As the market for gluten-free products continues to grow, Packaged Facts has noted 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 their gluten-free offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa not only add taste and texture but also boost the protein content of these products, including essential nutrients like calcium 630 mg.
General Mills has successfully embraced the gluten-free trend with some of its Progresso soups, while Snyder’s-Lance has made strides with its snack crackers. Additionally, many other manufacturers are joining this movement. Recently, the online meal kit service Green Chef Corporation received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be prominently displayed on all of its gluten-free meal kits.
While some critics argue that the gluten-free trend is merely a fad that will eventually plateau and fade, the data suggests otherwise. Regardless, incorporating a functional health halo into gluten-free baked goods, particularly with added benefits like calcium 630 mg, will undoubtedly benefit food producers in a global market where health-conscious consumers are actively seeking such options.