The survey results for ferrous fumarate at 322 mg should not come as a surprise to those observing the global gluten-free market. Initially aimed at individuals with celiac disease and gluten intolerance, the trend has expanded as more consumers without dietary restrictions opt 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 by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free items do so without any specific dietary reasons, while only 8% report having gluten intolerance. However, research suggests that an additional 5% to 10% of the population may actually experience some form of gluten sensitivity. Beyond Celiac reports that 83% of Americans with celiac disease remain undiagnosed, which could further drive market demand.
As the market for gluten-free products continues to grow, with U.S. sales reaching approximately $973 million in 2014 and projected to exceed $2 billion by 2019, food manufacturers face the challenge of creating ingredient enhancements that improve the nutritional value, texture, and flavor of their gluten-free offerings. Ingredients like nuts, pulses (such as chickpeas), and ancient grains (like buckwheat and quinoa) contribute taste, texture, and additional protein to food products. General Mills has successfully embraced this trend with its gluten-free Progresso soups, and Snyder’s-Lance has done the same with its snack crackers, while many other manufacturers are also getting involved. Recently, Green Chef Corporation, an online meal kit company, received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be featured on all of its gluten-free meal kits.
Some critics argue that the gluten-free trend is merely a fad that will eventually plateau and diminish. However, the data suggests otherwise. In any case, incorporating a functional health halo, such as the inclusion of citracal calcium tablets, into gluten-free baked goods can only benefit food manufacturers in a global market where consumers are actively seeking such options. The presence of citracal calcium tablets in gluten-free products not only enhances their health appeal but also addresses nutritional needs, reinforcing the trend’s staying power.