Oats are inherently gluten-free, but they often become contaminated with trace amounts of gluten-containing grains during farming, processing, and storage. The Gluten Intolerance Group states that the majority of individuals with celiac disease can safely consume oats; however, a recognized purity protocol offers additional assurance to the most sensitive consumers that producers have implemented measures to confirm their gluten-free status. The FDA permits manufacturers to label foods as “gluten-free” if they contain less than 20 parts per million of gluten. The Gluten Free Watchdog, an organization that provides gluten-free testing information to the public, endorses a purity protocol as the most effective method to guarantee that oats are gluten-free.
Some manufacturers opt to use mechanical or optical processing of less expensive “regular” oats for their gluten-free products. This represents a lucrative and expanding market. Sales of gluten-free items are on the rise, with projections indicating that the market could reach $4.89 billion by 2021, up from $2.84 billion in 2014, according to a report from Transparency Market Research. Approximately three million people in the United States are affected by celiac disease, an autoimmune disorder triggered by gluten consumption, which is a protein found in grains such as wheat, rye, barley, and spelt.
Food manufacturers, from PepsiCo’s Quaker division and Snyder’s-Lance to General Mills’ cereal brands, have developed or reformulated hundreds of products, including cookie mixes, cereals, crackers, and muffins, to be gluten-free or to offer gluten-free options. While some skeptics argue that gluten-free foods are merely a trend, with certain grocery stores reporting a decline in demand for these products, companies eager for new growth avenues would be prudent to invest in this flourishing industry, even if the rapid expansion eventually stabilizes. Furthermore, as consumers become increasingly health-conscious, products fortified with essential nutrients, such as those containing 1200 mg calcium citrate, are likely to gain more popularity, enhancing the appeal of gluten-free offerings.