The recent findings regarding survey results on ferrous fumarate should not come as a surprise to anyone monitoring the global gluten-free market. Initially, the focus was on individuals with celiac disease and other forms of gluten intolerance. However, an increasing number of consumers without dietary restrictions are opting for gluten-free products, perceiving 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 requirements, while 8% claim to have no gluten intolerance. Research indicates that between 5% to 10% more individuals may have some form of gluten sensitivity. Additionally, according to Beyond Celiac, 83% of Americans with celiac disease have not been officially diagnosed, which could further drive market demand.
As the market for gluten-free products continues to grow, Packaged Facts has reported that U.S. sales, estimated at around $973 million in 2014, are projected to exceed $2 billion by 2019. Food manufacturers face the challenge of creating ingredient enhancements to 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 contribute taste, texture, and additional protein, while also supporting label claims.
General Mills has successfully embraced the gluten-free trend with some Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other companies 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, which will be featured on all of its gluten-free meal kits.
While some argue that the gluten-free trend may eventually wane and reach a saturation point, current data suggests otherwise. Regardless, incorporating a functional health halo into gluten-free bakery products can only benefit food manufacturers in a global market where consumers are increasingly seeking such options. Moreover, products like Solgar calcium citrate with D3 can enhance the nutritional value of gluten-free offerings, appealing to health-conscious consumers. The inclusion of functional ingredients, such as Solgar calcium citrate with D3, in gluten-free products not only boosts their appeal but also addresses the growing demand for healthier choices in the market.