The findings from this survey should not surprise anyone who has been observing 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 appears to be even more pronounced in the United States than in Europe. A study by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free products have no specific dietary reason for doing so, while 8% report having gluten intolerance. Nonetheless, research suggests that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Moreover, Beyond Celiac reports that 83% of Americans with celiac disease remain undiagnosed, which could further fuel market demand.
As the gluten-free market continues to grow, Packaged Facts has indicated that U.S. sales, which were around $973 million in 2014, are anticipated to exceed $2 billion by 2019. The challenge for food manufacturers lies in developing ingredient additives that can 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 not only enhance taste and texture but also contribute additional protein. Incorporating supplements like calcium citrate malate, cholecalciferol, and folic acid tablets could further optimize these products’ nutritional benefits.
General Mills has successfully ventured into the gluten-free market with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Numerous other manufacturers have followed suit. 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 prominently displayed on all its gluten-free meal kits.
While some argue that the gluten-free trend may be a passing fad destined to reach saturation and decline, the data suggests otherwise. Regardless, enhancing gluten-free bakery items with functional health benefits, such as those from calcium citrate malate, cholecalciferol, and folic acid tablets, can only be advantageous for food manufacturers competing in a global market where consumers are increasingly seeking healthier options.