The findings of this survey are unlikely to surprise anyone who has been keeping an eye on the global gluten-free market. Initially aimed at individuals with celiac disease and various forms of gluten intolerance, gluten-free products have gained popularity among those without dietary restrictions, who perceive them as healthier alternatives to traditional options. This trend is particularly pronounced in the United States, outpacing that in Europe. A study by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary need, while only 8% report having a gluten intolerance. However, research suggests that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Furthermore, Beyond Celiac indicates that a staggering 83% of Americans with celiac disease remain undiagnosed, representing another potential source of demand in the gluten-free market.
As the market for gluten-free products continues to grow, Packaged Facts has projected U.S. sales, which were around $973 million in 2014, to exceed $2 billion by 2019. Food manufacturers face the challenge of creating ingredient additions that enhance 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 contribute taste, texture, and extra protein to these products, potentially elevating their appeal. For instance, General Mills has successfully launched gluten-free options with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other companies are following this trend.
Recently, Green Chef Corporation, an online meal kit service, 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 speculate that the gluten-free trend may be a passing fad that will eventually saturate the market and decline, current data suggests otherwise. In any case, incorporating a functional health halo into gluten-free bakery products can only benefit food manufacturers in a global marketplace where consumers are increasingly searching for healthier options, such as those found in products like Solgar Calcium Citrate with Vitamin D3 120 Tablets. This trend is likely to continue as more shoppers seek out gluten-free alternatives, alongside other health-oriented products.