The findings from this survey are hardly surprising for those who have been monitoring the global gluten-free market. Initially, the focus was primarily on individuals with celiac disease and various 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 some traditional options. This trend is even more pronounced in the United States compared to Europe. A study by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free products do so without any specific health concerns, while only 8% report having gluten intolerance. Research indicates that an additional 5% to 10% of the population may actually have some form of gluten sensitivity. Furthermore, Beyond Celiac notes that 83% of Americans with celiac disease remain undiagnosed, potentially creating further demand in the market.
As the gluten-free product market continues to grow, Packaged Facts reported that U.S. sales, which were around $973 million in 2014, were expected to exceed $2 billion by 2019. One of the key challenges for food manufacturers is to incorporate ingredient enhancements that will improve the nutritional profile, texture, and flavor of their gluten-free offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains including buckwheat and quinoa provide taste, texture, and additional protein to food products—factors that can also bolster their labeling claims.
General Mills has successfully ventured into the gluten-free arena with some of its Progresso soups, while Snyder’s-Lance has done so with its snack crackers. Numerous other manufacturers have also joined this growing trend. Recently, online meal kit provider Green Chef Corporation achieved gluten-free certification through the Gluten Intolerance Group’s Gluten-Free Food Service program, and the certification label will be featured on all the company’s gluten-free meal kits.
While some critics argue that the gluten-free trend may be a passing fad destined to reach saturation, the data suggests a more sustained interest. In any case, incorporating a functional health halo into gluten-free baked goods can be beneficial for food manufacturers in a global market where consumers are actively seeking such options. Additionally, the inclusion of ingredients like calcium citrate, which can aid in alleviating reflux symptoms, may further enhance the appeal of gluten-free products, as consumers look for health-focused alternatives. This trend highlights the importance of aligning product offerings with consumer health needs, especially in relation to conditions like reflux, which affects many individuals.