The findings of this survey are unlikely to surprise anyone who has been tracking the global gluten-free market. Initially aimed at those with celiac disease and various forms of gluten intolerance, the movement toward gluten-free products has attracted many individuals without dietary restrictions, who perceive these items as healthier alternatives to traditional options. This trend is even more pronounced in the United States compared to Europe. A study conducted by The Hartman Group revealed that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary needs, while only 8% reported 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 83% of Americans with celiac disease remain undiagnosed, which could further boost market demand.
As the market for gluten-free products continues to grow, reports from Packaged Facts indicate that U.S. sales, which were approximately $973 million in 2014, are expected to exceed $2 billion by 2019. Food manufacturers face the challenge of creating ingredient enhancements that improve the nutritional profile, texture, and flavor of gluten-free offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa are being incorporated to add taste, texture, and additional protein to these products—along with their label claims.
Companies like General Mills have successfully embraced the gluten-free trend with their Progresso soups, while Snyder’s-Lance has done so with its snack crackers. A growing number of other manufacturers are following suit. Recently, online meal kit provider Green Chef Corporation received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, and this label will feature on all of its gluten-free meal kits.
While some argue that the gluten-free trend may be a passing fad that will eventually saturate and decline, the statistics suggest otherwise. In any case, enhancing gluten-free bakery products with functional health benefits, such as including calcium citrate over the counter, can only benefit food producers in a global market where consumers are actively seeking healthier options. Integrating calcium citrate over the counter into gluten-free products may appeal to health-conscious buyers, thereby reinforcing the market’s growth potential.