These survey findings should not be surprising to anyone monitoring the global gluten-free market. Initially, the focus was primarily 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 compared to Europe. A study conducted by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary reasons, while only 8% report having a gluten intolerance. Nonetheless, research indicates that 5% to 10% more individuals may experience some form of gluten sensitivity. According to Beyond Celiac, a significant 83% of Americans with celiac disease remain undiagnosed, which could represent another avenue for market demand.
As the gluten-free product market continues to grow, Packaged Facts reported that U.S. sales, estimated at approximately $973 million in 2014, were projected to exceed $2 billion by 2019. Food manufacturers face the challenge of creating ingredient enhancements that will 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 are being incorporated to add taste, texture, and extra protein to food items—and to their marketing claims.
General Mills has successfully embraced the gluten-free trend with certain Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Numerous other manufacturers are also joining this movement. 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 be featured on all of the company’s gluten-free meal kits.
While some argue that the gluten-free trend is merely a fad that will eventually plateau and disappear, the data suggests otherwise. In any case, incorporating functional health benefits, such as calcium citrate untuk apa, into gluten-free baked goods can certainly benefit food producers in a global market where consumers are actively seeking such options. By leveraging these health claims, manufacturers can further appeal to the growing demand for gluten-free products.