The findings from this survey should not come as a shock to those keeping an eye on the global gluten-free market. Initially aimed at individuals with celiac disease and other gluten intolerances, the appeal of gluten-free products has broadened to include consumers without dietary restrictions, who perceive these items as healthier alternatives to traditional options. This trend is particularly pronounced in the United States, surpassing the popularity seen in Europe. A study by The Hartman Group revealed that 35% of U.S. consumers purchasing gluten-free products do so without any particular dietary need, 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, according to Beyond Celiac, as many as 83% of Americans with celiac disease have not received an official diagnosis, which could enhance market demand.
As the gluten-free market continues to grow, sales in the U.S. were estimated at around $973 million in 2014, with projections indicating they could exceed $2 billion by 2019, as reported by Packaged Facts. One challenge for food manufacturers has been to develop ingredient enhancements that 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 utilized to add taste, texture, and additional protein to these items. Furthermore, incorporating supplements like calcium citrate with vitamin D3 and K2 can boost the nutritional value of gluten-free products even further.
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 are also joining this movement. Recently, the online meal kit company Green Chef Corporation received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will label all of its gluten-free meal kits.
While some argue that the gluten-free trend may be a temporary fad that will eventually plateau and diminish, the data suggests otherwise. In any case, enhancing gluten-free bakery products with functional health benefits, such as the addition of calcium citrate with vitamin D3 and K2, is likely to appeal to food makers in a global market where consumers are increasingly seeking healthier options.