These survey findings should not surprise anyone who has been tracking the global gluten-free market. Initially targeting individuals with celiac disease and other gluten intolerances, the market has seen a growing number of consumers without dietary restrictions opting for gluten-free products, viewing them as healthier alternatives to traditional offerings. This trend is notably more pronounced in the U.S. compared to Europe. A study by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free items do so without any specific reason, 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 83% of Americans with celiac disease remain undiagnosed, which could represent a significant opportunity for market growth.
As the demand for gluten-free products continues to rise, the market is evolving. Packaged Facts reported that U.S. sales, which were approximately $973 million in 2014, were expected to exceed $2 billion by 2019. Food manufacturers face the challenge of developing ingredient enhancements that improve the nutritional value, texture, and flavor of gluten-free offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa not only add taste and texture but also increase protein content and bolster label claims.
General Mills has successfully embraced the gluten-free movement with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Numerous other brands are also joining this trend. Recently, online meal kit service Green Chef Corporation received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will feature its label on all gluten-free meal kits.
While some argue that the gluten-free trend is merely a fad destined to fade, the data suggests otherwise. Regardless of opinions, incorporating functional health benefits into gluten-free baked goods is likely to benefit food manufacturers in a global market where consumers are actively seeking such options. It’s worth noting that many consumers are curious about various health-related queries, including questions like “does calcium citrate make you sleepy?” This highlights the growing consumer interest in understanding how different ingredients can affect their health and wellness. As the gluten-free market expands, the intersection of health consciousness and dietary preferences will continue to shape consumer choices.