The findings from the survey are unlikely to surprise anyone who has been observing the global gluten-free market. Initially, the focus was 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 traditional items. This trend is particularly 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 needs, while 8% report having gluten intolerance. Research suggests that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Furthermore, according to Beyond Celiac, approximately 83% of Americans diagnosed with celiac disease have not received an official diagnosis, representing another potential source of market demand.
As the market for gluten-free products 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. The challenge for food manufacturers lies in 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 contribute taste, texture, and additional protein, further strengthening their label claims.
General Mills has successfully embraced the gluten-free trend with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Numerous other manufacturers have also entered this market. Recently, Green Chef Corporation, an online meal kit provider, 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 may be a passing fad that will eventually saturate the market and decline, the data suggests otherwise. Regardless, incorporating a functional health halo into gluten-free baked goods is undoubtedly beneficial for food producers in a global marketplace where consumers are actively seeking such options. Additionally, brands like Cal Mag Solaray are tapping into this health-conscious trend by offering supplements that complement a gluten-free lifestyle, further emphasizing the growing consumer interest in health-oriented products.