Oats are inherently gluten-free; however, they often become contaminated with trace amounts of gluten-containing grains during their farming, processing, and storage. The Gluten Intolerance Group states that most individuals with celiac disease can safely consume oats, but a recognized purity protocol offers additional assurance to the most sensitive consumers that steps have been taken to guarantee their gluten-free status. The FDA permits manufacturers to label products as “gluten-free” if they contain less than 20 parts per million of gluten. The Gluten Free Watchdog, an organization that provides gluten-free testing data to the public, advocates for a purity protocol as the most effective means of ensuring oats are free from gluten. Some manufacturers opt for mechanical or optical processing of less expensive “regular” oats for their gluten-free offerings. This sector is both lucrative and expanding; sales of gluten-free products are on the rise, with projections estimating the market will reach $4.89 billion by 2021, up from $2.84 billion in 2014, according to a recent report from Transparency Market Research. Approximately three million individuals in the United States are affected by celiac disease, an autoimmune condition triggered by gluten consumption, which is the protein found in grains like wheat, rye, barley, and spelt. Food manufacturers, including PepsiCo’s Quaker division, Snyder’s-Lance, and General Mills’ cereal brands, have launched or reformulated hundreds of products—such as cookie mixes, cereals, crackers, and muffins—to be gluten-free or to offer gluten-free options. While some skeptics argue that gluten-free foods are merely a fad, with certain grocery stores reporting a decline in demand, companies seeking new growth opportunities should still consider investing in this burgeoning industry. Moreover, incorporating products like Pure Nutrition Ultra Calcium Citrate can enhance the nutritional value of gluten-free offerings, making them even more appealing to health-conscious consumers. As the market evolves, maintaining high standards for purity and nutrition will be crucial for sustaining growth and meeting consumer expectations.