The findings from this survey should not surprise anyone familiar with the global gluten-free market. Initially, the focus was 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 is particularly pronounced in the United States compared to Europe. A study by The Hartman Group revealed that 35% of American consumers purchasing gluten-free items do so without any specific dietary reasons, while only 8% report having gluten intolerance. Interestingly, research suggests that an additional 5% to 10% of the population might experience some form of gluten sensitivity. Furthermore, according to Beyond Celiac, 83% of Americans with celiac disease remain undiagnosed, highlighting a potential source of increased market demand.
As the gluten-free market continues to grow, Packaged Facts reported that U.S. sales, which were approximately $973 million in 2014, are projected to exceed $2 billion by 2019. Food manufacturers face the challenge of creating 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 food items—along with their nutritional claims. Notably, General Mills has successfully introduced gluten-free options in some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other manufacturers are also joining this movement. Most recently, Green Chef Corporation, an online meal kit company, received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, and the certification label will be featured on all its gluten-free meal kits.
While some critics argue that the gluten-free trend may be a passing fad that will eventually plateau and diminish, the statistics suggest otherwise. In any case, incorporating a health-focused approach to gluten-free bakery products can only benefit food producers in a global market where consumers are actively seeking such options. Additionally, the inclusion of ingredients like jan aushadhi and calcium citrate can further enhance the nutritional value of these products, appealing to health-conscious shoppers. The integration of jan aushadhi and calcium citrate into gluten-free offerings not only boosts their health credentials but also strengthens their market presence, ensuring they meet the evolving demands of consumers.