These survey findings should not surprise anyone following the global gluten-free market. Initially aimed at individuals with celiac disease and gluten intolerance, gluten-free products have gained popularity among those without dietary restrictions, who perceive them as healthier alternatives to traditional items. This trend is even more pronounced in the United States compared to Europe. A study by The Hartman Group revealed that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary reasons, while only 8% cite gluten intolerance. However, research suggests that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Furthermore, Beyond Celiac reports that 83% of Americans with celiac disease remain undiagnosed, which may represent another potential source of demand in the market.
As the gluten-free market continues to expand, Packaged Facts has noted that U.S. sales, estimated at around $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 offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa not only enhance taste and texture but also contribute additional protein and health benefits, including tab calcium citrate, which can support bone health.
Companies such as General Mills have successfully embraced the gluten-free trend with certain Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Numerous other manufacturers are also joining this movement. Recently, Green Chef Corporation, an online meal kit provider, achieved gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will prominently display its label on all gluten-free meal kits.
Some critics argue that the gluten-free trend may be a passing fad that will eventually saturate and decline. However, the numbers suggest a different trajectory. Regardless, incorporating functional health benefits, such as those offered by tab calcium citrate, into gluten-free bakery products will undoubtedly be advantageous for food manufacturers operating in a global marketplace where consumers are actively seeking healthier options.