The findings of this survey should not come as a surprise to those monitoring the global gluten-free market. Initially aimed at individuals with celiac disease and other forms of gluten intolerance, the appeal of gluten-free products has expanded to those without dietary restrictions, who perceive these items as healthier alternatives to traditional options. This trend is particularly pronounced in the United States compared to Europe. A study by The Hartman Group reveals that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary needs, while only 8% report having gluten intolerance. However, research suggests that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Moreover, Beyond Celiac indicates that 83% of Americans with celiac disease remain undiagnosed, potentially boosting market demand.
As the market for gluten-free products continues to grow, Packaged Facts projected U.S. sales of around $973 million in 2014 would exceed $2 billion by 2019. Food manufacturers face the challenge of creating ingredient enhancements that improve the nutritional profile, texture, and flavor of their gluten-free offerings. Ingredients such as calcium citrate electrolytes, nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa can add taste, texture, and additional protein to food items—along with positive label claims.
General Mills has successfully adopted gluten-free options with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Numerous other manufacturers have followed suit. Most recently, Green Chef Corporation, an online meal kit service, received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be prominently displayed on all its gluten-free meal kits.
While some argue that the gluten-free trend is merely a fad that will eventually plateau and diminish, the statistics suggest otherwise. In any case, incorporating functional health benefits, such as calcium citrate electrolytes, into gluten-free bakery products is likely to benefit food producers in a global marketplace where consumers are actively seeking such attributes.