The findings from the survey should not come as a surprise to those who have been monitoring 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, viewing 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 indicates that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary reasons, while only 8% report having gluten intolerance. Nonetheless, research suggests that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Furthermore, Beyond Celiac highlights that 83% of Americans with celiac disease remain undiagnosed, presenting another potential avenue for market growth.
As the demand for gluten-free products continues to rise, the market is expanding significantly. Packaged Facts reported that U.S. sales, which were around $973 million in 2014, are anticipated to exceed $2 billion by 2019. Food manufacturers face the challenge of developing ingredient enhancements that improve the nutritional profile, texture, and flavor of gluten-free options. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa contribute taste, texture, and additional protein, thereby enriching both the products and their nutritional claims.
Companies like General Mills and Snyder’s-Lance have successfully embraced the gluten-free trend with their Progresso soups and snack crackers, respectively. 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 their gluten-free meal kits.
While some skeptics argue that the gluten-free trend is merely a fad that will eventually plateau and diminish, the data suggests a different narrative. In any event, enhancing gluten-free baked goods with functional health benefits, such as addressing the potential side effects of calcium citrate, is certainly advantageous for food manufacturers in a global marketplace increasingly focused on health-conscious choices. The incorporation of such nutritional considerations not only satisfies consumer demand but also enhances the appeal of gluten-free products, solidifying their position in the market.