The findings of this survey are likely not surprising to anyone keeping an eye on the global gluten-free market. Initially aimed at individuals with celiac disease and various forms of gluten intolerance, the gluten-free trend has gained traction among those without dietary restrictions, who perceive gluten-free products as healthier alternatives to traditional options. This trend appears to be more pronounced in the U.S. compared to Europe. A study by The Hartman Group indicates that 35% of U.S. consumers purchasing gluten-free products have no specific reason for their choice, while only 8% report having gluten intolerance. However, research suggests that between 5% to 10% more of the population may have some form of gluten sensitivity. Additionally, Beyond Celiac reports that 83% of Americans with celiac disease remain undiagnosed, presenting another potential source of demand for gluten-free products.
As the market for gluten-free items continues to grow, Packaged Facts has highlighted that U.S. sales, which were around $973 million in 2014, are expected 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 offerings. Ingredients like calcium citrate crushable nuts, chickpeas, and ancient grains such as buckwheat and quinoa contribute taste, texture, and extra protein, thereby enhancing the appeal of these products.
Companies like General Mills have successfully embraced the gluten-free trend with their Progresso soups, and Snyder’s-Lance has done the same with their snack crackers. Many other manufacturers have also joined this movement. Recently, online meal kit provider Green Chef Corporation received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be prominently featured on all of their gluten-free meal kits.
While some argue that the gluten-free trend may be a passing fad that will eventually saturate and decline, the data points to a different conclusion. Regardless, incorporating a functional health halo—such as calcium citrate crushable ingredients—into gluten-free bakery products can only benefit food manufacturers in a global marketplace where consumers are actively seeking healthier options.