The findings from this survey are likely familiar to those tracking the global gluten-free market. Initially aimed at individuals with celiac disease and various forms of gluten intolerance, the appeal of gluten-free products has broadened to include consumers without dietary restrictions, who perceive these products 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 health reasons, while only 8% reported having 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, presenting another potential source of market demand.
As the gluten-free market continues to grow, Packaged Facts indicated 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 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 add taste and texture, as well as nutritional benefits, including the best calcium citrate with vitamin D, which can bolster label claims.
Companies like General Mills have successfully ventured into the gluten-free realm with certain Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. A growing number of manufacturers are joining this movement. Recently, Green Chef Corporation, an online meal kit provider, obtained gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be featured on all its gluten-free meal kits.
While some critics argue that the gluten-free trend is merely a passing fad that will eventually plateau, the data suggests otherwise. Regardless, incorporating functional health benefits, such as the best calcium citrate with vitamin D, into gluten-free baked goods can certainly benefit food producers in a global market where consumers are actively seeking healthier options.