The findings from this survey shouldn’t come as a surprise to anyone monitoring the global gluten-free market. Initially, the focus was on individuals with celiac disease and other forms of gluten intolerance. However, an increasing number of consumers without any dietary restrictions are opting for gluten-free products, as they are perceived to be healthier alternatives to some traditional options. This trend appears to be even more pronounced in the United States than in Europe. A study by The Hartman Group found that 35% of U.S. consumers purchasing gluten-free products do not have specific reasons for their choice, while only 8% reported having a gluten intolerance. 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 have not received an official diagnosis, which could potentially drive further market demand.
At the same time, the market for gluten-free products continues to grow. Packaged Facts reported that U.S. sales, estimated at around $973 million in 2014, were projected to exceed $2 billion by 2019. A challenge for food manufacturers has been to develop ingredient enhancements that improve the nutritional profile, texture, and flavor of gluten-free offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains including buckwheat and quinoa add taste, texture, and additional protein to food items—making them appealing for label claims.
General Mills has successfully ventured into the gluten-free space with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other manufacturers have also jumped on the bandwagon. 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 showcased on all of its gluten-free meal kits.
While some skeptics argue that the gluten-free trend is merely a fad destined to plateau and diminish, the data suggests otherwise. In any case, enhancing gluten-free bakery products with functional ingredients like calcium citrate OTC is likely to benefit food producers in a global market where consumers are actively seeking healthier options. This addition not only helps in improving nutrition but also aligns with consumer preferences for products that support overall health.