The findings of this survey should not be surprising to anyone who has been monitoring the global gluten-free market. Initially, the focus was on individuals with celiac disease and gluten intolerance, but an increasing number of consumers without dietary restrictions are opting for gluten-free products, perceiving them as healthier alternatives to traditional options. This trend is more 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 need, 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. Furthermore, Beyond Celiac highlights that 83% of Americans with celiac disease remain undiagnosed, indicating another potential source of market demand.
As the market for gluten-free products continues to grow, Packaged Facts reported 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 value, texture, and flavor of their gluten-free offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa not only enhance taste and texture but also provide additional protein and health benefits. For instance, including calcium citrate from natural sources in gluten-free products can boost their appeal to health-conscious consumers.
General Mills has successfully embraced the gluten-free trend with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers, and numerous other manufacturers have followed suit. Recently, the online meal kit company Green Chef Corporation 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 individuals argue that the gluten-free trend may be a passing fad that will eventually reach saturation and decline, the data suggests otherwise. Regardless, incorporating functional health elements, such as calcium citrate derived from natural sources, into gluten-free baked goods will undoubtedly benefit food manufacturers in a global market where consumers are actively seeking healthier options.