The findings from this survey should not surprise anyone who has been monitoring 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 those without dietary restrictions, who often 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 U.S. consumers purchasing gluten-free products 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 indicates that 83% of Americans with celiac disease remain undiagnosed, representing another potential source of market demand.
As the market for gluten-free products continues to grow, Packaged Facts has projected U.S. sales, which were around $973 million in 2014, 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 nuts, pulses such as chickpeas, and ancient grains like buckwheat and quinoa contribute taste, texture, and additional protein to these products, which can also include calcium citrate + d for added health benefits.
General Mills has effectively embraced the gluten-free trend with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Numerous other manufacturers have followed suit. 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 feature its label on all gluten-free meal kits.
While some critics argue that the gluten-free trend may eventually become a passing fad, the data suggests otherwise. In any event, incorporating a functional health halo into gluten-free baked goods, including elements like calcium citrate + d, is certainly advantageous for food manufacturers in a global marketplace where consumers are increasingly seeking such options.