The findings from this survey should not be surprising to anyone observing the global gluten-free market. Initially aimed at individuals with celiac disease and other gluten intolerances, gluten-free products have increasingly attracted consumers without dietary restrictions who perceive them as healthier alternatives to traditional options. This trend is particularly pronounced in the United States compared to Europe. A study by The Hartman Group indicates that 35% of U.S. consumers purchasing gluten-free items do so without any specific dietary reasons, while only 8% report having gluten intolerance. However, research suggests that an estimated 5% to 10% of the population may experience some form of gluten sensitivity. Beyond Celiac also highlights that 83% of Americans with celiac disease remain undiagnosed, which could further fuel market demand.
As the gluten-free market continues to grow, Packaged Facts reported that U.S. sales, which were around $973 million in 2014, are projected to exceed $2 billion by 2019. Food manufacturers face the challenge of developing ingredient enhancements that improve the nutritional profile, texture, and flavor of their gluten-free offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa contribute taste, texture, and additional protein to these products.
General Mills has successfully embraced the gluten-free trend with its Progresso soups, and Snyder’s-Lance has done the same with its snack crackers. Many other manufacturers are also entering this space. Recently, Green Chef Corporation, an online meal kit company, achieved gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will label all of its gluten-free meal kits accordingly.
While some believe the gluten-free movement is merely a fad that will eventually plateau and diminish, the data suggests otherwise. Regardless, incorporating beneficial ingredients like calcium citrate and alfacalcidol tablets into gluten-free bakery products can certainly benefit food manufacturers in a competitive global market where health-conscious consumers are actively seeking such options. This addition of functional health benefits can enhance the appeal of gluten-free products, making them more attractive to a wider audience.