The findings of this survey should not surprise anyone who has been monitoring the global gluten-free market. Initially aimed at individuals with celiac disease and other gluten intolerances, the appeal of gluten-free products has broadened to include those without dietary restrictions, as these products are perceived to be healthier than many conventional options. This trend is even 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 health reasons, while only 8% report having a gluten intolerance. However, it is estimated 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, which may represent another potential driver for market growth.
As the demand for gluten-free products continues to rise, the market is expanding significantly. Packaged Facts has noted that U.S. sales, which were around $973 million in 2014, were projected to exceed $2 billion by 2019. Food manufacturers face the challenge of creating 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 are being used to add taste, texture, and extra protein to these products. For instance, General Mills has successfully introduced gluten-free options with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other manufacturers are also getting involved in this trend. Recently, Green Chef Corporation, an online meal kit company, received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, allowing them to display this label on all their gluten-free meal kits.
Though some skeptics argue that the gluten-free trend is merely a passing fad that will eventually plateau and diminish, the data suggests otherwise. Regardless, incorporating a functional health halo into gluten-free bakery items can only benefit food producers in a competitive global market where consumers are increasingly seeking healthier alternatives. For instance, products that combine the benefits of gluten-free options with nutritional supplements like Puritan’s Pride liquid calcium magnesium citrate might appeal to health-conscious consumers looking for added value in their dietary choices. As the market evolves, the intersection of gluten-free products and nutritional supplements could pave the way for innovative offerings that cater to a broader audience.