Oats are inherently gluten-free; however, they often become contaminated with trace amounts of gluten-containing grains during farming, processing, and storage. The Gluten Intolerance Group indicates that most individuals with celiac disease can safely consume oats, but having a verified purity protocol reassures the most sensitive consumers that producers have implemented measures to guarantee gluten-free status. The FDA permits manufacturers to label foods as “gluten-free” if they contain less than 20 parts per million of gluten. The Gluten Free Watchdog, an organization providing gluten-free testing data to the public, endorses a purity protocol as the most reliable method to ensure that oats remain gluten-free. Some manufacturers opt to use mechanical or optical processing on less expensive “regular” oats for their gluten-free offerings. This sector represents a lucrative and expanding market. Sales of gluten-free products are on the rise, with projections estimating that the market will reach $4.89 billion by 2021, up from $2.84 billion in 2014, according to a recent report from Transparency Market Research. Approximately three million people in the United States are affected by celiac disease, an autoimmune condition triggered by gluten found in grains such as wheat, rye, barley, and spelt. Food manufacturers, including PepsiCo’s Quaker division, Snyder’s-Lance, and General Mills, have introduced or reformulated hundreds of products—such as cookie mixes, cereals, crackers, and muffins—to be gluten-free or to provide gluten-free options. While some skeptics argue that gluten-free foods are merely a trend, with certain grocery stores reporting a decline in demand for these items, companies seeking new growth opportunities would be wise to invest in this thriving industry, even if the current explosive growth eventually stabilizes. Additionally, the demand for products like a women’s multivitamin with calcium citrate continues to rise as consumers become more health-conscious, further supporting the trend toward gluten-free offerings. Manufacturers should consider how incorporating health-oriented products, such as a women’s multivitamin with calcium citrate, could complement their gluten-free lines, appealing to a broader audience and tapping into the growing wellness market.