2020 has been a unique year. We spent some time to review current gluten-free trends to see how they may impact the market.
Whether it’s for health reasons or having a medical condition such as celiac disease, more Americans are going gluten-free. Because of this, the market for gluten-free foods is bound to increase–it’s just a matter of how much. Zion Market Research predicts the gluten-free product market will reach $7.6 billion by 2024.
The Gluten Intolerance Group certified Enjoy Life as its first gluten-free company in 2005. In 2010, the group certified approximately 10,000 products. As of November 2019, it has certified 63,794 products worldwide. It’s expecting 8-10% growth over the next five years, and the U.S. is the largest gluten-free market.
The reason? One percent of the U.S. population has celiac. That’s 3 million Americans. But up to 13% of the U.S. population is believed to have non-celiac gluten sensitivity, and that’s about 40 million Americans.
There will be a greater demand for gluten-free convenience foods
Consumers are accustomed to just grabbing pizza crust and other convenience foods off the shelf–they’re always looking to get rid of any extra steps. And those in the industry are taking notice.
Think grab-and-go meals that are quick and have heat-and-eat elements; this includes gluten-free pizzas, soups and other prepared food that aren’t just snacks.
Oats will continue to be scrutinized
How oats are sourced and certified will continue to be a hot topic. Oats are being used in more gluten-free products. There’s confusion about what it means for a product to be made with gluten-free oats that are safe.
Using certified gluten-free oats is your safest bet because it’s a high-risk ingredient for cross-contamination with wheat and other gluten-containing grains. There are some consumers, mostly those with celiac disease, who can’t tolerate oats in any capacity even though they are technically gluten-free.
Gluten-free desserts- a growing trends
One market segment that is open to innovation and growth is gluten-free desserts. Most traditional cakes and pies are made with gluten-containing wheat flours, but “flourless” cakes and brownies have also become available, giving the gluten-free diner the ability to choose a dessert. And, though it’s not a dessert, pizza dough made with cauliflower has recently entered the market as a real innovation that many consumers buy, whether they are following a gluten-free diet or not, because they like the texture and the taste, and because of its perceived health benefits.
According to a report by Research and Markets, growth in the global gluten-free (GF) food market is driven in large part by growing awareness of the health benefits of GF foods, the prevalence of gluten intolerance and an increase in demand for GF options in restaurants.
These were a few of the trends we noticed, stay tuned for more. Look forward to tasty gluten-free options that will meet the future needs of this expanding market.