Gluten-free food is mainly for people with celiac disease and that is around 1% of the total population. Although the number of people suffering from celiac disease has remained the same over the years, the number of people following gluten-free diet has tripled. This is mainly because gluten-free food is being perceived as healthier foods by consumers. Gluten-free diet has become one of the most popular trends in the U.S. The gluten free food market is also driven by the growing prevalence of obesity across countries in Europe and North America. Thus, gluten0-free food has shifted from being a medicated product for gluten-intolerant people to a lifestyle choice for millions worldwide.
Factors boosting the demand for gluten-free food products among consumers
The global gluten-free food market is thriving on account of a growing awareness among an increasing number of consumers, regarding the need to cut down on gluten from their staple food. This is because gluten is known to add weight, which could result in obesity. Obesity causes many other health issues and thus, there is a need to control and manage weight. Hence, a large number of people are avoiding food products containing gluten, irrespective of suffering from celiac disease. Gluten-free food not only helps in weight management, but also gives high energy levels, improves digestive health, and regularizes the cholesterol levels of the body.
Factors holding back the growth of the gluten-free food market
The lack of awareness about celiac disease is one of the biggest challenges of gluten-free food market. People are unaware about being gluten sensitive and continue to eat food products containing gluten. Celiac disease is going undiagnosed in many people. Moreover, celiac disease is misinterpreted as an allergy rather than intolerance to gluten. All these factors are restricting the demand for gluten-free food.
Growth opportunities in the market:
Today, manufacturers have started making a variety of gluten-free products including baby food, pasta, and bakery products. This is proving to be highly beneficial for the market, as a number of consumers find it appealing to have food items that promise health benefits. Players are introducing a variety of gluten-free bakery items with the help of substitutes, pushing the growth of the market. It is anticipated that several opportunities of growth shall open up if players in the gluten-free food market venture into the fresh food vertical.