Global gluten free food market size was estimated at over 350 kilo tons in 2014 and is likely to exceed 750 kilo tons by 2023, growing at a CAGR of more than 9%. The market was valued at over 4 billion in 2014 and is likely to be worth more than 9 billion by 2023, growing at an estimated CAGR of over 10%.
Gluten free bakery products were the largest consuming segment and accounted for more than 55% of the total volume in 2014. Bakery products are likely to grow at over 7% from 2016 to 2023. Cereals & snack products are likely to witness higher growth rates over the forecast period. Other products include pizza & pastas and savories.
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Europe gluten free food market growth will be critical for the industry as the region accounted for over 50% of the total volume in 2014. North America accounted for more than 20% of the total demand in 2014 and is likely to grow at significant rate over the forecast period.
Increasing prevalence of health issues such as celiac diseases coupled with growing awareness towards healthy food consumption is likely to drive gluten free food market growth. These products have shown an improvement in quality, nutrition and taste. This factor is likely to drive consumers towards buying ready-to-eat (RTE) packaged foods and base ingredients.
According to NFCA (National Foundation of Celiac Awareness), 1 in 133 people in U.S. are currently suffering from celiac disease with approximately more than 80% being misdiagnosed or undiagnosed. Consumers basically suffering from celiac diseases often purchase products for which a strict GFD (gluten free diet) is only treatment possible for reducing certain complications and managing the disease.
Consumers associated towards gluten intolerance & sensitivity without having celiac disease along with similar gastrointestinal symptoms compared to that of celiac disease patients are key gluten free food market trends. These consumers are also likely to adopt gluten free foods in their diets to avoid complications.
Commanding shelf space coupled with growth in inventory of gluten free products in convenience stores is likely to drive demand. Many domestic supermarkets and retailers are expected to capitalize on existing products trend by adding sections & aisles, stocking fresh baked goods and appointing in-store dietitians. These supermarkets also advertise these products in weekly circulars & flyers.
Supermarket & store such as Target, Publix, Wal-Mart, Wegmans. Kroger and Whole Foods are adding gluten free food sections. For example, Publix, a supermarket store has added this section to approximately 70% of their 1100 stores Publix’s top selling products include mac & cheese, crackers and cookies. These stores and supermarkets compile and update the product lists and also make it accessible online to the consumers.
Some of the supermarkets have also appointed corporate and in-store nutritionists and dietitians to respond to consumer dietary inquiries. Their roles generally include read food labels, provide food restriction guidance and organize store tours. For example, ShopRite has appointed dietitians more than 30% of 250 supermarkets located throughout the U.S.
Favorable FDA regulation regarding gluten-free labeling on food products is likely to drive the demand. This regulation provides consumers guarantee of purchasing gluten free product. It is a claim which manufacturers use voluntarily, but if it’s used, it must comply with FDA regulation amounting to less than 20 ppm. Before this, the consumers had no guarantee of the foods products they purchase complying with the limits mentioned above. EU has also come out with the same regulation that the food will have to be clearly market which applies for packaged and loose sold or catering foods.
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Europe was the largest and is likely to continue dominance over the forecast period. France and Germany gluten free food market size is likely to drive consumption and support growth. Germany is likely to witness an increase in gluten-free pasta consumption owing to the sensitivity and intolerance. Consumers in France perceive as a symptom of obesity towards its intolerance and this factors attracts them towards the diet for weight-loss programs.
North America is likely to witness significant gains over the forecast period owing to growing regulations, with U.S. being the major consumer in the region. Asia Pacific and Latin America are likely to witness moderate gains over the forecast period owing to lack of product awareness and health benefits.
The global gluten free food market share is moderately consolidated. Major companies operating include Kellogg’s Company, Boulder Brands, Dr Schar., Hain Celestial, Freedom Foods Group and General Mills. Other prominent companies include Ener-G Foods and Genius Foods Ltd, Raisio PLC, Valeo Foods, Hero Group Ag and Kraft Heinz Company.
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