Market
Introduction:
Gluten-free
is the fastest growing food intolerance category showing a lot of
potential in the future market worldwide. Gluten is a protein found
in wheat, rye and barley that causes intestinal damage (resulting in
weight loss and nutritional deficiency) for individuals with gluten
intolerance. Gluten-free foods are consumed by people suffering from
coeliac disease, an ailment in which the immune system reacts to
protein. All patients after diagnosis of coeliac disease are advised
to strictly adhere to a gluten-free diet. Adherence to the
gluten-free diet is considered to minimize the symptoms and improve
nutritional status as well as prevent the development of
complications that include osteoporosis and malignancies.
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Gluten
free foods includes products made from gluten free flour or the
natural occurring gluten free food like fruits and vegetables,
unprocessed meat, fish and others. Innovations has made gluten free
foods more palatable as well as convenient, helping in boosting the
market growth.
Market
Segmentation:
Gluten-free
market is segmented on the basis of source, product type, end use,
distribution channel, and region.
On
the basis of product type, gluten-free market is segmented into
naturally occurring gluten-free and gluten free substitutes.
Naturally gluten free products include fruits and vegetables, potato,
lentils, unprocessed meat, fish. Poultry, rice and others. Whereas,
the gluten-free substitutes include foods such as pasta, bread,
cereals, flour, crackers and snack foods, in which wheat flour is
replaced by gluten free flour.
On
the basis of end use, gluten-free market is segmented into commercial
(food processing), foodservice and household. In food processing
sector it is widely used to make bread, pastas, biscuits, ready meals
and many others.
On
the basis of the distribution channel, gluten-free
market is segmented into direct and retail sales. Direct
sales refer to direct selling of gluten-free flour as an ingredient
to other industries. Retail sales are further segmented into
convenience stores, drug stores, grocery retailers, online retailers,
and other retailing formats.
Drivers,
Restraints, and Trends:
The
key demand of Gluten-free products includes mainly from bakery &
fast food market and also from food manufacturers. The key drivers
are centered towards the gluten intolerant consumers worldwide which
constitute a very niche segment. Changing tastes, increasing demand
from millennials, improvement in marketing activities and rising
demand for gluten-free snacks products is fueling the growth of
market worldwide. Healthy life concerns are further subjected to grow
the market. The added benefits of weight management, nutritious and
sound digestive health is creating a shift and driving up the demand
for gluten-free products.
A
very niche market segment of naturally occurring gluten-free products
is likely to gain rapid market growth. However low awareness among
consumers about coeliac disease is hampering the market to grow.
Regional
Outlook:
The
market for gluten-free food and beverages has undergone a radical
change from a specialty niche product to a mainstream product. The
U.S. is one of the largest and fastest growing gluten-free market
globally. In the U.S. consumers are consuming more of gluten-free
snacks because of the growing perception that gluten-free foods are a
healthier option than regular food products. This perception has also
led to increase in market share as well as is further projected to
increase in the forecasted period.
Gluten-free
product market is developing most rapidly in Europe. Adoption to
healthy lifestyle patterns and the perception that consumption of
gluten-free food products will avoid allergy and sensitivity is
expected to grow the market in the projected period. Within Europe,
the demand for gluten-free bread, cookies and snacks are among the
highest and also the fastest growing.
Urbanization
and high disposable incomes are is boosting the demand in APAC
Region. Consumers have diversified taste and preferences which give
manufacturers a scope for innovation and to expand their product
portfolio. Rising standard of living is further subjected to growth
of the gluten-free market.
Key
Players:
Some
of the prominent players participating in the gluten free products
market are Nestle, Bob’s Red Mill, General Mills, Avena Foods
Limited, GF Harvest, Arrowhead Mills, Enjoy Life Foods, Kellogg,
PepsiCo, Glutafin, The Pillsbury Company LLC, Hershey’s, and
various other regional manufacturers.
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