North America to Dominate the Gluten-free Products Market Across All Distribution Channels Through 2023

The gluten-free products market is projected to grow at a CAGR of 7.6% from 2018, to reach USD 6,474.8 million by 2023. The gluten-free products market growth is attributed to health benefits and adoption of special dietary lifestyles and the increasing awareness about celiac diseases and other allergies. Relatively high cost of gluten-free products than normal products restrains the market growth for gluten-free products.

What are the formulation challenges faced by manufacturers?

Manufacturers of all gluten-free products face a major challenge as to how to formulate a product with similar palatable texture, flavor, consistency, and taste in comparison to the conventional product, as it can be difficult to use replacement ingredients and get them to interact in the same way as they would in the original product. In manufacturing gluten-free products, the manufacturer not only needs to find and source alternative compounds to bind the ingredients together but also needs to ensure that the taste, texture, appearance, cost, shelf life, and nutritional content are all maintained according to the standards expected by consumers. They also need to ensure minimal differences in terms of appearance from the conventional products, as any such change may result in the new product failing to satisfy consumers. This can involve significant amounts of experimentation, efforts, and cost to the company before a suitable product is ready for the market. Further, manufacturers need to ensure that they avoid any cross-contamination of the product during raw material sourcing, manufacturing, packaging, and storage.

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Health benefits and adoption of special dietary lifestyles

The demand for gluten-free products has increased due to the consumers’ growing awareness of the benefits of including nutritive foods in their daily diets. With the increasing awareness about the benefits of a healthy lifestyle, consumers prefer gluten-free products processed from corn, soybean, millets, and pseudocereals. Even non-gluten intolerant consumers are adopting special diets that consist of gluten-free foods. There is an increasing desire among non-celiac consumers for grains that are naturally gluten-free such as quinoa, millet, teff, and amaranth to be incorporated in their food products. Some gluten-free products such as millet- and soybean-based products are also observed as wheat alternatives and are perceived to reduce weight. This has resulted in an increased demand for gluten-free products that are perceived to provide better health benefits than conventional products.

The various contributors involved in the supply chain of the gluten-free products market include gluten-free product distributors & suppliers, R&D institutes, and gluten-free product manufacturing companies such as The Kraft Heinz Company (US), The Hain Celestial Group, Inc. (US), Pinnacle Foods Inc. (US), General Mills, Inc. (US), and Kellogg Company (US). Other contributors included retailers and government bodies & regulatory associations, such as the Food Standards Australia New Zealand (FSANZ), the Food and Drug Administration (FDA), and the European Food Safety Authority (EFSA).

The market in North America is driven by the high awareness and consumption of gluten-free products. In addition, the market growth is projected to increase due to the increasing number of anticipated celiac patients, which is estimated to double every 15 years (Source: The Center for Celiac Research). Banking on these factors and the requirements of consumers, leading manufacturers are focusing on developing an extensive gluten-free product portfolio in the region. The European market is projected to grow at the highest CAGR from 2018 to 2023. Majority of the region’s populace has increasingly been adopting gluten-free diets due to various health benefits associated with them.

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