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Packaged Facts says the US market for gluten free products is growing faster than expected – but few consumers buy gluten free foods to address celiac disease or dietary intolerances.
In a previous report, Packaged Facts had projected US sales of gluten free foods and beverages to reach $2.6bn by 2012, and $2.3bn by this year. However, its current estimate put the market at $2.64 billion in 2010 – a compound annual growth rate (CAGR) of 30 percent from 2006 to 2010. In its latest report, entitled “Gluten-
Free Foods and Beverages in the U.S., 3rd Edition”, the market research organization predicts that the market will continue to grow over the next five years, albeit at a slower rate, and now projects the US market for gluten free foods and beverages to approach $5.5bn by 2015.
“Once regarded as a niche product that was only of interest to people who couldn’t tolerate wheat, gluten-free foods and beverages have quickly transformed into a mainstream sensation, embraced by consumers both out of necessity and as a personal choice toward achieving a healthier way to live,” Packaged Facts said.
While many market researchers looking into the growth of the gluten free market have speculated that under-diagnosis of celiac disease is a major driver, Packaged Facts found that this may not be the case.
The organization carried out an online nationwide survey of 1,881 adults in fall 2010, including 277 consumers of gluten free products. It found that the top reason (46 percent) for buying gluten free foods and beverages was a perception that they are ‘generally healthier’. Thirty percent of gluten free consumers said they did so in an effort to manage their weight and 22 percent said they thought gluten free products were ‘generally higher quality’.
Only 8 to 12 percent of gluten free consumers said they bought gluten free products because they or a member of their household has celiac disease or an intolerance to gluten, wheat or other ingredients.
“Interestingly, 13 percent buy gluten free foods to treat other conditions that may or may not be associated with diet,” the report said.
Celiac disease, an autoimmune disorder triggered by gluten – the protein in wheat, barley, rye and spelt – is estimated to affect about one in every 133 Americans. The only treatment currently available is complete gluten avoidance.
Packaged Facts also found that food manufacturers are increasingly adding ancient grains, such as quinoa and amaranth to their gluten free offerings in order to boost nutritional profiles.
“Enrichment and fortification are smart marketing under just about any circumstances, but for gluten-free foods it’s a more critical issue, as GF diets are often lacking in essential nutrients,” the report said.
“While savvy celiacs who are fortunate enough to have the counsel of a knowledgeable dietitian probably take measures to supplement their diets, many if not most GF dieters do not do so.”
7 comments (Comments are now closed)
Alarming to me
I'm gluten-intolerant but can't really afford the gluten free foods because they are too pricy. This report indicates the percentage of those buying GF are not celiac or gluten intolerant and thus the manufacturers are making big $$$ so why would this specialty market think of decreasing prices? Hopefully it will be a passing fad and prices will drop. I love the GF chocolate-covered chocolate donuts I found, but not at $8 for a box of 6 teeny donuts!
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Posted by Smile2day
12 February 2011 | 17h54
Gluten Reduced Market
Rather than being labeled Gluten Free, products permitted to contain up to 20 ppm of gluten by the FDA should instead be labeled "Gluten Reduced" with the amount of gluten listed on the label. This market can be expected to decline as those with CD do not become repeat customers once their health is further damaged by these products, one by one. Fresh is best.
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Posted by Gloria Brown
12 February 2011 | 00h30
hoping the market continues to grow..
Over the past few years, it has been nice to see the market for gf foods continue to grow. Also, Thank you for correctly identifying celiac disease as an autoimmune disorder, because for so many of us with CD it is so much more than just GI issues.
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Posted by annie
11 February 2011 | 17h46
Amazing Gluten-Free choices
My daughter has been gluten-free for the last 8 years. Although a challenge at first, the increase of gluten-free choices in the stores has been wonderful. Our family eats about 90 percent gluten-free with our daughter. I know that we are healthier and we get really excited when we find another gluten-free items that is sold in the grocery store. Bisquick now has a gluten-free version, Betty Crocker has gluten-free items and General Mills has changed their Chex cereal to gluten-free. Add flavoring besides barley malt (which is in most cereals) and it works!!!
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Posted by Amy
11 February 2011 | 17h34
When gluten free doesn't really mean gluten free...
The problem with the gluten free market is, most gluten free food is not actually gluten free. Much of it has up to 20ppm of gluten, which is way too much gluten for many of us. I react to less than 5ppm of gluten, so the gluten free market means next to nothing to me. I eat whole foods, nothing processed, no grains (all grains have a type of gluten, and most grains are CC'd).
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Posted by Debra
11 February 2011 | 13h59
Gluten free market is a Godsend for celiacs
As a celiac sufferer, who by the way was diagnosed as NOT CELIAC by a bloodtest that is only accurate just over 60% of the time, the increase of gluten free products in the market has significantly contributed to the comfort in my life. After a lifetime of "irritable bowel syndrome" diagnoses from the medical community and eventual Celiac diagnosis for my granddaughter, after my daughter and I had suffered for years, the marketplace is finally helping us - including many restaurants. The test said no, but my body's reaction to the diet said "Yes, Yes, Yes." I don't care what the reason for the market's increase is, I'm just thankful it's there.
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Posted by Deborah Octernaud
07 February 2011 | 18h20
Gluten Free redirect
This point of view is dead on and why the gluten free trend is set for a redirect and downsize. Not to mention the trend has not a single ally from the medical community. Their point is it is for celiac patients, not weight loss or anything else. Even the ADA has come in against the diet for wt loss or autism. The adversaries are leading the redirect so the dieters are better educated and the trend is marketed towards the correct audience. The numbers for the trend are climbing based on consumer’s ignorance of the diet and self medicating behavior.
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Posted by Suzy Badaracco
04 February 2011 | 21h31
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