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Gluten-free continues rise

17 Feb 2016

Technavio’s latest report on the global gluten-free packaged food market claims that gluten-free products have turned from being medicated products for gluten intolerant people to a lifestyle choice across all customer segments.

Technavio’s latest report on the global gluten-free packaged food market provides an analysis of the key trends expected to impact the gluten-free packaged food market through 2015-2019. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.

According to Brijesh Kumar Choubey, a lead research analyst for the food industry at Technavio, “The gluten free packaged food market is growing due to an increase in obesity in leading countries across Europe and the Americas. Gluten free products have turned from being medicated products for gluten intolerant people to a lifestyle choice across all customer segments.”

The top three emerging trends in the gluten-free packaged food market according to Technavio’s food and beverage research analysts are:

Health and wellness trend

Gluten free products were generally consumed by people suffering from gluten-related disorders such as celiac disease and non-celiac gluten sensitivity (NCGS).

However, the health and wellness trend is a major factor contributing to the growing demand for gluten free food products. The conviction that gluten free products are generally healthier is one of the prime influences for purchase among consumers. The benefits of increased energy and weight loss are other reasons for growing consumption. According to a 2013 market survey, conducted by Monash University, 78 percent of those who buy gluten free foods say they do so for some sort of health reason.

Demand from the younger population

Other than the rising awareness and the health and wellness trend, a major factor behind the exponential growth of gluten free packaged foods is the growing demand among millennials. Bakery products, cookies, and snacks are the most popular gluten free foods in this customer segment.

The healthy eating trend and its linkage with weight management is also increasing the consumption of gluten free packaged food among millennials. The younger population is more conscious about their diet and often go for clean labelling of products. Approximately 38% of Generation Z and 32% of Millennials are willing to pay a premium for gluten free products.

Increasing marketing activities

One of the major factors behind the growing demand for gluten free packaged foods is the increase in marketing initiatives by the manufacturers. Both small and big manufacturers are using a holistic marketing approach to increase awareness about the benefits of gluten free products. For instance, in 2014, Heinz launched a social media campaign for its gluten free pasta and sauces.