Report

Global gluten-free bakery products market has experienced substantial growth, driven by changing consumer preferences, increased awareness of health and wellness, and rising prevalence of gluten intolerance and celiac disease. In 2022, the market achieved a valuation of USD 2.1 billion, with projections indicating a CAGR of 7.1% from 2023 to 2030. It is characterized by a diverse range of products, including still water, sparkling water, and functional or enhanced water.
The demand for gluten-free bakery products like bread, biscuits, and cookies is rising globally. The growing consumer preference for nutritious offerings and the increasing trend toward clean-label claims contribute significantly to the expansion of the global gluten-free market.
Numerous associations and organizations are playing a key role in shaping the gluten-free market by emphasizing the importance of gluten-free products, given the escalating incidence of celiac disease worldwide. The preference for a gluten-free diet is gaining traction among consumers, a trend reinforced by various initiatives and guidelines set by regulatory bodies such as the United States Food and Drug Administration (FDA).
According to a report from the American Gastroenterological Association during Celiac Disease Awareness Month in May 2022, Celiac disease impacts 1 in 133 individuals, accounting for approximately 1% of the global population. This means that millions of people around the world are affected by a condition triggered by gluten consumption. However, only 5% of those affected are aware that they have the disease. Additionally, favorable regulatory frameworks and FDA initiatives aimed at promoting gluten-free diets are expected to propel the growth of the free-from-food market, particularly in the United States.
Government organizations in various countries are encouraging gluten-free product consumption by making them accessible at reasonable rates. For instance, the Agricultural & Processed Food Goods Export Development Authority (APEDA) introduced a range of gluten-free millet products in April 2022 at the AAHAR food market, has been priced affordably from USD 0.060 to USD 0.18. These millet products, include cream cookies, salt biscuits, milk biscuits, ragi peanut butter, jowar peanut butter, jowar upma, Pongal, khichadi, and millet malts, are patented, gluten-free, and made entirely from natural ingredients.
Increased Prevalence of Gluten Intolerance and Celiac Disease
The rising prevalence of gluten intolerance and celiac disease is a major driver for the growth of the gluten-free bakery products market. As awareness and diagnosis of gluten-related disorders increase, more individuals seek gluten-free options. The trend aligns with a broader shift toward healthier lifestyles and dietary preferences, prompting a surge in demand for gluten-free alternatives. With advancements in testing methods and improved diagnostic rates, a larger population is now aware of their gluten-related conditions, further propelling the market for gluten-free bakery products to meet the needs of health-conscious consumers. In April 2023, Mars Incorporated introduced two gluten-free cookies under its Galaxy and Twix brands. The initial launch of the two varieties took place in Sainsbury's, with plans for broader convenience and retail distribution in the subsequent months.
North America Holds Dominance in the Market
North America stands as a dominant force in the gluten-free bakery products market. The region, led by the United States, experiences a robust demand driven by heightened awareness of gluten-related disorders and an expanding health-conscious consumer base. Strict regulatory measures, such as clear labelling requirements for gluten-free items, bolster consumer trust. Market growth is further propelled by innovations in gluten-free product development with the mainstream availability of these products. North America's influential role is characterized by a dynamic market landscape responding to the increasing prevalence of gluten intolerance and a rising preference for gluten-free alternatives among the population. In January 2022, MYBREAD Gluten Free Bakery, a specialized gluten-free bakery situated in Racine, Wisconsin, introduced its Original Flatbread Pitas at several Walmart locations nationwide. These pitas were available in the freezer section of chosen stores across California, Florida, Illinois, Iowa, Louisiana, Nevada, Oregon, Texas, and Wisconsin.
Preference for Nutritious and Clean-Label Products
Consumer preferences for nutritious and clean-label foods significantly influence the gluten-free bakery products market. As health-conscious consumers seek wholesome dietary choices, gluten-free products, perceived as healthier options, gain traction. The preference for clean-label products, made with natural ingredients and minimal additives, aligns with the broader trend of wellness-focused lifestyles. Manufacturers responding to this demand by offering nutritionally sound and transparent gluten-free bakery items contribute to the market's growth. This evolving consumer mindset emphasizes the importance of both health benefits and ingredient transparency, shaping the landscape of gluten-free bakery products to meet the needs of the modern conscientious consumer. For instance, in January 2022, The White Rabbit Pizza Co., renowned for its variety of vegan pizzas, introduced a plant-based and gluten-free calzone in the United Kingdom. Described as the inaugural vegan calzone in the market, the Chick'n & Pesto Calzone featured a filling of creamy MozzaRisella, vine-ripened Sicilian chopped tomatoes, basil pesto, and chick'n strips, according to the company.
Favorable Government Initiatives & Regulatory Frameworks
A supportive regulatory environment is a pivotal factor shaping the growth of the gluten-free bakery products market. Stringent regulations and clear labelling requirements instill consumer confidence in gluten-free products. Governments, particularly in regions like North America and Europe, play a crucial role in ensuring accurate product information. The enforcement of gluten-free standards by agencies, such as the FDA, fosters transparency and trust. This favorable regulatory framework protects consumers with gluten-related disorders and encourages the food industry to invest in gluten-free innovations, contributing to the market's expansion as it meets the evolving demands of health-conscious consumers. For example, individuals diagnosed with celiac disease in Italy, were benefitted from a subsidy provided by the government to compensate for the increased expenses associated with gluten-free foods. Additionally, the Italian government mandates the availability of gluten-free options in schools, hospitals, and various public eating establishments, ensuring accessibility and accommodating the dietary needs of those with celiac disease.
Impact of COVID-19
The global gluten-free bakery products market experienced notable impacts due to the COVID-19 pandemic. The initial disruption in supply chains and production, coupled with economic uncertainties, affected consumer purchasing behavior. While demand for gluten-free products surged initially as people focused on health and wellness, there were challenges in sourcing ingredients and maintaining production levels. The closure of foodservice establishments shifted consumption patterns. However, the pandemic underscored the importance of health-conscious choices, potentially driving a sustained interest in gluten-free options. E-commerce and online sales gained prominence, offering a convenient avenue for consumers. Overall, the market demonstrated resilience, with the pandemic influencing both challenges and opportunities in the gluten-free bakery products sector.
Key Players Landscape and Outlook
The market is characterized by the presence of key players contributing to its growth. Prominent companies like General Mills, Inc., The Hain Celestial Group, Inc., and Dr. Schar AG/SPA play significant roles. These players focus on product innovations, expanding their gluten-free product portfolios, and adhering to stringent quality standards. With increasing consumer demand for healthier options, the market outlook remains positive. The rise in celiac disease diagnoses, coupled with a broader trend towards gluten-free diets, offers growth opportunities. Collaborations, mergers, and acquisitions are strategies observed in the competitive landscape. As awareness grows, key players will likely invest in research and development, ensuring sustained market expansion.
For instance, in March 2023, Dr. Schar AG / SPA, a gluten-free food business, invested USD 7.2 million in adding a new gluten-free production line to its manufacturing plant in Spain. The facility, located in Alagon, Zaragoza, produces gluten-free pastries and confectionery. The expansion in production capacity is revolved around lactose-free products, with the Alagon factory serving the European markets.