Food allergies and food intolerances are a growing public health concern causing higher consumer demand of products that are tailored to meet special dietary requirements. In particular, the
is rocketing. By 2032, the market is projected to be valued at 14 billion U.S. dollars, more than double the 2022 market value. The interest in such foods is closely linked to the prevalence of celiac disease, a chronic digestive disorder where the consumption of gluten triggers an immune reaction which can be harmful to the small intestine. For those with celiac disease, some foods which are high in gluten and should, therefore, be avoided or replaced with gluten-free options include bread, pasta, cereals, and baked goods.
Gluten-free consumers in the U.S.
Consumers in the Generation Z and millennial cohorts were the
most likely demographic to be following gluten-free nutrition rules in the United States. According to a recent survey, some 13 percent of Generation Z and 14 percent of millennial respondents were following such a diet. This figure dropped to four percent for baby boomers. Around one-fifth of both gluten and non-gluten consumers
occasionally purchase gluten-free foods and products when shopping.
Gluten-free retail figures
Retail sales of all
free-from products in the United States amounted to around 14.3 billion U.S. dollars in 2020. This includes products such as gluten-free and lactose-free, among others. This figure is forecast to increase by around four billion U.S. dollars by 2025, suggesting an increased interest in the free-from market. Almost 1,000
new gluten-free food and drink products were recently launched on online marketplaces in the United States recently.
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