Gluten intolerance, increasing obesity in developed countries is acting as driving factor for this market.
geography. Gluten includes a protein compound that is primarily found in wheat, barley and rye among others. Gluten causes various health issues which include gluten intolerance and celiac disease among others. Gluten intolerance and increasing obesity in developed countries is acting as push factor market. Gluten free food mainly finds application in bakery segment which is augmenting its demand globally. Technological advancement in the field of gluten free bakery products has acted as catalyst for product innovation .Hence key manufacturers in the gluten free food market are focusing on product innovation as key marketing strategy to innovate gluten free food products.
The first manufacturing process involves selection of raw materials for developing the formulae. It is very important to completely screen the behavior of raw materials during heating, cooling and mixing as these raw materials perform differently. The various raw materials includes corn, rice, teff, buckwheat and other non gluten containing flours. The second step involves correct water level adjustment for mixing and baking which in turn aims at development of a new formulae. The final step involves anticipation of final product properties.
As of 2016, growth in consumption of gluten free bakery products is driving the global gluten free food market. In addition, increase in per capita intake of gluten free biscuits is also boosting the demand of gluten free bakery products. Key manufacturers in the gluten free food market are focusing on adopting unique marketing strategies and by applying new ingredients developed innovative gluten free bakery products .These products resembles gluten- containing counterparts which in turn aims at maintaining the same texture and flavor.
The various health benefits of gluten free food include improving cholesterol and energy levels and also aims at promoting digestive health In addition, gluten free food also helps in weight management. Trends indicate that most consumers are on a gluten free diet without knowing the symptoms of celiac disease. Therefore in most cases it remains untreated as consumers are unaware of the possible ill effects of this disease. Therefore low knowledge penetration regarding celiac disease is identified as major restraint for the global gluten free food market. In coming years, favorable regulations by various food and safety authorities in western countries are expected to bring more opportunities for key manufacturers to increase their manufacturing output. In addition, focus on fresh food industry is expected to emerge as growth opportunity for the market during the forecast period 2017 to 2025.
Hypermarket and supermarkets are the fastest growing segments in the distribution channel.
products. Gluten free food products are generally expensive, but consumers consume it for medical reasons or to cure health related problems due to rising health and wellness awareness. As far as the distribution channel is concerned, consumers prefer to buy gluten-free foods from natural food stores rather than traditional supermarkets. Hypermarket and supermarkets are also one of the fastest growing segments in the distribution channel. Rising number of celiac disease patients and growing awareness of consumers about the various health benefits of gluten free food is acting as a driving factor in the growth of North America and Europe gluten free food market.
By types, the gluten free food market has been segmented into bakery, baby food, ready meals, cereals, pasta, and others. By distribution channel, gluten free food market is divided into hypermarket, supermarket, online retailing and conventional stores among others. In 2016, gluten free bakery held the largest market share owning to its wide application in breads, cakes, biscuits, flours and others.
By geography, the market has been segmented into North America, Europe, Asia Pacific, Middle East & Africa (MEA) and Latin America. In terms of revenue and volume, Europe held the largest share of the gluten free food market. Growth of Europe gluten free food market is driven by wide variety of gluten free products in supermarkets followed by heavy merchandizing by manufacturers. North America is expected to become second largest market for gluten free food by end of 2025.
Leading players operating in the gluten free food market are Kraft Heinz Company(The U.S) , Dr. Schar AG/SpA (Italy),Boulder Brands Inc. (The U.S.), Hain Celestial Group, Inc. (The U.S.), Freedom Foods (Australia), Genius Foods Limited (U.K.), Kellogg's Company(The U.S) and Mrs Crimble's (U.K) .Leading players such as Boulder Brands Inc and DrSchär AG/SpA focus on developing new products to retain market position and generate new revenue streams. Product innovation, adhere to the safety standards and regulations set up by governments of respective countries and mergers and acquisition are the key strategies adopted by the key players in the global gluten free food market. For example, On 14 January 2015, Boulder Brands Inc. partnered with Pizza Hut, the leading pizza company. The partnership was aimed at launching the first gluten free pizza. As compared to Europe and North America, concentration of gluten free food producer is low in countries from Asia Pacific, Latin America and Middle East and Africa (MEA).
Considering the product innovation and rising applications of gluten free bakery products in emerging economies, it has been estimated that the market for gluten free food market is about to accelerate at a rapid pace in coming years. Furthermore, consumers in most countries in the Asia Pacific, Middle East and Africa and Latin America region are unaware of gluten food intolerance. Hence key manufacturers are required to tap this market to increase their presence and revenue. This in turn is driving the global gluten free food market and is expected to grow at a significant rate during the forecast period.