US gluten-free market surges 63%

The surge in popularity of gluten-free diets has led to a 63% growth in the US gluten-free food market in the past two years. The research, conducted by Mintel, has found that all gluten-free food segments have grown in the last year, led by the snack segment which increased 163% from 2012-14, mainly due to a 456% increase in potato chip sales. The total gluten-free food market is estimated to reach sales of US$8.8 billion in 2014.

“Overall, the gluten-free food market continues to thrive off those who must maintain a gluten-free diet for medical reasons, as well as those who perceive gluten-free foods to be healthier or more natural,” says Amanda Topper, food analyst at Mintel.

The meats/meat alternatives segment is the second-largest gluten-free food segment in terms of sales, reaching US$1.6 billion in 2014, a 14% increase from 2012-14, while the bread products and cereals segment saw gains of 43% during that same time period, and is set to reach US$1.3 billion this year. Mintel believes that bread and cereals are ripe for gluten-free growth, with only 1% of the overall segment termed gluten free.

Gluten-free products appeal to a wide audience, with 22% of Americans currently following a gluten-free diet, up from 15% in 2013. Meanwhile, 41% agree that gluten-free products they are beneficial for everyone, not only those with a gluten allergy, intolerance, or sensitivity.

But it appears not everyone is convinced. While 33% of survey respondents in 2013 agreed that “gluten-free diets are a fad”, the number increased to 44% of Americans in 2014.