Reaching Out to Affluent Urban Consumers Vital for Gluten Free Food Market

The gluten free food market has become increasingly commercially relevant in recent years due to the rising popularity of gluten free food among a diet-conscious demographic looking to avoid the various problems associated with gluten. Gluten is a protein found in certain grains and has been linked with a number of dietary conditions following a growing volume of research in recent years. The gluten free food market is thus a relatively novel conception, but is likely to remain a key part of the global food and beverage sector in the coming years due to the growing prevalence of gluten-related problems.

According to Transparency Market Research (TMR), the global gluten free food market is projected to exhibit a strong 7.7% CAGR between 2015 and 2021. The market’s valuation is likely to rise from US$2.84 bn in 2014 to US$4.8 bn by 2021.

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What are the key drivers for the gluten free food market?

The global gluten free food market’s growth is linked closely to the growth of an affluent, urban consumer demographic. The increasing diet-related awareness of consumers in this demographic is a vital driver for the global gluten free food market. The higher prices of gluten free food as compared to conventional food products also make the gluten free food market dependent on urban consumers.

Strong promotional activities by leading players in the global gluten free food market have been important, with the industry succeeding in presenting gluten free food as a healthier option in comparison to food containing gluten. The strong presence of the gluten free food market in urban areas is also helped by the ease of advertising gluten free food in urban media and the ease of selling it through super/hypermarkets. The perception of gluten free food as being healthier even for individuals without gluten intolerance problems is likely to remain crucial to smooth success of the gluten free food market in the coming years.

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Increasing incorporation of digital tools has benefited the global gluten free food market. An increasing number of apps are being developed for people with gluten intolerance problems, including apps to detect foods that contain gluten and some that even let consumers search in-store products to find out their gluten content. Apps such as AllergyEats Mobile, ShopWell Healthy Diet and Grocery Food Scanner, The Gluten-Free Scanner, iEatOut and iCanEat Fast Food, Find Me Gluten-Free, and Is That Gluten-Free and Is That Gluten-Free Eating Out count among the leading contenders in the increasing digital space in the global gluten free food market and are likely to play a key role in the development of the global gluten free food market in the coming years.

What are the leading segments of the gluten free food market?

Regionally, the global gluten free food market is led by North America, due to the widespread distribution networks of gluten free food market players in the region and the increasing popularity of gluten free food. The region accounted for 23.2% of the global gluten free food market in 2014 and is likely to extend its lead through the 2015-2021 forecast period.

Gluten free bakery products are the leading product segment of the global gluten free food market. The consistent popularity of confectionaries, cakes, and other bakery items, as well as the widespread use of everyday products such as bread, is likely to enable steady dominance of the bakery products segment in the global gluten free food market in the coming years.

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