Published On: February 2018
Gluten- Free Products
In the last few years, gluten-free products have generated a huge impact on the health-conscious population. Since the prevalence of gluten-related disorders such as celiac disease and non-celiac gluten sensitivity (NCGS) has been increasing, the demand for the product is also increasing. The demand for the gluten-free product is not limited to people who have any disorder related to gluten, but also from the general population. Therefore, people have become increasingly health-conscious and are following a healthy diet to prevent or reduce the occurrence of illnesses such as celiac disease. The population affected by food intolerance and by diabetes is demanding food that is gluten-free and lactose-free, and food that is specifically for people with diabetes (diabetic food) with the right combination of essential nutrients.
A number of market player are engaged in research and developed of gluten-free product. Therefore, they are easily available in the market. Thus, mounting availability of gluten-free products in organized retail stores is an important factor leading to sales of the gluten-free food products.
Product Marketing: is it a way to success?
Nowadays, various companies are targeting various supermarkets and departmental stores to gain the attention of customers by increasing the shelf space for products. There are various regional supermarket chains and national large retailers that are capitalizing on the gluten-free trend by adding gluten-free sections and aisles stocking gluten-free food products and also employing in-store dietitians. The manufacturers are gaining traction towards the product by carrying our public awareness programs and seminars.
North American and European market: The Rulers of the Global Market
The global gluten-free products market collected USD 2,710.50 million during the year 2017, backed by increasing awareness about the celiac diseases and other gluten allergens among the consumers. Increasing population of people having lifestyle-related diseases and gluten intolerant disorder in these regions are boosting market growth. Since the consumer is aware of the gluten-free products and their benefits related to health such as nutritional value and weight management and associated diseases, they end up expending more on purchasing such as products.
North America is one of the lucrative markets in the globe, which is gaining tremendous attraction of consumers. This has helped to reach revenue of USD 2,245.56 million in the year 2017. The U.S. alone gluten-free foods market is estimated to be valued at USD 1833.95 million and it is projected to expand at a noteworthy rate. Increasing incidence of celiac diseases in the U.S. is likely to drive the market growth over the next few years.
In such a competitive market, Europe is also paving its way to the moon. The region is projected to witness a considerable growth in the upcoming years. Increasing awareness among the consumers and growing health-conscious population are carving the way for Europe to become a leading region across the globe. To support this factor, In Europe, about 11.1 million people having celiac disease and close to 71 million are suffering from wheat intolerance. Furthermore, 190.2 million Europeans avoid wheat in their diet or self-diagnose as intolerant. This is the major opportunity that is attracting the manufacturers to this region and generates massive revenue.
Competitive scenario: Gluten-free products
The market competitors are using research and development in new production and processing techniques, merger and acquisition, new and innovative product launch as a part of their primary strategy to strengthen their position in the market. The major market players are focused on expanding their geographical presence and they are mostly integrated along the value chain to obtain raw materials and to perform logistics operations to achieve cost benefits. Both small and big manufacturers are using a holistic marketing approach to increase awareness about the benefits of gluten-free products.
Boulder Brands, Inc. situated in the U.S. is one of the major players identified in the gluten-free products market. The company has a keen focus on geographical expansion to make their footprints more prominent in and across the country. The company is emphasizing more on maintaining a strong distribution channel to strengthen their business portfolio.
Hain Celestial Group is emphasizing on the mergers & acquisitions activity in order to create product differentiation, which will lead to enhancing the overall profitability of the company. In 2014, Hain Celestial Group acquired Rudi’s Organic Baker to increase the product portfolio in the organic & gluten-free bakery products.
In 2014, Kraft Heinz has launched a social media campaign for its gluten-free pasta and sauces. In this campaign, the company also launched 15 seconds recipe videos using its ‘Deliciously Gluten-Free’ range of pasta and pasta sauce. This video was telecasted on the Heinz YouTube channel. To increase traffic, Heinz has invested heavily in Facebook advertising to target health bloggers.
Bakery & snacks are the most attractive products in gluten-free products market
The bakery & snacks sector is estimated to account for 46.11% in the year of 2017 and it is projected to retain its dominance throughout the forecast period of 2017-2023. The growth of the bakery segment is expected to be driven by the various factors. New product launch is considered to be one of the significant factors for the rising growth of gluten-free bakery products. Rising consumer awareness towards packaged food products which is attributed to the rapid urbanization and per capita consumer income primarily in the emerging economies is likely to make a prominent contribution towards gluten-free bakery products.
So, what is the future of the gluten-free products market?
However, gluten-free products market may be hindered due to the high prices. One of the major reasons for the high prices is the high production costs. Replacing wheat with alternative gluten-free grains is an expensive process, and manufacturers pass on these costs to consumers. While very few consumers can afford such products, those suffering from celiac disease have no option but to use gluten-free food products.