The growth in the gluten-free market has shown a slight decrease, as many consumers are trying new trends in dieting.
FREMONT, CA: After the U.S. Food and Drug Administration (FDA) passed an order in 2013 for building standards for labelling gluten-free foods, studies found that the sales of gluten-free products rose 136 percent till 2015. Taking notes from those promoting a gluten-free diet, for better health, numerous consumers merged the existing community for those who are bound to eat gluten-free out of medical necessity. As a result, the market has showcased a slight decrease down from 26 percent of consumers in 2016 to 18 percent in the year 2018. New dieting trends like keto or paleo diets, people who require a gluten-free diet for medical reasons, the ones who choose a gluten-free lifestyle are gaining popularity, and they are driving the demand for gluten-free food. This dynamic change that is noticed in the market is placing a higher premium on food and safety for these products.
Dieters tend to opt for food that is convenient and reasonably priced; people who have gluten intolerance prefer tasty products that are genuinely gluten-free; finding such high-quality products is not an easy task. After the FDA passed the gluten-free labelling rule, manufacturers rushed to grab new products on grocery store shelves, and restaurants added new options to their menus. This emerged to be mixed blessing as in some cases the quality was sacrificed due to speed to market. On the positive side, awareness augmented about the need for gluten-free foods and beverages.
The gluten-free market is becoming more competitive with the consumers demanding a greater truth in labelling and transparency in the products. The smaller brands that offer the right quality products are struggling to adapt to the high transparency expectation of consumers. In this context, more substantial conglomerates have stepped in and bought smaller labels, while brands with lower-quality offerings have fizzled out.
The ever-evolving gluten-free community states that food safety practices are going to have to be the best quality to meet the demands of a passionate community of consumers. As the consumers are becoming increasingly selective and demanding transparency, food safety has emerged to be the key differentiator.