The Global Gluten-Free Products Market was valued at USD 6.67 billion in 2023 and is expected to grow at a strong CAGR of around 8.4% during the forecast period (2024-2032)

The gluten-free products market has evolved greatly in the United States, mainly due to increased health consciousness, the prevalence of gluten intolerance, and the changing populace trend towards healthy food consumption.

Several factors are propelling the growth of gluten-free products in the U.S.:

Health Concerns: That is why the numbers of people, who avoid foods containing gluten, are increasing as the rates of celiac disease grow. The meaning of gluten-free is understood as a product that would be better for the consumers’ gut and overall health.

Product Variety: There are gluten-free versions of snacks, bakery products, pasta processed meats, and ready-to-eat meal categories available in the market. This variety in its production means that the company can address different populations and make gluten-free products more desirable.

Convenience: This has resulted in increased production of gluten-free foods that are easy to grab and buy from Gluten-free Convenience stores and supermarkets. These offerings are especially popular among the working population or users, who need meals on the go.

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Major players in the gluten-free market are making significant investments to expand their product offerings:

o  Kraft Heinz has realized new gluten-free products in the market such as sandwich cookies and Velveeta Cheese Dip to meet the different consumers’ segments with different preferences in the market.

o  Conagra Brands has added new gluten-free pretzels under the Glutino brand to its product portfolio as it focuses on innovation in the gluten-free snack segment.

o  Dr. Schär USA which is a subsidiary of Dr. Schär AG is set to increase production capacities in the use to gain a broader focus in gluten gluten-free baked goods segment.

Regulatory Landscape

Food and Drug Administration (FDA) regulates all aspects of gluten-free products in the United States of America. ’Gluten-free’ foods must contain no more than 20 ppm of gluten as required by the FDA. Thanks to this regulation consumers with celiac disease can easily consume these products without harming their health.

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The U.S. market has seen several notable product launches and innovations:

·      Recently, Dr. Schar USA Inc., a subsidiary of Dr. Schar AG based in Burgstall, Italy, announced to undertake an expansion of its manufacturing capacity in the United States and venture into new product categories. The company's investments are driven by a strategic goal to diversify its offerings and increase its market presence in North America within the gluten-free baked goods sector

·      February 2024 – GOODLES, a food manufacturing firm in the U.S., debuted its range of gluten-free products and launched gluten-free Cheddy Mac and gluten-free Vegan Be Heroes pasta. Likewise, other pasta, this gluten-free pasta is also enriched with prebiotics, fiber, and 21 essential plant-based nutrients.

·      February 2023 – Beech-Nut Nutrition Company, a U.S.-based infant food company, founded by the Hero Group, introduced a new gluten-free corn infant cereal for around 4-6 months of age. This gluten-free product can be mixed with water or breast milk and can be fed to babies.

·      July 2021 – BFree Foods announced the launch of its website for online shopping of gluten-free and allergy-free bakery products in the U.S. The website's launch allows consumers to easily purchase their preferred products and offers various bundling schemes and doorstep delivery services.

Conclusion

Unleavened product awareness, widening product portfolios, and proper investments from the key players are anticipated to fuel the growth of the U.S. gluten-free products market at an overwhelming rate shortly. Since the latest trends in diet reveal that consumers are willing to pay for healthier foods, this factor will also help push the gluten-free foods market even further. Thanks to constant new developments and gradually rising legal acknowledgment of the need to make the products safe, the market is expected to be active and highly competitive in the years to come.

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