bake - March/April 2020 - 34
gluten-free
finds a foothold in society
Studies show the demand for these
products is only going to increase.
Gluten-free has become commonplace in today's food
bakery goods, or those that align with specialty diets,
scene, but it is often still met with curiosity and caution
such as the paleo or keto diet."
by those whose everyday diets don't require it. Food
According to a new report by Global Market Insights,
allergies and food intolerances are a growing public health
the gluten-free food market will be valued at $12.5 billion
concern causing higher consumer demand of products
by 2025, which is nearly double the current value.
that are tailored to meet special dietary requirements.
As consumer interest in gluten-free products has
Celiac disease, an autoimmune disorder where the
grown, the category has transitioned from a niche to a
ingestion of gluten leads to damage in the small intes-
mainstream market segment. Boosting demand in the
tine, affects about 1% of Americans. That's about 3
market for gluten-free foods are new product launches
million consumers who must eliminate all gluten from
featuring flours based on nuts, seeds, beans, fruits, and
their diet. But many more have stopped consuming
vegetables that appeal across a range of diet trends.
gluten or reduced their intake because it makes them
Under a US Food and Drug Administration regulation
feel better.
that took effect in 2014, a food must contain less than
"While celiac disease affects a small number of
Americans, much of the growth in the gluten-free cate-
20 parts per million of gluten if the manufacturer wants
to label it gluten-free.
gory is driven by consumers' growing interest in more
Cassava, coconut, and cauliflower are among ingre-
natural and healthful ingredients, as well as a general
dients replacing wheat in tortillas, pizza crusts, and
desire to live a healthier and cleaner lifestyle," says
snacks. Such products are perceived as healthier than
Laura Gerhard, director of strategy and marketing, Blue
traditional options, says Melissa Abbott, vice president
Diamond Almonds Global Ingredients Division. "Breads
of The Hartman Group.
made with alternative flours are gaining popularity as
"When we started seeing the gluten-free trend happen
consumers look for gluten-free versions of their favorite
a decade and a half ago, it was really in part a reaction,
©VUK SARIC - STOCK.ADOBE.COM
BY JOHN UNREIN AND KRISTEN PUTCH
34 < MAR-APR 2020 | bakemag.com
Bake_Mar-Apr20.indb 34
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