The increasing awareness about celiac disease and up surging regulations related to product labeling are the key drivers, which are fuelling the growth of the global gluten-free products market. The processed food industry is highly influenced by the regulations related to product labeling, owing to which, they are increasing the usage of gluten-free ingredients in the manufacturing of their products. The European and North American countries are the forerunners among the gluten-free products usage.
The gluten-free products exclude gluten, which is a type of protein composite found in certain grains such as wheat, barley and rye. Celiac disease caused by the consumption of gluten affects the small intestine. The ingestion of Gliadin, which is one of the key components of gluten, causes celiac disease. Some of the gluten-free grains may also develop gluten in them, due to cross-contamination during their transportation or processing.
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The improvement in lifestyle due to up surging urbanization has increased the consumers’ attention towards their health. They are increasingly decreasing the consummation of food products, which can affect their health, even though if they have finest taste. This also includes food products with the composing gluten. Bakery products including breads, rolls, buns, cakes, cookies, crackers, wafers, biscuits, baking mixes and flours is the key sector using gluten-free products. The other major food products using gluten-free ingredients are meat and poultry, pasta, pizza, and cereals and snacks. The baking mixes and flours are expected to be the fastest growing segment in the global gluten-free products market. The increasing savory snacks market is also expected to drive the growth of the global gluten-free product market. The restaurants and food service companies in certain countries are also being enforced to follow gluten-free standards, which is again likely to drive the growth of the gluten-free products market in this sector.
The key distribution channels for gluten-free products include grocery stores, mass merchandizers, e-retailers, and hotels and restaurants. The regulations related to gluten-free labeling vary across different countries. For instance, in Australia and New-Zealand, the foods labeled as gluten-free must be entirely free from gluten and must meet the detection level of 5 parts per million, at the time of enlisting ingredients on the packet. There are also products that are gluten-free at the ingredient level. The labeling in the U.K. differs from Australia and New Zealand, as the food products containing less than 20 parts per million can be labeled as gluten-free. The gluten-free products in Canada refers to those not containing wheat, spelt, kamut, rye, barley, oats or triticale.
The low awareness about the health benefits of gluten-free products and their high price, as compared to the food products containing gluten in the developing countries are the key restraints in the growth of the global gluten-free products market. However, the impact of such restraints is decreasing, due to rapid urbanization in the developing countries. In the developed parts of the world, the development in food technology is compensating the loss in taste and appearance imparted by gluten. The increasing demand for gluten-free products has led to the growth in consumption of gluten-free grains, such as quinoa, teff, rice; and ingredients such as xanthan gum. All this is responsible for driving the growth of the global gluten-free products market.
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The gluten-free products market in Asia-Pacific is small; however it is increasing at a swift pace in the region. The gluten-free market in North America and Europe is also expected to increase at a steady pace. The major companies operating in the global gluten–free products market include Alara Wholefoods, Domino’s Pizza Inc., Kelloggs, General Mills Inc., H.J. Heinz Company, and Glutamel.
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