Gluten‑free market trends - summary
- Gluten‑free demand is rising fast as the market surpasses $7bn
- Mainstream shoppers now drive growth through better‑for‑you expectations
- Snacks, bakery and pasta lead due to major taste and texture upgrades
- Price gaps and inconsistent quality remain key consumer frustrations
- Future growth focuses on nutrition, bakery tech, value, and free‑from needs
The gluten-free market is experiencing significant and rapid growth, with industry analysts Grand View Research putting its current value at over $7bn (€5.9bn).
What’s more, its 10% CAGR is powering it to an estimated $13.6bn by 2030.
But all is not as it seems.
Because while sector growth might be strong, the growth profile is shifting.
Gluten-free growth
“The overall direction of growth in gluten-free is upwards,” says Nandini Roy Choudhury, principal consultant for food and beverage at Future Market Insights. However, rather than being elevated by “medical-only” shoppers, it’s mainstream better-for-you buyers that are driving sales.
Added to this, consumers are being drawn in by better tasting products, leading to a higher repeat purchase rate compared to 10 years ago.
Household-level adoption is also altering purchasing behaviours, with Choudhury noting that one gluten-avoiding family member can influence the basket for everyone.
And on top of all this, wider distribution channels, including major supermarket range expansions and online shopping, are helping get gluten-free products to consumers.
Fastest growing gluten-free sectors
Sweets and snacks continue to lead the way in gluten-free, with Future Market Insights’ Choudhury noting the fastest growth is usually where gluten-free has become convenient, good-tasting, and functionally comparable to conventional items.
Snyder’s of Hanover gluten-free pretzels, Simple Mills’ gluten-free crackers and cookies, and Glutino gluten-free cookies and snacks are just a few of the successful contenders in the space.
Bakery is another sector showing strong growth, thanks to big improvements in flavour, softness, and shelf stability that bring gluten‑free bakes much closer to a “normal” eating experience, with brands like Canyon Bakehouse, Schär (Dr Schär), and Udi’s leading the way.
Finally, gluten‑free pastas are winning shoppers over. This is a result of upgrades in taste and texture. Barilla’s gluten‑free line, Jovial’s pantry-ready staples, and Banza’s chickpea-based pasta are all strong examples of what’s working and selling well.
Consumer perceptions improving
Consumer perception of gluten‑free product quality has definitely improved, though the “progress isn’t evenly spread across all categories,” says Future Market Insights’ Choudhury.
Taste, says Choudhury, is getting surprisingly close in the segments where brands have really invested, like cookies, crackers, and pasta, and this is reflected in their success.
Texture has also come a long way, particularly in breads and wraps, thanks to better flour blends and more sophisticated baking systems that have replaced the dry, crumbly textures people previously associated with gluten‑free.
Having said that, there are few issues which continue to frustrate consumers.
Price, unsurprisingly, remains number one, especially as more shoppers compare gluten‑free to mainstream choices rather than treating it as a specialty category.
There are also some product inconsistencies - one loaf might be soft and flexible while the next is crumbly.
And as the category matures, a growing number of consumers are pushing back against products that rely too heavily on starches, and are now actively looking for options with more fibre, protein, or general nutritional value.
“Consumers now judge gluten-free by the same standards as conventional foods,” says Choudhury.
And while this shows just how far the industry has come, it highlights the need for continued improvement.
Trends shaping the future of gluten-free
1. Functional gluten‑free
Consumers are no longer satisfied with products that are simply gluten‑free, they want them to do more.
Expect stronger competition on:
- High protein: Especially from legumes, seeds, and pulse‑based blends
- High fibre: Countering the “starch-heavy” reputation of early gluten‑free
- Low sugar: Particularly in snacks and bakery
- Gut friendly: Including prebiotic fibres and gentler ingredients lists.
2. Bakery tech leap
One of the biggest potential disruptors is ongoing research and development in gluten‑free breads softness, elasticity, and moisture retention, says Future Market Insights’ Choudhury.
If brands crack the formula for “normal” bread texture with cleaner labels and longer shelf life, the category could rapidly consolidate around a few standout products.
Improvements in enzyme systems, fermentation methods, and next‑generation flour blends are also likely to play a big role.
3. Value disruption
Retailers are getting far more sophisticated with gluten‑free private label, and several now rival national brands in taste and texture.
As these lower‑priced options gain credibility, the traditional premium price gap is set to shrink.
Premium brands may face increasing pressure to justify higher pricing through better nutrition, superior texture, or specialist positioning.
4. Free‑from convergence
More households are managing multiple dietary requirements at once, which shifts gluten‑free from a standalone claim to part of a broader free‑from offering.
Common combinations include:
- Gluten‑free + dairy‑free
- Gluten‑free + allergen‑friendly
- Gluten‑free + low‑sugar or reduced‑carbohydrates.
What’s next for gluten‑free?
Taken together, these trends paint a picture of a category that’s no longer defined by restriction, but by possibility.
Gluten‑free has moved well beyond its medical niche to become a credible, competitive part of the mainstream food landscape - one where taste, texture, nutrition, and value now matter just as much as the absence of gluten itself.
As consumers raise their expectations, brands that innovate on functionality, deliver genuine bakery breakthroughs, offer stronger value, or meet multiple dietary needs at once are likely to pull ahead.
For manufacturers, the opportunity is significant. For consumers, the choices are steadily improving. And for the category as a whole, the next five years could be its most transformative yet.
