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Health, Youth & Marketing Drive Global Gluten-free Food Demand

Celiac.com 04/14/2016 - Driven partly by a perception among consumers that gluten-free foods are healthier than their non-gluten-free counterparts, the global gluten-free packaged food market is projected to grow at a compound annual growth rate of approximately 6% between 2015 and 2019, according to a recent market report from Technavio.

Photo: bella ferraro CC--eva rinaldiIn addition to health and wellness, Technavio identifies demand from millennials and increased marketing activities as prime emerging trends driving the gluten-free market. Once seen as medical products for gluten intolerant people gluten-free products have evolved into "a lifestyle choice across all customer segments," says Brijesh Kumar Choubey, a lead food industry analyst at Technavio.

Many consumers associate gluten-free foods with better energy energy levels, and with weight loss. Technavio cites a 2013 market survey conducted by Monash University that revealed nearly 80% people buying gluten-free products report perceived health benefits as the main reason.

Just five to ten years ago, buyers of gluten-free foods were likely to be older. Today, younger consumers, specifically 32% of millennials, and 38% of Generation Z, said they would pay higher prices for gluten-free products.

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Bakery products, cookies and snacks are the top gluten-free foods among this consumer group, said Technavio.

Driven by growing demand, and by new product development, the bakery segment leads the gluten-free packaged food market with 64% market share in 2014. Technavio predicts the segment will outpace the rest of the market through the end of 2019, growing at a rate of about 7%.

Increased marketing activities from big and small manufacturers alike is the last key driver Technavio cites as a driver for gluten-free packaged food demand.

An example is Heinz, which in 2014 launched a social media campaign for its gluten-free pasta and sauces, Technavio said.

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My daughter dropped from TTG's of 50 to 18 in two months gluten-free. Keep up the good work!

Ok tessa! Point taken and I will remember that too.

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Having had a horrid time with a sore tongue recently, I can pass on a bit of advice from one consultant. It is good to ensure that one's ferritin is up to at least 40 to deal with sore areas in the mouth. Might be worth getting a blood test. Also, B12 is another one to watch.

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