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

3/26/2020 2:21:59 PM


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