USA Gluten-Free Products Market Outlook to 2028

USA Gluten-Free Products Market Overview

The USA gluten-free products market size is increasing due to the healthier options that reflects the Global Gluten Free Product Market valued at USD 6.7 billion in 2023. This rapid expansion in the market is driven by an increasing awareness of celiac disease and gluten intolerance among consumers, a rising trend of health and wellness, and the adoption of gluten-free diets by individuals without gluten-related disorders as a lifestyle choice.

The gluten-free products market in the USA is highly competitive, with key players including General Mills Inc., the Hain Celestial Group, Inc., the Kraft Heinz Company, Conagra Brands, Inc., and Dr. Schär AG/Sp A. These companies are continuously innovating and expanding their product portfolios to cater to the growing demand for gluten-free products.

In 2023, General Mills Inc. announced the launch of a new line of gluten-free baking mixes, responding to the increasing consumer demand for convenient and accessible gluten-free baking options. The launch has been well-received, with sales exceeding initial projections in the first quarter post-launch.

The Western region, particularly California, dominates the gluten-free products market. This dominance is attributed to the high awareness and adoption of gluten-free diets, a large population with gluten intolerance, and a robust food manufacturing sector that supports the production and distribution of gluten-free products.

USA Gluten-Free Products Market Segmentation

The USA gluten-free products market can be segmented into product, distribution channel and region.

By Product: The USA gluten-free products market is segmented by product type into bakery products, snacks and cereals, and dairy and dairy alternatives. In 2023, bakery products held the dominant market share due to the high demand for gluten-free bread, cookies, and cakes among consumers.

By Distribution Channel: The USA gluten-free products market is segmented by distribution channel into supermarkets/hypermarkets, specialty stores, and online retail. In 2023, supermarkets/hypermarkets held the largest market share due to the wide availability and convenience offered by these stores.

By Region: The USA gluten-free products market is segmented by region into North, South, East, and West. In 2023, the West region dominated the market, due to a higher prevalence of gluten intolerance, a strong health and wellness culture, and significant consumer awareness about the benefits of gluten-free diets.

USA Gluten-Free Products Competitive Landscape

Company Name

Establishment Year

Headquarters

General Mills Inc.

1928

Minneapolis, MN

The Hain Celestial Group

1993

Lake Success, NY

The Kraft Heinz Company

2015

Chicago, IL

Conagra Brands, Inc.

1919

Chicago, IL

Dr. Schär AG/Sp A

1922

Burgstall, Italy

Schär AG/Sp A Recent Development: Dr. Schär AG/Sp A, in 2023, introduced a new line of gluten-free pasta made from chickpeas and lentils. This innovation not only caters to gluten-free consumers but also appeals to those seeking high-protein and fiber-rich alternatives. The new product line has received positive feedback, with sales exceeding expectations in the first six months.

Conagra Brands' Innovation: Conagra Brands introduced a new line of gluten-free frozen meals in 2023, targeting health-conscious consumers. The new product line included high-protein, low-carb options and received positive feedback from consumers. Conagra reported an increase in gluten-free product sales following the launch.

USA Gluten-Free Products Market Analysis

USA Gluten-Free Products Market Growth Drivers

Increasing Prevalence of Celiac Disease: According to the Celiac Disease Foundation, in 2023, around 3 million Americans were diagnosed with celiac disease. This condition requires strict adherence to a gluten-free diet, which has led to an increased demand for gluten-free products. Additionally, the National Institutes of Health (NIH) reported an annual increase in celiac disease diagnoses, further driving the market.

Health and Wellness Trends: In 2024, a report by the International Food Information Council (IFIC) found that 60 million Americans are opting for gluten-free diets as a part of their healthy lifestyle choices. This shift is not limited to individuals with gluten intolerance but includes a broader population seeking the perceived health benefits of a gluten-free diet.

Product Innovation and Variety: Continuous product innovation and the introduction of new gluten-free products have been crucial growth drivers. Major companies like General Mills and Conagra Brands have been expanding their gluten-free product lines, offering a variety of options such as gluten-free snacks, bakery items, and ready-to-eat meals. In 2023, General Mills launched over 50 new gluten-free products, significantly contributing to market growth by attracting more consumers.

USA Gluten-Free Products Market Challenges

High Cost of Gluten-Free Products: According to a 2023 report by the Gluten Intolerance Group, the average price of gluten-free products is nearly 2.5 times higher than their gluten-containing counterparts. This price disparity limits the affordability and accessibility of gluten-free products for a larger consumer base.

Limited Consumer Awareness: A 2024 report by the National Restaurant Association indicated that 20 million Americans were unaware of gluten-free options available in the market. This lack of awareness hampers market growth as potential consumers are not fully informed about their dietary choices.

USA Gluten-Free Products Market Government Initiatives

FDA Labeling Regulations: In 2023, the FDA introduced stricter labeling regulations for gluten-free products to ensure consumer safety and transparency. This initiative included comprehensive guidelines and increased monitoring to prevent cross-contamination. The FDA spread awareness programs and compliance checks, significantly impacting the market by boosting consumer confidence in gluten-free labels.

National Awareness Campaign: The USDA launched a national awareness campaign in 2024 to educate the public about celiac disease and the benefits of gluten-free diets. This campaign involved collaborations with healthcare providers, educational institutions, and food manufacturers to disseminate information and promote gluten-free products. The campaign reached an estimated 50 million Americans, increasing market awareness and demand.

USA Gluten-Free Products Market Future Outlook

The USA gluten-food products market is poised for significant growth over the next five years, driven by increasing expansion of online retail, advancement in food technology, and consumer awareness.

USA Gluten-Free Products Future Market Trends

Increased Product Diversification: Over the next five years, the gluten-free products market is expected to see increased product diversification. Companies will continue to innovate and introduce new gluten-free products, including snacks, beverages, and meal kits. By 2028, it is projected that the market will offer over 1,000 new gluten-free products annually, catering to diverse consumer preferences.

Technological Advancements in Food Processing: Technological advancements in food processing are expected to improve the taste, texture, and nutritional value of gluten-free products. By 2028, the adoption of advanced food processing technologies will lead to the production of high-quality gluten-free products that closely resemble their gluten-containing counterparts.
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