One tenth of product launches ‘gluten-free’, says survey

A rise in interest in free-from foods has been driven in recent times by the increasing availability of gluten-free product lines, according to Innova Market Insights.

Products positioned on a gluten-free platform accounted for 10% of global food and drink launches in the 12 months to April 2015, rising to 18% in the US, the market research company claimed.

Innova Market Insights director of innovation Lu Ann Williams said: “This is partly due to improved labelling regulations, but also to rising awareness of gluten intolerance in the diet and the development of more mainstream and good-tasting gluten-free products across a whole range of food and drinks sectors.”

Key areas of activity in recent years, it added, were in bakery and cereal products and snack foods, in part because of the rising demand for alternatives to the relatively high number of gluten-containing lines in these sectors.

Biscuits accounted for the largest number of gluten-free bakery launches with more than 40% – equivalent to 8% of total biscuit introductions – while bread held less than 16%. The share of gluten-free product launches in the cereals and snack foods markets was 21% and 13% respectively, but these figures rose dramatically to 43% and 42% in the US.

Williams added: “Gluten intolerance is no longer the only reason for buying gluten-free foods. Issues such as overall well-being, digestive health, weight management and nutritional value are often deemed to be equally if not more important by consumers. With more labelling of gluten-free foods and the growing availability of a range of high quality products with a good sensory profile, the sector seems set to take further advantage of the huge potential market for this type of product.”