The gluten-free industry is booming and consumer interest is at an all-time high, with a global market value of $6.45bn and a CAGR of 9.8%, according to Grand View Research.
Consumers are clamouring for more gluten-free information and options. There are over 43.5m ‘gluten-free’ posts, 2.1m ‘gluten-free food’ posts and 1.5m ‘gluten-free recipe’ posts on Instagram.
Interest in gluten-free food as a topic grew 350% in 2024, according to Google Trends. Some media brands have also reported huge traffic upticks from readers searching for information on gluten-free in 2025.
But while demand continues to grow, there are food and drink categories lacking in options. Gluten-free sections in many supermarkets, for example, remain small and can be hard to find, despite the segment’s growing popularity.
So, there is clearly a disconnect with what consumers want and what manufacturer are getting on supermarket shelves.
But three things could help change that narrative.
Affordability
The cost of gluten-free products is a major barrier for consumers. In fact, a recent report by Coeliac UK found that 4% of people surveyed were actively eating gluten-containing products, as a result of cost concerns, despite the fact they could be damaging to their health.
This needs to change if the gluten-free industry is to grow and reach its full potential. And, what’s more, it is achievable. How? By scaling up.
Because, while the cost of gluten-free ingredients, and the increased labour required for production, is higher than it is for their gluten-containing counterparts, producing in larger quantities will help to drive prices down. And, as we’ve already established, the demand for gluten-free products is there.
Variety
Consumers have proven that they want gluten-free, but options remain limited. The increasing popularity of gluten-free is a huge opportunity for food and beverage manufacturers to innovate and create new products, which serve this currently very underserved market.
You only have to look at the most-searched terms on Google to get a few ideas – gluten-free gingerbread, gluten-free scones, gluten-free biscuits and gluten-free cookies were all ‘breakout’ or ‘rising’ topics on Google in 2024.
The brands that win will be the first to serve gluten-free consumers a wider variety of options.
Accessibility
Supermarkets play a big role in connecting consumers with gluten-free products. Despite gluten-free growing shelf space and becoming more mainstream in the last decade, products remain relatively hidden in most shops.
Many shops have dedicated gluten-free areas, rather than displaying products with their ‘standard’ variants. In comparison, for many retailers, meat-free sales have increased by sitting products within or near meat.
This is a huge opportunity for the food and beverage industry to embrace this returning trend.
Take the risk and the rewards could be big, avoid them and brands risk getting stuck behind their competitors.
