Gluten-Free food is one of the fastest growing segments of the food industry in recent times. According to market data from Euromonitor International, there was 11.5% in growth between 2020 and 2021, reaching a turnover of approximately R$900 million. And this amount is expected to grow even more in the coming years.
To better understand the potential this market has to expand, below we list some consumer motivations for these products, as well as trends, opportunities and insights within this segment.
Reasons for limiting or excluding gluten
Among consumers, awareness of the effects and medical guidance on gluten-related health disorders boosted demand for gluten free products.
However, the demand for these products is not limited to carriers of a food allergy or intolerance (1% to 6% of the population), but includes consumers in general, who do so by choice.
In addition, certain consumers are also looking for gluten-free versions for low-carb diets, such as Low Carb and Ketogenic.
Trends and opportunities
Wheat flour-based products showed strong growth in sales volumes, as well as their gluten free versions, as the population increased its consumption of breads, cakes, cookies and pasta throughout the day.
For gluten free versions, several solutions have been explored, such as replacing wheat flour with different types of starch, the use of combined flours, such as rice, of oilseeds – almonds and cashew nuts, for example – and even vegetables – chickpeas and peas.
In addition to the use of certain gluten-free flours or starches, other ingredients can be used to adjust the volume, as well as to provide a pleasant texture and improve the shelf life of the product. This is the case of hydrocolloids, such as guar gum and hydroxypropyl methylcellulose, gluten free ferments, enzymes, fruit or plant fibers, flaxseeds and chia, psyllium, modified starches, proteins from various sources, among many others that may be decisive in the preparation of a gluten-free product.
Inspirations
The gluten-free food and beverage segment is highly competitive and product innovation becomes an even more important strategy to be successful in the market.
Below are some examples of brands that stood out for their creativity and combination of techniques.
In Brazil, several companies are also innovating in the sector, such as Belive and Vitalin, which have several snacks, sweets and gluten-free breads. Ceres Brasil has lentil and purple sweet potato pasta. One of the references in the segment, Schär, increasingly expands its portfolio.
In addition to these, other more traditional companies are also updating to meet the current demand for gluten-free foods. Wickbold, for example, innovated with the launch of its gluten-free bread and cake portfolio, made from starch and rice flour.
In the pasta sector, major players including Barilla and Renata have also updated to include new gluten-free formats made from corn and rice.
Thus, with more and more new launches, it is expected that the greater availability of gluten-free products in supermarkets will have a significant impact on consumer interest, and consequently on the growth of this market.