Growing Consumer Awareness and Persisting Cases of Celiac Diseases to Drive the Demand for Gluten-free Products

Known and Unknown Adjacencies Impacting the Gluten-free Products Market

(EMAILWIRE.COM, November 07, 2019 ) The gluten-free products market is projected to grow at a CAGR of 7.6% from 2018, to reach USD 6,474.8 million by 2023. The gluten-free products market growth is attributed to health benefits and adoption of special dietary lifestyles and the increasing awareness about celiac diseases and other allergies. Relatively high cost of gluten-free products than normal products restrains the market growth for gluten-free products.

What are the opportunities in adopting microencapsulation technology to improve the shelf life of gluten-free products?

In conventional products, gluten protein is responsible for the management and retention of moisture, which, in turn, imparts the product with a relatively long shelf life. Therefore, due to the absence of gluten, gluten-free products tend to have a short shelf life and in most cases, do not have a good texture. Increasing the moisture retention and shelf life are tough goals to meet for gluten-free food manufacturers and require continuous R&D and incorporation of newer technologies to attain the desired shelf life.
Microencapsulation is one such technology that can be used to increase the shelf life and texture of gluten-free products. The same technology has been used to overcome the cardboard consistency of refrigerated pizza, rising crust pizza, and also for the shelf-life extension of frozen and refrigerated dough, frozen biscuit dough, scoop and bake frozen muffins, and biscuits.

The coatings used in the application of this technology are gluten-free. Further, there is a wide range of gluten-free fruit acids and lactic acid shNelf-life extenders, which when coated on the product can help deliver optimum & consistent leavening, thereby overcome pre-reactions. This can help in extending the shelf life and deliver an all-natural taste and texture with good consumer appeal.

Key players in the gluten-free products market include The Kraft Heinz Company (US), The Hain Celestial Group, Inc. (US), Pinnacle Foods Inc. (US), General Mills, Inc. (US), and Kellogg Company (US). Some of the other players that hold a significant share of the gluten-free products market are Hero AG (Switzerland), Barilla GER Fratelli SPA (Italy), Pasia Plc (Finland), Dr. Schar AG/SPA (Italy), Farmo SPA (Italy), Freedom Foods Group Limited (Australia), Genius Foods (UK), Enjoy Life Foods (US), Norside Foods Ltd. (UK), and Warburtons (UK).

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The Kraft Heinz Company is one of the market leaders in the gluten-free products market. The company has a number of brands catering to different products in the gluten-free products market. Although the majority of its market revenue is sourced from the US, the company also has a strong presence in the European and the remaining North American market. Additionally, the company sells its products in more than 200 countries in North America, Europe, Africa, and Asia Pacific. It is focusing on launching a range of new gluten-free products to strengthen the market share globally. For example, Heinz introduced a new gluten-free range of pastas and sauces to align with the requirements of the celiac and gluten-intolerant consumers.

The Hain Celestial Group, Inc. is one of the major providers of gluten-free products across the world. The company stands as a leading manufacturer, marketer, and seller of organic, natural, and “better-for-you” food products by focusing on anticipating and meeting consumer expectations in terms of quality, innovation, and value. The Hain Celestial Group, Inc. is focusing on expanding its gluten-free business across regions through strategies, such as acquisitions and new product launches. The company acquired various companies such as EK Holdings, Inc. (US) in 2015 and Tilda Limited (UK) in 2014, and also focuses on seeking future growth through internal expansions as well as the acquisition of complementary brands in the gluten-free products market.

Pinnacle Foods Inc., is a prominent producer, marketer, and distributor of gluten-free food products in North America. The company has its operations in 20 sites in the US and Canada. Its subsidiaries include Pinnacle Foods Canada Corporation (Canada), Pinnacle Foods Corporation (US), and PF Standards Corporation (US). Pinnacle Foods Inc. has a diverse product portfolio under well-known brands that enable it to consolidate its position in the gluten-free products market in North America. The company has also undertaken strategies such as acquisitions to expand its product portfolio and increase its customer base in the region. For instance, Pinnacle Foods, Inc., acquired Boulder Brands, Inc., in 2015, to expand its presence in the natural and organic retail channels, and provide it with a growth platform for gluten-free products.

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