As per Celiac Disease Foundation, Gluten is a general name for the proteins found in wheat (wheatberries, durum, emmer, semolina, spelt, farina, farro, graham, KAMUT® khorasan wheat and einkorn), rye, barley and triticale – a cross between wheat and rye. Gluten helps foods maintain their shape, acting as a glue that holds food together.
There are many food that contains Gluten.
According to a new report by Grand View Research, Inc, the global gluten-free products market is expected to reach USD 33.05 billion by 2025, The market is expected to witness substantial growth over the forecast period mainly on account of the rising income, awareness of well being, healthy lifestyle, and other socio-economic causes. Report suggest, consumer perception of gluten-free products being diet food is expected to act as a key driver for the industry growth over the next few years.
Asia Pacific is expected to be the fastest growing market on account increasing consumption of the products as diet food coupled with unique marketing strategies adopted by the major manufacturers to gain regional share ( as per Grand View Research).
India has a potential of 2,347 kilo tonnes of gluten-free products, against 7.55 kilo tonnes produced in 2016, as per the Institute of Agri- Business Management (IABM), governed by the Indian Council of Agricultural Research (ICAR). According to experts, the estimated market share of gluten-free products in India is only 0.5-2% of the global produce.
The cause and effect:
Celiac Disease which is triggered by Glutens in food, and few gluten-free food products are available in India, as per study.
Further, as per doctors (AIIMS, New Delhi) and researchers, awareness of Celiac Disease is less in India specially rural India. However, maintaining a Gluten free diet is very demanding and required high level of enthusiasm for families. The shift to total Gluten free food is unlikely in recent future. Though there is demand for Gluten Free food in major metros such as Delhi, Chandigarh, Jaipur and Bangalore, people are also demanding gluten-free pizza, pasta and noodles. There are few Gluten free restaurants also opened in big cities of India. Northern part of India which is majorly wheat consuming belt, has more potential for the demand of Gluten free foods.
Gluten food caters to the specialty food market space, and the trend is at its initial stage but may soon catch the mainstream market space.
Gluten free products are popular in the bakery category in India. Many bakers have also started making them regularly and is also part of their menu. There is a demand for Gluten free products.
In India, the gluten-free products are available at some online marketplaces like Amazon, Naturally Yours, Greencart, etc or at specialty stores such as Godrej Nature’s Basket.
“One in 1000 people are gluten-intolerant in India,” as per Amit Lohani, founder director, Forum of Indian Food Importers (FIFI).
As cake and other bake product makers do resonate the idea of having gluten free in their menu, there is an opportunity for them to make the consumer aware of the better side of Gluten free products. And how the habit could be extended to other food products apart from cake and bakery items. ExpandNext supports Gluten Free products.
As per our survey, cake and bakery products are an important part of gifting among urban Indians, and gluten free cakes could very well fit the idea of gifting something healthy and something for good cause. Gluten free products are one of the popular product categories for bakery entrepreneur in major cities.
All in all, data suggest that Gluten Free products is here to stay and the market would eventually swell with demand and lifestyle change.