Though gluten free food is meant for patients suffering from Celiac disease or showing symptoms of gluten intolerance, a rising number of consumers prefer gluten free food due to lifestyle choices rather than medical necessity. This has considerably boosted the global gluten free food market. The market stood at a valuation of US$2.8 bn in 2014. Expanding at a CAGR of 7.7% during the period from 2015 to 2021, the global gluten free food market is anticipated to be worth US$4.9 bn by 2021.

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Gluten is a protein found in barley, rye, and wheat. Though gluten free food is assumed to be healthy by a growing number of customers, there is no scientific evidence to avoid gluten if a person does not suffer from gluten intolerance. The growing awareness about wellness and robust marketing by key players have propelled the growth of the global gluten free food market.

How researchers are enhancing the taste of gluten free bakery products?

For long, researchers have been working to enhance the taste of gluten free bakery products such as breads. Gluten has a structural property to form an ‘elastic network’ on combining with water that enhances the taste of breads and cakes. The lack of this important component in gluten free breads made from grains such as rice and buckwheat leads to their inferior taste. Addressing this issue, Italian scientists Ombretta Polenghi and Virna Cerne have found out a way to form the ‘elastic network’ similar to gluten in gluten free bakery products with the help of a protein zein. This protein is found in corn and under the appropriate conditions including moisture, pH, and temperature, the protein forms an elastic network similar to gluten. Though this recent development is still under research, it is expected that the protein will offer a wide range of tastier gluten free alternatives.

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Why is North America fast emerging as the potential market for gluten free products?

The key regions in the global gluten free food market are the Middle East and Africa, Asia Pacific, North America, Europe, and Latin America. In terms of revenue and volume, Europe has emerged as the largest market for gluten free products. The growing awareness about gluten intolerance and the promotion of gluten free food products has supported the growth of the market in the region.

North America is fast emerging as a lucrative market for gluten free food products. The rise in the number of patients suffering from Celiac disease and various initiatives taken by governments to promote gluten free food products has helped the market grow in the region. In Canada, the government has invested over US$500,000 for the Canadian Celiac Association to increase awareness about gluten free grains. The investment will let the Association to develop a voluntary certification standard for gluten free grains.

Such favourable regulatory framework and government policies are expected to significantly fuel growth prospects for the gluten free products market.