Gluten-Free Market Surges on Medical Need and Mainstream Demand

The global gluten‑free products market is accelerating toward double‑digit billions of dollars in annual sales, propelled by rising celiac disease diagnosis, broader concern about gluten intolerance and a powerful convergence with plant‑based eating, according to a cluster of new market analyses released this week.

A series of forecasts from Ken Research, Data Bridge Market Research, Fact.MR and other firms estimate the worldwide gluten‑free segment was worth between $6.7 billion and $7.23 billion in 2023–2024, with projections that it could reach nearly $12 billion by 2032 and continue expanding sharply through the next decade.¹²

Analysts say the United States remains the world’s largest retail market for gluten‑free foods, supported by clear Food and Drug Administration rules, strong celiac awareness campaigns and growing lifestyle adoption of gluten‑free diets.³⁴

Medical demand anchors rapid market growth

While gluten‑free products were initially developed to meet the needs of people with celiac disease—an autoimmune condition in which gluten damages the small intestine—multiple reports conclude that the clinical population remains a core driver of demand even as the market broadens.

The U.S. market’s strength “is anchored by clinical demand from people with celiac disease or diagnosed gluten intolerance,” according to a 2034 outlook from Straits Research.³ The report highlights the role of established diagnostic pathways and specialist care in sustaining a reliable base of medically indicated gluten‑free consumption.

A separate U.S.‑focused analysis from Ken Research notes that growth in the American gluten‑free segment “is driven by an increasing awareness of celiac disease and gluten intolerance among consumers,” reflecting both improved diagnosis and more frequent physician‑patient discussions about gluten‑related disorders.²

Globally, Data Bridge Market Research attributes much of the market’s expansion to “increasing consumer awareness about gluten” and its relationship to celiac disease and other forms of gluten sensitivity.¹ The firm values the global gluten‑free products market at $7.23 billion in 2024, with expectations it will climb to $11.91 billion by 2032, representing a compound annual growth rate (CAGR) of 6.44% over the period.¹

U.S. projected to post double‑digit annual growth

Within that global picture, multiple reports cast the United States as a standout for both regulatory clarity and market pace.

A long‑range forecast from market intelligence firm Fact.MR projects that the U.S. gluten‑free products market could grow at a CAGR of 11.2% through 2035, outpacing the global average.⁴ The report credits a “mature celiac diagnosis infrastructure and expanding mainstream dietary adoption sector,” describing the country as “a celiac awareness leader.”

Straits Research emphasizes that the U.S. is “the world’s biggest retail market for gluten‑free foods,” citing a dense network of supermarkets, specialty aisles and e‑commerce platforms that routinely stock certified products across categories such as bakery, snacks and ready‑to‑eat meals.³

Ken Research similarly notes that the USA gluten‑free products market is expanding alongside the global gluten‑free product market it values at $6.7 billion in 2023, suggesting that American consumers are tracking—and in some cases driving—global shifts in how gluten‑free foods are perceived and purchased.²

Plant‑based trend converges with gluten‑free demand

Analysts say one of the most notable developments is the rapid overlap between plant‑based eating and gluten‑free product innovation.

A global outlook from Ken Research finds that “the plant‑based food trend is merging with the gluten‑free market as more consumers seek products that meet both dietary preferences.” It cites World Economic Forum data indicating that worldwide sales of plant‑based gluten‑free products reached about $5 billion in 2023, underscoring how quickly this hybrid category has moved from niche to significant share of the market.⁵

In this segment, manufacturers are introducing gluten‑free plant‑based breads, meat alternatives and snacks that rely on legumes, vegetables and alternative grains such as quinoa or buckwheat. The reports frame this convergence as a response to consumers who simultaneously want to avoid gluten and reduce animal‑based foods, whether for health, ethical or environmental reasons.

A 2022 academic review of market trends in gluten‑free foods similarly notes that gluten‑free products are most popular in Europe, North America and Canada, while “in the East, demand for gluten‑free, trans‑free and caffeine‑free products is growing in Southeast Asia,” reflecting a broader shift toward “free‑from” and “clean label” products.⁶

Regulatory standards bolster consumer and industry confidence

Industry analysts repeatedly highlight the role of regulation and standards in stabilizing the gluten‑free category.

In the United States, Straits Research points to FDA regulations that set a <20 parts per million (ppm) threshold for products labeled “gluten‑free,” aligning with international Codex standards and clinical safety benchmarks for most people with celiac disease.³ The FDA has also issued specific guidance for fermented and hydrolyzed foods, such as soy sauce and certain dairy substitutes, which can pose testing challenges but are increasingly part of everyday diets.

These rules “give both consumers and brands confidence,” Straits notes, by providing clear criteria for labeling and enforcement.³ Certification programs referenced in a white paper from the British Retail Consortium Global Standards (BRCGS) similarly stress the importance of reliable testing and auditing to prevent cross‑contamination and ensure that products marketed as gluten‑free meet clinically meaningful thresholds.⁷

Such standards are seen as particularly critical given the widening audience for gluten‑free labels, which now extends beyond patients with diagnosed celiac disease or non‑celiac gluten sensitivity to include people who believe gluten‑free diets may support weight management or cardiovascular health.

Lifestyle adoption blurs line between medical and trend diets

Several reports describe a growing group of consumers who adopt gluten‑free diets for reasons that go beyond a physician‑confirmed diagnosis.

An overview of the global gluten‑free food and beverages market from OpenPR states that growth is “supported by increasing adoption of gluten‑free diets not only for medical reasons but also as part of general lifestyle and perceived digestive health.”⁸ This aligns with findings in the BRCGS white paper, which notes that the “dietary shift has been attributed to studies that claim avoiding gluten can have significant benefits such as weight loss and reduced risk of cardiovascular disease,” even as the evidence base and applicability to the general population remain scrutinized.⁷

The 2022 academic review of market trends reports that a “gluten‑free lifestyle has become one of the most popular diet trends worldwide,” particularly in regions with high social media penetration and wellness‑oriented marketing, further blurring the line between medically necessary diets and fashion‑driven food choices.⁶

For industry, this dual‑track demand—clinical and lifestyle—has translated into product diversification well beyond traditional staples like gluten‑free bread and pasta, encompassing snacks, sauces, beverages and confectionery aimed at everyday convenience.

Global spread with strongholds in Europe and North America

While the United States is singled out as the largest single retail market, research suggests that Europe and North America together still account for the bulk of gluten‑free product sales.

The 2022 market trends study finds that gluten‑free products “remain most popular in Europe, North America and Canada,” mirroring higher rates of clinical recognition of celiac disease and robust retail infrastructure.⁶ At the same time, the review and several commercial reports observe that Southeast Asia and other parts of the Asia‑Pacific region are seeing rising demand for gluten‑free, trans‑free and caffeine‑free categories, as multinational food companies expand free‑from product lines into emerging markets.⁶

Data Bridge Market Research notes that this geographic diversification is one reason the global gluten‑free products market is expected to maintain a steady >6% CAGR through at least 2032, even if growth in some mature Western markets begins to plateau.¹

Industry pivots to reformulation and cross‑contamination control

Behind the sales numbers, several analyses point to a deepening technical challenge for manufacturers: maintaining the taste, texture and nutritional quality of gluten‑free foods while assuring stringent contamination controls.

BRCGS’s white paper on the “growing global importance of reliable gluten‑free products” argues that the category demands “rigorous risk assessment, testing and process controls” because even small amounts of gluten can harm people with celiac disease.⁷ The document stresses that as gluten‑free labels migrate onto a wider variety of processed foods, beverages and plant‑based alternatives, supply chains must adapt to minimize cross‑contact at every step—from ingredient sourcing to shared production lines.

Market reports from Ken Research and OpenPR say producers are increasingly investing in dedicated gluten‑free facilities, advanced testing methods and alternative grains and starches to better approximate the functionality of wheat gluten without compromising safety.⁵⁸

Outlook: A maturing category under clinical and regulatory scrutiny

Taken together, this week’s analyses portray a gluten‑free sector that is maturing quickly, with robust regulatory frameworks, an expanding scientific and clinical backdrop, and accelerating crossover with other powerful food trends such as plant‑based diets and clean labels.

Forecasters expect that:

Global sales will continue to rise through 2030 and beyond, with multiple firms projecting the market to approach or exceed $12 billion by the early 2030s.¹
The U.S. will remain a dominant market, posting double‑digit annual growth as awareness of gluten‑related disorders and lifestyle interest in gluten‑free eating remain high.⁴³
Plant‑based gluten‑free products will capture a growing share of the segment, after already reaching an estimated $5 billion in sales in 2023 worldwide, according to data cited by Ken Research from the World Economic Forum.⁵

Even as consumer enthusiasm surges, experts cited in the BRCGS white paper and academic literature argue that clinical indications and evidence‑based health outcomes will remain central to how public health authorities, regulators and medical professionals evaluate the risks and benefits of gluten‑free diets for the broader population.⁷⁶

References & Links

Global Gluten-Free Products Market Size, Share, and Trends – Data Bridge Market Research — Estimates of 2024 global market size ($7.23 billion) and 2032 forecast ($11.91 billion) with 6.44% CAGR. ↩ ↩² ↩³ ↩⁴ ↩⁵
USA Gluten-Free Products Market Outlook to 2030 – Ken Research — U.S.‑focused report on gluten‑free product growth and links to celiac and gluten intolerance awareness. ↩ ↩² ↩³
Gluten-Free Products Market Size, Share & Trends by 2034 – Straits Research — Discussion of FDA’s <20 ppm gluten standard, guidance for fermented and hydrolyzed foods and U.S. market leadership. ↩ ↩² ↩³ ↩⁴ ↩⁵ ↩⁶
Gluten-Free Products Market | Global Market Analysis Report – 2035 – Fact.MR — Forecast of U.S. gluten‑free market growth at 11.2% CAGR through 2035, with emphasis on diagnosis infrastructure. ↩ ↩² ↩³
Global Gluten-Free Food Market Outlook 2030 – Ken Research — Analysis of global gluten‑free food trends and the plant‑based convergence, citing World Economic Forum data on plant‑based gluten‑free sales. ↩ ↩² ↩³
Studies Regarding Market Trends Gluten-Free Products – 2022 academic PDF — Peer‑reviewed overview of regional gluten‑free market patterns and the rise of gluten‑free lifestyles. ↩ ↩² ↩³ ↩⁴ ↩⁵
The Growing Global Importance of Reliable Gluten-Free Products – BRCGS White Paper (PDF) — Industry white paper on certification, testing and claims about health benefits of gluten avoidance. ↩ ↩² ↩³ ↩⁴
Future Forecast: Gluten-Free Foods Beverages Market Expected – OpenPR — Summary of global gluten‑free foods and beverages market drivers, including lifestyle adoption. ↩ ↩²