The gluten-free lifestyle
Seeds have become very attractive to consumers due to an increased demand in gluten-free products. Whether it’s because there are more sophisticated diagnostics allowing doctors to detect food allergies or there is an actual rise in people with food allergies or just more people who choose to cut out gluten all together, gluten-free products are no longer serving as substitutes primarily for people with dietary concerns.
Globally, around 14% of weight-sensitive consumers in a Datamonitor survey (http://www.slideshare.net/cteahan/market-opportunities-in-glutenfree) said that they avoid gluten all the time.
According to Datamonitor, those who are influenced by gluten-free claims are healthier eaters, more ethical, experimental and more influenced by natural and organic ingredients than the average global consumer.
The consumer demand is continuing to grow and after many years of being stuck with a limited range of products, more and more companies have realized there is opportunity in this space and are profiting from offering a larger selection of flavors and products.
Gluten-free products are no longer just occupying specialty food aisles but have moved to the general areas, like the dairy section and are placed next to conventional alternatives.
Popular gluten-free alternatives are made from or with seeds and special grains like amaranth, buckwheat, chia seed, quinoa, corn, rice, sorghum, millet, teff or arrowroot.
Flaxseeds and chia are part of the ongoing breakfast and brunch trend and can be found in trendy smoothie bowls. While other glutenfree grains, like Amaranth are used for baking.
Quinoa is popular for snacks, salads and recently more and more sweet options. Buckweat is mostly used as flour for crackers, crepes or noodles where it is especially popular in asian communities. Glutenfree grains and seeds are extremely versatile in the way they can be used and combined.
According to a recent study (http://www.marketsandmarkets.com/Market-Reports/gluten-free-products-market-738.html) the market for gluten-free products is projected to grow at a CAGR of 10.4% from 4.63 Billion in 2015 to reach USD 7.59 Billion in 2020.
Glutenfree grains and seeds offer a broad spectrum of product opportunities - especially when it comes to combinations with dairy products where we can see a growing increase in Glutenfree claims. Globally Glutenfree is number 4 in total number of claims in regards to new product launches in yoghurt.
But also current cereal products can receive a face-lift by the application of seeds. Gluten-free has grown out of a niche necessity to a substantial market. There are now gluten-free supermarkets being built (http://www.glutenfreeliving.com/gluten-free-foods/shopping-gluten-free/supermarkets/), cafes and restaurants, magazines, online plattforms and delivery services where the engaged consumer is looking for new products to discover.
Our team at AGRANA Fruit will support you with the best solutions in regards to the application of seeds in your products and for the latest trend ideas for fruit, cereal and seeds. We offer ready-to-use solutions customized to your brands.