Better labelling regulations drive gluten-free sales higher

By Nicholas Robinson

- Last updated on GMT

More good news for gluten-free
More good news for gluten-free

Related tags Gluten-free diet

Gluten-free product launches accounted for 10% of new food products globally, which was partly due to better labelling rules, new data from Innova Market Insights has shown.

Rising awareness of gluten intolerance globally had also added to the uptick, claimed the research firm’s director of innovation Lu Ann Williams. “Also, the development of mainstream and good-tasting gluten-free products,”​ she added.

Gluten-free snack foods and bakery snacks had seen a relatively high proportion of launches, Williams added.

The Belgian-headquartered pastry firm Pidy, which manufactures gluten-free pastry, has seen a rise in demand for its gluten-free products, the firm's UK general manager Robert Whittle claimed.

Investment in innovation  

“Gluten-free products are definitely commanding more shelf-space,”​ he said. As a result, the firm was investing more time in gluten-free innovation.

In June, ingredients firm Bowman Ingredients announced plans to pump millions of pounds into “the UK’s first dedicated production facility”​ for gluten-free ingredients.

The UK’s gluten-free market would rise to £500M by 2019, claimed Bowman Ingredients chief executive officer Rory Bowman.


Meanwhile, more food and drink manufacturers were reformulating products to make them gluten-free, claimed Williams.

“We’re seeing rising levels of interest in gluten-free reformulations, or even​ [companies] just emphasising the gluten-free nature of existing products,” ​she added.

A rise in firms pushing the gluten-free status of their products was down to the continued increase in non-gluten intolerant consumers buying gluten-free foods, she said.

Consumers continued to believe that gluten-free foods were healthier for them, Williams added.

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