Gluten-free has become one of the biggest buzzwords in the food industry, with a market valued at $7.28 billion in 2024 and projected to nearly double by 2032.
But is gluten free really the better-for-you choice it’s made out to be?
Led by researchers from Clemson University, the study compared 39 GF products to their gluten-containing counterparts and found some troubling trends. Gluten-free baked goods, on average, contain more sugar and calories, less protein and often fall short on dietary fibre. That’s a problem not just for consumers but also for bakers and manufacturers who want to meet growing demand while keeping products nutritious and cost-effective.
Gluten free, but at what cost?
One of the biggest takeaways from the study is that GF doesn’t automatically mean healthier. Many consumers assume GF products are lower in carbs or better for weight loss, but the reality is often the opposite.
When gluten is removed, something has to take its place. More often than not, that means adding extra sugar, fat or refined starches to improve texture and taste. That’s why many GF products end up with higher calorie counts than their gluten-containing equivalents.
The Clemson research confirms this, showing that GF foods - especially baked goods - often pack more sugar and energy per serving than their traditional counterparts.
The protein problem
Another downside is a lower protein content. Gluten itself is a protein and when you remove it, you lose a natural source of protein in baked goods. The study found that most GF alternatives had significantly less protein than products made with wheat. This can make GF foods less filling, potentially leading to overeating and higher calorie consumption overall.
This presents a unique challenge for GF bakery manufacturers: how to create GF products that aren’t just free from gluten but also nutritionally balanced. Some are already addressing this by using protein-rich alternatives like quinoa, amaranth and legume-based flours, but these ingredients can change the texture and flavour of baked goods. Finding the right balance is key.
Where’s the fibre?
The study also points out a serious fibre deficiency in many GF products.
Wheat, rye and barley are naturally rich in arabinoxylan, a type of dietary fibre that helps with digestion and supports healthy gut bacteria. Because GF baked goods often lack these whole grains, they also lack fibre, making them less beneficial for gut health and digestion.
That said, there are exceptions. Some GF products - particularly seeded breads - actually contain more fibre than traditional wheat breads. This is because some manufacturers compensate for fibre loss by adding pseudo-cereals like buckwheat, teff and chia seeds. However, the study warns this isn’t a standard practice across the industry, so fibre content varies widely depending on the brand and region.
This presents a major opportunity for bakers. Boosting the fibre content of GF products - not just in seeded breads but across the board - could help position products as both GF and gut-friendly.
It’s not just about gluten free
While the study provides valuable insights, one media outlet reporting on it noted that its conclusions can be misleading when taken out of context. The real issue isn’t that GF is inherently unhealthy, but that ultra-processed foods (UPFs) - whether they contain gluten or not - often lack nutritional value.
The study didn’t compare GF products with their mass-produced gluten-containing counterparts. And while it’s true that GF versions often contain more starches and gums to mimic the texture of wheat-based bread – leading to higher sugar and calorie content – many conventional breads aren’t much better. Most mass-produced loaves contain preservatives, added sugars and highly refined ingredients. The same applies to cookies, crackers and cereals. GF versions may have a different mix of ingredients, but at the end of the day, they’re still processed foods engineered for shelf life, taste, and texture - rather than optimal nutrition.
The takeaway? It’s not GF products that are the issue - it’s over-reliance on ultra-processed foods in general.
Contaminants: A growing concern
Beyond nutritional deficiencies, recent reports have raised alarms about contaminants in gluten-free products. A US consumer advocacy group tested 46 samples of organic and non-organic gluten-free goods - including bread, pasta, crackers, snacks, flour, dessert mixes and chips - for herbicides, pesticides, gluten, and minerals.
Glyphosate residues: Out of 46 samples, 44 tested positive for glyphosate residues, a herbicide linked to neurobehavioral issues in children. Notably, even some organic gluten-free products were not free from this chemical.
Excessive gluten levels: Three samples contained gluten levels above the US Food and Drug Administration’s (FDA) allowable limit of 20 parts per million (ppm), posing risks for individuals with celiac disease.
Other pesticides: 54% of the samples had trace or quantifiable levels of 2,4-D, a herbicide, along with residues of piperonyl butoxide (PBO), classified as a possible human carcinogen by the U.S. Environmental Protection Agency.
These findings underscore the need for stringent quality control measures in the production of gluten-free products. Bakers and manufacturers must ensure that their sourcing and production processes minimise the risk of such contaminants to protect both their consumers and their brand reputation.
Why is gluten free so expensive?
If you’ve ever bought GF bread, you’ve probably noticed the steep price tag.
GF products are frequently more expensive than their gluten-containing counterparts, primarily due to specialised production processes, ingredient sourcing challenges and the need for separate facilities to prevent cross-contamination. A report by Coeliac UK revealed that a basket of gluten-free baked goods costs sufferers up to 35% more for a weekly food shop. Specifically, gram for gram, a loaf of GF bread is 4.5 times more expensive, while bread rolls are 3.1 times more expensive than their gluten-containing equivalents. This price disparity poses significant challenges for consumers who rely on gluten-free products for medical reasons.
Liam O’Doherty, senior commercial business manager for Warburtons, a leading UK bakery brand, explained the higher costs are due to several factors. For one, GF baking requires specialised ingredients. Alternative flours like almond, coconut, rice or chickpea flour are more expensive than wheat flour, and obviously, imported or produced in smaller quantities than wheat-based alternatives, which again drives up the cost.
GF production also demands separate processing facilities to prevent cross-contamination, leading to higher operational costs.
Additionally, GF products are produced in smaller batches, resulting in higher per-unit costs.
O’Doherty emphasised that baking GF products is complex, requiring extra effort to emulate what gluten does in a standard loaf without compromising on quality.
This creates a dilemma for manufacturers. How do you keep GF products affordable while maintaining quality and nutrition? Some experts suggest sourcing local, alternative grains as one way to cut costs. Others believe government subsidies or research investments in GF food production could help bring prices down. Either way, making GF baking more cost-effective will be crucial as demand continues to grow.
The bottom line
Despite the challenges, the GF market isn’t slowing down, which means bakers and manufacturers need to find ways to innovate without compromising on taste, texture or nutrition.
One of the most significant challenges in gluten-free baking is replicating the unique properties of gluten, which provides elasticity and structure to dough. Traditional GF products often suffer from texture and structural issues due to the absence of gluten. However, recent advancements offer promising solutions:
Tailormade proteins: German researchers are developing custom proteins to stabilize the interface between gas bubbles and dough in gluten-free baking. This approach aims to mimic gluten’s ability to trap gas bubbles during fermentation, resulting in better texture and rise in gluten-free breads.
Alternative ingredients: The use of hydrocolloids like xanthan gum, as well as alternative flours such as rice flour, can improve dough elasticity and cohesion. These ingredients help mimic gluten’s function, although achieving the desired taste and texture remains challenging.
Clean label solutions: Advances in ingredient technology are enabling the development of gluten-free products that not only meet dietary requirements but also appeal to a broader audience. The focus is on creating products that are healthier, clean-label, and delicious, so consumers don’t feel like they have to make compromises.
One promising area of research is detoxified gluten proteins, which scientists are exploring as a potential way to make gluten safer for individuals with celiac disease. Meanwhile, ingredient advances - such as pre-gelatinised starches and hydrocolloids - are helping to improve the texture, moisture retention and shelf life of GF products.
At the same time, consumer expectations are shifting. Shoppers are becoming more informed about the actual health benefits (or lack thereof) of GF products. This means manufacturers will need to focus not just on removing gluten but on adding real nutritional value, such as higher protein, fibre and lower sugar.
So, is gluten-free truly healthier? Not always. But for bakers willing to push the boundaries, there’s plenty of room to make it better.
Study:
Alam T, Saripalli G & Rustgi S. Gluten-free Diet, a Friend or a Foe, an American Perspective. Plant Foods Hum Nutr 80, 8 (2025). doi.org/10.1007/s11130-024-01264-w
