As the diversity of the gluten-free consumer grows, more are discovering the joys of the specialized free-from category.

Depending on the consumer, gluten-free can be a choice and/or a necessity. For consumers diagnosed with celiac disease, it is a necessity. It is believed around 1 in 133 people in the U.S. have celiac disease, according to BeyondCeliac.org. That number does not include people who are thought to be misdiagnosed or undiagnosed.

Ardent Mills, Denver, found gluten-free eating is largely driven by choice and by younger consumers. Nearly one-quarter of adults claim to incorporate gluten-free eating into their daily diets. Participation in gluten-free eating rises to 37% among consumers aged 18-34 who are largely shaping demand and driving innovation.

“As the category gains wider acceptance, the consumer-driven shift is helping to normalize gluten-free products, making them more mainstream and accessible than ever,” said Matthew Schueller, director, marketing analytics & insights, Ardent Mills.

Food as medicine

But greenwashing and health washing claims that fall short of expectations have left consumers suspicious of the accuracy of some of these statements. This distrust, coupled with an environment of economic uncertainty, has prompted some consumers to forge their own path. These food purchases can represent a proactive approach to health and lifestyle for oneself and one’s family.

An ADM Global Trend Report, Era of Infinite Choice, presented how consumers are navigating choices through a web of personal, cultural and environmental considerations. This might include recommendations generated by AI, centuries-old health remedies and/or incorporating culturally influenced practices. This has also led to an exploration of more globally diverse foods that are naturally free of ingredients such as dairy and gluten. ADM qualifies this as a new value equation, one “going beyond pure cost considerations to evaluate time efficiency, healthfulness, satiation levels, the need to treat oneself, and making food choices that affirm identity.”

Although the act of making such a purchase might seem insignificant in the moment, over time these purchases can offer consumers an element of stability in a world that often feels out of control. This in turn highlights why consumers are demanding better transparency via a complete list of ingredients presented in an understandable way.

Proprietary research from Ardent Mills found that 91% agree that recognizable ingredients are key to their purchasing decisions with rising interest in gluten-free, clean-label ingredients such as chickpea, potato, quinoa and buckwheat. Nutrient-dense ingredients can enhance the flavor and texture of gluten-free products and improve the overall nutritional profile. Additionally, alternative grains and flours play a significant role in bringing nuance and variety to the category.

Inherently gluten-free grains and flours offer positive impact on a product’s quality and nutritional profile. They also offer a “story” behind the ingredients with a profile that is more natural and wholesome.

“These advancements reflect the industry’s ongoing commitment to meeting the diverse needs of gluten-free consumers, offering them products that are delicious with more of the nutrients consumers are looking for,” said Matt Goldstein, R&D scientist, Ardent Mills.

Steady demand

Gluten-free remains a small portion of the bakery category with 3.2% of sales, according to Nielsen (52 weeks ending 1/18/2025). But the category sees stronger dollar (4.2%) and unit (2.3%) change than in non-gluten bakery, which is largely stagnant. Many are seeing advancements in the flavor, texture and nutritional value of gluten-free foods to be a frontier for bakery innovation with consistent improvements and innovation in the space.

The wellness benefits of gluten-free eating continue to create curiosity and momentum, making it a lifestyle choice of more consumers, particularly those aged 18-34. This shift in consumer behavior continues to raise the bar for products that are gluten-free with a great eating experience. This includes a noticeable shift toward incorporating the gluten-free benefit into products that were considered more taste-centric such as prepackaged cookies, artisan prepackaged bread and instore bakery cakes, Schueller said.

One of the most notable advancements is in the bread category, where domestic and international companies are introducing products that more closely replicate the flavor and texture of traditional bread. Cookies are the second-largest sub-category for gluten-free products, followed by wraps and tortilla shells. Growth within the category could in part be because cookies are not as dependent on gluten’s functionality. Gluten’s elasticity and structure aren’t needed to make a great cookie, said Brad Wright, bakery & snacks R&D manager, Cargill, Minneapolis. He acknowledged that familiarity of successful gluten-free formulation continues to make things easier, in addition to having more ingredient options available at commercial scale as compared to just a couple of years ago.

With indulgence as a prime component of drawing consumers to the bakery, perimeter bakers are finding the addition of chocolate or compound inclusions and coatings to be a great way to bring a touch of elegance to gluten-free treats.

Under the microscope

Marketers looking to get a handle on the increasingly diverse subsection of gluten-free consumers are looking to the insights of psychographic data, which takes into consideration attitudes, values and desires. The Numerator Shopper Profile of the bakery shopper purchasing gluten-free for the household demonstrates gluten-free shoppers to be label readers who seek out natural products. 45.5% of households that are gluten-free versus 27.4% of all households are more likely to review labels and ingredients, according to the Numerator Shopper Profile. 33.5% of these households look for natural and organic foods, compared to 16.8% of all households.

Gluten-free bakery consumers are also known to be snackers, citing health considerations as the motivation to help them maintain blood sugar levels, improve mental health, boost energy and provide a healthier meal replacement option. Gluten-free products with protein also continue to be a strong driver.

“These shoppers are also more likely than the general population to follow additional diets such as lactose-free, grain-free and vegan,” said Jenna Nelson, associate marketing manager for bakery, Cargill. “And perhaps not surprisingly, gluten-free bakery consumers have a higher probability of having food allergies in their household. While wheat is the most common, research from Numerator suggests that allergies to milk, soy and peanuts are also more prevalent.”

Pursuing premium

Innova Market Research, Arnhem, The Netherlands, found that ingredient quality strongly influences purchasing decisions. Those who look to balance quality with value will evaluate the offerings of brands more closely as they make a growing investment in wellness to manage health issues through personalization, balanced nutrition and convenience. A 2024 Innova Lifestyle and Attitudes survey found that 34% lack good provision of healthcare. Consumers’ desire to ‘feel well’ is also a key driver of the Savvy and Self-Sufficient trend in the Innova Global Consumer Trends for 2025.

And consumers are willing to pay for what they value when it comes to premium. The Premiumization and Everyday Value(s) report from The Hartman Group, Bellevue, Wash., found personally relevant premium benefits such as modern takes on gluten-free can command a higher price. When looking for premium items and looking to define premium, consumers often apply criteria in a combination of objectivity, subjectivity and comparative, according to The Hartman Group.

Opportunities for premium gluten-free include functional benefits, particularly gut health benefits that extend beyond the absence of gluten and the presence of positives such as healthy fats and inherent fiber from ingredients cueing premium production values such as organic and non-GMO, said Melissa Abbott, vice president, syndicated studies, The Hartman Group.

The Hartman Group highlights two consumer groups in its Premium segmentation. The Health Seeker (31% Gen X, income over $100K) looks for health and nutrition factors as advantages of premium. Purchasing premium allows Health Seekers to align with their dietary needs and avoid processed foods. The Easy Optimizer (57% Gen Z or Millennial) looks to optimize life in the quickest way possible. This translates into premium foods that allow them to be healthy and to make time for other activities.

“Premium in the context of ‘free from’ correlates with a willingness to pay more for less processing (63%), better nutrition (76%), avoidance of unhealthy ingredients (70%), and alignment with personalized dietary needs (62%),” Abbott said.

Crowd pleaser

One of the best things about the evolution of the gluten-free bakery market may be the ongoing improvement in flavor and taste profiles. Ancient grains such as sorghum, buckwheat and medium-grain white rice can provide good structure and mouthfeel. Ingredients like psyllium powder help improve machineability and guar gum can enhance freeze-thaw stability.

“Earlier generations of gluten-free products often forced consumers to make tradeoffs, especially around texture,” Wright said. “Improvements in ingredients, including alternative grain sources, are allowing us to close the gaps with traditional baked goods.”

No matter what the category is, taste remains the number one driver of purchase and new ingredients and technologies continue to help bakers deliver even tastier gluten-free products. And while those who require gluten-free items were more willing to tough out grainy textures and weird aftertastes in the past, their gluten-friendly dining companions were not. Better tasting gluten-free products make it easier to accommodate dining occasions that include everyone at the table, gluten-tolerant or not.

“The shift in mindset has raised expectations for gluten-free foods,” Schueller concluded. “As more consumers actively choose gluten-free for various reasons, the category has gained wider acceptance, and this consumer-driven shift is helping to normalize gluten-free products, making them more mainstream and accessible than ever.”