United States Gluten-Free Products Market By Type (Bakery Products, Pizzas & Pastas, Cereals & Snacks, Savories Others), By Source (Oilseeds & Pulses, Rice & Corn, Dairy & Meat Products and Others), By Sales Channel (Supermarkets/Hypermarkets, Convenience Stores, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

United States Gluten-Free Products Market was valued at USD 2.37 billion in 2024 and is anticipated to grow USD 3.96 billion by 2030 with a CAGR of 8.99% during forecast period. ​ ​ The United States gluten-free products market has witnessed significant growth driven by rising awareness about gluten intolerance and celiac disease. With more consumers adopting gluten-free diets for health and lifestyle reasons, demand for gluten-free alternatives across food and beverage categories has surged. The market includes a variety of products, such as gluten-free bread, snacks, pasta, and baked goods. Innovations in product formulations and improvements in taste and texture have expanded consumer options. Additionally, the rise of e-commerce platforms has made gluten-free products more accessible. The market continues to evolve as manufacturers cater to both health-conscious individuals and those with dietary restrictions.

In April 2025, U.S. online grocery sales reached USD 9.8 billion, marking a 15.2% increase from April 2024. This growth was primarily driven by a surge in delivery services, which represented a 29% year-over-year increase.

Key Market Drivers

Rising Awareness of Gluten Sensitivities and Celiac Disease

One of the foremost drivers behind the expansion of the gluten-free market is the increasing awareness and diagnosis of gluten-related disorders, including celiac disease and non-celiac gluten sensitivity (NCGS). Celiac disease is an autoimmune disorder in which the ingestion of gluten leads to damage in the small intestine, while NCGS results in similar symptoms without autoimmune involvement. With celiac disease affecting about 1 in 100 people globally, its prevalence in the United States has brought attention to the need for gluten-free options.

Additionally, a growing awareness of non-celiac gluten sensitivity has contributed to more people seeking gluten-free products, even in the absence of a formal diagnosis. This trend has been bolstered by increased educational efforts from healthcare providers, advocacy groups, and media coverage of gluten intolerance. As consumers learn more about these health conditions, they are more inclined to modify their diets to avoid gluten, thus driving the demand for gluten-free products. This heightened awareness has pushed retailers and food manufacturers to create products specifically designed for individuals with gluten sensitivities.

With celiac disease affecting about 1 in 100 people globally, its prevalence in the United States has brought attention to the need for gluten-free options.

Product Innovation and Improved Availability

Over the years, product innovation in the gluten-free category has been a major factor in driving market growth. Initially, gluten-free alternatives were limited and often lacked the taste, texture, and variety of their gluten-containing counterparts. However, advancements in food technology and better ingredient formulations have led to significant improvements in the quality of gluten-free products. As a result, gluten-free breads, pastas, snacks, and baked goods now have more appealing flavors and textures, making them increasingly popular among consumers.

Additionally, food manufacturers are diversifying their gluten-free offerings to meet the preferences and needs of different consumer segments. From gluten-free cakes and cookies to frozen meals, ready-to-eat options, and even gluten-free beer, product variety has exploded. With a growing number of gluten-free options available, consumers are more likely to try these products, knowing they now have better choices in terms of taste, price, and convenience.

Expansion of Gluten-Free Products in the Foodservice Sector

The foodservice industry in the United States has also played a pivotal role in driving the gluten-free products market. Restaurants, cafes, and fast-food chains are increasingly offering gluten-free menu options to cater to a growing consumer demand for safe, gluten-free dining experiences. This trend is not just limited to specialized restaurants but extends to mainstream dining establishments that now offer gluten-free substitutions for popular dishes like pizzas, burgers, and pastas.

The growing trend of gluten-free dining has made eating out more accessible to people with gluten sensitivities or those following gluten-free diets for health reasons. Major restaurant chains, such as Domino’s, Pizza Hut, and Chipotle, have introduced gluten-free options to meet customer preferences. Additionally, many eateries now advertise their gluten-free offerings, creating a more inclusive dining experience for customers.

According to a recent report by the National Restaurant Association, take-out orders account for an impressive 75% of total restaurant traffic. Furthermore, delivery speed is paramount, with nearly 95% of consumers considering it essential to the overall experience and 90% identifying it as their top priority.

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Key Market Challenges

High Cost of Gluten-Free Products

One of the most significant challenges in the gluten-free products market is the high cost associated with these items. Gluten-free products are typically more expensive than their conventional counterparts due to a variety of factors, including the cost of alternative ingredients and specialized production processes. Gluten-free ingredients, such as rice flour, almond flour, or tapioca starch, are often more expensive to source than traditional wheat flour, which increases the overall production cost of gluten-free products.

Furthermore, specialized manufacturing equipment and facilities are often required to ensure that gluten-free products are produced in a contamination-free environment. The need for such facilities drives up manufacturing costs, which are passed on to the consumer. For many consumers, especially those without medical needs but looking to adopt gluten-free diets for health reasons, the higher prices may be prohibitive, limiting their willingness to purchase these products regularly.

Risk of Cross-Contamination

Another significant challenge in the gluten-free market is the risk of cross-contamination. For individuals with celiac disease or severe gluten sensitivity, even trace amounts of gluten can cause harmful reactions, including damage to the small intestine. This poses a significant challenge for food manufacturers, restaurants, and foodservice establishments that need to maintain strict controls to ensure that gluten-free products remain free from gluten contamination.

Cross-contamination can occur at various stages of the food production process, including during ingredient handling, processing, packaging, and transportation. Even small amounts of gluten can lead to serious health issues for sensitive individuals. Therefore, gluten-free products must be manufactured in dedicated facilities or undergo rigorous testing to ensure they meet strict gluten-free standards.

Key Market Trends

Rise of Plant-Based and Natural Gluten-Free Products

As the demand for plant-based and natural food products grows, a significant trend in the gluten-free market is the increasing integration of plant-based and natural ingredients into gluten-free offerings. Consumers are not only seeking gluten-free products but are also more inclined to opt for foods that are plant-based, organic, and free from artificial additives or preservatives. This trend is aligned with the broader movement toward healthier, more sustainable diets, with an emphasis on clean-label products that contain simple, recognizable ingredients.

Plant-based gluten-free foods are experiencing a surge in popularity, with many manufacturers incorporating plant-based proteins, such as pea protein, chickpeas, and lentils, into gluten-free products. Additionally, gluten-free products made from whole, unprocessed grains like quinoa, brown rice, and millet are becoming more common, catering to the growing demand for natural, nutrient-dense foods.

The combination of gluten-free and plant-based diets is particularly appealing to health-conscious consumers who want to avoid not only gluten but also animal-based ingredients. This trend is contributing to the rise of gluten-free snack bars, protein powders, and ready-to-eat meals that offer both gluten-free and plant-based options. The increasing availability of such products provides more choices for consumers who want to align their diets with both gluten-free and plant-based principles.

Health and Wellness Trends

The broader health and wellness movement in the United States is another significant driver behind the growth of the gluten-free products market. Consumers are increasingly prioritizing healthier food choices as part of a more active and wellness-oriented lifestyle. Gluten-free products are often marketed as being healthier or better for weight management and digestive health, appealing to those looking to make positive changes in their diets.

Even individuals who do not have gluten sensitivities are opting for gluten-free diets as part of an overall strategy to improve health. Many consumers perceive gluten-free diets as a way to reduce inflammation, improve digestion, boost energy levels, and support weight loss. This trend has been reinforced by celebrity endorsements, media coverage, and various diet fads that promote the elimination of gluten. As more people associate gluten-free with better health, demand for these products grows beyond individuals with specific medical needs to encompass a broader consumer base interested in general wellness and preventive health measures.

Segmental Insights

Type Insights

Bakery products dominated the United States gluten-free products market due to the high demand for gluten-free bread, cakes, muffins, and pastries. With a growing number of consumers adopting gluten-free diets, driven by health concerns and lifestyle choices, the bakery segment has become the focal point of market growth. Innovations in gluten-free flour blends and baking techniques have significantly improved the taste, texture, and nutritional value of gluten-free baked goods, making them more appealing to a wider consumer base. Additionally, gluten-free bakery products are increasingly available in both retail stores and online, further fueling their dominance in the market.

Sales Channel Insights

Supermarkets/Hypermarkets was the dominating distribution channels in the United States gluten-free products market, driven by their wide product selection, convenience, and accessibility. These retail outlets offer a broad range of gluten-free items, from bakery goods to snacks and ready-to-eat meals, often grouped in dedicated sections for easy consumer access. Their ability to stock leading gluten-free brands and private-label offerings makes them a preferred choice for consumers seeking variety and affordability. Additionally, promotional strategies, in-store sampling, and loyalty programs enhance customer engagement, further solidifying the dominance of supermarkets and hypermarkets in distributing gluten-free products across the U.S. market.

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Regional Insights

The South was the dominating region in the United States gluten-free products market, driven by rising health awareness, growing incidences of celiac disease, and increased availability of gluten-free options. Consumers in southern states are becoming more conscious of dietary needs, prompting supermarkets and specialty stores to expand their gluten-free offerings. Additionally, the region’s evolving food culture, which includes a strong emphasis on home cooking and local ingredients, supports the demand for gluten-free baking and cooking products. The expansion of national gluten-free brands and improved distribution networks in the South further contribute to the region's leading position in this market.

Recent Development

• In July 2024, Lancaster Colony Corp. introduced its first gluten-free frozen bread under the New York Bakery brand, featuring Garlic and Five Cheese Texas Toasts made with a patent-pending dough recipe. This innovation aims to replicate the taste and texture of traditional bread, catering to gluten-intolerant consumers and potentially serving as a platform for future gluten-free product developments. ​

• In Jan 2023, Mondelez International introduced gluten-free Mint Oreo cookies, featuring mint-flavored creme sandwiched between two chocolate wafers. These cookies are made with 100% sustainably sourced cocoa and a blend of gluten-free flour, certified kosher and gluten-free.

• In July 2024, Giada De Laurentiis launched a gluten-free pasta line under her brand, Giadzy, featuring five unique shapes: Taccole Corte, Mezzi Rigatoni, Casarecce, Stelline, and Ziti Corti. Crafted from non-GMO corn and rice flours, the pasta is entirely gluten-free.

• In Dec 2023, CauliPuffs introduced a new line of gluten-free puffed snacks made from a blend of rice, corn, and cauliflower. These snacks are non-GMO, soy-free, and baked not fried offering a healthier alternative to traditional snacks.

Key Market Players

• Conagra Brands, Inc.
• The Hain Celestial Group
• General Mills Inc.
• Kellogg Co.
• The Kraft Heinz Company
• Hero Group
• Barilla America, Inc.
• Bob's Red Mill Natural Foods, Inc.
• Freedom Foods Group Limited
• Pamela’s Products, Inc.

Report Scope:

In this report, the United States Gluten-Free Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• United States Gluten-Free Products Market, By Type:

o   Bakery Products

o   Pizzas & Pastas

o   Cereals & Snacks

o   Savories

o   Others

• United States Gluten-Free Products Market, By Source:

o   Oilseeds & Pulses

o   Rice & Corn

o   Dairy & Meat Products

o   Others

• United States Gluten-Free Products Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Convenience Stores

o   Online

o   Others

• United States Gluten-Free Products Market, By Region:

o   South

o   West

o   Midwest

o   Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United States Gluten-Free Products Market.

Available Customizations:

United States Gluten-Free Products Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).