U.S. Gluten-free Products Market Trends
The U.S. gluten-free food market was valued at USD 2.27 billion in 2024 and expected to register a CAGR of 9.7% between 2025 and 2035. Demand for gluten-free products comes from both a knowledge base around healthy living as well as special diets. Increasing distribution and flavor betterments for gluten-free products also have made choosing them an increasingly convenient and accessible option. Additionally, celebrity and health influencer endorsements have normalized and popularized gluten-free diets, shaping consumer behavior and demand for gluten-free bread and bakery products nationwide.
Around 1% of Americans suffer from celiac disease, which necessitates a strict gluten-free diet to prevent serious intestinal damage. Another 10-12% of the population suffers from non-celiac gluten sensitivity, which also contributes to gluten-free product adoption. In addition, advancements in diagnostic equipment and heightened sensitization have led to a greater number of individuals being identified with gluten-related disorders, also boosting demand for gluten-free goods. Apart from individuals with illnesses, a considerable section of the population is under the impression that living gluten-free generates general well-being and good health. This has been driven further through social media influencers and health fads where eating gluten-free has been touted as a healthier option for living.
Yet another trend fueling the market is the increasing popularity of organic and plant-based gluten-free products. Consumers are now increasingly looking for products that appeal to several health trends, such as organic, veganism, vegetarianism, or organic diets. As reported by Awesome Health, LLC in May 2024, the report says that almost 88 million individuals around the globe and 9.7 million individuals in the United States identify themselves as vegans or vegetarians. This has created a boom in gluten-free products that also address these requirements, such as plant-based proteins and organic products.
The trend is also boosted by the power of wellness-oriented social media influencers and health-conscious celebrities who endorse gluten-free living. This has made the diet trendy among millennials and Gen Z consumers specifically. Also, large food companies and supermarkets have increased the number of gluten-free products available, enhancing variety and accessibility within mainstream grocery outlets. From ready-to-eat meals and gluten-free breads and snacks, to baking mixes and other packaged foods, today's market satisfies convenience as much as dietary demands. The clean-label trend and consumers' insistence on natural and transparent ingredients also contributed to the change, with many gluten-free products positioned as additive- and preservative-free. For example, Walmart introduced the Bettergoods premium food brand that includes a mix of products, including gluten-free items, to appeal to a wider customer base.
Report Coverage & Deliverables
- Competitive benchmarking
- Historical data & forecasts
- Company revenue shares
- Regional opportunities
- Latest trends & dynamics
Consumer Insights
Customers usually prefer gluten-free items because of health problems like celiac disease or gluten intolerance. Celiac disease has been found to influence about 3 million Americans, and 60-70% of the patients with this disease are female, as reported by the data given by Beyond Celiac. An increasing awareness of how gluten affects the digestive system and overall health prompts customers to purchase these goods to prevent unwanted side effects and enhance well-being.
The growth of product range and innovation has been a major force in the global market for gluten-free products, allowing manufacturers to meet various consumer demands while making gluten-free diets more attractive. This is driven by advances in food technology and the discovery of alternative ingredients that enhance the taste, texture, and nutritional value of gluten-free products. For instance, during September 2024, the Netherlands-based food tech firm Revyve B.V. debuted a next-gen gluten-free ingredient line that targets replacing eggs within bakery items yet retains superior texturizing features. This did not only combat sustainability issues but also broadened the use of gluten-free ingredients across categories such as sauces and confectionary.
Furthermore, the higher adoption and increased awareness of gluten-free diets have resulted in a spike in the types and number of gluten-free products across food categories. Food delivery services, restaurants, and grocery stores provide more gluten-free products now than ever before, ranging from beverages and prepared meals to bread and snacks. As per the data released, approximately 10% of restaurants in the United States have gluten-free meals to attract gluten-free food consumers. The more available and varied these products are, the better it gets for consumers to include gluten-free products in their daily lifestyles. For example, as per the GFFS data, about 74% of consumers would go back to a restaurant that has gained gluten-free certification compared to one that has not.
In addition, the increasing demand for convenience foods provides manufacturers with a chance to innovate in ready-to-eat (RTE) gluten-free meals and snacks. With increasingly busy lifestyles, consumers are looking for quick but healthy meal options that suit their dietary needs. By emphasizing convenience without sacrificing quality or taste, manufacturers can gain a greater market share while meeting changing consumer demands. In February 2025, Doughlicious diversified its product portfolio with the introduction of a vegan and gluten-free soft baked gourmet cookie line. offered in double chocolate chip, salted caramel, chocolate chip, and banana good granola flavors, the cookies appeal to on-the-go snacking occasions. Sold to convenience retailers via Hunt's Food Group and Amazon, the cookies contain no artificial additives, preservatives, flavors, colors, and refined flours.
Product Insights
US bakery products had a revenue share of 29.6% in 2024. With people increasingly following healthier lifestyles and diets, there has been a sharp demand for gluten-free versions of the usual bread, cakes, cookies, and pastries. Further, technology advances and innovations in ingredients have enhanced the flavor and texture of gluten-free bakery products, enhancing their appeal to more consumers. The growing penetration of these products in both mainstream retail and specialty stores has also fueled market expansion.
Desserts & ice-creams in the U.S. will grow at a CAGR of 10.5% between 2025 and 2030. With increasing awareness about gluten intolerance and the popularity of gluten-free lifestyles, demand has picked up for desserts and frozen desserts that contain no wheat-based ingredients. Manufacturers are coming back with new-age formulations that retain the taste and texture of original versions but without the gluten. Moreover, the growing demand for plant-based and clean-label products has further increased demand for gluten-free desserts and ice creams that provide indulgence as well as health-conscious appeal.
Distribution Channel Insights
Supermarket & hypermarket sales had a revenue share of 30.5% in 2024 in the U.S. gluten-free products market. Supermarkets and hypermarkets are among the biggest and most important channels for U.S. gluten-free product distribution owing to their large number of products and large number of consumers they cater to. These big-box retail stores have the facilities to stock a wide variety of gluten-free products, ranging from pantry staples like bread, pasta, and flour to snacks and frozen foods.
Online sales of U.S. gluten-free products are anticipated to increase at a CAGR of 10.7% during the period from 2025 to 2030. Consumers increasingly want to purchase U.S. gluten-free products online because of the convenience, range, and competitive prices offered by e-commerce websites. Online shopping saves time going to different stores, which is particularly convenient for customers in rural or less urbanized locations where specialty stores might not exist. Consumers are increasingly opting to buy U.S. gluten-free products online because it is easy to browse a huge selection of products from the convenience of their own homes. Online retail sites provide a wider array of U.S. gluten-free products, including specialty and hard-to-find items that might not be offered in physical retail outlets.
Key U.S. Gluten-free Products Company Insights
Most of the manufacturers in the U.S. gluten-free product market are using technology to improve consumer experience and health monitoring. With the inclusion of IoT features, some firms are creating smart packaging and mobile app connectivity that enable customers to monitor product freshness, access personalized dietary advice, and monitor nutritional consumption in real-time. In addition, to serve health-conscious and lifestyle-oriented consumers, companies are providing customizable gluten-free alternatives-like build-your-own snack kits or mix-and-match baking mixes-that allow for more flexibility and personalization. These developments not only enhance convenience and transparency but also enrich consumer engagement and brand loyalty.
Key U.S. Gluten-free Products Companies
- Conagra Brands, Inc.
- The Hain Celestial Group
- General Mills Inc.
- Kellogg Co.
- The Kraft Heinz Company
- Siete Foods
- Barilla G. e R. Fratelli S.p.A
- Seitz glutenfree
- Dr. Schär
- Ecotone
Recent Developments
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In March of 2025, Quiznos, the classic sandwich chain celebrated for its fresh meats and cheeses, sliced daily in-house and toasted to perfection, announced it would be unveiling new gluten-savvy alternatives at its U.S. stores. In tandem with this launch, the company unveiled a temporary menu item, the Buffalo Chicken Club, containing a spicy mayonnaise imbued with Frank's RedHot sauce, bacon, provolone cheese, tomatoes, and lettuce. The gluten-free bread can be purchased for any of the sandwiches in regular and large sizes, with different additional charges depending on location.
In December 2024, Revyve and Lallemand Bio-Ingredients Savory entered a strategic alliance in the North American market. The partnership saw Lallemand become Revyve's sole distributor in the USA, Canada, and Mexico and cemented their association, with Revyve purchasing a crucial raw material from Lallemand. They both collaborated to establish a new benchmark for sustainable, gluten-free, animal-free, GMO-free, and natural food innovation.
Lancaster Colony Corp. launched its initial gluten-free line of New York Bakery frozen bread in August 2024, including Garlic Texas Toast and Five Cheese Texas Toast flavors. These items are made with a patent-pending dough formula intended to closely resemble the texture and taste of their traditional counterparts, overcoming typical pitfalls of gluten-free substitutes. The company intends to use this ground-breaking formulation as a springboard for future expansion of its gluten-free product line.
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U.S. Gluten-free Products Market Report Scope
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Report Attribute |
Details |
|
Market size value in 2025 |
USD 2.49 billion |
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Revenue forecast in 2030 |
USD 3.95 billion |
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Growth rate (revenue) |
CAGR of 9.7% from 2025 to 2035 |
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Actual data |
2018 - 2024 |
|
Forecast period |
2025 - 2035 |
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Quantitative units |
Revenue in USD million/billion, and CAGR from 2025 to 2035 |
|
Report coverage |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
|
Segments covered |
Product, distribution channel |
|
Country scope |
U.S. |
|
Key companies profiled |
Conagra Brands, Inc.; The Hain Celestial Group; General Mills Inc.; Kellogg Co.; The Kraft Heinz Company; Siete Foods; Barilla G. e R. Fratelli S.p.A; Seitz glutenfree; Dr. Schär; Ecotone. |
|
Customization scope |
Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope. |
|
Pricing and purchase options |
Avail customized purchase options to meet your exact research needs. Explore purchase options |
U.S. Gluten-free Products Market Report Segmentation
Product Outlook (Revenue, USD Million, 2018 - 2035)
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Bakery Products
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Dairy/dairy Alternatives
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Meats/meats Alternatives
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Condiments, Seasonings, Spreads
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Desserts & Ice-creams
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Prepared Food
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Pasta and Rice
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Others
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Distribution Channel Outlook (Revenue, USD Million, 2018 - 2035)
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Convenience Stores
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Supermarkets & Hypermarket
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Specialty Stores
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Online
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Others
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