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Once considered a niche dietary need, gluten-free products are now a driving force in food innovation. With the global gluten-free market projected to reach $13.67 billion by 2030, major brands and startups alike are racing to meet growing consumer demand, but not without challenges.

The rise in gluten sensitivities, increased awareness of celiac disease, and the popularity of diets like paleo and keto have propelled the category into the mainstream. But despite surging interest, the food and beverage industry has been slow to keep pace. Formulating gluten-free products that match the taste, texture and nutritional value of traditional options remains a complex task.

“Replacing gluten is not easy,” says Huw Longton of the International Special Dietary Foods Industries (ISDI). “It requires extensive research, strict safety measures, and investment in production to avoid cross-contamination.”

Nonetheless, momentum is building. Major names like Warburtons, Lindt, McVitie’s and Betty Crocker have expanded their gluten-free ranges, while meal replacement brand Huel created a dedicated gluten-free version following direct customer feedback.

The sector is also seeing a wave of innovative newcomers. UK-based pizza brand White Rabbit launched its gluten-free line after growing customer demand, while snack startup D*mn Good is gaining traction with its bold positioning. Yet, for smaller players, cost remains a major hurdle. “High-quality gluten-free ingredients are more expensive,” said White Rabbit co-founder Nick Croft-Simon, who, alongside Matteo Ferrari, had to explore every option to deliver both affordability and quality.

With investment, innovation, and consumer expectations accelerating, gluten-free is no longer an alternative, it’s a standard. As the category matures, the brands prioritising quality, safety, and accessibility are set to lead the charge.

Original reporting from Donna Eastlake, Confectionery News