The market for gluten-free cereal-based products has witnessed an increasing trend owing to the rising risk of celiac disease (CD). The prevalence of CD varies from 4.5% among first-degree relatives of CD-affected patients to 0.5%–1.0% in the general population and is increasing over time. A strict gluten-free diet is the only available treatment for CD; it relieves symptoms, achieves mucosal healing, and prevents disease complications. This is majorly driving the gluten-free sector of the market. Also, according to Mayo Clinic, 3.1 million Americans are shifting towards gluten-free diet where 72 percent of them are classified as people without celiac disease avoiding gluten (PWAG). This group of people have been ditching gluten without a celiac diagnosis owing to join the trend of gluten-free consumption. 

In Asia-Pacific region, China dominates the market contributing the maximum market share, followed by Japan and Australia. This is due to the change in breakfast cereals consumption pattern and inclination towards healthier products. Also, increased adoption of western lifestyle has paired the driving factors of the market sales. Product development of low carb, high fiber, multigrain and fortified Breakfast Cereals that appeal to health-conscious consumers have triggered the market growth. For instance, in November 2018, Kellogs launched new cereal “HI! Happy Inside” that consists of fibers, prebiotics and probiotics and is specially designed to support the digestive wellness. In addition to functional health benefits, incorporating natural ingredients, such as natural preservatives, antioxidants, and enzymes in Breakfast Cereals are on rise. Expanding retail distribution channel is another factor expanding sales in rural and relatively small cities.