Bread products, cookies and snacks corner the largest share of gluten free foods & beverages in the region, demand for which is also forecasted to be the fastest growing. United Kingdom constitutes the largest, as well as the fastest growing market for gluten-free foods & beverages in Europe, with an estimated share of about 35% in 2016 and a forecast CAGR of nearly 13% between 2016 and 2021.
Wheat, barley, rye and their derivatives are found to contain the protein called gluten and individuals sensitive to it exhibit mild symptoms of intolerance such as chronic diarrhea and vomiting. However, there exists a sizeable population that shows typical symptoms of intolerance that is classified as celiac disease. This is an inherited autoimmune disorder in which gluten damages the small intestine, with the only remedy for it being a strict gluten-free diet for life. For instance, prevalence of this disease in North America is around three to four million, though only 5%-10% of the cases have been currently diagnosed.
The market for gluten-free foods & beverages has undergone a radical change from specialty niche products to mainstream products. Millions of individuals around the world have started consuming gluten-free products, not only because of being diagnosed with celiac disease but also because of a general perception of maintaining better health. A current trend towards gluten-free product consumption has given further impetus to the gluten-free foods & beverages segment.
The market for gluten-free products is highly competitive, with innovation in products being a major strategic approach adopted by leading players. This trend is likely to continue in the future, as the established set of players seeks to garner increased market share.
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