United States Gluten-free Food And Beverages Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

United States Gluten-Free Food And Beverages Market Trends and Insights

Rising awareness of celiac disease and gluten intolerance

The prevalence of celiac disease in the United States is approximately 1%, with enhanced screening methods revealing varying diagnosis rates across ethnic groups: 1.08% in White populations, 0.36% in Hispanic populations, and 0.16% in Black Americans, according to ahqr.gov^{[1]Agency for Healthcare Research and Quality, “Celiac Disease Screening Update,” ahrq.gov}. Non-celiac gluten sensitivity affects approximately 6% of consumers, significantly expanding the market beyond those with medical requirements. Healthcare providers now regularly screen adults with persistent unexplained symptoms, including digestive issues, fatigue, and skin conditions, leading to consistent growth in new gluten-free consumers. Product manufacturers have developed ethnically diverse offerings, including Mexican-style tortillas, Southern cornbread mixes, and traditional ethnic breads adapted to gluten-free formulations. This market expansion has transformed gluten-free products from a medical necessity to a mainstream dietary choice, supporting demand across both premium and value product segments and driving innovation in taste, texture, and nutritional profiles.

Government regulations supporting gluten-free labeling

The FDA's 21 CFR 101.91 regulation requires products labeled "gluten-free" to contain less than 20 parts per million (ppm) of gluten. In 2024, the FDA expanded documentation requirements to include fermented and hydrolyzed foods^{[2]Food and Drug Administration, “Gluten-Free Labeling,” fda.gov}. While national standards facilitate interstate commerce and increase consumer confidence, they create significant compliance challenges for small producers without established testing capabilities. Large manufacturers can better absorb compliance costs through economies of scale and use certifications as a competitive advantage in the market. The regulatory framework encourages companies to invest in dedicated production facilities and testing laboratories, which increases product variety and reduces cross-contamination risks. This investment in infrastructure and quality control measures helps manufacturers maintain consistent gluten-free standards across their product lines and ensures compliance with FDA regulations. The standardization of gluten-free requirements has also led to improved supply chain management and more rigorous supplier verification processes throughout the industry.

Increasing health consciousness among consumers

The growing interest in gluten-free beverages stems from increased consumer awareness of the connection between diet and health. Consumers actively seek products that support healthier lifestyles and align with preventive healthcare approaches. Many U.S. consumers now avoid gluten-containing products, even without celiac disease diagnosis. The rise in lifestyle-related health issues, including digestive disorders, obesity, and autoimmune conditions, has encouraged broader adoption of gluten-free diets. According to the Centers for Disease Control and Prevention data from 2024, more than 2 in 5 adults in the country are obese. Consumers perceive gluten-free beverages as more digestible and suitable for sensitive digestive systems, attracting both regular and occasional consumers. Urban and fitness-focused consumers increasingly select beverages that aid performance and recovery without causing digestive discomfort. Athletes, gym-goers, and wellness enthusiasts prefer gluten-free protein shakes, meal replacement drinks, and sports beverages as part of their performance-focused diets. The continued consumer focus on wellness creates opportunities for gluten-free beverage manufacturers to develop diverse and functional products.

Growth in E-commerce and online retail channels

Online retail channels provide essential access to gluten-free products for consumers in areas with limited physical store options, especially in rural markets where specialty food stores are uncommon. E-commerce enables direct-to-consumer brands to reach customers without traditional retail intermediaries, allowing them to build direct relationships with specific consumer segments. Digital platforms support subscription services for regular gluten-free food purchases, providing stable revenue for manufacturers while ensuring consistent product availability for consumers. Advanced cold-chain logistics networks allow nationwide delivery of fresh and frozen gluten-free products while maintaining quality standards, expanding market reach beyond geographical limitations. The growth of online channels has also increased product variety and competitive pricing, benefiting both consumers seeking specific dietary options and manufacturers looking to expand their market presence. According to the United States Department of Agriculture data from 2023, 1 in 5 shoppers in the country reported buying groceries online at least once in 30 day^{[3]United States Department of Agriculture, " Online Grocery Shopping", www.usda.gov}.

Higher cost of gluten-free products compared to conventional ones

The higher prices of gluten-free products stem from specialized ingredients, dedicated production lines, and rigorous testing protocols. These products require separate manufacturing facilities to prevent cross-contamination and undergo extensive quality control measures to ensure safety. Consumers who require gluten-free products for medical conditions often express concerns about the elevated pricing, particularly those with celiac disease who have no alternative options. Retailers are addressing this through private-label offerings and promotional discounts, while manufacturers are expanding production capacity to reduce overhead costs. Many companies are investing in automated production systems and establishing direct relationships with ingredient suppliers to optimize costs. The price difference between gluten-free and conventional products is expected to decrease as production efficiency improves and demand stabilizes, driven by technological advancements in manufacturing processes and increased competition in the market.

Risk of cross-contamination during manufacturing processes

The prevention of cross-contamination requires dedicated production facilities, specialized cleaning protocols, and rigorous testing procedures, which increase operational complexity and manufacturing costs. These requirements include separate storage areas, designated equipment, and specific handling procedures to minimize the risk of allergen cross-contact. The FDA's compliance policy guide emphasizes manufacturers' responsibility to prevent undeclared allergens, with violations leading to product recalls and regulatory actions. Manufacturing facilities must implement comprehensive allergen management programs, including risk assessment, employee training, and continuous monitoring to maintain 20 ppm compliance standards. Manufacturers producing both gluten-containing and gluten-free products in shared facilities face significant challenges, often requiring substantial capital investments in segregated production lines, dedicated ventilation systems, and separate storage facilities. In 2023, undeclared allergens were the leading cause of food recalls, demonstrating the persistent operational risks for manufacturers. This trend highlights the importance of robust allergen control measures and the need for continuous improvement in manufacturing processes.

Segment Analysis

By Product Type: Bakery Innovation Drives Category Leadership

Bakery products hold the largest market share at 41.22% in 2024, supported by significant advancements in gluten-free flour formulations that improve taste and texture quality. These improvements address historical challenges in replicating traditional wheat-based products, particularly in bread, pastries, and cookies. The beverages segment is projected to grow at 11.53% CAGR through 2030, as consumers increasingly seek functional and clean-label alternatives, including plant-based milk alternatives, protein shakes, and fortified drinks. The market players are catering to this trend by launching new products in the market. For instance, in March 2024, Tirlán launched a new Truly Gluten Free Premium Irish Oat drink made with Irish oats into the US market.

Snacks and ready-to-eat products maintain a strong market presence through efficient manufacturing processes and innovative packaging solutions that extend shelf life while preserving product integrity. The condiments, seasonings, and spreads segments grow by implementing dedicated production processes that minimize cross-contamination risks, with manufacturers investing in separate production lines and stringent quality control measures. The dairy and dairy substitutes category expands through plant-based offerings, exemplified by companies such as Lil Bucks, which produces sprouted buckwheat products targeting younger consumers with high protein and fiber content. These products incorporate innovative ingredients and processing techniques to match traditional dairy products' taste and nutritional profiles.

Note: Segment shares of all individual segments available upon report purchase

By Source: Plant-Based Dominance Reflects Health Trends

Plant-based sources command 70.04% market share in 2024, aligning with broader consumer shifts toward sustainable and health-conscious food choices that extend beyond gluten avoidance. Animal-based alternatives demonstrate robust 8.94% CAGR growth through 2030, driven by protein-focused formulations that address nutritional gaps in traditional gluten-free products. The plant-based segment benefits from ingredient innovations in legume flours, ancient grains, and alternative protein sources that enhance both nutritional profiles and functional properties. The market players are launching new products in the market to increase their presence. For instance, in June 2025, the EnerVita brand launched a premium plant-based protein bar that is vegan and gluten-free. 

The incorporation of legumes in gluten-free formulations increases protein content, dietary fiber, and mineral density while improving water binding capacity and texture. These ingredients serve as natural alternatives to conventional binding agents and contribute to the overall nutritional profile of gluten-free products. Animal-based ingredients, particularly dairy proteins and egg-based binding agents, enhance product structure and nutritional value. The proteins from milk and eggs provide essential amino acids and improve the product's texture, moisture retention, and shelf stability. Manufacturers emphasize ingredient origins and processing methods to address consumer demand for transparency and sustainability, supporting premium product positioning. This transparency includes detailed information about sourcing practices, production methods, and the environmental impact of ingredients used in gluten-free formulations.

By Distribution Channel: Digital Transformation Accelerates

Supermarkets and hypermarkets hold 48.32% of the market turnover in 2024, featuring dedicated gluten-free sections and expanded private-label offerings. These stores provide comprehensive product selections, including fresh, frozen, and shelf-stable gluten-free items. The online retail segment shows the highest growth potential, with a projected CAGR of 10.24%. Major retailers strengthen their positions through same-day pickup services and temperature-controlled home delivery, while online-only retailers implement subscription-based models to maintain consistent monthly sales. These digital platforms offer enhanced product filtering, allergen information, and personalized recommendations.

Large-format stores continue to serve as primary national brand distributors, yet the market demonstrates a distinct transition toward online channels. Digital platforms allow companies to target consumers based on dietary requirements and preferences, enhancing marketing efficiency. Small manufacturers use direct-to-consumer channels to test products and build brand presence before entering traditional retail. These channels provide valuable consumer feedback and market insights. The growth of online shopping contributes to balanced market expansion across urban and rural regions in the US gluten-free food market, supported by improved logistics networks and cold chain infrastructure.

Note: Segment shares of all individual segments available upon report purchase

Geography Analysis

The western region dominated the United States gluten-free food market in 2024 with a 29.05% share. This leadership position stems from California's health-conscious culture, higher disposable incomes, and extensive specialty retail network. The Pacific states serve as a testing ground for food start-ups, influencing national product development. The region's diverse Latino and Asian populations have influenced product innovation, particularly in fusion snacks and taco-based products, expanding beyond traditional American bakery items. Advanced e-commerce infrastructure in Western states supports market growth through efficient same-day or next-day delivery services.

The southern region projects the highest growth rate with a 9.02% CAGR through 2030, driven by increasing health awareness and expanded retail distribution. Southern retailers have adapted to regional preferences by offering gluten-free versions of traditional foods, including cornbread mixes, fried-chicken coatings, and BBQ sauces, while maintaining strict cross-contamination protocols. The region's economic development programs have attracted manufacturing investments, enabling local production that reduces transportation costs and improves market competitiveness.

The Northeast and Midwest regions continue to show consistent market expansion. The Northeast's high educational levels and concentration of healthcare providers facilitate early celiac disease diagnosis and preventive dietary changes. Midwestern states are transitioning from traditional wheat cultivation to alternative grains such as sorghum and buckwheat, produced under regenerative farming practices. The expansion of private-label products and multi-channel distribution networks has improved access to gluten-free products across urban and rural areas, supporting broader market penetration.