Market Description
Gluten is a protein composite found in wheat and related grains, including barley, rye, oat, malt and triticale. Gluten causes health problems for people who suffer from celiac disease (also known as gluten intolerance), some cases of wheat allergy or non-celiac gluten sensitivity. Treating celiac disease means excluding all gluten containing products from one’s diet like bread products, pastry, pasta, beer and even products where gluten is sometimes used as a stabilizing ingredient. However, gluten-free market offers a substitution probably for any gluten containing food. (More info about celiac disease and gluten-free diet can be found on https://celiac.org)

At first, gluten-free food market was driven by growing of celiac awareness, but than it became a new trend and quickly expended over the past decade and its size is expected to double in the next 10 years. According to the estimations of market research firm Nielsen, the sales of gluten-free products have doubled in the past four years, rising from $11.5 billion to more than $23 billion. And sales of gluten-free food in America are forecast to grow by a further 61% by 2017, with similar increases expected in other rich countries. (“The article is Gluten-free” Vikram Mansharamani)

Present and potential buyers
It’s obvious that among consumers of gluten-free food we can count people who suffer from celiac disease, wheat allergy or non-celiac gluten sensitivity. However, demand doesn’t end here. Gluten-free diet quickly gained popularity both as a fad diet and as a part of healthy lifestyle. The view that gluten is bad not only for celiacs, but for everyone, is very popular now and is promoted by bloggers, well-known nutritionists and dietitians and celebrities (including Gwyneth Paltrow and Miley Cyrus). Strong belief that gluten free diet is beneficial for health results in more and more people going gluten free and continues to increase general consumer interest.

Present and potential sellers
There are multiple gluten-free food manufacturers around the world, some specialize only in gluten-free food, other produce both gluten-free and non-gluten-free foods. Most well-known gluten-free brands include Udi’s, Kinnikinnick, Schar, Bob’s Red Mill. Such companies as Nestle and Heinz also produce a series of gluten-free food. Demand for gluten-free products in Russia is mainly satisfied by import (mostly Schar, Farmo, Bezgluten, Heinz). Recently Russian manufacturers also started to launch gluten-free products to the market.

Geographical boundaries
Gluten-free products market is well-spread; it includes North America, Latin America, Eastern Europe, Asia Pacific, Japan and Middle East and Africa. U.S. is one of the largest markets for gluten-free products. And the largest demand for these products comes from countries such as U.K., Italy, U.S., Spain, Germany, Australia, Brazil, Canada, and India. (data taken from Future Market Insights)

Range of products
Gluten-free products can be ranged in accordance to the type, including “Bakery & Confectionery, Breakfast Cereal & Snacks, Baking Mix & Flour, Meat & Poultry Products and Other Gluten-Free Products” (Markets and Markets, Gluten-free products market)
This production also can be ranged in accordance with the ingredient, which is used instead of gluten, including tapioca starch, rice flour, corn starch, potato starch and other ingredients.

Sources used:
1) Celiac Disease Foundation: https://celiac.org/
2) “The article is Gluten-free” by Vikram Mansharamani: http://www.mansharamani.com /so-what/this-article-is-gluten-free/
3) Future Market Insights, Gluten-free products: http://www.futuremarketinsights.com /reports/gluten-free-products-market
4) Market and Market, Gluten-free products Market: http://www.marketsandmarkets.com /Market-Reports/gluten-free-products-market-738.html