Gluten-Free Baking Mixes Market

Market Overview

The global gluten-free baking mixes market size was valued at USD 450.28 million in 2022. It is estimated to reach USD 848.94 million by 2031, growing at a CAGR of 7.3% during the forecast period (2023–2031).

Gluten is a protein in barley, wheat, rye, and related cereals like wheat-rye hybrid triticale. This protein functions as a binder, holding dough and mixture together and giving them structure and form. Gluten is wholly avoided on a gluten-free diet, but gluten-free substitutes can be used to enjoy typically gooey foods. Although a gluten-free diet is necessary for individuals diagnosed with Celiac disease, several modern dietary approaches advocate its adoption.

Gluten-free baking mixes contain a very small amount of wheat flour, while some products do not contain wheat flour at all. The premixes are available for various bakery products—including bread, muffins, pizzas, donuts, and cakes—and are added in the initial stage of the manufacturing process to add color, taste, texture, and flavor to the bakery-based products. Wheat is commonly used to prepare baked goods; however, the grain's elevated gluten content has limited its application. Therefore, wheat is substituted with gluten-free grains and pulses such as quinoa, amaranth, oats, teff, maize, brown rice, buckwheat, and sorghum.

Highlights

• Cookies dominate the product segment
• Grocery stores dominate the distribution channel segment
• North America is the highest shareholder in the global market

Market Dynamics

Global Gluten-Free Baking Mixes Market Drivers

Increasing Prevalence of Celiac Disease and Non-Celiac Gluten Sensitivity (NCGS)

An autoimmune condition called celiac disorder impairs the ability to digest meals that contain gluten. The rising prevalence of celiac disease is among the major factors driving the market growth. According to a study titled "Global Prevalence of Celiac Disease: Systematic Review and Meta-analysis 2017", the global prevalence of celiac disease was reported to be 1.4% of the global population. The prevalence values for celiac disease were 0.4% in South America, 0.5% in Africa and North America, 0.6% in Asia, and 0.8% in Europe and Oceania.

Another prominent factor boosting the market's growth is consumers' rising prevalence of non-celiac gluten sensitivity. Gluten sensitivity is a clinical condition brought on by consuming gluten. It causes symptoms in the stomach or extraintestinal area that only go away when gluten-containing foods are removed from the diet. According to the National Health and Nutrition Examination Survey data, the tide of gluten avoidance by people without celiac disease has been increasing steadily. Furthermore, celiac diagnoses have been rising over the years. This scenario will benefit the market for gluten-free baking mixes.

Growing Inclination Toward Convenience

The growing consumer preference for ready-to-eat and ready-to-bake products fuels the demand for gluten-free baking mixes due to busier lifestyles and demanding work schedules. The demand for these baking mixes is also driven by increasing consumer interest in homemade bakery goods. This trend is particularly strong among millennials. Baking mixes contain proportioned ingredients that have already been measured, simplifying the process and eliminating the need to shop for a wide range of ingredients. These baking mixes have made baking less time- and energy-consuming, which results in an increasing number of amateurs and home cooks trying their hand at baking new dishes at home.

Furthermore, the increasing working population, especially working women, is also anticipated to drive the market. The easy availability of baking mixes makes them appealing to consumers looking for convenient food options prepared at home. Additional business opportunities in this market may arise as a result of the growing demand for premium, organic, vegan baking mixes.

Global Gluten-Free Baking Mixes Market Restraints

Not Suitable for Everyone

Gluten-free products do not have the same impact on every individual and can harm some people. Most gluten-free products have low dietary fiber, leading to digestive issues such as constipation, stomachache, and bloating. Adopting a gluten-free diet can also cause a deficiency of iron, calcium, riboflavin, fiber, vitamin B12, vitamin D, vitamin A, vitamin E, vitamin K, folate, zinc, and niacin.

A research study published in The BMJ in 2017 stated that a person who eats gluten-free products regularly without having celiac disease has a higher risk of suffering from cardiovascular illness in the long term. A common side-effect of a gluten-free diet is constipation. Gluten-free products such as bread, rolls, muffins, pizzas, and cakes are highly refined with added sugar and fat, resulting in weight gain in some individuals. These negative connotations of gluten-free products among certain individuals are predicted to restrain the growth of the gluten-free baking mix market.

Global Gluten-Free Baking Mixes Market Opportunities

Product Innovation

Product innovation regarding clean-label ingredients and vivid flavors is expected to provide lucrative opportunities to manufacturers in the coming years. Bakery product manufacturers are developing new products and reformulating existing products with gluten-free grains such as quinoa, teff, corn, rice, tapioca, and oats, and these are widely used for the production of bread, pizza crusts, cakes, pasta, muffins, and crackers. Over the past few years, improvements in food technology have significantly improved the quality of bakery goods made without gluten.

Bakeries have offered healthier options with the beneficial properties of gluten-free grains, pulses, and de-gelatinized wheat. They also use less sugar, salt, and fat and add healthy substitutes to prepare bakery products. Consumers in both developed and developing countries are increasingly becoming health-conscious, leading toward natural foods free from synthetic additives. This rising trend among consumers has created immense opportunities for market players.

Regional Analysis

North America Dominates the Global Market

Based on region, the global gluten-free baking mixes market is bifurcated into North America, Europe, Asia-Pacific, Central and South America, and the Middle East and Africa.

North America is the highest global gluten-free baking mixes market shareholder and is estimated to exhibit a CAGR of 7.2% during the forecast period. North America held the most significant market share owing to the growing consumption of gluten-free products. Rising consumer focus on a healthy lifestyle drives the demand for healthy products, including gluten-free baking mixes. The regional demand is expected to continue to increase as people become more aware of gluten's potential negative health impacts. Consumer awareness is increasing as a result of the growing prevalence of celiac disease in the U.S., which is anticipated to favor the gluten-free baking mix market during the forecast period. The increasing prevalence of various diseases, such as celiac disease, drives the demand for gluten-free bakery mixes for cakes, pizza, pastries, and others.

Furthermore, rising health consciousness among consumers is anticipated to fuel the demand for these products as they help prevent various diseases, including heart diseases, obesity, various types of cancer, and metabolic syndromes.

Europe is predicted to exhibit a CAGR of 7.5% over the forecast period. Europe held the second largest market share owing to the growing consumption of gluten-free foods. 'Free-from' foods such as gluten-free and sugar-free products have become mainstream and are increasingly gaining importance among modern health-conscious consumers in Europe over the past few years. This trend has benefitted the market for gluten-free products, including baking mixes. In addition, market players (manufacturers) operating in the market are developing additive-free products with reduced sugar and fat to meet changing customer demands. According to a report released by the American Gastroenterological Association (AGA) in 2018, 0.8% of European people have celiac disease; therefore, they must adhere to a strict gluten-free diet. Gluten-free baking mixes for cakes and pastries are readily available in European markets and hence are gaining consumer recognition.

Asia Pacific is anticipated to grow at the fastest rate due to the surge in demand for healthy food products and consumers' increasing adoption of a healthy lifestyle in China, Australia, Japan, and India. An increase in the prevalence of allergic diseases and other gluten-related diseases is driving the expansion of this market. In the future, gluten-free baking mixes will become increasingly popular in the region due to rising consumer awareness of gluten's adverse effects. In addition, the rising prevalence of Western food items like pizzas, burgers, sandwiches, and hamburgers is anticipated to fuel regional demand for gluten-free bakery mixes.

In Central and South America, increasing adoption of healthy lifestyles among consumers in countries such as Chile, Peru, Brazil, and Argentina drives the demand for gluten-free food products. Governments of these countries are also promoting healthy eating to control obesity and diabetes. For instance, the Government of Chile has restricted the sales of unhealthy foods and banned their advertising for children. Additionally, Chile has one of the highest taxes in the world on sugary beverages at 18%. Such initiatives from the government are anticipated to drive the demand for healthy food products. The growing popularity of gluten-free products worldwide and influences of North American eating behaviors, especially among millennials and the young generation, are also expected to boost the growth of the gluten-free baking mixes market.

The Middle East and African region have a wide variety of cuisines full of spices and dry fruits. The wide availability of regional and international cuisines offered by food trucks, from poke bowls to kimchee to delicious desserts, attracts tourists and locals. However, in recent years, health-focused eateries have been popping up across the region, owing to the rising trend of living a healthy lifestyle among consumers.

In addition, the rising consumer awareness about the results of gluten consumption in the region is leading the major bakery industry to launch new gluten-free products to cater to consumers' rising demand for gluten-free baking mixes. For instance, in June 2020, Ferns N Petals UAE launched a new line of gluten-free cakes in Dubai. These trends are anticipated to open new avenues for the gluten-free baking mix market in the region over the forecast period.

Segmental Analysis

The global gluten-free baking mix market is segmented by product and distribution channel.

Based on the product, the global gluten-free baking mixes market is bifurcated cakes and pastries, bread, cookies, pizza, and others. 

The cookies segment dominates the global market and is predicted to exhibit a CAGR of 7.3% over the forecast period. The segment's growth is attributable to the popularity of cookies among infants, children, millennials, and even working adults. Cookies are some of the most popular snacks across the globe. In addition, cookies are also gaining popularity as a gifting option during celebrations and festivals like Christmas, New Year, and even Thanksgiving. Major industry players are launching new products due to the rising demand for gluten-free cookies around the world. For instance, in November 2020, Nabisco, a subsidiary company of Mondelez International, announced the launch of two gluten-free cookies under the Oreo brand. The Oreo Gluten-Free cookies and Oreo Double Stuf Gluten-Free cookies were available in stores in the U.S. from January 2021.

Breads are a staple food for Americans as they eat different breads at almost every meal. Bread is also an important part of fast food, which is widely American and consumed. The rising trend of low-carbohydrate diets puts a dent in bread consumption. Currently, American supermarkets offer a wide range of bread, including gluten-free, whole wheat, cracked wheat, white, country white, low-carbohydrate, fat-free, seven-grain, multigrain, banana bread, potato bread, rye, country rye, and much more bread. In addition, major producers are rolling out new products to meet the rising demand for gluten-free bread worldwide. For instance, Promise Gluten Free introduced a new line of gluten-free sourdough bread in September 2019 for the American market. According to the company, a single serving of Promise Gluten Free's white sliced bread contains 19.8 g of fiber, 2.1 g of fat, and 0.6 g of sugar. These new product launches are estimated to spur the demand for gluten-free bread mixes over the forecast period.

Based on the distribution channel, the global gluten-free baking mixes market is segmented into grocery stores, mass merchandisers, independent natural or health food stores, club stores, drug stores, and others. 

The grocery stores segment owns the highest market share and is estimated to exhibit a CAGR of 7.3% during the forecast period. Due to the presence of numerous supermarkets and grocery stores in all major and minor economies, the segment has expanded. This distribution channel has always had maximum customer penetration, as they are the most convenient channel for selling bakery products. With rising income levels and increasing urbanization, modern supermarkets have emerged across all big and small economies. The emergence of these supermarkets has been revolutionizing the nature of food and beverage supply.

In addition, major players in the supermarket industry have been concentrating on expanding their footprint globally by opening new stores and strengthening delivery centers over the past few years. For example, in September 2020, Wm Morrison Supermarkets plc, one of the largest supermarket chains in the United Kingdom, announced that it would recruit thousands of additional permanent employees as it expands its online delivery service. These market trends are increasing grocery store product sales.

Mass merchandisers are present in almost all the major developed and developing economies. Moreover, key players are launching new stores to cater to a maximum number of customers. For instance, in August 2020, one of Thailand's largest conglomerates, Charoen Pokphand Group secured a license to operate 7-Eleven stores in Laos; the first outlet is expected to open in the country's capital Vientiane in 2022. These market trends are anticipated to expedite the sales of baking mixes through these sales channels over the forecast period.

Recent Developments

• April 2023- Krusteaz, a premium pancake, waffle, and baking ingredient manufacturer, announced four new products, including a Cinnamon Churro Belgian Waffle Mix, to its popular breakfast offerings. In addition, three new baking mixes, including a Vanilla Pound Cake Mix, a Gluten-Free Meyer Lemon Bar Mix, and a Gluten-Free Vanilla Muffin with Sweet Glaze Mix, introduce light, bright, and fresh flavors to spring baking.
• March 2023- The Canadian Rice Company, Dainty Rice, announced the launch of an innovative collection of Gluten-Free Baking Mixes. Chocolate Cake, Fudgy Brownies, Doughnut Pancakes, and Vanilla Cupcakes are the four simple-to-prepare baking mixes.