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Summary and extracts
1 Market summary
1.1 Definition and presentation
In today's wellness and health food environment, the market for gluten-free products stands out as a rapidly expanding segment, witnessing a growing awareness and need among consumers. Celiac disease, along with other gluten sensitivities, has catalyzed a global focus on safe and affordable food alternatives, setting the stage for a significant transformation in the food consumption landscape.
The global gluten-free market projection shows an impressive upward trajectory, with estimates projecting a jump from $9.85 billion in 2022 to $15.76 billion by 2028. This expansion, quantified at a compound annual growth rate(CAGR) of8.15 percent, reflects not only a shift in consumer preferences but also an improvement in the supply of innovative, high-quality products.Europe emerges as an epicenter of this growth, with forecasts showing an increase in the value of the gluten-free market from $3.62 billion in 2024 to $6.52 billion by 2030, showing a CAGR of 10.33 percent. This shows a particularly marked acceleration in the European context, underscoring the importance of market strategies adapted to the peculiarities and needs of European consumers.
In Italy, the phenomenon takes on even more defined contours, with the Italian Celiac Association (AIC) reporting a market for gluten-free products valued at around 400 million euros.
1.2 Global market analysis
The global market for gluten-free products is experiencing significant growth, driven by increased awareness of celiac disease and other gluten sensitivities, , with projections indicating a market size of $**.** billion by ****, registering a significant compound annual growth rate(***) of*.** percent from $*.** billion in ****. This trend reflects a growing demand for healthy and ...
1.3 The Italian market
Considering the enterprises under Ateco Code **.**, related to "Production of homogenized preparations and dietetic foods, " between **** and ****, the total turnover of the industry appears to be growing. During the period analyzed, the total turnover of companies increased from *.** billion euros to *.** billion euros, marking a growth of **.* percent. The trend is ...
1.4 The consequences of the Russian-Ukrainian conflict
The outbreak of the Russian-Ukrainian conflict in February **** led to a general increase in the consumer price index. The agribusiness sector appears to be one of the most affected by the consequences of the conflict. Considering the consumer price index for food products, and assuming a similar trend for health foods, ...
2 Demand analysis
2.1 Consumer profile
There are more than *** thousand celiacs in Italy, and the trend is expected to be upward. New diagnoses in the last three years averaged * thousand per year, with a clear prevalence of the female sex(***). In ****, there were ***,** people in Italy diagnosed with celiac disease. Considering that the estimated prevalence of ...
2.2 Demand drivers
The gluten-free market, which in the past has been considered a niche market, appears to be growing and may become a mass market. This trend is supported by several drivers, the most influential of which are:
Increase in the range of products on the market
The number and type of products ...
2.3 New demand trends
Food personalization technology, which leverages algorithms and artificial intelligence, represents a significant advancement in the production of diet foods for athletes. This technology relies on detailed analysis of consumers' eating habits, lifestyle and health status to create a personalized diet plan. Key benefits include:
Data-driven personalization: using specific data collected from ...
3 Market structure
3.1 Market structure and dynamics
in order to analyze the structure of the gluten-free food market, enterprises under Ateco Code **.** "Production of homogenized preparations and dietetic foods" are considered.
Between **** and ****, the total number of enterprises devoted to the production of homogenized preparations and dietetic foods appears to be growing. During the period, the number of ...
3.2 Value Chain
The value chain in the gluten-free market has seen significant growth in recent years, in part due to an increase in the diagnosis of celiac disease and increased awareness of gluten sensitivities, but also due to a general trend toward food choices perceived as healthier or better suited to certain ...
3.3 Distribution channels
Distribution channels for selling gluten-free foods have become increasingly varied and accessible, reflecting the growing demand for products specifically for gluten-free diets. These channels have evolved to meet the needs of a wide range of consumers, from those with celiac disease to those who choose a gluten-free diet for health or ...
3.4 Main actors
4 Supply analysis
4.1 Type of products
While the family of gluten-free products covers a variety of applications ranging from cosmetics to beer, foods remain the most important products in the gluten-free industry. Thus, within the food industry, the most common products include the following categories:
Flour (***) Bread, pastries and cakes Dry pasta Pizza dough, puff pastry, shortcrust ...
4.2 A significant price premium for gluten-free products
In Italy, gluten-free products have a significantly higher cost than traditional foods, with an increase of up to ***%. This situation has a greater impact on those who follow a gluten-free diet out of medical necessity, such as those with celiac disease, who represent about * percent of the Italian population. However, despite ...
4.3 Gluten-free beers
Gluten-free beer production in Italy meets the needs of those with celiac disease by offering tasty alternatives to traditional beer. There are two main production methods: one uses naturally gluten-free raw materials, such as rice, corn, quinoa, amaranth, and sorghum; the other involves the use of barley malt with a subsequent ...
5 Rules and regulations
5.1 Rules and regulations
The Regulation (***) ***/**** establishes clear requirements for the provision of information to consumers about gluten-free or low-gluten foods. This regulation was adopted to ensure that consumers, particularly those with celiac disease or gluten sensitivity, have the information they need to make safe and informed food choices. The regulation specifies the conditions under ...
5.2 Celiac disease bonus
In Italy, the celiac disease bonus represents significant support for people with the condition, enabling them to cover part of the costs associated with the purchase of gluten-free products. The bonus can be up to *,*** euros per year, varying according to the age and sex of the beneficiary, reflecting different caloric ...
6 Positioning of actors
6.1 Segmentation
- Barilla Group
- Dr. Schär
- Nutrifree
- Galbusera
- Riso Scotti
List of charts presented in this market study
- Value of the European gluten-free food market
- Global market for gluten-free products
- Total enterprise turnover under Ateco Code 10.86 "Production of homogenized preparations and diet foods"
- Production of diet foods, breakdown by product type
- Specialized nutrition foods, breakdown by product type
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Latest news
Barilla enters the French snack market - 30/08/2024
- Barilla, the world's pasta giant, is entering a new market in France, that of snacks, with Harrys, its French sandwich bread brand, acquired in 2007.
- In France, the group, with sales of 4.7 billion euros, is best known for its pasta products
- In Italy, it is at the head of Mulino Bianco cookies (1.2 billion euros), Italy's leading food brand
- Pasta and sauces account for 60% of sales, and bakery products for 40%.
- 60% of sales are generated outside Italy
- Pasta Group present in over 100 countries
- Sales in France in 2023: 1.7 billion euros.
- Private labels will account for 50% of pasta sales and 40% of sandwich loaf sales in 2023
- 4 Harrys plants, in Châteauroux, Plaine de l'Ain, Vendée and Valenciennes
- The manufacturer's objective is to capture 5% of the French industrial bakery market within three years
- France is the Italian giant's 3rd largest market (15% of sales), after its own country and the United States.
Barilla loses the second round of the cookie war - 02/04/2024
- Start of case: June 2023 - Barilla asks the Court of Brescia to prohibit the sale of nine types of Tedesco and Sapori Artigianali cookies on the grounds of excessive similarity with its own products.
- First degree of judgment: February 2024 - The court partially grants Barilla's requests, prohibiting the sale of certain products and the use of certain packaging due to their similarity to Mulino Bianco's products and packaging.
- Second level of judgment: March 18, 2024 - The Brescia Court dismisses Barilla's complaint and accepts the claims of Tedesco and Sapori Artigianali.
- Arguments in favor of setting aside the judgment:
- Volgarization of shape marks: The shape of the cookies in question is now considered so common that it is no longer distinctive of a particular manufacturer.
- Packaging challenge: Despite the similarity, Tedesco's packaging is not considered likely to create undue confusion or associations with Barilla's due to the prevalence of common elements in the industry.
- Urgency of proceedings: The court rejects Barilla's requested urgency for intervention, noting that Barilla was aware of the sale of the "similar" products as early as 2016.
- Implications for the industry: This case highlights the importance of distinctiveness and originality in product and packaging design in a crowded market. It also shows the legal and commercial challenges of protecting these aspects in competitive environments.
Barilla launches "Accordions": six years of research for the perfect dipping brioche - 26/03/2024
- Research and development period: 6 years, starting in 2018.
- Production site: Melfi, Basilicata.
- Investment: More than 30 million euros over the last three years in the Melfi plant, with investments dedicated to both sustainability and innovation, including the creation of production lines for Pancakes and Fisarmoniche.
- Sugar content: Accordions contain -35% sugar compared to the average of the best-selling snacks.
- Calorie content: 120 kcal/piece.
- Factory production capacity: Maximum capacity 83,000 tons/year.
- Number of employees in Melfi: Over 350.
- Quality controls: Over 5,000 checks on finished products and 200 on raw materials per day.
- Environmental savings over the last 10 years: 40% water savings and 27% reduction in CO2 emissions.
- Total number of Mulino Bianco references: Over 130, including cookies, snacks and breads.
- Italian dippingpreference: 6 out of 10 Italians like to dip snacks or cookies for breakfast.
- Ingredients: No colorants, preservatives or palm oil. Contains 4% fiber.
- Plant size: 202,000 m^2.
Barilla: the pasta champion's anti-MDD plan - 08/03/2024
- Barilla sales in 2021: 4.7 billion euros (+6.5% growth)
- Private labels capture over 50% of the pasta market and 40% of the sandwich bread market. Pasta prices up by more than 11%.
- Barilla sales in France: 630 million euros (+7%), but volumes down 3%.
Barilla intends to maintain its volumes in the face of private labels - 08/03/2024
- World leader in pasta and pesto
- sales of 4.7 billion euros in 2023, up 6.5%, including 630 million euros in France.
- Volumes down 3% in 2023 across the French perimeter.
- Stronger advertising and promotional support for its Barilla and Harrys brands, in the face of private labels which now exceed 50% by volume for pasta and 40% for sandwich loaves.
GALBUSERA RECOUNTS BRAND VALUES WITH NEW ADVERTISING CAMPAIGN ENTRUSTED TO VML - 06/02/2024
- Brand in Focus: Galbusera.
- Brand Values: Authenticity, authenticity, wellness, focus on health, exploratory capacity.
- New Brand Positioning: "Galbusera nourishes your desire to feel good every day."
- Scope of Evolution: Healthy, production innovation in the bakery scene.
- Advertising Campaign: Managed by VML, the start is in Sanremo week with a 30'' pilot subject and a teaser in the previous 2 weeks.
- Communication Platforms Involved: Cinema, digital, social with ad hoc content.
- Media Planning: Wavemaker.
- Galbusera Marketing Director Comment: Giovanna Solito, highlights the evolution of consumer needs in wellness and the synthesis of the different souls of the brand.
- CCO of VML Italy: Luca Boncompagni and Diego Tardani, expresses pride in the centrality of wellness as a lifestyle promoted by Galbusera.
- Production Company: Movie Magic.
- Director: Davide Gentile.
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the gluten-free food market | Italy
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