The gluten-free food market - Portugal

1.1 Definition and presentation

Gluten is a substance derived from the processing of certain cereals (wheat, rye, barley, oats), present in almost 70% of food products. It can be harmful for people diagnosed with intolerance or allergy. Some of the best-selling gluten-free products are: Beer; Biscuits; Pasta; Bread; Confectionary; Snacks; Ready meals.

The global gluten-free food market is expanding rapidly ata CAGR (compound annual growth rate) of 8.1% during the period 2020-2025, as is the Portuguese market which has grown at a CAGR of9.71% between 2016 and 2021. Driven by a diversification of gluten-free products on the supply side, the market also benefits from consumer sympathy, as gluten-free products are often associated with a healthier diet. The progressive interest in health and dietary balance is partly responsible for the consumption boom, even by those who are not celiac.

The "gluten-free" craze has convinced major food producer groups to position themselves in this segment, alongside smaller players: pioneers in the segment or specialists in "organic" foods.

In Portugal, market players are taking advantage of new healthier eating habits to boost their business, resulting in a 13% increase between 2018 and 2019, according to report one from Nielsen. Two of the country's largest supermarkets, Pingo Doce and Continente, saw an increase of more than 20% in this type of product in 2018. The price differential continues to be a challenge and a drag on demand. For example, in the cookies and pasta category, the average price is up to more than 100% more expensive than conventional.