U.S. Gluten-free Products Market Size, Share & Trends Analysis Report By Product (Bakery Products, Dairy/Dairy Alternatives, Meats/Meats Alternatives, Condiments, Seasonings, Spreads), By Distribution Channel, And Segment Forecasts, 2025 - 2030

U.S. Gluten-free Products Market Trends

The U.S. gluten-free products market size was estimated at USD 2.27 billion in 2024 and is projected to grow at a CAGR of 9.7% from 2025 to 2030. The popularity of gluten-free products derives from a combination of health awareness and specific dietary needs. The increased availability and improved taste of gluten-free products have also contributed significantly, making it easier and more appealing for people to choose these alternatives. Moreover, endorsements from health influencers and celebrities have helped normalize and popularize gluten-free diets, influencing consumer behavior and driving demand for gluten-free bread and bakery items across the country.

Approximately 1% of Americans have celiac disease, requiring a strict gluten-free diet to avoid severe intestinal damage. Additionally, 10-12% of the population experiences non-celiac gluten sensitivity, which also drives gluten-free product adoption. Additionally, advances in diagnostic tools and increased awareness have led to more people being diagnosed with gluten-related conditions, further fueling demand for gluten-free products. Beyond those with medical conditions, a significant portion of the population believes that a gluten-free diet contributes to overall health and wellness. This perception has been amplified by social media influencers and health trends promoting gluten-free living as a healthier lifestyle choice.

Another trend driving the market is the growing popularity of plant-based and organic gluten-free products. Many consumers are now seeking products that align with multiple health trends, such as veganism, vegetarianism, or organic diets. According to Awesome Health, LLC's May 2024 report states that nearly 88 million people worldwide and 9.7 million people in the U.S. identify as vegans or vegetarians. This has led to a surge in gluten-free products that also cater to these needs, including plant-based proteins and organic ingredients.

The trend is further amplified by the influence of wellness-focused social media influencers and health-conscious celebrities who promote gluten-free living. This has popularized the diet among millennials and Gen Z consumers in particular. Additionally, major food brands and retailers have expanded their gluten-free offerings, improving accessibility and variety in mainstream grocery stores. From gluten-free breads and snacks to ready-to-eat meals and baking mixes, the market now caters to convenience as well as dietary needs. The clean-label movement and demand for transparent, natural ingredients have also fueled the shift, as many gluten-free products are marketed as free from additives and preservatives. For instance, Walmart launched the Bettergoods premium food line, offering a variety of products, including gluten-free options, to attract a broader customer base.

Consumer Insights

Consumers often choose gluten-free products due to health issues such as celiac disease or gluten sensitivity. According to the data published by Beyond Celiac, celiac disease affects approximately 3 million Americans, and 60-70% of patients diagnosed with it are women. A growing awareness of gluten’s impact on digestion and overall health encourages buyers to seek these products to avoid adverse reactions and improve well-being.

The expansion of product variety and innovation has been a key driver in the global gluten-free products market, enabling manufacturers to cater to diverse consumer needs while enhancing the appeal of gluten-free diets. This trend is fueled by advancements in food technology and the exploration of alternative ingredients that improve the taste, texture, and nutritional profile of gluten-free products. For example, in September 2024, Revyve B.V., a Netherlands-based food tech company, launched a next-generation gluten-free ingredient line designed to replace eggs in bakery products while maintaining excellent texturizing properties. This innovation not only addressed sustainability concerns but also expanded the application of gluten-free ingredients across categories like sauces and confectionery.

Additionally, the increased awareness and higher adoption of gluten-free diets have caused a surge in the variety and availability of gluten-free options across food categories. Grocery stores, restaurants, and food delivery services now offer a wider range of gluten-free products, from snacks and bread to prepared meals and beverages. According to the data published, about 10% of U.S. restaurants offer gluten-free meals to entice gluten-free food consumers. The more accessible and diverse these products become, the easier it is for consumers to integrate gluten-free items into their daily lives. For instance, according to the GFFS data, nearly 74% of consumers would return to a restaurant that has achieved gluten-free validation as compared to a restaurant that has not.

Furthermore, the growing demand for convenience foods offers manufacturers an opportunity to innovate in ready-to-eat (RTE) gluten-free meals and snacks. As lifestyles become busier, consumers are seeking quick yet healthy meal options that align with their dietary restrictions. By focusing on convenience without compromising on quality or taste, manufacturers can capture a larger share of the market while addressing evolving consumer needs. In February 2025, Doughlicious expanded its product line with the launch of a vegan and gluten-free soft baked gourmet cookie range. available in double chocolate chip, salted caramel, chocolate chip, and banana good granola varieties, the cookies cater to on-the-go snacking occasions. Marketed towards convenience retailers through Hunt’s Food Group and Amazon, these cookies are free from artificial additives, preservatives, flavors, colors, and refined flours.

Product Insights

Bakery products in the U.S. accounted for a revenue share of 29.6% in 2024. As more individuals adopt healthier lifestyles and dietary choices, demand has surged for gluten-free alternatives to traditional bread, cakes, cookies, and pastries. Additionally, advancements in food technology and ingredient innovation have improved the taste and texture of gluten-free baked goods, making them more appealing to a wider audience. The increasing availability of these products in both mainstream retail and specialty stores has further driven market growth.

Desserts & ice-creams in the U.S. is expected to grow at a CAGR of 10.5% from 2025 to 2030. With growing awareness of gluten intolerance and the popularity of gluten-free lifestyles, demand has surged for desserts and frozen treats made without wheat-based ingredients. Manufacturers are responding with innovative formulations that maintain the taste and texture of traditional options while being gluten-free. Additionally, the rise of plant-based and clean-label trends has further boosted interest in gluten-free desserts and ice creams that offer both indulgence and health-conscious appeal.

Distribution Channel Insights

Sales through supermarkets & hypermarkets accounted for a revenue share of 30.5% in 2024 in the U.S. gluten-free products market. Supermarkets and hypermarkets are among the largest and most significant distribution channels for U.S. gluten-free products due to their wide product range and extensive consumer reach. These large retail outlets have the infrastructure to offer a diverse range of gluten-free items, including pantry staples such as bread, pasta, and flour, as well as snacks and frozen foods.

Sales of U.S. gluten-free products through online channels are expected to grow with a CAGR of 10.7% from 2025 to 2030. People increasingly prefer to buy U.S. gluten-free products online due to the convenience, variety, and competitive pricing that e-commerce platforms offer. Online shopping eliminates the need to visit multiple stores, making it especially appealing for those in remote or less urbanized areas where specialized stores may not be available. Consumers increasingly prefer to shop for U.S. gluten-free products online due to the ease of browsing a vast range of items from the comfort of their homes. E-commerce platforms offer a broader selection of U.S. gluten-free products, including niche and hard-to-find items that may not be available in physical stores.

Key U.S. Gluten-free Products Company Insights

Many manufacturers in the gluten-free product market in the U.S. are leveraging technology to enhance consumer experience and health tracking. By integrating IoT capabilities, some companies are developing smart packaging and mobile app connectivity that allow consumers to track product freshness, receive personalized dietary recommendations, and monitor nutritional intake in real-time. Additionally, to cater to health-conscious and lifestyle-driven consumers, brands are offering customizable gluten-free options-such as build-your-own snack kits or mix-and-match baking blends-enabling greater flexibility and personalization. These innovations not only improve convenience and transparency but also deepen consumer engagement and brand loyalty.

Recent Developments

• In March 2025, Quiznos, the renowned sandwich chain known for its high-quality meats and cheeses, freshly sliced in-house daily and expertly toasted, announced the launch of new gluten-smart options across its U.S. locations. As part of this expansion, the brand introduced a limited-time offering, the Buffalo Chicken Club, featuring a spicy mayonnaise infused with Frank’s RedHot sauce, bacon, provolone cheese, tomatoes, and lettuce. The gluten-free bread is available for all sandwiches in regular and large sizes, with varying additional charges by location.

• In December 2024, Revyve and Lallemand Bio-Ingredients Savory announced a strategic partnership in the North American market. This collaboration marked Lallemand as Revyve's exclusive distributor in the USA, Canada, and Mexico and strengthened their partnership, with Revyve sourcing a key raw material from Lallemand. Together, they aimed to set a new standard for sustainable, gluten-free, animal-free, GMO-free, and natural food innovations.

• In August 2024, Lancaster Colony Corp. introduced its first gluten-free line of New York Bakery frozen bread, featuring Garlic Texas Toast and Five Cheese Texas Toast varieties. These products utilize a patent-pending dough recipe designed to closely mimic the texture and flavor of traditional breads, addressing common challenges associated with gluten-free alternatives. The company plans to leverage this innovative formulation as a foundation for expanding its gluten-free offerings in the future.

U.S. Gluten-free Products Market Report Scope

U.S. Gluten-free Products Market Report Segmentation

This report forecasts revenue growth at the regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. gluten-free products market report based on product and distribution channel.

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Bakery Products

  • Dairy/dairy Alternatives

  • Meats/meats Alternatives

  • Condiments, Seasonings, Spreads

  • Desserts & Ice-creams

  • Prepared Food

  • Pasta and Rice

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Convenience Stores

  • Supermarkets & Hypermarket

  • Specialty Stores

  • Online

  • Others