Study on Consumer Behaviour and Economic Advancements of Gluten-free Products

Abstract

Gluten-free food was among the top five most-searched words on Google in 2013. During past five years, “gluten” has steadily advanced in consumer online-search interest. Globally gluten free products were estimated to have a market potential of 4639.13 Million USD in 2015 and 7594.43 Million USD in 2020. Gluten-free foods were not only just a fad but a rising marketing section which had grown from a niche market to a main-stream market segment. It had immense potential specially in developing nations when its demand had been rising due to increase in awareness, product availability and number of cases being diagnosed. Regular use of gluten-free products was reported to have multiple health benefits like increased energy levels, reduced gas and bloating. Some major improvements were observed in patients of gluten sensitivity and autistic children. The gluten-free diet had become popular among celebrities and had gain media attention due to the claims of weight loss and boost in energy levels. Gwyneth Paltrow, Ryan Gosling and Jenny McCarthy were the celebrities who had adopted a gluten-free diet for health benefits. A detailed review study in this paper would facilitate understanding of trends, pattern, consumer preferences, market penetration and expansion strategies. This review paper would provide a detailed knowledge of leading sections of gluten-free foods and different factors affecting the buying behaviour of gluten-free foods.