1.1 Market definition
Gluten is a substance resulting from the processing of certain cereals (wheat, rye, barley, oats). Present in nearly 70% of agri-food products, it can be harmful for people diagnosed as intolerant or allergic.
Among the most frequently sold gluten-free products are the following:
- Sweet groceries;
- Prepared meals.
The global market for gluten-free food is booming (11.6% growth in value terms expected between 2016-2021), driven in particular by the broadening of the consumer base from gluten-intolerant people to consumers attracted by the association between gluten-free products and a healthier diet.
Spain offers a particularly dynamic market for gluten-free products: in 2017, it was the 3rd largest market in the world in terms of gluten-free product launches. The sector is growing at an annual rate of almost 15%. [El Pais]
However, the growth of the Spanish gluten-free food market is hampered by the very high prices of this type of product. The search for lower prices is therefore one of the main challenges for the players in this market. In addition, the market is characterized by a very low presence of private labels.
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