Gluten-free Pizza Crust Market Report

Those who must remove gluten from their diet whether due to medical issues such as celiac disease or simply to enhance health led to more market expansion for gluten-free products. Approximately 78 million individuals across the globe have celiac disease, which makes gluten consumption harmful to the small intestine. Many supermarkets provide a small, frequently disregarded area for gluten-free products, hardly sufficient to satisfy the demand. Such offerings by manufacturers and supermarkets or retailers is opening up new revenue streams for gluten-free pizza crust.  However, food and drink manufacturers are starting to acknowledge the increasing need for gluten-free items not just from individuals with health issues, but also from shoppers who choose to skip gluten for personal health or wellness motivations.

For instance, as per one data, gluten-free retail figures in the United States amounted to around US$ 15.5 billion in 2023. In this growing market, gluten-free pizza crust emerges as a key opportunity. With an increasing number of individuals looking for options that match their dietary choices or health requirements, the demand for a tasty, easily available gluten-free pizza crust has reached new heights. The moment has come for a product that provides both flavor and convenience, rendering gluten-free meals more enjoyable and conventional than ever. Additionally, a focus on improved quality of pizza crust is on the rise with evolving consumer preferences for better quality taste and texture.

For instance, the creation of a novel method by the Beneo-Technology Center offers a substantial market opportunity in the gluten-free pizza crust category. Beneo has developed a gluten-free, yeast-leavened pizza crust by blending rice flour with rice starch, satisfying consumer needs for gluten-free choices while also streamlining the ingredient list. This groundbreaking method employs two special flours wet-milled rice flour and brown rice flour resulting in a purer, more natural product in contrast to conventional gluten-free pizza crusts made with complicated or artificial components. This innovation significantly represents a pizza crust that promises excellent flavor, texture, and nutritional value, all wrapped up in an attractive, streamlined label. As consumers continue to look for gluten-free products including gluten-free pizza crusts, that are healthier and more ingredient-transparent, this innovation fits well with emerging trends in the food sector, making it a very attractive choice for manufacturers seeking to serve health-focused and ingredient-informed consumers in the gluten-free products market.

Rising competition from low-carb options, especially those targeting the surging popularity of the keto diet is significantly hampering gluten-free pizza market. In addition, the keto diet limits gluten and carbohydrates, resulting in the popularity of pizza crusts crafted from cauliflower, almond flour, coconut flour, and various other low-carb components. These keto-friendly choices attract a comparable demographic to gluten-free shoppers, leading to a competitive intersection. With an increasing number of individuals embracing low-carb diets, the demand for these substitutes could hinder the expansion of conventional gluten-free crusts, particularly if these options are seen as healthier or more in tune with contemporary dietary trends.

Moreover, the conventional pizza market continues to pose a significant challenge to gluten-free pizza bases. Conventional wheat-based pizza crusts are much less expensive to manufacture, which increases their accessibility for a wider range of consumers. For instance, according to World Population Review, Norway is the highest pizza-consuming country accounting for 11.4 Kg and 8.9 Kg in Canada and 8.6 Kg in Australia reflecting the preference towards traditional pizza.

Even with the rising gluten-free trend, the general market still prefers the affordability and recognizable flavor of classic pizza. This cost-benefit may impede the broad acceptance of gluten-free pizza crusts, especially among consumers sensitive to prices. Consequently, the market for gluten-free pizza crust encounters fierce competition due to low-carb substitutes and the low cost of traditional pizza choices.

Additionally, food recalls present considerable threats to public health, since eating contaminated or unsafe food items can result in foodborne diseases and negative health consequences. Depending on the type of contamination, consumers might face symptoms that vary from slight gastrointestinal discomfort to serious illness, hospitalization, or potentially death. At-risk groups, including children, seniors, pregnant women, and individuals with compromised immune systems, face a heightened danger of severe health effects from eating contaminated food items.

For instance, in August Brand Brokers Ltd recalled The Gluten Free Food Co. Brand Gluten Free Quick Mix Pizza Base due to the presence of an undeclared allergen, lupin. Customers with lupin allergies are advised not to consume the product. In addition, in February 2024, Oggi Pizza recalled its Plant-Based Americana Beyond Meat Crumbles on Cauliflower Crust, gluten-free frozen pizza (13.76oz/390g) due to potential contamination concerns. Such product recalls potentially damage the brand image and led to further losses for the companies.

The gluten-free pizza crust market requires innovation, consumer demand for healthier options, quality ingredients, and strong distribution channels. Successful product launches need effective marketing, clear labeling, strategic partnerships with restaurants and retailers, and ensuring taste and texture appeal to both gluten-sensitive and general consumers. For instance, in November 2024, Rich Products (Rich's) expands its Authentically Italian Portfolio with two trend-forward offerings such as gluten-free Cauliflower Pinsa and Roman Style Pizza Dough Ball. While, these new product offerings by major players satisfy the consumer's demand for artisanal, Italian-inspired pizzas, they offer easy-to-executed, high-quality options for operators and retailers. Further, in October 2023, CAULIPOWER, maker of America's number 1 cauliflower crust pizza, transformed the US$ 6 billion and more frozen pizza category in 2017.

It is transforming the market again by expanding its range of formats, flavors, and day parts, further disrupting both conventional and specialty categories in the freezer aisle. Furthermore, in April 2023, Verve Culture unveiled its Italian Pizza and Pasta Flour, along with Gluten-Free Flour, at the Summer 2023 Fancy Food Show. Made from premium ingredients, the flours are perfect for crafting authentic Italian dishes. In June 2023, Feel Good Foods, Schär, Brazi Bites, and other gluten-free brands showcased breakfast items, pizzas, breads, and other products at Natural Products Expo West, as companies lean on innovation to grow the category.

With the increasing gluten sensitivity in the American population and growing awareness of gluten-free products as well as diet, North America is expected to dominate the global gluten-free pizza crust market. For instance, as per Beyond Celiac, around 1 in 133 Americans, which translates to approximately 1% of the population, suffer from celiac disease. Apart from this, in recent times, people have developed more trends towards gluten-free consumption because the reasons were not limited only to health but were further extended to lifestyle as well, leading to demand for gluten-free food items, especially for pizza. Gluten-free pizza has spread across America through restaurants and grocery stores providing a multitude of choices in the market.

Leading pizza chains, such as Domino's and Papa John's, introduced gluten-free pizza crusts because of this demand, targeting consumers who are increasingly seeking this alternative. Moreover, research on gluten-free pizza crust recipes for the U.S. has been continued and improved, making them better in texture, taste, and quality, thereby promoting gluten-free pizzas among all consumers, both those having gluten sensitivity and those free from such restrictions. According to Craig Priebe in The United States of Pizza, about 61% of Americans prefer a thin-crust pizza. There are thus even more scopes of growing gluten-free pizza crust markets. Together with the health-conscious population and the high prevalence of products gluten-free pizzas are getting, as well as new product offerings that increase every year, the region of North America remains a leader within this global gluten-free pizza crust market.

The gluten-free pizza crust market in Europe is undergoing vast growth. This growth can be largely ascribed to consumers opting for healthier and dietary-specific alternatives. Rising awareness about celiac disease, gluten sensitivity, and so many health issues leads to a greater demand for gluten-free products. For instance, the European Food Safety Authority claims that 0.7% of the population in the EU suffer from celiac disease but most of them do not get diagnosed. Markets comprise a very wide range - it starts with large pizza manufacturers who improve their gluten-free offering and extends to new niche-oriented brands targeting specific consumer segments. Key players are Domino's, Dr. Oetker, and local craft producers. With such new ingredients as rice flour, almond flour, and chickpea flour now appearing in flavor and texture profiles for gluten-free pizza crusts, improving their acceptance, the rise of plant-based diets also pushes the market forward.