India Gluten-Free Products Market By Product Type (Bakery Products, Pizzas & Pastas, Cereals & Snacks, Savories, Desserts & Ice-creams, Others), By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

India Gluten-Free Products Market was valued at USD 19.41 Million in 2024 and is expected to reach USD 42.98 Million by 2030 with a CAGR of 14.17%. The gluten-free products market in India is growing rapidly due to increased health consciousness and the rising prevalence of celiac disease. More consumers are seeking gluten-free alternatives as awareness of its benefits spreads across the country. The bakery sector, including gluten-free bread, cookies, and cakes, holds a significant share of this market. Government initiatives, such as promoting millet-based gluten-free products, have also contributed to the growth by making these products more accessible and affordable.

Key Market Drivers

Rising Health Awareness and Changing Lifestyles

One of the primary drivers of the gluten-free products market in India is the increasing health consciousness among consumers. With more people becoming aware of the benefits of healthy eating, gluten-free diets are gaining popularity as a healthy lifestyle choice. This shift is largely influenced by the rise in chronic diseases, including obesity, diabetes, and heart disease, which are often linked to unhealthy diets and poor food choices. In 2025, data from the National Family Health Survey (NFHS)-5 (2019–21) reveals that 24% of Indian women and 23% of Indian men are overweight or obese. As people become more proactive in adopting healthier lifestyles, many are turning to gluten-free foods as part of their daily nutrition. This is further supported by a growing understanding of the negative impact that gluten can have on individuals, especially those with specific dietary needs or sensitivities. Gluten-free products are viewed not just as a necessity for those with celiac disease, but also as a healthier alternative for the general population. The growing awareness of the importance of gut health and a shift towards more natural, plant-based diets have also contributed to the demand for gluten-free alternatives, boosting market growth.

Increasing Prevalence of Celiac Disease and Gluten Sensitivity

Another significant driver of the gluten-free products market in India is the rising prevalence of celiac disease and gluten sensitivity among the population. As per NIMHANS and ICMR, around 10% of Indians are currently affected by gluten insensitivity. Celiac disease is an autoimmune disorder that affects the digestive system when gluten is consumed, leading to various health complications. As the understanding of this disease improves, more people are being diagnosed, increasing the demand for gluten-free foods. In addition to celiac disease, a growing number of individuals are experiencing non-celiac gluten sensitivity, a condition where gluten intake leads to symptoms similar to those of celiac disease but without the autoimmune response. This surge in gluten-related health issues is compelling individuals to eliminate gluten from their diets. Healthcare professionals, along with patient advocacy groups, are also helping raise awareness about the importance of avoiding gluten for those with these conditions. As more people identify with the need for gluten-free diets, the demand for a wide variety of gluten-free products, ranging from snacks and cereals to baked goods, is steadily increasing in the Indian market.

Government Support and Initiatives

The Indian government has been playing an active role in promoting the availability and affordability of gluten-free products in the country. In recent years, several initiatives have been launched to support the gluten-free food sector, particularly in terms of production, distribution, and awareness. One of the key initiatives includes the promotion of millet-based gluten-free foods, which are being promoted as both nutritious and cost-effective alternatives to traditional gluten-free grains. In 2022, the Agricultural & Processed Food Products Export Development Authority (APEDA) launched millet-based gluten-free products to encourage the consumption of locally grown, health-beneficial grains. These initiatives are designed to make gluten-free products more accessible and affordable for the average consumer, which in turn contributes to market growth. Moreover, the Indian government’s policies aimed at improving food safety and regulating the labeling of gluten-free products also help build consumer trust in these products. As a result, the gluten-free market is expected to continue benefiting from government efforts to encourage healthy eating habits and promote Indian agricultural products as gluten-free alternatives.

Growing Retail Channels and Online Availability

The increasing availability of gluten-free products through diverse retail channels, including supermarkets, specialty stores, and online platforms, is another key driver for the market. In India, as urbanization increases and consumer lifestyles evolve, there has been a shift towards the convenience of shopping in supermarkets and online. Major grocery chains and e-commerce platforms are offering a growing range of gluten-free products, making it easier for consumers to find these products in their local markets. India's ecommerce market, currently valued at USD 70 billion, accounts for about 7% of the country's total retail market. The convenience of online shopping, especially, has played a significant role in expanding access to gluten-free foods across the country. E-commerce platforms provide a wide variety of gluten-free options, ranging from snacks and packaged foods to gluten-free flour and ready-to-eat meals, often with detailed product information and customer reviews to guide purchasing decisions. Furthermore, the rise of specialized health food stores, particularly in metro cities, is helping drive demand for gluten-free foods. This increase in distribution channels and the rising consumer preference for shopping online have made gluten-free products more accessible to a larger audience, including people in smaller towns and rural areas. As the range of gluten-free products expands and reaches more consumers, market growth is expected to continue at a rapid pace.

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Key Market Challenges

High Product Costs

One of the major challenges faced by the gluten-free products market in India is the higher cost of these products compared to their gluten-containing counterparts. Gluten-free foods typically require specialized ingredients, which are often imported or harder to source locally. This leads to an increase in the production cost of gluten-free products, making them more expensive for consumers. For many, particularly in price-sensitive markets, the premium pricing of gluten-free products acts as a significant barrier to widespread adoption. The cost of gluten-free products, including snacks, baked goods, and ready-to-eat meals, remains higher than regular food items, which limits their appeal to a smaller segment of the population. Additionally, the higher cost of production can discourage small-scale manufacturers from entering the market, thus reducing the overall variety and competition. While some government initiatives aim to make these products more affordable, it remains a significant challenge to drive mainstream consumption of gluten-free products across all income groups in India.

Limited Awareness and Misconceptions

Despite the growing popularity of gluten-free diets, awareness remains a significant challenge in India. Many consumers are still unfamiliar with gluten sensitivity, celiac disease, and the importance of a gluten-free diet. As a result, a large portion of the population remains unaware of the health benefits and necessity of gluten-free foods, especially for people with specific medical conditions. This lack of awareness extends to understanding the difference between gluten-free and gluten-containing foods, with many people assuming that gluten-free options are just a trend or a marketing gimmick rather than a necessary dietary choice. Misconceptions surrounding gluten-free diets further hinder the growth of the market. Some individuals believe that gluten-free foods are inherently healthier, even for those without gluten sensitivity, which is not always the case. There is also limited understanding of how to incorporate gluten-free products into daily diets, making it harder for consumers to embrace them fully. This gap in education and awareness makes it challenging to reach a wider audience and limits the overall growth potential of the gluten-free market in India.

Supply Chain and Ingredient Sourcing Challenges

The gluten-free products market in India also faces significant challenges in terms of sourcing ingredients and managing the supply chain. Gluten-free products require specialized ingredients such as rice flour, corn starch, quinoa, millet, and others that are not as widely available as traditional wheat flour. These ingredients are often imported or sourced from small, specialized farms, making them more difficult and expensive to procure. The lack of a robust local supply chain for these ingredients leads to supply shortages, price fluctuations, and delays in production. Furthermore, the cross-contamination risks in processing gluten-free products in facilities that also handle wheat-based products are another concern. Ensuring that gluten-free products are truly free from gluten requires strict quality control measures, which can be difficult to implement on a large scale, especially in facilities that are not exclusively dedicated to gluten-free production. This can result in the need for expensive testing and certification, further driving up costs. The overall supply chain complexity, coupled with challenges in ingredient sourcing and ensuring the purity of gluten-free foods, makes it harder for manufacturers to scale production efficiently. As a result, the availability of gluten-free products remains limited in many regions of India, further hindering the market's growth.

Key Market Trends

Rise of Plant-Based and Natural Gluten-Free Options

A significant trend in the Indian gluten-free products market is the growing preference for plant-based and natural gluten-free alternatives. As consumers become more health-conscious, they are increasingly seeking foods that not only exclude gluten but also align with other dietary preferences, such as plant-based, organic, and non-GMO. This shift is part of a broader movement toward natural, minimally processed foods that are free from artificial additives, preservatives, and chemicals. Many consumers are now looking for gluten-free products that are also high in nutritional value, such as those made from millets, quinoa, and other whole grains. These ingredients are being promoted as not only gluten-free but also rich in fiber, vitamins, and minerals. The demand for natural and plant-based gluten-free products is being met by an increasing number of brands that are innovating to create healthier, sustainable alternatives. Companies are focusing on clean-label products, where transparency about ingredients and production processes is a key factor. This trend reflects the growing awareness of the importance of clean eating and sustainable food production, and it is expected to continue driving the demand for gluten-free products made from plant-based and natural ingredients in India.

Increased Product Innovation and Variety

Another important trend in the gluten-free market is the increased focus on product innovation and the introduction of a wider variety of gluten-free foods. Initially, gluten-free products were limited to a few basic items such as bread, cakes, and flour. However, the market has seen a surge in the variety of gluten-free products available, including snacks, pasta, ready-to-eat meals, biscuits, and even beverages. This expansion of product categories is largely driven by consumer demand for more convenient and diverse gluten-free options that cater to different tastes and preferences. Food manufacturers are also focusing on improving the taste and texture of gluten-free products, which were often criticized in the past for being less flavorful or having an undesirable texture compared to their gluten-containing counterparts. Advances in food technology, such as the use of alternative flours and the development of better binding agents, have led to significant improvements in the quality of gluten-free products. Additionally, the rise of functional foods, which provide added health benefits such as improved digestion, immunity, or energy, is also gaining momentum in the gluten-free market. The increasing availability of gluten-free products that cater to diverse tastes and dietary needs is helping to broaden the appeal of gluten-free foods, making them a more mainstream choice for consumers in India.

Growth of Online Shopping and E-Commerce Platforms

The growth of online shopping and e-commerce platforms is a major trend that is shaping the gluten-free products market in India. With the rise of digital platforms, consumers have easier access to a wider range of gluten-free products that may not be available in their local supermarkets or specialty stores. E-commerce giants like Amazon, Flipkart, and BigBasket, as well as niche health food platforms like HealthKart, have made it simpler for consumers to find and purchase gluten-free foods. The convenience of online shopping, along with the ability to compare prices, read reviews, and access detailed product information, has encouraged more consumers to explore gluten-free options. Moreover, online retailers are able to offer a broader range of gluten-free products, from international brands to locally made alternatives, giving consumers more choice than ever before. The ease of delivery, along with frequent discounts and promotions, also makes online shopping a more attractive option. As the penetration of internet usage increases in rural and semi-urban areas, more consumers are turning to e-commerce platforms to purchase gluten-free products. This trend is expected to continue as digital adoption grows, further driving the accessibility and popularity of gluten-free foods in India.

Influence of International Trends on Local Consumer Behavior

The influence of international trends is another significant factor shaping the gluten-free products market in India. As global food trends continue to evolve, many international food practices and preferences are being adopted by Indian consumers. The growing popularity of gluten-free diets in Western countries, particularly in the United States and Europe, has had a ripple effect on Indian consumers, who are increasingly influenced by global dietary trends. This is particularly evident among urban, health-conscious individuals who are often exposed to international food culture through media, travel, and social networks. The global rise in celiac disease diagnoses and gluten sensitivity awareness has also contributed to greater acceptance and understanding of gluten-free diets in India. Additionally, international food chains and brands that offer gluten-free menu options have played a role in educating Indian consumers about the benefits of gluten-free foods. Major brands, such as Subway and Dominos, have introduced gluten-free offerings in their Indian outlets, further legitimizing the gluten-free movement and encouraging local demand. This global influence is helping shape consumer preferences and increasing the acceptance of gluten-free products in India, particularly in urban centers where international trends tend to gain traction more quickly. As Indian consumers become more attuned to global food trends, the demand for gluten-free options is likely to continue to rise.

Segmental Insights

Product Type Insights

The bakery products segment is the fastest-growing category in the gluten-free products market in India. With an increasing number of health-conscious consumers seeking gluten-free alternatives, demand for gluten-free bakery items such as bread, cakes, cookies, and pastries is rising rapidly. This growth is driven by the growing awareness of gluten intolerance, celiac disease, and the desire for healthier food options. Additionally, improvements in the taste, texture, and quality of gluten-free baked goods have made them more appealing to a broader audience. Bakery items are seen as convenient, on-the-go meal options, further fueling demand. As more brands innovate and expand their gluten-free offerings, the bakery segment is expected to continue dominating the market in the coming years.

Distribution Channel Insights

The online segment is the fastest-growing channel in the gluten-free products market in India. With increasing internet penetration and the growing preference for convenience, consumers are turning to e-commerce platforms to purchase gluten-free products. Online retailers like Amazon, Flipkart, BigBasket, and specialized health food platforms are expanding their offerings, providing a wide range of gluten-free products that may not be readily available in local stores. The convenience of shopping from home, the ability to compare prices, access detailed product information, and read customer reviews is driving this trend. Additionally, online platforms often offer discounts, subscription services, and home delivery, making gluten-free products more accessible. This shift to online shopping is expected to continue, boosting the market's growth in India.

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Regional Insights

The northern region of India was emerging as the dominant market for gluten-free products. This is largely driven by the increasing health awareness, higher disposable incomes, and a growing population of health-conscious individuals in urban areas like Delhi, Chandigarh, and Lucknow. With rising incidences of gluten intolerance and celiac disease, consumers in the north are becoming more inclined to adopt gluten-free diets. The region also benefits from a robust retail infrastructure, including supermarkets, health food stores, and e-commerce platforms that make gluten-free products more accessible. Additionally, the growing trend of wellness-focused lifestyles in metro cities and affluent regions contributes significantly to the rising demand. As consumer awareness continues to increase, the northern region is expected to remain a key driver of growth in the gluten-free market.

Recent Developments

• In 2024, Agrimax Foods launched its new brand, Bake&Co., offering gluten-free millet-based baked goods such as millet cookies. Supported by the PMFME scheme, the brand aims to expand into ready-to-eat snacks.
• In 2023, Sante Spa Cuisine launched a gluten-free menu featuring freshly made salads, smoothies, cold-pressed juices, and a variety of starters and entrees, promoting healthy eating habit.

• In July 2023, the CSIR-Central Food Technological Research Institute (CFTRI) in Mysuru introduced three innovative health-focused food products during its 'One Week One Lab' campaign.

Key Market Players

• Amy's Kitchen Inc.
• Dr. Schar
• Kraft Heinz Company
• General Mills Inc.
• Genius Foods
• Swmabhan Commerce Pvt. Ltd.
• Wild Drum Beverages Private Limited
• Bob's Red Mill
• Boulder Brands Inc.
• KRBL Limited 

Report Scope:

In this report, the India Gluten-Free Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• India Gluten-Free Products Market, By Product Type:

o   Bakery Products

o   Pizzas & Pastas

o   Cereals & Snacks

o   Savories

o   Desserts & Ice-creams

o   Others

• India Gluten-Free Products Market, By Distribution Channel:

o   Supermarkets/Hypermarkets

o   Convenience Stores

o   Online

o   Others

• India Gluten-Free Products Market, By Region:

o   North

o   South

o   East

o   West

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the India Gluten-Free Products Market.

Available Customizations:

India Gluten-Free Products Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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