The Gluten-Free Boom: What It Means for Bakery and Snack Brands

Gluten-free is no longer a niche diet trend — it’s a booming market reshaping the snack and bakery industry. According to Fortune Business Insights, the global gluten-free food market was worth about $7.43 billion in 2024. It’s projected to nearly double to $15.45 billion by 2032, climbing nearly 10% each year on average. 

Meanwhile, in the gluten-free snacks space alone, the market was valued at roughly $4.24 billion in 2024, and is expected to hit $7.34 billion by 2032 according to Credence Research. 

For brands, this boom presents both huge opportunity and big responsibility: meeting rising consumer expectations while navigating the complexities of gluten-free food manufacturing, cross contact, and trustworthy claims.

How Consumer Expectations Have Shifted

What began as a diet movement has become a permanent lifestyle shift. Today, shoppers expect to find gluten-free snacks everywhere — from grocery store shelves to school cafeterias. Bakery favorites like gluten-free cookies, brownies, muffins, and granola are no longer niche indulgences; they’re mainstream staples. 

And it’s not just people with celiac disease driving demand. While only about 1% of Americans have celiac disease, around 25% report they actively seek out gluten-free options for health and lifestyle reasons.

School-Safe and Allergen-Free

Parents and caretakers are also expanding the demand for allergen-free snacks that are “school-safe” for K–12 environments. That means free-from claims — especially wheat, soy, peanuts, and dairy — are now central to snack and bakery product development. Meeting these standards opens accessibility into schools and institutions.

Evolving Quality and Value Standards

Gluten-free no longer gets away with being “good for gluten-free.” Consumers expect gluten-free cookies, muffins, and snacks to taste just as good as conventional products. Texture, flavor, and freshness are critical, and anything less risks losing repeat buyers. Price sensitivity also plays a role. Shoppers may pay a little more for gluten-free, but they still expect value and consistency.

Transparency, Safety, and Trust

Certifications like Gluten-Free Certified, USDA Organic, Non-GMO Project Verified, and Kosher help assure customers that products are safe. But to place certification logos on packaging, brands must fulfill the requirements with a gluten-free manufacturing process that actively prevents cross contact. Transparency has become a baseline, not a bonus — and it’s often a requirement for getting on retailer shelves. Consumer trust is everything when it comes to allergen management, especially for Big 9 allergens.

Convenience and Variety

Modern consumers want gluten-free in every format. From family-sized gluten-free baking mixes to single-serve, grab-and-go packs, gluten-free has to fit seamlessly into everyday life. Frozen, refrigerated, and ready-to-eat products have become just as important as shelf-stable pantry staples.

Opportunities for Bakery and Snack Brands

The gluten-free contract manufacturing space is full of innovation opportunities. Emerging and established brands alike are expanding into:

• Gluten-free baking mixes for brownies, cookies, muffins, and more.

• Grab-and-go formats like pouches, cups, and single-serve packs.

• Frozen or refrigerated options that meet both conventional and organic demand.

• Plant-based and vegan alternatives that overlap with the gluten-free lifestyle.

Retailers also expect strong claims and certifications to earn shelf space. Brands that combine “gluten-free” with complementary claims — like plant-based, non-GMO, or school-safe — are positioned to win big in the market.

Gluten-Free Food Manufacturing Challenges

For all its opportunity, gluten-free brings real challenges in food manufacturing. The biggest? Allergen management. Preventing cross contact requires more than cleaning — it needs dedicated systems, trained staff, and facility layout designed for separation.

Scaling capacity is another hurdle. Many bakery and snack brands start small but quickly find themselves struggling to keep up with demand. That’s why choosing the right co-man (contract manufacturer) is so critical. You need a partner who can scale production without sacrificing safety or quality.

Navigating multiple claims — gluten-free, vegan, dairy-free, organic — can overwhelm new brands. Each requires strict compliance, documentation, and the right certifications to back it up.

Finding the Right Co-Man in the Gluten-Free Boom

The gluten-free boom is here to stay. Bakery and snack brands that prioritize safety, taste, and transparency will thrive in this evolving landscape. In this booming market, success depends on more than just the recipe. It requires execution, safety, and the ability to grow alongside your brand. And with the right contract food manufacturing partner, the path from idea to shelf is clearer — and safer — than ever before.

At ZoRoCo, we specialize in gluten-free and allergy-friendly contract food manufacturing. With a dedicated gluten-free plant and Big 9 allergen-free plant, we ensure products are made in safe, compliant facilities. Our certifications — GFCO, USDA Organic, Non-GMO, Kosher — open doors with retailers, while our focus on transparency gives brands trust in every batch.

From gluten-free baking mixes to allergen-free snacks, from ready-to-eat cookies to plant-based protein innovations, ZoRoCo helps brands move forward in the gluten-free boom with confidence. Reach out to our team to learn more about our gluten-free and allergy-friendly capabilities.