In its latest issue, Bio Linéaires dedicates a special feature to gluten-free food.* Having for many years been a key innovation driver in organic stores, gluten-free appears today to be in search of second wind. Nonethless, the sector’s players remain adamant that the potential well and truly exists.
Alice Biau, strategic category manager at Nutrition et Santé, underlines an encouraging trend. “Growth will require an increase in average spend. Having said that, the market can pick up again in the organic network through a return to more extended ranges that are unique compared to supermarkets, tastier and more nutritious recipes, more dedicated shelf space in organic shops, and specific messaging aimed at older consumers who are already the main target in the Life Styler segment, since more than 50% of purchases are made by consumers aged 50 and over.”
“According to some Spanish operators, gluten-free sales are higher than those in organic, and the market is enjoying double-digit growth!”
Bruno Pierre, the CEO of ABCD Nutrition (whose brands include Céliane), also believes that the potential exists, especially as gluten free is a “public health issue” and considers Afdiag’s approach targeting family doctors to be a step in the right direction. He also points to the disparities in the development of the French market in contrast to other countries such as Germany – and particularly the US. Fabrice Fy, the co-director of Nature et Cie, offers a similar analysis: “Compared with foreign countries, we are lagging behind in retail, both in organic and non-organic, and in food service. On this last point, we’re failing to fulfil our consumers’ expectations because we don’t have the nerve: we don’t dare put the offer out there because supposedly there’s no demand. So how come there’s plenty of demand in places like Spain, for example? According to some Spanish operators, sales of gluten-free are higher than organic, and the market is enjoying double-digit growth! A gap that wide between us and our European neighbours is abnormal. That’s why I think the market has a future.”
The message therefore could not be clearer: the gluten-free market is not lacking in consumers, but in impetus. Time for action!
* In this exclusive special report, Bio Linéaires offers an in-depth analysis of today’s trends, the challenges and opportunities facing professionals in the specialist organic channel, with key figures for the market in France and the trends abroad. From recounting the history of the GF category to exploring its growth prospects, not forgetting consumer expectations and the imperatives of nutritional quality, discover the keys to successfully navigating this dynamic market segment. Find this feature in Bio Linéaires issue 118 – May/June 2025 (in French).