Abstract

The prevalence of celiac disease is approximately 1%-5% worldwide. Gluten-free food is highly recommended for patients of celiac disease. Gluten-free foods are also consumed by patients of diabetes, blood pressure and health conscious people. Gluten-free products were sold through various channels in India and USA. The study aimed to explore the untapped potential of gluten-free products in India and USA. Study revealed that total world’s potential of gluten-free foods was found about 13,000 KT. USA had potential of 511.89 KT and its market share was 205 KT. India had glutenfree market potential of 2,347 KT, but had a comparatively lower market share of 7.55 KT in 2017. The project included price spread, marketing efficiency, channel selection, market penetration and expansion strategies. Most successful channels in both the countries were online sale and manufacturer’s own retail format. Studies of value chain provided an opportunity to international and domestic companies to come up with nutritive and affordable options.

Authors and Affiliations