Asia-Pacific Gluten Free Food and Beverages Market Assessment, By Product Type, By Form, By Distribution Channel, By Country, Opportunities, and Forecast, 2018-2032F

Asia-Pacific gluten free food and beverages market is projected to witness a CAGR of 9.14% during the forecast period 2025-2032, growing from USD 4.16 billion in 2024 to USD 8.37 billion in 2032F, owing to a combination of health, lifestyle, and economic factors. Among the key drivers is the prevalence of celiac disease and gluten intolerance, particularly in countries such as Australia, where it is estimated that 1% of the population suffers from the condition. Growing medical awareness and diagnosis of the condition are driving demand for gluten-free products. General trends in health and wellness are also driving market growth, with consumers adopting gluten-free diets for perceived benefits such as improved digestion and weight control, fueled by Western diet trends like the keto and paleo diets. The rise in food allergies and intolerances, and particularly in children, is also driving demand.

Urbanization and changing lifestyles are playing a key role in this, with busy consumers seeking convenient, ready-to-eat gluten-free food, supported by the expansion of modern retail channels and online platforms. Government policies and stricter food labeling laws, such as those levied by FSANZ (Food Standards Australia New Zealand) in Australia and New Zealand and FSSAI (Food Safety and Standards Authority of India) in India, are instilling confidence among consumers in gluten-free food. For instance, in April 2022, the Agricultural & Processed Food Products Export Development Authority (APEDA) introduced a range of gluten-free millet products at the AAHAR food market, priced affordably from USD 0.06 to USD 0.18.

Product development breakthroughs have also been significant, with manufacturers improving taste and texture and offering plant-based and vegan-friendly variants. Localized product variants, such as gluten-free noodles in Japan and dosa mixes in India, are also fueling uptake. The foodservice industry's increasing adoption of gluten-free menus, combined with rising disposable incomes in developing economies such as China and India, is making it more accessible. Social media and celebrity endorsement are generating awareness, while online platforms are making it more available. With challenges such as high costs and uneven awareness in rural regions, the Asia-Pacific gluten-free market is poised to continue expanding, supported by shifting consumer preferences and enhanced retail infrastructure.

Rising Prevalence of Celiac Disease and Gluten Sensitivity Drives Asia-Pacific Market Demand

The increasing diagnosis of celiac disease and non-celiac gluten sensitivity (NCGS) is the primary driver of growth in demand for gluten-free products across the Asia-Pacific. While these conditions have been more prevalent in Western economies in the past, awareness of gluten-related conditions is growing rapidly across the APAC region. Enhanced medical diagnostics and increasing interest in public health have led more people to see gluten as a cause of digestive issues, autoimmune reactions, and a variety of other ailments. In emerging markets such as India and China, where celiac disease was previously often underdiagnosed, better access to healthcare and education is revealing a broader population of sufferers. In addition, the diagnosis of non-celiac gluten sensitivity (NCGS), where sufferers show no autoimmune response but report adverse reactions, is further expanding the market for gluten-free substitutes. Food producers and retailers are responding by placing more gluten-free lines on the market, now extending from baked goods and snacks to pasta and ready-to-eat meals. With greater availability and product improvements, the Asia-Pacific gluten-free market is poised for long-term growth, driven by both medical needs and shifting dietary trends.

For instance, in May 2025, CSIR-CFTRI (Central Food Technological Research Institute) launches three new healthy food products under REPFED (Refrigerated Processed Foods of Extended Durability) technology.

Health and Wellness Trends Expand Asia-Pacific Gluten Free Product Market Size

The growing demand for health and wellness is driving the market for gluten-free foods in the Asia-Pacific (APAC) region. Consumers are now following a gluten-free diet not just for medical reasons, but as part of an overall wellness movement, associating gluten-free food with clean eating, improved digestion, and effective weight management. The influence of Western eating trends such as keto, paleo, and low-carb diets has also fueled demand, especially in urban areas like Australia, Japan, South Korea, and Singapore. The trend in plant-based and vegan food culture has also fostered a symbiotic relationship, with consumers seeking foods that offer twin benefits, being gluten-free and allergen-free from other allergens like dairy or soy. Therefore, manufacturers are developing innovative and more palatable products, transitioning from niche health foods to mainstream foods, including snacks, baked goods, and convenience foods. As preventive health practices and functional food choices become mainstream, the APAC region's market for gluten-free foods is poised to grow further, driven by both medical needs and lifestyle choices.

For instance, in February 2024, GOODER FOODS, INC. launched its first gluten-free additions and extended the company's lineup of better-for-you macaroni and cheese products.

Bakery Products Dominates the Asia-Pacific Gluten Free Product Market

The Asia-Pacific gluten-free bakery products market has emerged as the region's leading segment of the gluten-free food market, holding the highest market share. This is due to several key drivers, including the cultural significance of bread and baked goods in the everyday diets of APAC countries. Australia, Japan, and India, among others, are experiencing a surge in demand for gluten-free versions of conventional wheat-based foods, such as bread, cookies, and cakes, driven by rising diagnoses of celiac disease and increasing awareness of gluten sensitivity. Substantial developments in food technology have revolutionized the market, with producers now utilizing advanced ingredient formulations based on rice flour, almond flour, and binding agents such as xanthan gum to produce products with significantly enhanced taste and texture compared to those of the past. Large firms have been able to produce edible gluten-free bakery products that satisfy consumer demand. As product innovation continues and market penetration grows, gluten-free bakery products are well-positioned to continue their leading position in APAC's developing gluten-free food market.

For instance, in April 2023, Mars Inc. introduced two gluten-free cookies under its Galaxy and Twix brands. The initial launch of the two varieties took place in Sainsbury's, with plans for broader distribution across convenience and retail channels.

China leads the Asia-Pacific Gluten Free Product Market

China is the Asia-Pacific market leader in the gluten-free food product category, driven by a mix of rising health awareness, growing disposable incomes, and increasing awareness of gluten disorders. With the largest consumer market and economy in the region, China's urbanization and dining habits have positioned the nation at the forefront of gluten-free adoption. Several underlying drivers drive market expansion. First, China's growing middle class is more focused on health and wellness, with consumers perceiving gluten-free foods as healthier options, even in the absence of diagnosed gluten intolerance. The trend is sweeping up the broader clean-label movement, with consumers demanding natural and allergen-free foods. Second, Westernized eating patterns, including keto and low-carb diets, have gained traction in eastern seaboard cities such as Shanghai, Beijing, and Guangzhou, and further driving demand for gluten-free baked foods, snacks, and pasta. Local Chinese manufacturers are also driving the market by creating local gluten-free offerings, including rice-based noodles, millet snacks, and gluten-free wraps for dumplings, appealing to local tastes while meeting dietary requirements. With continued innovation and growing distribution, China is expected to drive the region's growth in the gluten-free market over the next few years.

Impact of the U.S. Tariffs on Asia-Pacific Gluten Free Product Market

The U.S. tariff policies on imported food products, including gluten-free items, could have mixed effects on the Asia-Pacific (APAC) gluten-free market, influencing trade dynamics, pricing, and supply chains.

If the U.S. imposes tariffs on gluten-free ingredients (e.g., almond flour, quinoa, or specialty grains) sourced from APAC, it could raise production costs for American manufacturers.

Some APAC exporters (e.g., Australia, India, Thailand) that supply gluten-free raw materials to the U.S. may face reduced demand, leading to a surplus in regional markets.

Conversely, APAC importers relying on U.S.-made gluten-free products (e.g., packaged snacks, baking mixes) may see higher retail prices, affecting affordability.

Countries such as Australia and New Zealand, which already have strong gluten-free markets, may expand exports to neighbouring Asian economies.

Key Players Landscape and Outlook

The Asia-Pacific gluten free product market is characterized by a lively and competitive environment, where global food leaders, regional specialists, and innovative local players are all vying for a share of the market. Multinationals such as The Kraft Heinz Company and General Mills, Inc. are enhancing their profiles by leveraging established distribution networks and introducing gluten-free versions of their best-selling brands, particularly in developed economies like Australia, Japan, and Singapore. Regional giants like Australia's Freedom Foods LLC and New Zealand's Wotton's lead innovation in gluten-free dairy products and baking mixes, while the Japanese snack specialist KAMEDA SEIKA CO., LTD. leverages local preferences with rice-based gluten-free foods. The entry of fast-moving local players, such as India's Wholsum Foods Private Limited and China's Healy Group, has also changed the marketplace, as they skillfully convert gluten-free formulas into mainstream cuisine through products like millet-based snacks and gluten-free dumpling wrappers. In the coming years, industry is poised for a revolution as several key trends drive growth. Merger and acquisition activity is expected to increase as international players seek to acquire regional brands with a strong market presence. E-commerce channels are poised to play an increasingly pivotal role in product availability, particularly in high-growth economies such as China and India. Additionally, consumers are increasingly turning towards clean-label options, led by non-GMO, organic, and functional characteristics, as suppliers are encouraged to innovate and develop nutritionally enhanced gluten-free solutions.