COLUMBIA, MD – June 12, 2026 – Crest Operating Partners today announced the public release of its comprehensive market overview, “Specialty & Gluten-Free Growth Trends: An Overview of Consumer Preferences Shifting Toward Specialty Baked Goods.” The report now available for public distribution synthesizes authoritative data from leading industry research providers including SPINS, Circana, Technomic, the USDA Economic Research Service, McKinsey & Company, Innova Market Insights, and peer-reviewed academic literature to deliver a current and forward-looking analysis of one of the food industry’s most dynamic growth categories.
The global gluten-free food market is valued at approximately $9.28 billion in 2025 and is projected to reach $14.42 billion by 2030, representing a compound annual growth rate of 9.3% (Business Research Company, 2026). The gluten-free bakery segment specifically encompassing breads, cookies, cakes, muffins, and baking mixes is forecast to grow from $7.5 billion in 2024 to $13.2 billion by 2030 at an 8.9% CAGR (Strategic Market Research, 2025). These figures emerge against the backdrop of a U.S. natural products industry that surpassed $325 billion in 2024, more than tripling in size since 2007, with natural product sales outpacing conventional product growth across all tracked retail channels (SPINS State of the Industry, 2025).
The report details the central consumer shift redefining the category: gluten-free and specialty baked goods have expanded well beyond their clinical origins. While approximately 1 in 133 Americans carries a celiac disease diagnosis and an estimated 83% of those individuals remain undiagnosed (Celiac Disease Foundation), a much broader population is driving category growth. Approximately 23% of U.S. consumers now actively purchase gluten-free products, with the majority doing so for lifestyle and wellness reasons. McKinsey & Company’s 2025 Future of Wellness Survey found that 84% of U.S. consumers consider wellness a “top” or “important” life priority, and approximately 30% of Gen Z and Millennial consumers report increasing their wellness prioritization significantly over the prior year.
This report by Crest Operating Partners examines performance across foodservice, retail, and digital channels. Foodservice bakery reached $18.2 billion in manufacturer shipment dollars in 2024 and is forecast to grow to $20.8 billion by 2027, while in-store bakery stands at $9.7 billion with a projected $10.3 billion by 2027 (Technomic, 2025). E-commerce is identified as the single most productive growth channel, driving approximately 35% of all U.S. food and beverage dollar sales growth despite representing only 10% of total market share (Circana, 2024). On the product innovation front, the report tracks the category’s migration from commodity rice and tapioca bases toward ancient and alternative grains including quinoa, sorghum, amaranth, and teff anchored by a specialty flours market projected to grow from $11.4 billion in 2025 to $30.4 billion by 2034 at an 11.5% CAGR (OG Analysis, 2025).
The report also addresses key headwinds facing the category, including the persistent 40–200%+ price premium commanded by gluten-free and specialty products, a volume-versus-dollar growth gap in in-store bakery, and the emerging impact of GLP-1 medications which Circana projects could account for approximately 35% of U.S. food and beverage sales by 2030. The report closes with nine strategic recommendations across short-, medium-, and long-term horizons, covering natural channel distribution expansion, e-commerce acceleration, Gen Z targeting, ancient grain reformulation, and Asia-Pacific market entry.
“The specialty and gluten-free baked goods category is no longer a niche accommodation, it is a mainstream consumer preference with a structural growth story behind it. Our goal with this public report is to provide food manufacturers, retailers, foodservice operators, and investors with a clear, data-grounded picture of where this category is headed and what the most significant opportunities and risks are over the next five to ten years. The convergence of wellness culture, clinical awareness, and ingredient innovation makes this one of the most compelling segments in the entire food industry.”
Team Lead, Crest Operating Partners
The public summary report, “Specialty & Gluten-Free Growth Trends,” is available for immediate download at www.crestoperatingpartners.com/industryoutlook. Industry professionals seeking access to the full proprietary research report, category-specific deep dives, or custom market analysis engagements are encouraged to contact Crest Operating Partners directly at [email protected]. Crest Operating Partners regularly produces market reports, trend analyses, and strategic advisory content for food and beverage industry clients across manufacturing, retail, foodservice, and investment sectors.
About Crest Operating Partners
Crest Operating Partners is an operator-led firm focused on acquiring and growing commercial bakeries in the Northeast and Southeast. Crest provides long-term stewardship, operational support, and continuity solutions for owners seeking a thoughtful transition. The firm is headquartered in Columbia, Maryland. For more information, visit www.crestoperatingpartners.com.
Media ContactCompany Name: Crest Operating PartnersContact Person: Fola AkinrinolaEmail: Send EmailPhone: 3018361752Address:8865 Stanford Blvd Suite #202City: COLUMBIAState: MarylandCountry: United StatesWebsite: www.crestoperatingpartners.com
