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Celiac disease is a systemic autoimmune syndrome involving a gluten-induced chronic inflammation of small bowel mucosa with extensive short and long-term negative health consequences if untreated, including cancer. Glutenfree food was among the top ten most-searched words on Google in 2016. The global gluten-free market is projected to reach US$6. 2 billion by 2018. The present study aimed to find the potential of gluten-free foods in the world, USA and India. The USA has the largest market for gluten-free foods and India has the largest population of celiac patients in the world. The study sought to explain the gap between expected potential and current market share of gluten-free foods. The gap estimates could be used by leading manufacturers of gluten-free brands to grab the untapped potential of gluten-free foods market. Reasons for market expansion and categories of gluten-free foods which can perform well in India and USA are explored. The study also explored the market potential, according to age and gender demographics for both nations and some possible underlying reasons. The study covered sources of information, including gluten-free forums on social media, blogs, news media sources, expert interviews, thought leaders, specialists and journalists covering specialty food, allergies and health issues at local, regional and global platforms.

Demand Forecasting through Market Potential for Gluten-free Food Industry in India and USA