Taiwan Goes Gluten-free: Growing Presence of Multi-national Brands
Although the Taiwanese market for gluten-free food products is primarily niche in nature, multi-national brands that provide gluten-free food products are expected to be increasingly present on the market.
Gluten-free food types and applications: Most gluten-free food products are prepared from grains and beans which naturally lack gluten. This includes grains such as rice, millet, amaranth and quinoa among others, and legumes such as beans and lentils. Gluten-free food is primarily intended to be consumed by persons with celiac disease and those who are intolerant to gluten. Ready-to-eat foods and baking ingredients are some of the most widely available forms of gluten-free food products.
Market drivers
The current Taiwanese market for gluten-free food products is being driven mostly by the growing awareness of the health benefits associated with the consumption of gluten-free food. The health problems associated with the consumption of gluten was less well known in Taiwan in the past, however, growing awareness of this has led to a decrease in gluten-containing products and higher consumption of gluten-free products.
Additionally, the Taiwanese government has undertaken several promotional campaigns to support consumption of rice in the country. This, in turn, is also expected to promote the growth of the gluten-free foods market in Taiwan. Furthermore, the growing incidence of celiac disease in Taiwan has led to physicians and dieticians recommending gluten-free products to these patients. This has further boosted the gluten-free foods market in Taiwan.
Market Restraints
The Taiwanese market for gluten-free food products is primarily niche in nature and hence very few options are currently available for persons opting for gluten-free food. Additionally, as per the report from United State’s Department of Agriculture, the per head consumption of wheat-based products in Taiwan has been growing at a significant pace, thus acting as a restraint on the gluten-free foods market. Furthermore, most gluten-free food products currently offered in Taiwan lack the desired taste offered by products containing gluten. Thus, despite the reported ill-effects of gluten, people opt for the latter and hence this has been negatively impacting the growth of the gluten-free foods market in Taiwan.
Market opportunities: The growing presence of several multi-national brands offering gluten-free food products in Taiwan is expected to increase the available options for those opting for gluten-free food. This, in turn, is expected to offer good growth opportunities for the market. Additionally, the ongoing research by several research institutes and multinational corporations which aims to improve the taste of gluten-free products is also expected to offer good growth opportunities for the gluten-free foods market in Taiwan.
The growing presence of several multi-national brands offering gluten-free food products in Taiwan is expected to increase the available options for those opting for gluten-free food.
Revenue share and market scenario
The market for gluten-free foods in Taiwan has been segmented into ready-to-eat meals, gluten-free flour, bakery products, noodles and others. The growing awareness of the health advantages of gluten-free food consumption has been positively impacting the growth of the gluten-free noodles market, whereas the growing demand for ready-to-eat meals has been promoting the growth of the gluten-free ready-to-eat meals product segment. The volume growth in the gluten-free flour market in Taiwan is primarily being driven by the increase in the penetration of the fast food industry. On the basis of raw materials, the market has been segmented into rice, corn, genetically modified wheat and others. Rice-based gluten-free products were the dominant segment in 2015, whereas genetically modified wheat-based products are expected to record the fastest growth rate in Taiwan.
| Market Restraint | Impact Analysis | ||
| 2017 – 2019 | 2020 – 2022 | 2023 – 2025 | |
| Lack of adequate options for gluten-free food | Medium/High | Medium | Medium/Low |
| Growing consumption of wheat | Medium/High | Medium | Medium |
| Lack of desired taste in gluten-free food | Medium | Medium | Medium/Low |
Source: Primary research; Factor & Equilibrium
Analysis provided by Arupratan Chatterjee, consulting analyst, Factor & Equilibrium