In the United States, gluten-free food made up 2.8 percent of all food sales in 2013 and accounted for 6.5 percent in 2015 - and an end of growth is not in sight. That share equaled a dollar amount of about 13.76 billion U.S. dollars in retail sales. Within the gluten-free food category, Smart Balance Inc. (now known as Boulder Brands) was the key player in 2014. The company is located in Boulder, Colorado.
The target group for the gluten-free foods market includes people suffering from celiac disease or gluten sensitivity as well as people who are very health-conscious. On a North American scale, eight percent of people followed a wheat-free or gluten-free diet as of 2016. Staggering 64 percent of U.S. consumers indicated to consider such a diet as very healthy or somewhat healthy. The primary reason behind following a gluten-free diet was a gastrointestinal gluten allergy.