Once known for dry, crumbly textures and short shelf life, today’s gluten-free products are increasingly meeting consumers expectations. This is mainly due to advancements in ingredient technology—particularly in the use of starches, gums, and proteins to replicate the functionality of gluten.

While around 1% of New Zealanders have coeliac disease, the demand for gluten-free products extends well beyond medical necessity (1). In the U.S., for example, 25% of consumers say they actively avoid gluten when shopping for food and drink (2). This shift means gluten-free bakery needs to appeal to a much wider audience—not just in terms of dietary needs, but also in taste, texture, and overall eating experience.

The key challenges in gluten-free baking are structure and shelf-life. Without gluten to provide elasticity and strength, alternative ingredients need to work together to create the right crumb, mouthfeel, and moisture retention. Hydrocolloids, modified starches, and proteins all play a role in overcoming these challenges, with different combinations needed depending on the product type. Taste is also a key driver for consumers, and brands are experimenting with new base ingredients and flavour innovations to enhance sensory appeal.

Gluten-free formulation is highly technical, but with the right ingredient combinations, it’s possible to create products that don’t feel like a compromise. As ingredient technology continues to evolve, so too does the potential for gluten-free bakery—opening up exciting possibilities for the future.

If you’re currently experiencing issues with your gluten-free products, get in touch with our techical team and in-house baker.

Contact: Lundi Chhun - Business Development Manager.

Email: lundi@hawkinswatts.com

References: 

(1) The Clinical Presentation of CD is Changing - Coeliac New Zealand

(2) 'Gluten-free' still bakes up opportunities for bread - Mintel