无谷蛋白产品的市场机会已经成熟。虽然无谷蛋白饮食被推荐给乳糜泻患者，但它正成为一种普遍的健康趋势。这种疾病导致永久性的谷蛋白不耐受。这种疾病的患者患有扁平和发炎的绒毛，这是一种位于小肠内壁的手指状突起。在健康人体内，这些绒毛有助于吸收和消化食物中的脂肪、蛋白质和碳水化合物等营养物质。腹腔病人表现出腹泻、胃痛、贫血、体重减轻和营养不良等症状(AIS Sports nutrition, 2009)。
根据一些研究作者的研究，无谷蛋白产品的市场仍有空缺。不同的地方有不同的食物供应。例如，在线食品商店提供100%的无谷蛋白产品。在一家普通的杂货店里，同样的东西的供应量大约是36%。一些更好的市场显示，41%的无谷蛋白产品可供选择，而大多数保健品商店自称约有94%的产品可供选择。这些产品也比含有普通小麦的产品更昂贵。例如，声称不含谷蛋白的意大利面或面包的价格可能是含有类似小麦的两倍。综上所述，我们可以说无谷蛋白产品在市场上的统一性很差，而且它们提供了一个利润更高的场所。(Lee, Ng, Zivin & Green 2007)。对无麸质食品的需求正在飙升。鉴于腹腔疾病患者人数显著而真实地增加，对无谷蛋白产品的需求短期内不会下降。还有其他一些不耐受和过敏也与食用面筋有关。食品工业正在取得进展，利用一些新的工艺和成分，如胶体、淀粉或树胶，制备无谷蛋白产品。(Gallagher, Gormley & Arendt 2004)。
Analysis of opportunities for the new product or service in the chosen market environment substantiated by relevant journal articles and reports
The market opportunities for gluten-free products are ripe. Although the gluten-free diet is recommended for people who have coeliac disease but it’s becoming a common health trend. This disease spells permanent gluten intolerance. Patient of this disease suffer from flattened and inflamed villi, a small finger-like projections in the inner lining of small intestines. In a healthy person these villi helps in absorbing and digestion of nutrients like fats, proteins and carbohydrates from the food. Coeliac patients show symptoms such as diarrhea, stomach ache, anemia, weight loss and general lack of poor nutrition (AIS Sports Nutrition, 2009).
As per some latest surveys, it has come to light that out of ten normal Australian people one is avoiding gluten containing food. That sums up to about 1.8 million people. People find restraining consumption of gluten laden products that would lead to healthier life. In this data there is prominence of women consumers. However, the Australian Dietary Guidelines claims that for a balanced diet consumption of grains is very essential. To ensure daily fibre intake in a diet for both children and adults, it is important to make grains part of diet. (Golley n.d.)
According to some research authors the market still has vacancy for the gluten-free products. The various places have different availability of such food. For example online food stores have 100% availability of gluten-free products. The availability of the same in a normal grocery shop is about 36%. Some better markets show 41% gluten-free products available and most of the health stores boast availability of about 94%. These products are also more costly than normal wheat containing products. For example pasta or bread claiming to be gluten-free could be twice as expensive as similar wheat containing item. To sum up, we can say that the gluten-free products are poorly available in uniformity across market and also they present a venue of more profitability. (Lee, Ng, Zivin & Green 2007). There is a soaring demand for the products without gluten. In the view of the noticeable and genuine increase in the patients of coeliac disease the demand of gluten-free products is not going to go down any time soon. There are other intolerances and allergies also associated with the consumption of gluten. The food industry is making advances and preparing gluten-free products with the use of some novel procedures and ingredients like hydrocolloids, starches or gums. (Gallagher, Gormley & Arendt 2004).