GLUTEN-FREE FOOD MARKET DEVELOPMENT: REZEKNE CITY AND REGION EXAMPLE

Abstract

Gluten-free food market development is directly affected by the demand made up by celiac patients and people with allergies to wheat or gluten. Available statistics and scientific studies show that the number of people with these health problems in the world is growing. It changes the demand for food products market. Article aims to explore the gluten-free food market demand and opportunities in Rezekne region. Based on the available information, the author made a determination of gluten-free food market size. As a result the potential size of the market of Rezekne city and region could be around 0.2% of the total population in the surveyed area. Gluten-free food costs four to six times more, so the income level has a significant impact on the demand. The author calculated a market basket, if it contained gluten-free food. It has been calculated that the value of the food basket containing gluten-free products would increase by about 50%, determining the financial capacity as the main factor in the volume of demand.