ABSTRACT
Celiac Disease (CD) is an inherited, autoimmune disorder in which proteins from the grains wheat, rye and barley (collectively called gluten) damage the small intestine. The only treatment for CD is a strict, lifelong gluten-free diet. With a prevalence rate of about one in 100-133 people worldwide. Celiac disease is wide-spread across the globe. Unlike traditional allergies, which cause immediate reactions, gluten sensitivity is harder to pin down since it manifests gradually and in various forms like headaches, stomach cramps, bloating, anxiety, and depression. Due to complicated diagnosis procedure and lack of awareness, many cases are either misdiagnosed or not at all diagnosed in India and USA. In spite of high growth, gluten-free foods are facing problems to grain ground in Asian market, due to high price, lack of awareness about the products, large number of un-diagnosed cases and inefficient value chain for gluten-free products. One of the major issues in India and USA is very high prices of gluten-free foods as compared to regular food products. Globally, the market potential of gluten free products is estimated to be USD 4639.13 Million and USD 7594.43 Million in 2015 and 2020 respectively. The global gluten free food market is projected to grow with a CAGR between 9 percent and 10.2 percent during 2016-2022. The study on consumer preference of gluten-free foods would enable manufacturers of gluten-free foods to understand the current and evolving expectations of consumers and to design the products according. Study of two countries i.e., India and USA would enable manufacturers to understand the difference in choices and preferences related to gluten-free foods for both the nations. This study would help manufacturers of alternative wheat product to form the concrete marketing and product development strategy based on recent consumer behavior trends.