A recent survey by Embrain Trend Monitor has revealed that a significant 80% of South Koreans are willing to purchase gluten-free products. This presents a substantial opportunity to boost the consumption of rice-based processed foods, a staple in the gluten-free diet.

The survey, conducted on 1,000 adults aged 19 to 69, found that 65.3% of respondents had already purchased or consumed gluten-free products. The primary reason cited for seeking gluten-free options was the perceived health benefits, with 46.9% of respondents believing these products could improve their overall well-being. Other reasons included the perception of gluten-free foods as healthier alternatives, being less filling, and aiding in weight loss.

The survey also indicated a strong preference for gluten-free bakery products, with 57.3% of respondents expressing interest. Other popular categories included snacks (40%) and noodles (36.5%). However, taste emerged as a crucial factor, with 66.7% of respondents agreeing that gluten-free products must taste good to be appealing.

Despite the growing demand, the survey highlighted a lack of diversity in South Korea's gluten-free food market. A significant 65.7% of respondents felt that the variety of gluten-free products available in the country was insufficient compared to regions like North America and Europe.

To address this gap, the South Korean government has set a target of increasing the number of certified gluten-free companies to 100 by 2028, with a particular focus on rice-based products. As of September 2023, only 23 companies with 73 products had obtained gluten-free certification.

While the government is promoting the use of glutinous rice flour, or 'garusssal,' in gluten-free products, only seven of these products have received certification, and all of them are snacks.