Current Technologies
Several products currently exist with the ability to test food for gluten. However, most current technologies take 20 – 30 minutes to deliver results, tend to cost upwards of $10 or $15 per test, and often require the user to perform many complicated tasks. Almost none of the products deliver any quantitative value and instead simply declare something as “gluten-free” based on their own ppm cut-offs regardless of FDA food standards. As a result, these products alienate many would-be buyers and keeps the market size relatively small and untapped.
Survey Results
A survey we conducted within the celiac community revealed a strong need for a cheap, fast, and reliable gluten-detection product in the market. As of May 2016, out of the 91 responses, 82 indicated they would test for gluten in their food if given the opportunity. 79 respondents indicated they would only pay for the device if it cost less than $3 per test, while the average price people were willing to pay per year was $150. Lastly, most respondents also revealed they are placed in situations where accidental exposure could occur several times per week.
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Potential Market
Although 3 million Americans have celiac disease, a further 15 million have gluten intolerances*. As awareness of celiac and gluten intolerance increases, a potential market size of over 2 billion dollars can come about, assuming the annual price for testing equipment is $150. If expanded to food restrictions in general, this potentially gives way to a 20 billion dollar market*.
* Food Allergy Research & Education (2016)