The growing demand for gluten-free products is driven not only by people with celiac disease, as noted by nutritionist Judith Moraa from Nairobi. Previously, wheat dominated African bakeries, but at Kirsten Bakery in Nairobi, breads, cakes, and pastries made from naturally gluten-free ingredients such as cassava, millet, and sorghum are increasingly appearing.
This example reflects a broader trend across Africa: changing consumer preferences are opening up new commercial opportunities for entrepreneurs, food scientists, and producers who are transforming local crops into high-quality food products.
Moraa explains that people choose gluten-free products not only due to celiac disease but also because of gluten sensitivity and allergic reactions after consuming products containing it. She emphasizes that eliminating gluten itself is not a weight loss strategy; many mistakenly associate wheat with weight gain, whereas the main culprits are excess calories from fats and sugars added during cooking.
Although consumers who tolerate gluten have no medical reason to completely give it up, Moraa points out that local gluten-free crops, such as cassava, millet, and sorghum, possess valuable nutritional properties due to their high fiber content, which supports digestion.
These shifts in dietary habits are increasingly translating into commercial opportunities. According to Fortune Business Insights, the global market for gluten-free confectionery was valued at approximately $2.6 billion in 2025 and is projected to reach $7.38 billion by 2034, indicating a rising demand for specialized baked goods.
While Europe and North America still hold a significant share of the market, African enterprises are increasingly positioning local crops as alternatives for local production, capable of meeting the needs of both domestic and international markets. For many local crop producers in Africa, the benefits extend beyond mere nutrition. Cassava, millet, and sorghum are often locally available, reducing dependence on imported wheat and strengthening internal agricultural value chains. Furthermore, many of these crops are more drought and climate change resilient, making them attractive in contexts where governments aim to ensure food security alongside industrial development.
Researchers are already working on technologies that can enhance the competitiveness of African gluten-free ingredients. At the University of Pretoria, food science researcher Eddie Kgonoti developed a patented protein concentrate from marama beans designed to improve the quality and accessibility of gluten-free baked goods. Marama beans, which are drought-resistant and nutrient-rich and native to South Africa, are being used to solve one of the biggest technical and commercial challenges in gluten-free baking—reproducing the structure, elasticity, and soft texture naturally provided by gluten.
Kgonoti noted that 'the growing number of celiac patients cannot consume gluten-containing products like bread, so they rely on alternative gluten-free products.' He added that 'many commercially available gluten-free products are expensive due to the large number of ingredients required to achieve the desired product quality.' His invention, which arose during Kgonoti's doctoral research and is currently a prototype with a patent application filed, targets gluten-free confectionery manufacturers.
South African researchers are also exploring ways to transform cosmetically imperfect potatoes into high-quality gluten-free products, thereby creating new markets for produce that would otherwise be discarded. According to Potatoes South Africa, annually about 140,000 tons of potatoes worth approximately 759 million rand are diverted from the formal market because they do not meet retailers' aesthetic standards, although they are edible.
Researchers are currently investigating how this potato can be converted into gluten-free flour and other value-added products. At Stellenbosch University, food science researcher Tanya du Toit developed gluten-free bread, muffins, and pancakes using processed potato flour, overcoming one of the most serious technical barriers in gluten-free baking. Du Toit stated: 'Potato flour is naturally gluten-free, which presents a huge opportunity for product development, especially when using low-grade potatoes, as defects in the potato are hidden when it is processed into flour.'
At the University of Pretoria, researchers have also created ready-made gluten-free meals, including beef and potato lasagna, using low-grade potatoes. Consumer trials showed a significant increase in willingness to purchase products when buyers learned that they helped reduce food waste, indicating that sustainable development is becoming an important factor in purchasing decisions alongside the growing demand for convenient gluten-free products.
Governments are also beginning to establish institutional frameworks for this sector. Nigeria recently received approval through the Codex Alimentarius Commission to guide the development of an international standard for root and tuber flours, including cassava, yam, and sweet potato flour.
Similar processes are occurring across the continent. Cassava is increasingly being processed into gluten-free flour in West and Central Africa, while sorghum and millet are finding new applications in specialized products in East and Southern Africa. Teff from Ethiopia is also moving beyond its traditional market. In February, the British International Investment Fund invested $5 million in Lovegrass Ethiopia to expand the production of teff-based products for domestic and export markets, highlighting growing investor confidence in local grain crops.
This crop is also starting to spread beyond Ethiopia: the Kenya Agricultural and Livestock Research Organization (KALRO) is conducting pilot trials of drought-resistant teff varieties in Marsabit as part of efforts to build climate resilience and prepare farmers to serve the growing global market for gluten-free products. Fonio, grown in parts of West Africa, is similarly attracting commercial interest as demand grows for nutritious alternative grains.
The commercial opportunity also extends to ready-to-eat consumer products. South African producer Colleen's Handmade Sauces recently entered the UAE market through premium online retailer Kibsons, demonstrating how African producers are increasingly exporting clean and gluten-free products, alongside raw materials. This commercial momentum is becoming more visible at industry exhibitions, such as AFMASS Food Expo in Nairobi, where mills, ingredient suppliers, equipment manufacturers, and food processors are paying increasing attention to specialized flours and value-added African ingredients. New product development is also accelerating: companies like Mugala Naturals are creating snack bars using local ingredients, including teff and amaranth, to meet the growing demand for clean products without artificial additives.