The global bread and rolls market was valued $187 billion in 2015, according to a new report by Technavio, and is expected to reach almost $216 billion by 2020, growing slowly at slightly less than 3% during the forecast period.

The growing number of fast food chains has increased the consumption of bread and rolls and a wide assortment of products available at hypermarkets, supermarkets and mini marts is currently driving the market. Supermarkets and hypermarkets accounted for 28.05% of the sales of the breads and rolls in 2015.

“The market is likely to slow down 2017 onwards, because of slightly decreased product innovations compared to previous years. This will affect the buying behavior of consumers and may result in low consumptions of bread and rolls,” says Technavio lead food industry research analyst Vijay Sirathi.

Gluten is a form of protein found in wheat, barley, and rye, which are used in the manufacturing of bread. Gluten gives pliability to the dough, and also helps in keeping the form and shape of bread and rolls, however, it can cause inflammation in the small intestine, which leads to celiac disease.

Consumers increasing awareness of this disease is leading manufacturers to concentrate more on gluten-free products to capture the maximum market share. Companies are capitalizing on this trend by manufacturing gluten-free banana bread with coconut and flax and gluten-free sorghum sandwich bread.