Of 250 people surveyed, a staggering 73% believe businesses need to do more for people with gluten intolerances and 42% of those surveyed would expect to pay more for a gluten-free dish on a menu.
The latest research from Swedish bakery Almondy has also revealed that 18-34 year olds are the group most likely to avoid gluten, a key demographic for the out-of-home market according to Horizons.
The results show that a quarter of respondents are gluten intolerant or avoid gluten for lifestyle reasons, 48% have bought gluten-free products, increasing to 53% of women showing the appeal stretches beyond coeliac sufferers and into the mainstream.
Andrew Ely, managing director at Almondy said: "The demand for coeliac-friendly menu options is not just a trend, especially as a whopping 82% of people think gluten-free food is healthier. Our research highlights the gap between supply and demand so it's essential that caterers get on board and realise the huge profit opportunity available to them."