Study shows that gluten-free market is being driven by health/weight-conscious consumers

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10/20/13
A recent article I came across from the Academy daily news email discussed what actually is driving the growing gluten-free market. The article stated that recent studies are showing that health/weight conscious consumers are the ones who are driving the gluten-free market and not those with celiac disease. The new Mintel report surveyed 2,000 adults in June of 2013, and 247 people in the survey said they ate gluten-free foods for reasons not related to celiac or any other gluten intolerance. Many of these people said that they thought gluten-free foods were healthier and some of those surveyed thought that the gluten free foods helped with weight loss. Some of these gluten free products are marketed as more “natural” or healthier for consumers. However, it is important to note that gluten-free products are not always healthier or “natural.” For example, a gluten-free cookie is not necessarily healthy just because it doesn’t contain gluten. It is important that consumers are educated on the real facts regarding a gluten free diet. No research actually shows that gluten-free products are healthier or that they can help people lose weight.  Unfortunately, good marketing from some of these companies does make it seem that a gluten-free diet is the way to go. It is our job as dietetic students to provide our knowledge to others on this topic. It is important to note that the gluten-free trend is not passing any time soon. The gluten-free market is expected to grow 48% in 2013-2016 according to the article. The Mintel report also predicted that US retail sales of gluten-free products are estimated to reach $10.5 billion for 2013. It is clear that the gluten-free market is making a lot of money for some companies, and again, it is important that consumers are educated when making the choice to choose gluten-free products.
Link to article:
http://www.foodnavigator-usa.com/Markets/Health-weight-conscious-consumers-are-driving-the-gluten-free-market-not-celiacs-says-Mintel
-AW

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