gluten-free trend
Attention to the impact of gluten on the digestive system originally stemmed from rising numbers of consumers diagnosed with Celiac’s disease. Commonly known as the “gluten allergy,” Celiac’s disease is a hereditary digestive condition marked by sensitivity to any food containing the complex gluten proteins in wheat, barley and rye (University of Maryland’s Center for Celiac Research.) Celiac was the first type of gluten sensitivity for which diagnostic testing was devised. Since 1975, Celiac’s disease has increased five-fold in the US.
Gluten intolerance demands attention
Even with these numbers, however, Celiac’s disease alone would not have been enough to motivate grocery stores to dedicate entire isles to gluten-free products or to convince hotels and restaurants to jump through the certification hoops required to serve up guaranteed gluten-free dishes. The real dietary trend is “gluten intolerance.” This broad term includes all kinds of sensitivity to gluten, including sensitivity that tests positive as Celiac’s disease. As many as 12% of all American consumer (1 in 9) may be gluten intolerant. Symptoms of gluten intolerance include digestive distress, bloating, migraines, weight loss or weight gain, loose stools or constipation and extreme fatigue.
Gluten-free is major marketplace trend, not food fad
As consumers become increasingly aware of the symptoms of gluten intolerance, more and more are opting to manage these symptoms through restricting gluten in their diets. Introductions of gluten-free products are picking up and aggressive marketplace activity (like Smart Balance’s purchase of Glutino Foods Group for $66 million) continues.
“Does not contain” trend continues
Gluten-free products have joined the sea of products that sell because of what they DO NOT contain. Previous ingredients to make this list are:
- Trans fats
- Soy
- High Fructose Corn Syrup
- Dairy
- Preservatives
This trend shows no sign of subsiding. In fact, consumers are now more likely than ever to look for indicators that certain ingredients are not in a product. Companies targeting the mommy market should pay special attention to this trend.
Summary
We haven’t seen the end of gluten-free marks on food product labels. Rather, as the number of gluten-free consumers grows, they are demanding tastier options. In addition, as more manufacturing plants become dedicated to producing gluten-free products, it will be easier for companies to manufacture products that can pass gluten-free certification requirements. Watch for more tasty, gluten-free products in 2012.
