“Many in the medical profession believe that celiac disease is the only true gluten sensitivity disorder. But nutritionists ÛÒ and patients ÛÒ often see things differently. In a small but well conducted study, U.S. National Institutes of Health researchers looked at 59 patients who werenÛªt diagnosed with celiac disease or a wheat allergy but believed gluten-containing food was causing them intestinal problems.”
The American beverage industry has introduced new offerings catering to health-conscious consumers wanting wholesome, low-alcohol options. Using tea, fruit juices and adding more gluten-free options, beer makers are hoping to entice more women.
Restaurants are shifting their business practices to introduce a greater number and wider variety of claims that reflect trending food concerns. According to Mintel Menu Insights, while the use of the term “organic” has declined, claims like “gluten free” are appearing more frequently on restaurant menus, posting a 200% increase between Q4 2010-13. And as operators try to signal that their offerings are unique, “signature” as an ingredient marketing claim grew 34%.
Thirty percent of U.S. adults, one in every three adults, claimed to cut down on or avoid gluten completely in January 2013. With the latest information collected from NPD’s “Diet Monitor,” a greater portion of the adult population is interested in cutting back on or avoiding gluten in their diet than ever before reported. Interest in gluten-free menu items at restaurants is also growing.
The market for gluten-free foods and beverages has continued to grow even faster than anticipated, according to a new report by Packaged Facts. The market will reach $4.2 billion in 2012, for a compound annual growth rate of 28% over the 2008-2012 period. Packaged Facts projects that U.S. sales of gluten-free foods and beverages will exceed $6.6 billion by 2017.
The gluten-free industry is booming, growing 27% since 2009 and exceeding $6 billion in 2011, and fueled by an abundance of new products in 2010 and 2011 that bear a gluten-free claim. However, despite an increase in popularity and product development, celiac disease and gluten intolerance is thought to be widely undiagnosed, as just 1% of consumers say they’ve been diagnosed with celiac disease and only 8% overall say they are gluten intolerant/sensitive.
Once regarded as a niche product that was only of interest to people who couldn’t tolerate wheat, gluten–free foods and beverages have transformed quickly into a mainstream sensation, embraced by consumers both out of necessity and as a personal choice toward achieving a healthier way to live, according to new research by Packaged Facts. In 2010, the U.S. gluten–free foods and beverages market reached an estimated $2.6 billion in retail sales, enjoying a compound annual growth rate of 30% over the 2006–2010 period. Packaged Facts predicts that growth will continue throughout the next 5 years, as the market approaches $6 billion in 2015.