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Gluten-Free: More Than A Trend

THE GLUTEN-FREE CRAZE HAS OUTLASTED EXPECTATIONS AS A MARKET “FAD” AND IS ON THE SHELF TO STAY WITH FURTHER GROWTH PREDICTED IN AUSTRALIA.

The gluten-free category has grown phenomenally in Australia and, with further growth forecasted, the Natural Marketing Institute (NMI) predicts sales will hit $94 million this year alone.

SPINS data from the U.S reveals gluten free food and beverage sales spiked 15.7 percent to $21.4 billion between June 2013 and June 2014 with the upward trend expected to continue.

While individuals with coeliac disease or gluten sensitivity actively seek out gluten-free options, it’s not the main driver for consumers to purchase gluten free. The belief that gluten-free is healthier is the top motivator, with 51 percent of consumers who regularly purchase gluten free products doing so with a primary interest in improving their health and feeling better overall. Other common reasons for purchasing gluten-free include a desire to lose weight or to manage a health condition.*

So, what is gluten?
It’s a protein found in wheat, rye,
barley, triticale and oats. It can also
be hidden in items such as salad dressings,
sauces, soup mixes, vitamins
and potato chips.

Consuming gluten can trigger a reaction in some individuals, known as coeliac disease, gluten intolerance or gluten sensitivity. Coeliac disease is the most extreme reaction, as it is an autoimmune disorder affecting the digestive process and leading to a number of serious health consequences if it’s not diagnosed and treated accordingly.

Thankfully, following a gluten-free diet is easy these days with an abundance of innovative and tasty products available. Commonly found grains free of gluten include amaranth, buckwheat, millet, quinoa, rice and sorghum.

*Natural Marketing Institute, 2015

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