Celiac.com 05/02/2014 - Depending on who is making the calculations, the market for gluten-free foods has either peaked, or will continue to rise over the next five years.

Photo: CC--SnapClickPicTAccording to Packaged Facts, the gluten-free (GF) market has peaked. And in the past two years, it has failed to attract new users.

Symphony IRI reports that growth rates of key label claims — organic, natural, and gluten-free — are leveling off.

In the Executive briefing "What's In Store for Health & Wellness?" sales growth rates of products featuring several high-profile claims slowed in 2012.

NPD reports that gluten free growth remains small. About 28 percent of adults 18 and older reported they are avoiding gluten, a scant one-percent increase since 2010.

Some other interesting data that indicate that gluten-free food trends may be about to level include Hartman's report that 95 percent of consumers who followed a gluten-free diet admit they did not suffer from celiac disease or gluten intolerance.

According to Mintel, 65 percent of gluten-free consumer think those foods are healthier, while 27 percent eat them because they believe they promote weight loss.

The report notes that gluten-free sales levels will level and recede as this misinformation is corrected, and more consumers abandon their gluten-free diets.

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