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  • Jefferson Adams

    Gluten-free Market: Blue Skies, Dark Clouds or Silver Linings?

    Jefferson Adams
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    Reviewed and edited by a celiac disease expert.

    Celiac.com 07/22/2015 - The gluten-free foods market has seen dramatic growth over the past decade and its size is expected to double its present size in the next 10 years.

    Image: CC--Juhan SoninFor the last few years, there's been pretty strong consensus on projected growth for the global gluten-free market, with analysts universally projecting strong double-digit growth into 2025.



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    If recent news headlines are any indication, that consensus my be showing its first signs of cracking.

    In a sign acknowledging slightly less favorable market realities Gluten-Free Foods Market Forecast 2015-2025 by Visiongain now Visiongain predicts that growth in this market will gradually slow down, but remain lucrative throughout the forecast period.

    Meanwhile, in Canada, consumers may be losing their taste for gluten-free foods. After nearly five years of consistent growth and a tripling of sales since 2009, the gluten-free food category declined last year, according to research firm NPD Group.

    On top of all that, Fortune magazine just published a commentary by Vikram Mansharamani that says we're in a gluten-free bubble that is about to burst.

    Mansharamani admits that market research firm Nielsen estimates that sales of products with a gluten-free label have doubled in the past four years, rising from $11.5 billion to more than $23 billion.

    He says this is due to marketing and incorrect consumer perception, and cannot continue. He points out that nearly 30% of Americans are now actively avoiding gluten, or eating gluten-free.

    The fast-growing gluten-free market has definitely benefited from a broader audience trying to avoid gluten or wheat for health, weight loss or other reasons, rather than people with celiac diseases.

    So, deciding whether the market will soar, glide, or face unexpected turbulence depends largely on which reports you read, and your propensity for speculation.

    Read the full Gluten-Free Foods Market Forecast 2015-2025 for a better idea of the global market for gluten-free products.

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    If they cannot come up with ways to improve, in particular, bread, and perhaps most pastas, then they will see people navigate away from their products that can actually tolerate some gluten. I stick with one imported pasta product even though it is more expensive - and I buy very little bread. For the product quality, the prices are ridiculous !!! I buy as little gluten-free products as I can and stick with natural foods. There is hope on some levels for gluten-free. General Mills cereals for example. They just came out with gluten-free Cheerios - I'm in heaven - they are the same as the regular, and delicious. I have celiac, so even some gluten is not for me.

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    I've been seeing signs of the market cracking for over a year. For instance, Whole Foods had a whole freezer and bakery area dedicated to gluten-free products, they offered tours as well. The tours stopped, the freezer and bakery shelves disappeared with products dispersed throughout the store and harder to find. I now run into more people rolling their eyes when I ask about gluten free possibilities and I find myself being defensive and irritatingly blurting that it's a medical issue for many of us.

    I may be only gluten intolerant. But, ending up in the emergency room with the severe abdominal cramping of IBS because I forgot and ate several pieces of pepperoni on a gluten-free pizza, I believe qualifies as medical. I can only hope there are more chefs and other food producers that are diagnosed with celiac or gluten intolerance. I don't wish this on anyone, but…!!!!

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  • About Me

    Jefferson Adams is Celiac.com's senior writer and Digital Content Director. He earned his B.A. and M.F.A. at Arizona State University, and has authored more than 2,500 articles on celiac disease. His coursework includes studies in science, scientific methodology, biology, anatomy, medicine, logic, and advanced research. He previously served as SF Health News Examiner for Examiner.com, and devised health and medical content for Sharecare.com. Jefferson has spoken about celiac disease to the media, including an appearance on the KQED radio show Forum, and is the editor of the book "Cereal Killers" by Scott Adams and Ron Hoggan, Ed.D.


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