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  • Jefferson Adams

    Is the Gluten-free Bubble Ready to Burst?

    Jefferson Adams
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    Reviewed and edited by a celiac disease expert.

    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 (gluten-free) market has peaked. And in the past two years, it has failed to attract new users.



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    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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    I was hoping we were still on the upswing of this. I believe that if it continues growing the products will become more affordable for restaurants and will give us celiacs more choices for dining out!

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    I do not beleive the statement " 95 percent of people that follow a gluten free diet admit to not having celiac". It is so sad for us that do follow one because then others don't take you seriously when we really do have CELIAC. I am not sure this article is by someone who knows what they are talking about.

    I totally agree with Kay.

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    I do not beleive the statement " 95 percent of people that follow a gluten free diet admit to not having celiac". It is so sad for us that do follow one because then others don't take you seriously when we really do have CELIAC. I am not sure this article is by someone who knows what they are talking about.

    I totally agree with Kay.

    I agree, it does make it less serious for those of us who do have celiacs. Also with the trends changing, the price stays higher and makes it less affordable. Which does not help...it is sad.

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    I guess us people with celiac are up the creek now. It is so expensive to follow the gluten-free diet, as for restaurants, it's a racket, they don't even display the prices when you ask for the gluten-free menu.

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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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