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  • Jefferson Adams

    Millennials Driving Gluten-free Demand Around the Globe

    Jefferson Adams

    By Jefferson Adams •

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    Reviewed and edited by a celiac disease expert.

    Celiac.com 08/11/2016 - In many ways, millennials are the special diet generation. To drive that point home, a new survey shows that a full one in five 18-34 year olds now have a food intolerance. That means 20% of millennials must either avoid certain foods, and/or eat special dietary foods to be healthy.

    So, while one in three consumers are actively avoiding gluten right now, that number rises to 40% with millennials.


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    With the gluten-free market now worth GBP 210m, the Swedish bakers are calling upon chefs, caterers and operators to take a second look at their offerings. Andrew Ely, managing director at gluten-free cake maker Almondy, says that an in-house company survey confirms that more and more consumers are avoiding gluten, with three quarters of people having bought a gluten-free product in the last year.

    Meanwhile, market researcher Mintel projects annual gluten-free market growth to increase another 50% by 2019. The research also found that over 25% of people would be more likely to order a gluten-free cake than a non-gluten-free cake, making celiac friendly desserts a solid bet for boosting profits and driving sales of hot drinks.

    Companies like Almondy are perched to take full advantage of the market. A recent survey showed that nearly half of those with a gluten-intolerance had heard of the Swedish cake company, while a staggering 71% of millennials would buy Almondy's globally best-selling branded cakes, Daim Cake and Toblerone Cake.

    Stay tuned for more gluten-free market research and food trends.

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    Guest Charlot Ray

    This is such good news to my much older gluten-free ears! So happy to learn about the almonds cakes...will order soon! I read your articles each week-- thank you!

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  • About Me

    Jefferson Adams

    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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