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Is the Gluten-free Bubble Ready to Burst?

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.

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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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5 Responses:

 
Kaye
Rating: ratingfullratingfullratingfullratingemptyratingempty Unrated
said this on
05 May 2014 6:04:17 AM PDT
Sad for us who have celiac disease. This is not a fad!!

 
Brenda
Rating: ratingfullratingfullratingfullratingemptyratingempty Unrated
said this on
05 May 2014 11:27:38 AM PDT
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!

 
Teresa

said this on
05 May 2014 2:46:08 PM PDT
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.

 
Leah
Rating: ratingfullratingfullratingfullratingfullratingempty Unrated
said this on
06 May 2014 2:59:39 AM PDT
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.

 
Jacquie
Rating: ratingfullratingfullratingfullratingfullratingempty Unrated
said this on
06 May 2014 6:08:47 AM PDT
I guess us people with celiac are up the creek now. It is so expensive to follow the GF diet, as for restaurants, it's a racket, they don't even display the prices when you ask for the GF menu.




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Hi Steph and welcome I'm yet another Brit, funny how the alcohol threads flush us out I don't drink now but after a big night I used to get truly savage all day hangovers, much worse than those of my friends. They could include splitting headaches, vomiting, nausea, a 'fuzziness' in my head, sweats etc. After I put the pieces together and went gluten free I had a 'big night' on cider only and the next day was a revelation. What I'd thought was a 'normal' hangover was, for me at least, anything but. With gluten out of the equation hangovers were a breeze! The difference was mind blowing and just one more example of how gluten had been messing with me over the years. So when I read your post my first thought was that there was some trace gluten contamination going on. However: Obviously you've been at the diet for some considerable time now and know the score. I know Coeliac UK are firmly of the opinion that all spirits are safe but some (note some this a contentious one :D) members here will tell you they react to gluten based grain spirits for instance which distillation should render safe. Then there's the dangers of shared lines if you're drinking say Strongbow in a pub as alluded to above. Lastly it its wine, there's the often cited but maybe apocryphal these days 'flour to seal the casks' possibility. Finally there's bar snacks, maybe a brand of nuts etc that you snack on that may have changed their production process? I'm sure you've thought of these already, but it may be useful if you post your alcoholic drink choices / bar snack of choice up here maybe someone will have some input?. The second thing which leapt out was: Would you class yourself as super sensitive to cross contamination etc? Firstly that would make the cross contamination theory more compelling. You could test that out by having a drink at home under controlled circumstances to see whether the same issue arises? That could also answer the quantity question. Does one safe drink trigger it, two, three etc? Finally, and this is one that I find difficult, knowing you have the gluten issue may lead you to assume it's that when it could be something else. I tend to attribute EVERYTHING in the world to gluten these days due to it being able to affect me in so many different ways. Crisis in Korea? Gluten. Russian tanks massing on the Ukrainian border? Check their wheat intake. Global warming? etc. So it may make sense to pursue some other ideas at the same time. Try: http://goaskalice.columbia.edu/answered-questions/suddenly-drinking-alcohol-makes-me-sick http://www.steadyhealth.com/topics/very-abnormal-hangovers-thinking-it-could-be-allergy-to-alcohol Cheers Sorry, best of luck! Matt

Similarly, I've been vegetarian for 25+ years. A 2015 Nature study connecting emulsifiers with microbiome changes has me wondering about the processed foods that I ate in the past, and I wonder about the wisdom of eating as much seitan as I did. I mostly prefer my post-diagnosis diet since it forces me to consider every ingredient and to cook from scratch more.

LOL, that might put it into perspective if I explain it that way.

I am very interested in this too. My daughter tested negative for celiac, but has terrible primarily neurological symptoms. Because she tested positive for SIBO at the time and was having some GI symptoms, I was told it was just a Fodmap issue. I knew better and we have been gluten free for 2 years. Fast forward to this February. She had a SIBO recurrence that I treated at home with diet and herbal antibiotics because I couldn't get the insurance referral. She was doing great. Then stupid me brought in gluten containing chick feed for the new baby chicks we got. Feed dust everywhere. Total mess. Really, no GI symptoms (she was SIBO free by then)...but the neurological symptoms! my daughter couldn't walk for three days. Burning down one leg, nerve pain in the foot. Also heaviness of limbs, headache and fatigue. Better after three days. But unfortunately she had a TINY gluten exposure at that three day mark and had another severe reaction: loss of balance, loss of feeling in her back and arms, couldn't see for a few seconds, and three days of hand numbness, fatigue, concentration problems. Well, I actually contacted Dr. Hadjivassilou by email and he confirmed that the symptoms are consistent with gluten ataxia but any testing would require a gluten challenge. Even with these exposures, antibodies would not be high enough. His suggestion was maintain vigilance gluten free. I just saw my daughter's GI at U of C and she really only recognizes celiac disease and neurological complications of that. But my impression is that gluten ataxia is another branch in the autoimmune side of things (with celiac and DH being the other two). At this point, I know a diagnosis is important. But I don't know how to get there. We homeschool right now so I can give her time to heal when she is accidentally glutened, I can keep my home safe for her (ugh, that I didn't think of the chicken feed!) But at some point, she is going to be in college, needing to take exams, and totally incapacitated because of an exposure. And doctors state side that are worth seeing? Who is looking at gluten ataxia in the US?

Caro..............monitoring only the TSH to gauge thyroid function is what endo's do who don' t do a good job of managing thyroid disease. They should do the full panel and check the actual thyroid hormone numbers.........T3 and T4. The importance of the TSH comes second to hormone levels. In order to track how severely the thyroid is under attack, you need to track antibody levels.......not the TSH. I did not stay with endocrinologists because I found they did not do a very good job and found much greater help and results with a functional medicine MD. You should not have a goiter if your thyroid is functioning well and your TSH is "normal". Maybe they should do a full panel? Going gluten free can have a profound affect for the better on thyroid function and that is something that is becoming more and more accepted today. Ask most people with Celiac and thyroid disease and they will tell you that. My thyroid never functioned well or was under control under after I discovered I had Celiac and went gluten free. It was the only way I got my antibody numbers back down close to normal and they were around 1200 when it was diagnosed with Celiac. I was diagnosed with Hashi's long before the Celiac diagnosis. I am not sure Vitamin D has anything to do with thyroid antibodies but who knows? Maybe it does have an affect for the better. It is really hard to get Vitmain D levels up, depending on where you live. Mine are going up, slowly, even after 12 years gluten-free but I live in the Northeast in the US and we don't have sun levels like they do in the South. I take 5,000 IU daily and that is a safe level to take, believe it or not. I get no sun on my job so the large dose it is! Having Celiac Disease should not stop you from being able to travel, especially S. America. I travel, although I do agree that some countries might be very difficult to be gluten free in. You can be a foodie and travel with Celiac so no worries on that front. You may not be able to sample from someone else's plate, unless they are eating gluten-free too but I have had awesome experiences with food when traveling so you can too!