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Millennials Driving Gluten-free Demand Around the Globe


Millennials' special diet needs are key to global gluten-free market strength. CC--Jack Lawrence

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.

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.

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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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2 Responses:

 
Charlot Ray
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said this on
16 Aug 2016 6:34:34 AM PDT
This is such good news to my much older GF ears! So happy to learn about the almonds cakes...will order soon! I read your articles each week-- thank you!

 
linen
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said this on
26 Aug 2016 10:05:06 AM PDT
I know food intolerances are on the rise. I wonder what the figures are for children 0-17 years old. I bet it´s higher than the millennials (18-34 yrs).




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@cyclinglady thanks for checking in Restricted diet didn't do much. Still had some VA last time they checked. Heath still otherwise fine, so RCD remains unlikely. My sxs kick in lockstep with life stress, so that kind of points to some general IBS stuff on top of celiac disease. Very doubtful I'm getting any gluten in, but fingers crossed my system is just a little hyper-vigilant, as I ponder on this thread.

I have always noticed that the table wine in Europe is pretty damn good! I am a wine lover and so is my husband but he does like his Green's beer.

The reason they set the limit at 20ppms is that through scientific study, they have proven that the vast majority of people with Celiac Disease do not have an autoimmune reaction to amounts below that......it is a safe limit for most. Also, just because that limit is set at 20ppms, does not mean that gluten-free products contain that amount of gluten. Testing for lower levels becomes more expensive with each increment down closer to 0-5ppms, which translates into higher priced products. Unless you eat a lot of processed gluten-free food, which can have a cumulative affect for some, most people do well with the 20ppm limit.

I'm in the Houston area so I'm assuming there are plenty of specialists around, though finding one that accepts my insurance might be hard. This might sound dumb, but do I search for a celiac specialist?? I'm so new to this and want to feel confident in what is/isn't wrong with my daughter. I'm with you on trusting the specialist to know the current research.

Hi VB Thats sounds like a good plan. Would it help to know that a frustrating experience in seeking diagnosis isn't unusual With your IGG result I'm sure a part of you is still wondering if they are right to exclude celiac. I know just how you feel as I too had a negative biopsy, but by then a gluten challenge had already established how severely it affected me. So I was convinced I would be found to be celiac and in a funny way disappointed not to get the 'official' stamp of approval. Testing isnt perfect, you've already learned of the incomplete celiac tests offered by some organisations and the biopsy itself can only see so much. If you react positively to the gluten free diet it may mean you're celiac but not yet showing damage in a place they've checked, or it may be that you're non celiac gluten sensitive, which is a label that for a different but perhaps related condition which has only recently been recognised and for which research is still very much underway. We may not be able to say which but the good news is all of your symptoms: were also mine and they all resolved with the gluten free diet. So don't despair, you may still have found your answer, it just may be a bit wordier than celiac! Keep a journal when you're on the diet, it may help you track down your own answers. Best of luck!