More Americans are Gobbling Up Gluten-Free.

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iStock_000000165475MediumDespite skepticism of gluten-free diets, Americans are consuming gluten-free foods more than ever before. New research reveals that even though nearly half (47 percent) of consumers agree that gluten-free diets are a fad (up from 31 percent in 2013), one in four consumers report they consume gluten-free foods, a 67 percent increase from 2013.

A testament to innovation in the category, research shows that some 90 percent of gluten-free food consumers are satisfied with available gluten-free food options, and 35 percent agree that the quality of gluten-free foods is higher than before. So much so that some Americans are willing to pay a premium for gluten-free options, including 26 percent of consumers who agree that gluten-free foods are worth their added cost.

When looking at the reasons why consumers gravitate toward gluten-free foods (aside from a gluten intolerance or sensitivity), research shows that consumers perceive foods with any free-from claim to be both healthier and less processed. Likewise, growth of gluten-free foods is driven by health concerns, with 37 percent of consumers reporting that they eat gluten-free foods because it’s better for their overall health and 16 percent doing so because “gluten is bad for you.” Another 11 percent of consumers eat gluten-free foods because a healthcare professional suggested they eliminate gluten from their diet.

Despite linking gluten-free foods to health, consumers who eat these foods for weight loss dropped from 25 percent to 19 percent 2014-2015, suggesting that consumers are more likely to view gluten-free products as a contributing factor to their overall well being than simply as a weight loss tool. This is evidenced by the 23 percent of consumers who report that they only incorporate gluten-free foods into their diet some of the time.

Skeptical attitudes toward gluten-free diets have done nothing to hinder sales of gluten-free foods, as the category has experienced growth of 136 percent from 2013-2015, reaching estimated sales of $11.6 billion in 2015. With over one quarter (27 percent) of gluten-free food consumers looking for gluten-free labels on food packaging, gluten-free food sales exploded from 2.8 percent of total food sales in 2013 to 6.5 percent in 2015.

However, trust in gluten-free product claims has slightly decreased, with 45 percent of consumers trusting that products bearing a gluten-free claim are actually gluten-free, down from 48 percent in 2014. Another 45 percent of consumers agree manufacturers should not label products as gluten-free if they never contained gluten in the first place.

Large and small manufacturers are entering the gluten-free category, increasing the availability, quality and variety of gluten-free foods while Americans display interest in incorporating these foods into their diet. However, since trust toward manufacturers’ labeling of gluten-free foods has slightly waned, they should consider providing messaging about the steps taken to ensure their products are gluten-free to reassure consumers. Americans have come to expect brands and products to be transparent and trust that the items they purchase are as advertised.

Gluten-free foods create competition in restaurants

When dining out, 28 percent consumers with celiac disease are less strict about eating gluten-free foods compared to eating at home. A quarterly census of US foodservice venues, restaurants are expanding their gluten-free options to target these consumers: gluten-free as an ingredient claim on menus grew 127 percent from mid-2012 to mid-2015 and is now the top nutritional ingredient claim.

Some 10 percent of U.S. restaurants tracked feature a gluten-free menu, appealing to the 22 percent of gluten-free food consumers who are more likely to visit restaurants that have a specific gluten-free menu. The number of items on gluten-free menus grew 9 percent from mid-2012 to mid-2015, with gluten-free as a dish claim growing by 24 percent over that same period, making gluten-free the top menu item claim.

Source:; 12-28-2015

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