Not just coeliacs buying gluten-free foods

Results of recent market research conducted in the USA shows the market for gluten free products has grown faster than expected, driven by consumers who perceive gluten free to be a healthier choice, rather than those with coeliac disease or dietary intolerances.

Previous reports suggested the rapid market growth rate was due to a high number of people with undiagnosed coeliac disease. Instead, a national online survey of 1,881 adults in 2010 by market research group Packaged Facts, found the top reason (46 percent) for buying gluten free products was a perception that they are 'generally healthier'. Thirty percent of respondents said they chose gluten-free in an effort to manage their weight and 22 percent said they thought gluten free products were 'generally higher quality'. Only 8 to 12 percent said they bought gluten free products because they or a member of their household has coeliac disease or an intolerance to gluten, wheat or other cereal ingredients.

Based on earlier market research, Packaged Facts had projected sales of gluten free foods and beverages in the US to reach $2.6bn by 2012. However, its current estimate suggests this target had already been reached. They now project the market will reach $5.5bn by 2015.

Further information about the survey and the Gluten-free Foods and Beverages in the U.S. report can be found at www.packagedfacts.com/Gluten-Free-Foods-2710664/