In case you missed it, The New York Times ran a great article just last week that covered the great gluten-free craze taking companies, marketers and consumers by storm. What started out as a need-based diet for a small percentage of consumers who have Celiac Disease or are sensitive to gluten, has since catapulted into a category expected to generate over $15 billion in 2016. As consumer perceptions that a gluten-free diet is a healthy lifestyle choice continue to drive this category boom, there is no telling when this upsurge will slow down.
At BuzzBack, we were also interested in consumer perceptions surrounding a gluten-free diet. We will be unveiling new findings from our U.S. and U.K. gluten-free BuzzPoll soon, but we couldn’t let you leave without giving you a little taste. In our U.S. study, top gluten-free products ever purchased are breads, pastas, cereals, cookies & crackers and seasoned snack foods (i.e. chips). Top unaided brands mentioned are Glutino and Udi’s – mentioned in the article as being purchased by Boulder Brands in 2011 and 2012 – and proving to be a smart business move, since “sales of Udi’s and Glutino were up 50 percent last year.”
So what do you think: is going against the grain a sustainable health trend, or will another development in health and nutrition soon take its place?
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