Gluten-Free Naysayers: Where Are You?

Several years ago, food marketing and public health gurus predicted that the demise of the gluten-free craze would occur just about now. Not only has it not gone away, but it is stronger than ever. The gluten-free market is expected to grow 48% between now and 2016 to $15.6 billion. There is one simple reason. People feel better when they are not on gluten!

In a recent Mintel survey, of those surveyed who were gluten-free, 65% said they were because it was healthier and they felt better. 27% said they did it to lose weight. That only leaves 8% who were actually celiac or gluten intolerant.

One caveat: we are thrilled that so many people have chosen to eliminate gluten. However, there are many gluten-free products that are not healthy. Just because you eschew a glutenous cake for one that is gluten-free does not make much of a difference from a health perspective. Food companies are capitalizing on this in a big way.

For the percentage of people who are eating gluten-free foods in moderation, we support your efforts!