The Gluten-Free Agency

1 Purpose. 360 Degrees

‘No Evidence’ That Gluten-Free Diet Benefits General Population, Says Researcher

In a recent online article at the Food Navigator – USA website, Dr. Gaesser, an exercise physiologist and advisory board chairman of the Grain Foods Foundation, challenged the benefits gluten-free diets have for the general population. Dr. Gaesser claims there is no evidence that a gluten-free diet is effective in weight loss. Further, he asserts that it may even lead to weight gain if dieters switch to gluten-free foods, as many of these foods contain extra sugar or saturated fat, often added to improve palatability.

These nutrition facts seem to fall on deaf ears or, at most, seem to be heeded only by those that are in the scientific community. Take for example, Milley Cyrus, who has claimed that she suffers from gluten and lactose intolerance and urges her more than five million Twitter followers to embrace a gluten-free diet. Continue Reading…

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Will The Popularity of Gluten-Free Foods Taper Off?

According to Dr. Elizabeth Sloan, president of Sloan Trends, the popularity of gluten-free foods is set to taper off within the next two or three years. Two years ago, trends expert Suzy Badaracco, president of Culinary Tides, said that the gluten-free market was poised to fall like “a house of cards”.

But a market boom in recent years for gluten free-foods is thought to have been driven by a number of other factors. Some of these factors are that the families of those with celiac disease are also eating gluten-free foods as they have become more palatable, non-celiac consumers are finding abdominal symptoms are eased when they eliminate gluten from their diets, while other consumers perceive gluten free foods to be generally healthier or less calorific (often erroneously).

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Your Market Opportunity

Mintel’s Global New Products Database, released in February, found that product launches with a gluten-free claim nearly tripled in 2011 to roughly 1,700 products as compared to 2007. And according to Nutrition Business Journal estimates, U.S. consumer sales of gluten-free foods grew 15 percent to $4.2 billion in 2011.

Still one of the hottest trends gluten-free products and the gluten-free lifestyle are more prevalent than ever before and promises to continue to grow. Some research suggests that the growth is attributed to a large proportion of people remain undiagnosed for celiac. Even with wonderful and accessible home testing kits like Glutenpro, consumers continue to be largely undiagnosed.

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Welcome to Gluten-Free Matters

On a daily basis we see articles, trend data and new resources identifying a new aspect of celiac disease and the gluten-free consumer. The goal of our blog is to keep marketers in touch through our portal with updated information on products, market dynamics and consumer behaviour. We might be seen as the gluten-free version of Google Alerts with a bit of perspective. That’s why we named our blog Gluten-Free Matters.


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