Consumers tend to believe a gluten-free diet is healthy for everyone.
Only 11 percent of household in the United States are gluten-free, but about one in four consumers think the diet would be healthy for anybody, an NPD Group news release reported. Consumers also tend to think a gluten-free diet is too expensive and bland.
Researchers found that only about 25 percent of people that follow a gluten-free lifestyle have celiac disease or other clinical gluten sensitivities. Many consumers believe this type of diet can have a cleansing effect and improve digestive health.
"There is clearly a segment of the population who avoids gluten for reasons other than gluten sensitivity or disease, providing a greater opportunity for food manufacturers and retailers," Darren Seifer, NPD food and beverage industry analyst, said in the news release. "Food marketers should pay close to attention to all of the reasons for a gluten-free diet and connect the reasons with appropriate messages in order to better target your audiences."
About half of all consumers say that they would not be willing to forfeit taste in order to maintain a gluten-free diet. The most prevalent reason consumers had for not going gluten-free was that the products were too pricey.
"Careful consideration of pricing compared to alternatives that contain gluten will be of particular importance to the success of most gluten-free products, especially in the current economy," Seifer said. "Continued improvement of the taste of gluten-free products will also be important in order to keep consumers purchasing in the gluten-free space."
Gluten can be extremely harmful to those suffering from celiac disease. The condition is an immune reaction a protein that can be found in "wheat, barley and rye," Mayo Clinic reported.
Symptoms of the illness include: "Anemia, usually resulting from iron deficiency; Loss of bone density (osteoporosis) or softening of bone (osteomalacia); Itchy, blistery skin rash (dermatitis herpetiformis); Damage to dental enamel; Headaches and fatigue; Nervous system injury, including numbness and tingling in the feet and hands, and possible problems with balance; Joint pain; Reduced functioning of the spleen (hyposplenism); Acid reflux and heartburn," Mayo Clinic reported.
