SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | Asian edition

News > Market Trends

Read more breaking news

 

 
Loading...
Dispatches from IFT 2014

Gluten-free: A ‘perfect storm’ fueled by food skepticism and fad diets

By Kacey Culliney+

30-Jun-2014
Last updated on 01-Jul-2014 at 14:18 GMT2014-07-01T14:18:00Z

Processed food skepticism and fad dieting played a big part in the gluten-free boom, says the research director of Packaged Facts.

Speaking to BakeryandSnacks.com at IFT 2014 in New Orleans last week, David Sprinkle said the gluten-free boom showed no sign of slowing down and that it would continue to be fueled by a number of factors.

Firstly, there were mechanical influences like families purchasing gluten-free because of a celiac in the household or someone with gluten intolerance, he said, but noted that the drivers were far broader than that.

“Gluten-free was a case of almost a perfect storm, in that it tied into the low-carb movement; it tied into concerns about wheat; it tied into concerns about wheat belly; it tied into concerns about white foods. All these dieting trends and sort of concerns - and even to a degree, phobias about food - ended up tying in with gluten-free,” he said.

“So you had enormous demand for products even though you had a relatively small incidence of real celiac disease or gluten intolerance.”

Take caution with broader ‘free from’ development

As more companies worked to develop gluten-free products, many were working to include other ‘free from’ or allergen claims on pack – innovation that made sense from a manufacturing stand-point, Sprinkle said.

“You’re basically rebuilding the product virtually from scratch, so you can consider all the factors you want to.”

However, he warned that caution must be taken. “There’s a danger there because in the end, we buy foods. The more claims we start reading; we start becoming skeptical – are we eating a food? Or are we eating some sort of Franken food, engineered product?”

“There is a happy balance where you do want to have claims that strike the right notes with consumers and appeal to a reasonably wide range of consumers, but at the same time you don’t want to come across as a Franken food.”

Gluten-free: A mainstream or specialty future?

Asked if gluten-free had a future in mainstream, Sprinkle said: “The specialty still are the main innovators and the main incubator; it’s especially true in natural and organics.”

He said most future innovation would likely come from these specialty, natural and/or organic companies and there was space to develop smart and informed products that served a real need.

However, mainstream players would continue to have a part to play – evidenced by the success of General Mills’ Rice Chex. This, he said, was a gluten-free product that had experienced double-digit growth in the past decade even when the breakfast cereal category was declining.

Is low GI too complicated for consumers?

Is low GI too complicated for consumers?

As pressure on the food industry to reduce sugar in products increases, is the...

William Reed Business Media Holiday video

Happy Holidays 2014 from William Reed Business Media!

The holidays are fast upon us, so let’s put ‘business’ to one side and...

‘Wine world is under attack, and needs to up its game’, Wine Economist

‘The wine world is under attack, and it needs to up its game’, Wine Economist Mike Veseth

Eminent wine writer and economist Mike Veseth warns that the wine world needs to...

‘People should forget their brands and just market wine!’ Wine Riot

‘People should stop thinking about their own brands and just market wine!’ Wine Riot founder

The brains behind the successful Wine Riot events in the US, Tyler Balliet, believes...

‘Great Napa Valley wines will rival Bordeaux’: Moët-Hennessy CEO

‘Great Napa Valley wines will rival Bordeaux First Growths’: Moët-Hennessy Estates & Wine CEO

Jean-Guillaume Prats, Moët-Hennessy Estates and Wine CEO, says he believes great wine produced in...

Tesco soft drinks buyer warns brands PowerPoint can be painful

'PowerPoint can be painful!’ Tesco soft drinks buyer warns entrepreneurs

The head of Tesco’s soft drinks buying team David Beardmore has urged aspiring brands...

Taste genetics: A new way to look at policy and segment consumers?

Taste genetics: A new way to look at policy and segment consumers?

Can new research in to the genetic basis of taste could help manufacturers and...

Delicious disasters: Marketing expert warns manufacturers on 'disruptive innovation' and learning from mistakes

Delicious disasters: Marketing expert warns manufacturers on 'disruptive innovation' and learning from mistakes

Everybody is chasing innovation and the next big idea, but when it comes to...

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

The growth of the Non-GMO Project verification scheme has been nothing short of explosive...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Smoothie brand Froosh warns of ‘social washing’ within supply chain

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

Saturated fats may not cause heart disease: Researcher

Saturated fats may not cause heart disease: Researcher

Prof. Philippe Legrand

Director of the biochemistry laboratory, Agrocampus Ouest

GM camelina matches fish oil omega-3 levels

The road to fish-oil equivalent GM camelina

Rothamsted Research has achieved omega-3 levels comparable to fish oil in its first GM...

Malaysia to double palm oil production by 2020

Malaysia hopes to double palm oil production by 2020

Kalanithi Nesaretnam

Minister, Embassy of Malaysia in Brussels

Key Industry Events

 

Access all events listing

Our events, Events from partners...