Gluten-free Foods - US - October 2018
"Despite a decline in the number of gluten-free consumers, there is a generally positive opinion of gluten-free foods. Consumers consider the claim to indicate the product is healthy and beneficial to all, not solely those who have celiac disease or a gluten intolerance. The challenge for the category is in overcoming an established reputation of being both expensive and an often poor imitation of regular foods. However, recent innovations including novel flour concepts have led to gluten-free products virtually on par with their gluten-containing counterparts."
– William Roberts, Jr, Senior Food & Drink Analyst
This report examines the following issues:
- Fewer consumers eating gluten-free foods
- Affordability not a significant factor in gluten-free’s decline
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