Gluten-Free Eating

salt Consumer interest in gluten-free eating habits is unquestionably on the rise and foodservice, food retailers, and CPG companies are quickly jumping on the trend. But is gluten-free a long-term trend with legs? Or will this eating trend experience same fate as fad diets that have come before it? ............... Gluten is a protein found principally in wheat, rye, spelt, triticale and barley. Gluten causes those suffering from celiac disease, an autoimmune disorder, serious health problems. But celiacs are far from the only consumers exploring gluten-avoidance and gluten-free lifestyles. LUTEN- FREE CELIAC DISEASE AFFECTS ONLY 1 IN 133 PEOPLE IN THE US POPULATION Green, PH et al. American Journal of Gastroenterology, 2006. REASONS FOR PURCHASING GLUTEN-FREE PRODUCTS AMERICANS PURCHASING GLUTEN-FREE PRODUCTS BUT HOW GLUTEN-FREE ARE THEY REALLY? purchases in the past 3 months purchases in the past 3 montis Not surprisingly, only a tiny fraction of US consumers consistently adhere to a gluten-free diet 11% 75-100% of the time 79% 39% Digestive health Private label 10% 51-74% of the time 33% Nutritional value 69% Organics 61% 0-25% of 18% the time 25% To help me lose weight .13% Gluten-free 21% Other "It just happened to be gluten-free." 20% Desire for heathier skin 35 .. 18% Alleviate joint pain ................ ... 13% Improve mental functional / concentration In examining "other (write-ins), nearly 50% of the responses explained that purchase was not motivated by anything, but rather the product in question just happened to be gluten-free. ...... 12% Alleviate stress ...... 10% Part of a cleansing regimen Indeed, if you flood the shelves with new product categories, they may eventually sell, but not necessarily for the reasons commonly assumed. .... 9% Alleviate depression 6% Alleviate asthma The gluten-free marketplace will continue to see growth in the near term. In the long term, however, gluten-free will prove more reminiscent of fad dieting, such as low-carb, and doesn't represent an enduring trend. ...... 5% To treat celiac disease Sare: Nabonsly regreserive Hatran Group saney of 1,730US zduts, ly 2000. © 2011 The Hartman Group, Inc. All rights reserved WWCHARTMANSALT.COM salt Consumer interest in gluten-free eating habits is unquestionably on the rise and foodservice, food retailers, and CPG companies are quickly jumping on the trend. But is gluten-free a long-term trend with legs? Or will this eating trend experience same fate as fad diets that have come before it? ............... Gluten is a protein found principally in wheat, rye, spelt, triticale and barley. Gluten causes those suffering from celiac disease, an autoimmune disorder, serious health problems. But celiacs are far from the only consumers exploring gluten-avoidance and gluten-free lifestyles. LUTEN- FREE CELIAC DISEASE AFFECTS ONLY 1 IN 133 PEOPLE IN THE US POPULATION Green, PH et al. American Journal of Gastroenterology, 2006. REASONS FOR PURCHASING GLUTEN-FREE PRODUCTS AMERICANS PURCHASING GLUTEN-FREE PRODUCTS BUT HOW GLUTEN-FREE ARE THEY REALLY? purchases in the past 3 months purchases in the past 3 montis Not surprisingly, only a tiny fraction of US consumers consistently adhere to a gluten-free diet 11% 75-100% of the time 79% 39% Digestive health Private label 10% 51-74% of the time 33% Nutritional value 69% Organics 61% 0-25% of 18% the time 25% To help me lose weight .13% Gluten-free 21% Other "It just happened to be gluten-free." 20% Desire for heathier skin 35 .. 18% Alleviate joint pain ................ ... 13% Improve mental functional / concentration In examining "other (write-ins), nearly 50% of the responses explained that purchase was not motivated by anything, but rather the product in question just happened to be gluten-free. ...... 12% Alleviate stress ...... 10% Part of a cleansing regimen Indeed, if you flood the shelves with new product categories, they may eventually sell, but not necessarily for the reasons commonly assumed. .... 9% Alleviate depression 6% Alleviate asthma The gluten-free marketplace will continue to see growth in the near term. In the long term, however, gluten-free will prove more reminiscent of fad dieting, such as low-carb, and doesn't represent an enduring trend. ...... 5% To treat celiac disease Sare: Nabonsly regreserive Hatran Group saney of 1,730US zduts, ly 2000. © 2011 The Hartman Group, Inc. All rights reserved WWCHARTMANSALT.COM salt Consumer interest in gluten-free eating habits is unquestionably on the rise and foodservice, food retailers, and CPG companies are quickly jumping on the trend. But is gluten-free a long-term trend with legs? Or will this eating trend experience same fate as fad diets that have come before it? ............... Gluten is a protein found principally in wheat, rye, spelt, triticale and barley. Gluten causes those suffering from celiac disease, an autoimmune disorder, serious health problems. But celiacs are far from the only consumers exploring gluten-avoidance and gluten-free lifestyles. LUTEN- FREE CELIAC DISEASE AFFECTS ONLY 1 IN 133 PEOPLE IN THE US POPULATION Green, PH et al. American Journal of Gastroenterology, 2006. REASONS FOR PURCHASING GLUTEN-FREE PRODUCTS AMERICANS PURCHASING GLUTEN-FREE PRODUCTS BUT HOW GLUTEN-FREE ARE THEY REALLY? purchases in the past 3 months purchases in the past 3 montis Not surprisingly, only a tiny fraction of US consumers consistently adhere to a gluten-free diet 11% 75-100% of the time 79% 39% Digestive health Private label 10% 51-74% of the time 33% Nutritional value 69% Organics 61% 0-25% of 18% the time 25% To help me lose weight .13% Gluten-free 21% Other "It just happened to be gluten-free." 20% Desire for heathier skin 35 .. 18% Alleviate joint pain ................ ... 13% Improve mental functional / concentration In examining "other (write-ins), nearly 50% of the responses explained that purchase was not motivated by anything, but rather the product in question just happened to be gluten-free. ...... 12% Alleviate stress ...... 10% Part of a cleansing regimen Indeed, if you flood the shelves with new product categories, they may eventually sell, but not necessarily for the reasons commonly assumed. .... 9% Alleviate depression 6% Alleviate asthma The gluten-free marketplace will continue to see growth in the near term. In the long term, however, gluten-free will prove more reminiscent of fad dieting, such as low-carb, and doesn't represent an enduring trend. ...... 5% To treat celiac disease Sare: Nabonsly regreserive Hatran Group saney of 1,730US zduts, ly 2000. © 2011 The Hartman Group, Inc. All rights reserved WWCHARTMANSALT.COM salt Consumer interest in gluten-free eating habits is unquestionably on the rise and foodservice, food retailers, and CPG companies are quickly jumping on the trend. But is gluten-free a long-term trend with legs? Or will this eating trend experience same fate as fad diets that have come before it? ............... Gluten is a protein found principally in wheat, rye, spelt, triticale and barley. Gluten causes those suffering from celiac disease, an autoimmune disorder, serious health problems. But celiacs are far from the only consumers exploring gluten-avoidance and gluten-free lifestyles. LUTEN- FREE CELIAC DISEASE AFFECTS ONLY 1 IN 133 PEOPLE IN THE US POPULATION Green, PH et al. American Journal of Gastroenterology, 2006. REASONS FOR PURCHASING GLUTEN-FREE PRODUCTS AMERICANS PURCHASING GLUTEN-FREE PRODUCTS BUT HOW GLUTEN-FREE ARE THEY REALLY? purchases in the past 3 months purchases in the past 3 montis Not surprisingly, only a tiny fraction of US consumers consistently adhere to a gluten-free diet 11% 75-100% of the time 79% 39% Digestive health Private label 10% 51-74% of the time 33% Nutritional value 69% Organics 61% 0-25% of 18% the time 25% To help me lose weight .13% Gluten-free 21% Other "It just happened to be gluten-free." 20% Desire for heathier skin 35 .. 18% Alleviate joint pain ................ ... 13% Improve mental functional / concentration In examining "other (write-ins), nearly 50% of the responses explained that purchase was not motivated by anything, but rather the product in question just happened to be gluten-free. ...... 12% Alleviate stress ...... 10% Part of a cleansing regimen Indeed, if you flood the shelves with new product categories, they may eventually sell, but not necessarily for the reasons commonly assumed. .... 9% Alleviate depression 6% Alleviate asthma The gluten-free marketplace will continue to see growth in the near term. In the long term, however, gluten-free will prove more reminiscent of fad dieting, such as low-carb, and doesn't represent an enduring trend. ...... 5% To treat celiac disease Sare: Nabonsly regreserive Hatran Group saney of 1,730US zduts, ly 2000. © 2011 The Hartman Group, Inc. All rights reserved WWCHARTMANSALT.COM salt Consumer interest in gluten-free eating habits is unquestionably on the rise and foodservice, food retailers, and CPG companies are quickly jumping on the trend. But is gluten-free a long-term trend with legs? Or will this eating trend experience same fate as fad diets that have come before it? ............... Gluten is a protein found principally in wheat, rye, spelt, triticale and barley. Gluten causes those suffering from celiac disease, an autoimmune disorder, serious health problems. But celiacs are far from the only consumers exploring gluten-avoidance and gluten-free lifestyles. LUTEN- FREE CELIAC DISEASE AFFECTS ONLY 1 IN 133 PEOPLE IN THE US POPULATION Green, PH et al. American Journal of Gastroenterology, 2006. REASONS FOR PURCHASING GLUTEN-FREE PRODUCTS AMERICANS PURCHASING GLUTEN-FREE PRODUCTS BUT HOW GLUTEN-FREE ARE THEY REALLY? purchases in the past 3 months purchases in the past 3 montis Not surprisingly, only a tiny fraction of US consumers consistently adhere to a gluten-free diet 11% 75-100% of the time 79% 39% Digestive health Private label 10% 51-74% of the time 33% Nutritional value 69% Organics 61% 0-25% of 18% the time 25% To help me lose weight .13% Gluten-free 21% Other "It just happened to be gluten-free." 20% Desire for heathier skin 35 .. 18% Alleviate joint pain ................ ... 13% Improve mental functional / concentration In examining "other (write-ins), nearly 50% of the responses explained that purchase was not motivated by anything, but rather the product in question just happened to be gluten-free. ...... 12% Alleviate stress ...... 10% Part of a cleansing regimen Indeed, if you flood the shelves with new product categories, they may eventually sell, but not necessarily for the reasons commonly assumed. .... 9% Alleviate depression 6% Alleviate asthma The gluten-free marketplace will continue to see growth in the near term. In the long term, however, gluten-free will prove more reminiscent of fad dieting, such as low-carb, and doesn't represent an enduring trend. ...... 5% To treat celiac disease Sare: Nabonsly regreserive Hatran Group saney of 1,730US zduts, ly 2000. © 2011 The Hartman Group, Inc. All rights reserved WWCHARTMANSALT.COM salt Consumer interest in gluten-free eating habits is unquestionably on the rise and foodservice, food retailers, and CPG companies are quickly jumping on the trend. But is gluten-free a long-term trend with legs? Or will this eating trend experience same fate as fad diets that have come before it? ............... Gluten is a protein found principally in wheat, rye, spelt, triticale and barley. Gluten causes those suffering from celiac disease, an autoimmune disorder, serious health problems. But celiacs are far from the only consumers exploring gluten-avoidance and gluten-free lifestyles. LUTEN- FREE CELIAC DISEASE AFFECTS ONLY 1 IN 133 PEOPLE IN THE US POPULATION Green, PH et al. American Journal of Gastroenterology, 2006. REASONS FOR PURCHASING GLUTEN-FREE PRODUCTS AMERICANS PURCHASING GLUTEN-FREE PRODUCTS BUT HOW GLUTEN-FREE ARE THEY REALLY? purchases in the past 3 months purchases in the past 3 montis Not surprisingly, only a tiny fraction of US consumers consistently adhere to a gluten-free diet 11% 75-100% of the time 79% 39% Digestive health Private label 10% 51-74% of the time 33% Nutritional value 69% Organics 61% 0-25% of 18% the time 25% To help me lose weight .13% Gluten-free 21% Other "It just happened to be gluten-free." 20% Desire for heathier skin 35 .. 18% Alleviate joint pain ................ ... 13% Improve mental functional / concentration In examining "other (write-ins), nearly 50% of the responses explained that purchase was not motivated by anything, but rather the product in question just happened to be gluten-free. ...... 12% Alleviate stress ...... 10% Part of a cleansing regimen Indeed, if you flood the shelves with new product categories, they may eventually sell, but not necessarily for the reasons commonly assumed. .... 9% Alleviate depression 6% Alleviate asthma The gluten-free marketplace will continue to see growth in the near term. In the long term, however, gluten-free will prove more reminiscent of fad dieting, such as low-carb, and doesn't represent an enduring trend. ...... 5% To treat celiac disease Sare: Nabonsly regreserive Hatran Group saney of 1,730US zduts, ly 2000. © 2011 The Hartman Group, Inc. All rights reserved WWCHARTMANSALT.COM