The Growing Popularity of Going Gluten-Free
As consumers clamour for products, manufacturers respond
Not so long ago, only those with celiac disease stayed away from gluten, a protein found in wheat, barley and rye. Today, going gluten-free is all the rage among America’s celebrities and tastemakers — not to mention millions of others who’ve decided for a variety of reasons to avoid gluten and the foods that contain it.
At her recent nuptials, Chelsea Clinton — the daughter of former President Bill Clinton and current Secretary of State Hillary Rodham Clinton — chose a gluten-free, nine-tier wedding cake for her 500 guests. The Oscar-winning actress Gwyneth Paltrow posted gluten-free recipes on her Web site, GOOP.com. And when television host Oprah Winfrey undertook a detox diet to “jumpstart an inner makeover,” she blogged about eliminating gluten along with animal products, sugar, caffeine and alcohol from her diet.
Food manufacturers are responding to the growth in consumer demand. The percentage of new food product introductions that claimed to be gluten-free climbed from 8 per cent in 2008 to 10 per cent in 2009 and to 14 per cent as of June 30, according to a report from market analysts at Datamonitor cited by Nutraceuticals World, a trade publication.
The Hain Celestial Group Inc. has been in the forefront of gluten-free offerings to consumers. Today, Hain Celestial offers gluten-free options in several product lines: Arrowhead Mills pancake & waffle mixes, baking mixes and hot and cold cereals, Imagine Organic soups, Rice Dream non-dairy beverages, Gluten Free Café frozen entrees, frozen desserts and chocolate baking chips and delicious DeBoles pastas.
Research suggests that celiac disease is on the rise. In 2003, about 40,000 Americans had been diagnosed with celiac disease; today, it’s 110,000, according to recent studies — still relatively small, however, given the rising interest in gluten-free products.
But other research suggests that the number might be significantly higher. A study published in the Archives of Internal Medicine in 2003 found that one in 133 people have celiac disease but are not diagnosed. And some experts say that many more than that may have some level of gluten intolerance or sensitivity, causing symptoms ranging from bloating to rashes.
No matter the reason, it’s becoming easier to follow a gluten-free diet. Bakeries and groceries are stocking more gluten-free products. In San Clemente, Calif., stellaLucy opened as a gluten-free specialty market about two years ago. Business is going strong and growing, said assistant manager Emily Martinez. Several local restaurants have come to them for help developing gluten-free menus and to buy products such as gluten-free pastas, she said. “There are so many people that come in and say, ‘My doctor told me to go gluten-free,’ [and] after they do, they say they notice a huge difference in inflammation and digestion,” said Martinez, who has celiac disease. “I know my body is not meant to digest gluten. And a lot of other people’s aren’t either.”
Bill & Sheila : Gluten-Free
