Gluten-free products gain popularity locally
As a toddler, Blake Lensing was often sick, battling stomachaches. As she grew, the bloating and upset stomach persisted and more symptoms gradually developed.
She would have good days and bad days.
By Christmas 2010, the bad days outnumbered the good days. At age 10, Blake was diagnosed with celiac disease at Billings Clinic.
“It was completely overwhelming when we first found out,” said Kristy Lensing, Blake’s mother.
The diagnosis caused the family to change its cooking and eating habits. They religiously monitor food labels and cook more meals at home. Less than a single bite of gluten will send Blake reeling.
Celiac disease is an immune disorder in which people can’t eat gluten, a protein found in wheat, rye and barley, because it will damage their small intestine. As many as 2 million Americans may have celiac disease, but most don’t know it, according to the National Digestive Disease Information Clearinghouse.
Unprecedented growth
The burgeoning number of people suffering with celiac disease is propelling an unprecedented growth in gluten-free foods. A report by market research firm Packaged Facts says the U.S. market for gluten-free foods and beverages has grown by 30 percent a year since 2006 to $2.6 billion in 2010. And while the firm expects growth to plateau, it still projects gluten-free sales to exceed $5 billion by 2015.
Lensing is one of the growing population of consumers shopping for gluten-free products, including pizza crust, bread, pancake mix, frozen dinners and noodles. She is comforted to find that gluten-free products are becoming mainstream on supermarket shelves. Health foods stores are expanding their line of gluten-free products.
While the number of people with celiac disease is significant, a gluten-free diet, made popular by Hollywood, is also the flavor of the month among diets. Gwyneth Paltrow boasts a gluten-free diet and Chelsea Clinton’s wedding cake was gluten-free. Even the entertaining Old Spice guy eliminated it from his diet.
Mary Bogar, owner of Mary’s Health Foods on the Billings West End, said gluten-free sales at her store have increased year over year by 15 percent. She attributes part of it to what she calls “the celebrity factor.”
But other factors have also triggered the spike. There are simpler methods to test for celiac disease so more people who have suffered from the malady are now aware they have it.
Better products available
Increased demand has caused Bogar to expand both her offerings and shelf space. Products exist today that weren’t available two to three years ago, and they’re tastier, too.
Today, she stocks everything from gluten-free breads, cereals and cookies, to vitamins, seasonings and baking mixes. Twenty-five percent of her grocery line consists of gluten-free products.
“I exist and this store exists to help people reach their health goals.” Bogar said.
Her store is small in comparison to chain grocery outlets, which she said might also contribute to increased sales in gluten-free products.
“When people shop in a smaller place, they can be very results oriented,” Bogar said. “They tend to stand and read labels to fully understand what it is they are buying.”
Contact Cindy Uken at [email protected] or 657-1287
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