An increasing amount of consumers prefer foods without artificial ingredients or long ingredient lists, but one thing American consumers clearly want less of is gluten, according to a new study from Packaged Facts.
According to the report, Gluten-Free Foods in the U.S., 5th Edition, 37 percent of surveyed consumers said gluten-free/wheat-free is an important factor when shopping for food, and 13 percent indicated it was very important. In addition, 9 percent of consumers actively avoid gluten.