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Latest headlines

Study: No gluten? No problem

By Jeremy Gerrard
Study: No gluten? No problem
July 29, 2015

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.

Packaged Facts said in the past three months a quarter of the respondents purchased or used products labeled as gluten-free. Of these consumers, 25 percent cited “superior healthfulness” of gluten-free foods as a primary reason of purchase.

This confirms that the perceived healthfulness of gluten-free foods is a strong selling point for food manufacturers—especially tortilla chips.

“Even those who are not gluten-sensitive are attracted to gluten-free salty snacks because they seem to add another check mark to the list of perceived requirements for better-for-you salty snacks," said David Sprinkle, research director, Packaged Facts.

 Packaged Facts said salty snacks lead gluten-free sales by an overwhelming margin, with its 61 percent share dwarfing that of crackers in the number-two spot with 16 percent and third-place pasta with less than 7 percent share.   

KEYWORDS: consumer trends food and beverage industry trends food and beverage manufacturing gluten-free

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Jeremy Gerrard was Food Engineering's Digital/Online Editor. He is a graduate of Auburn University with a degree in journalism. His previous work experience includes years spent as a reporter with the Daily Local News out of Chester County, PA. In addition to writing feature articles for Food Engineering, Jeremy covered the Dry Processing, Field Reports and People and Industry news sections.

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