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Study: Gluten-free further penetrates retail, restaurants

By Jeremy Gerrard
Study: No gluten? No problem
February 18, 2016

At least for now, the gluten-free food trend is here to stay. In a few short years gluten-free products have penetrated retail shelves and become a potent force in the food industry with more manufacturers launching and embracing their own private label brands. According to a recent study from market researcher Packaged Facts, more than half of consumers have noticed a significant increase in the range of gluten-free products available at retail outlets in recent years. Almost a quarter of consumers make a point of shopping at stores with hefty selections of gluten-free products.

But retail isn’t the only place consumers are noticing a difference. The study revealed a noticeable parallel between a tendency to purchase gluten-free products when grocery shopping and the tendency to seek out these products when dining out. Approximately 15 percent of US consumers who purchased gluten-free foods in the past three months have also chosen a gluten-free menu item at a quick-service, fast-food, or takeout restaurant in the past six months, according to Packaged Facts’ survey. Approximately 20 percent have ordered a gluten-free option while dining at a sit-down restaurant.

Consumers most likely to choose gluten-free menu items in either retail or a restaurant are between the ages of 18 and 34 and have children in the home. Some 15 percent of restaurants serve gluten-free fare, a penetration rate that jumped seven-fold between 2010 and 2014, according to researchers. Gluten-free ranks second of the healthy menu terms analyzed by Packaged Facts, well ahead of other, more "traditional" attributes such as fat, sugar, calories, carbs, cholesterol.

KEYWORDS: consumer trends food and beverage industry trends 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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