As a culture, we are rife with food restrictions. When planning a dinner party it is not uncommon to take into consideration guests who keep Kosher or Halal, suffer from allergies, or are vegetarian, vegan, ovo-lacto-vegetarian, or pescetarian. Recently, those eschewing wheat have become more commonplace as well.
With an estimated one in 133 Americans living with Celiac Disease, an illness which makes people sick if they eat wheat, it’s no wonder gluten-free options are clearly on the rise within national CPG retailers. A gluten-free diet is not only embraced by people with that disease, many people with Rheumatoid Arthritis and other autoimmune diseases have also embraced this diet, as research has indicated that removing wheat from the diet reduces inflammation common with autoimmune diseases. A gluten-free diet has also been indicated as a treatment for many health problems, including autism, chronic fatigue, schizophrenia, attention deficit disorder, multiple sclerosis, migraine and fertility problems.
In a country where an estimated 10% of the population has trouble digesting gluten, gluten-free products are a quickly growing segment. National brands have begun to jump on board by altering existing product ingredients to accommodate a gluten-free product line. Additionally, complete gluten-free CPG brands are gaining in popularity as they cater specifically to the needs of this population.
While there are currently not enough products for a gluten-free individual to shop only at one store, it seems safe to assume that the gluten-free lifestyle will be reflected in national retail chains. For example, within the past five years Whole Foods, a national CPG retailer, has doubled its selection of gluten-free products. Some retailers have already started grouping these gluten-free products together in wheat-free aisles, making it even easier for those living without wheat products to find things they can eat.
Packaging has also become even clearer. Now, rather than having to turn over the package and squint, many manufacturers have started adding nutritional information in an easy to read format on the front of their products. Shoppers avoiding gluten, peanuts, or dairy can easily grab a new product off the shelf without having to break out the reading glasses.
Manufacturers and retailers will soon have no other choice but to get on board as the popularity of wheat-alternative diets and allergy sensitive diets increase. However, they will also need to separate the wheat from the chaff and look at new food restrictions critically to determine whether or not it will be a lasting trend.
