Wednesday February 15, 2012

‘Gluten-Free’ Fastest Growing Claim

London — Gluten-free is the fastest growing “free from” product claim in the U.S. and western European markets, according to market research firm Leatherhead Food International, Ltd.

In 2010, the gluten-free market was expected to be worth around $3.5 billion and is anticipated to grow in the upcoming years, Leatherhead says. These expectations are linked to the consumers’ perceptions of gluten-free items being healthy.

In a survey of 3,000 U.S. and European consumers the perceived main benefits of free from foods were maintaining a balanced diet, helping to cope with a condition and promoting good digestive health, according to the researcher.

In addition, nearly 40 percent of the survey group claimed to have some form of intolerance or sensitivity to food.