A few decades ago, gluten-free products mostly meant rice cakes. Today, the category just won’t quit.
Even industry analysts have been surprised at the strength of the gluten-free claim, said Tom Vierhile, innovation insights director at Datamonitor Consumer, which tracks the introduction of new products into the U.S. market.
So far this year, more than 18% of the new food products put into stores make a gluten-free claim, the firm said. That’s compared with 11.5% in 2012 and 11.7% in 2011.
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