CHICAGO — The gluten-free industry is booming, growing 27% since 2009 and exceeding $6 billion in 2011, and fueled by an abundance of new products in 2010 and 2011 that bear a gluten-free claim. However, despite an increase in popularity and product development, celiac disease and gluten intolerance could be widely undiagnosed, as according to recent Mintel research, just 1% of consumers say they've been diagnosed with celiac disease and only 8% overall say they are gluten intolerant/sensitive. However, Mintel research suggests that number should be closer to 15%.
"The prevailing problem is that many Americans simply may not realize they are gluten intolerant/sensitive, or they may be ignoring signs and symptoms," says David Browne, senior analyst at Mintel. "While food companies may be overdoing it unnecessarily with gluten-free label claims that are appearing on everything from tomato sauce to scallops, the message is getting out and it's likely that many more consumers will engage in the sector, both for foods eaten at home and at restaurants."
According to Kerry Watson, SPINS natural and specialty product expert, "more doctors are testing for these conditions and more people are experimenting with a gluten-free diet. It's our responsibility as an industry to answer the needs of this growing population."
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