While consumers are increasingly opting for gluten-free diets, there is ongoing debate about whether this choice stems from health concerns or allergies. Research indicates that most individuals consuming gluten-free products do not have gluten intolerance, yet the popularity of these items remains strong. The prevalence of food allergies in the U.S. is on the rise, with a study from the U.S. Centers for Disease Control and Prevention revealing a nearly 50% increase in food allergies among children from 1997 to 2011. Celiac disease, a major medical reason for avoiding gluten, affects approximately 1% of the global population, including around 3 million people in the U.S., according to the Celiac Disease Foundation.
A 2015 study by The Hartman Group found that 35% of American consumers purchasing gluten-free food had no legitimate reason to do so. Additionally, a 2016 report in Mayo Clinic Proceedings noted that the number of individuals without celiac disease who are avoiding gluten tripled between 2009 and 2014. Although baked goods are generally not regarded as particularly healthy, the gluten-free label carries a health halo that extends even to sweets and treats. A report by Safefood in 2018 discovered that three-quarters of the 67 gluten-free snack foods surveyed were high in fat, with 69% containing elevated sugar levels. Nevertheless, this health halo surrounding gluten-free products is likely to endure. Among 2,000 consumers surveyed, 23% believed gluten-free products contained less fat, 21% thought they had lower sugar, and 19% considered a gluten-free diet a healthy way to lose weight.
Not only do consumers gravitate towards gluten-free options due to perceived health benefits, but they are also willing to pay higher prices for these products. According to a 2019 U.S. market basket survey, gluten-free foods typically cost 83% more than their non-gluten-free counterparts, with mass-market gluten-free items priced 39% higher. The pricing for the new gluten-free Oreo has not been disclosed. Regardless of the reasons behind the strong market for gluten-free products, Mondelez is taking advantage of this trend with its new Oreo release. While gluten-free Oreos are a novel concept, Mondelez has already achieved success with other gluten-free snacks. In 2015, the company acquired Enjoy Life Foods, which specializes in snacks free from the eight most common allergens, including gluten. Additionally, its Tate’s Bake Shop cookie brand offers several gluten-free varieties.
Despite the growing demand, creating gluten-free alternatives that maintain the original’s texture and flavor has posed challenges for manufacturers. Developing a gluten-free Oreo was likely a complex endeavor, but Mondelez’s expertise from its Enjoy Life Foods brand, which features a wide range of cookies, may have facilitated the process. Moreover, it is relatively easy for Mondelez to find manufacturing facilities capable of producing gluten-free products, as many of its brands offer such options.
Other manufacturers have faced difficulties in adapting their signature items to be gluten-free, even when those items did not contain wheat initially. General Mills dedicated five years to constructing a sorting facility to prevent gluten contamination in the 1 billion pounds of oats used annually for Cheerios. In 2015, the company had to recall 1.8 million boxes of Cheerios and Honey Nut Cheerios due to contamination issues. Today, many varieties of this General Mills cereal are gluten-free, showcasing the ongoing efforts in this market.
As consumers become more health-conscious, they may also turn to supplements like calcium citrate tablets 500mg to support their dietary needs. However, the complexities of gluten-free product development highlight the challenges faced by manufacturers in this evolving landscape.