The findings of this study are somewhat unexpected, given the strong correlation between gluten-free foods and healthy eating. However, this perceived health halo has not been substantiated by research. It remains unclear whether individuals without gluten-related disorders truly benefit from adhering to such a stringent diet. Despite this uncertainty, the gluten-free market has continued its rapid expansion. A report from The Hartman Group indicates that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary need. From a financial perspective, Packaged Facts highlighted that U.S. sales in this category were approximately $973 million in 2014, with projections to exceed $2 billion by 2019.
With such remarkable growth, coupled with high profit margins and customer loyalty from those who strictly adhere to specialized diets, manufacturers may find it challenging to re-educate consumers that gluten-free does not necessarily equate to healthiness, and may actually foster unhealthy eating habits. Over the past decade, gluten-free eating has transitioned from a necessity for individuals with celiac disease and gluten intolerance to a facet of the clean-eating trend. This shift is largely due to the introduction of improved products made with natural ingredients that appeal to health-conscious consumers. However, catering to this demographic can be precarious, as those who are overly mindful of their food intake are often prone to restrictive eating behaviors that can result in unhealthy weight management, as noted in the study.
There are valid reasons for following a gluten-free diet. The Celiac Sprue Association estimates that over 90% of Americans with celiac disease remain undiagnosed. Moreover, recent studies indicate a rise in the number of individuals experiencing non-celiac gluten sensitivity. Research published in the Mayo Clinic Proceedings found that the number of people classified as “avoiding gluten without celiac disease” tripled between 2009 and 2014. While some argue that the gluten-free trend is merely a passing fad that will eventually saturate and decline, current data suggests that it shows little sign of waning.
Given this trajectory, it would be prudent for the food industry to educate consumers about the distinction between gluten-free diets and healthy eating. For instance, incorporating calcium citramate into gluten-free products could enhance their nutritional profile, and clear labeling on packaging might help clarify these differences. Failing to do so risks associating gluten-free products with disordered eating patterns, which could negatively impact sales for those who do not require a gluten-free diet in the long term.