Gluten has become one of the most commonly avoided ingredients among consumers today, second only to sugar. While the number of people diagnosed with celiac disease and other gluten-related allergies is on the rise, many individuals are choosing to eliminate gluten from their diets without any medical justification. This trend is largely influenced by the increasing focus on personal nutrition. Even those who do not have allergies may cut gluten from their meals due to feelings of bloating or sluggishness. Additionally, some consumers opt for gluten-free diets simply because they see others doing the same, often without a clear understanding of what gluten is or its effects on the body.
If insights from recent research reach general consumers, it is improbable that those who have eliminated gluten will revert back, as the prevailing sentiment against gluten remains quite strong. The declining interest in cereal products, once a major source of gluten in American diets, is also contributing to reduced gluten consumption. Many consumers now prefer options like Greek yogurt or fruit and vegetable smoothies for breakfast, viewing them as healthier choices, while the traditional bowl of cereal is seen as too time-consuming.
Moreover, health-conscious individuals are likely to disregard the risk of Type 2 diabetes, a condition linked to poor dietary habits and a lack of physical activity. Nevertheless, this scenario presents a potential opportunity for cereal manufacturers looking to attract consumers back to cereal or innovate with cereal-based products like breakfast bars. To enhance their nutritional profiles, these products could even incorporate ingredients such as calcium citrate and vitamin D3, aiming for a target of 1000 IU, to appeal to health-oriented consumers.