Consumers going gluten free to lose weight

No longer just purchased by coeliacs, gluten-free foods have enjoyed a surge in popularity in recent years. Recent Mintel research has shown that 65% of consumers who purchase gluten-free products think they are healthier than their gluten-containing counterparts, and just over a quarter believe they aid weight loss.

“It’s really interesting to see that consumers think gluten-free foods are healthier and can help them lose weight, because there’s been no research affirming these beliefs,” said Amanda Topper, food analyst at Mintel.

“The view that these foods and beverages are healthier than their gluten-containing counterparts is a major driver for the market, as interest expands across both gluten-sensitive and health-conscious consumers.”

While coeliac disease affects only 1% of the US population, Mintel’s research has noted a strong interest in gluten-free food and beverages for reasons other than gluten allergy.

Additionally, more than one-third (36%) of Americans who eat or used to eat gluten-free foods said they do so for reasons other than sensitivity. Meanwhile, 7% say they eat gluten-free for inflammation and 4% say they purchase gluten-free products to combat depression.

“When looking at the top 10 gluten-free food product claims in Mintel’s Global New Products Database, after gluten-free and low/no/reduced allergen, there also are product claims associated with being natural and free of additives or preservatives,” Topper said.

“The positioning of gluten-free products as having multiple benefits, such as low fat or no animal ingredients, may be leading to consumer perceptions that gluten-free products are healthier than products that contain gluten.”