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For millions of people with food sensitivities, less is definitely more when it comes to a product's ingredients panel. Joysa Winter traces the rise of gluten-free products, and talks with the companies that are making big strides in supplying this rapidly expanding market.
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One out of every 133 Americans is coping with gluten intolerance or celiac disease — and still more have wheat allergies. Their purchasing power has made the gluten-free market the fastest-growing segment today, with sales soaring 18 per cent a year. In 2008, 987 gluten-free products were introduced in the US, according to Nutrition Business Journal and Packaged Facts. And all signs indicate this trend will continue.
A major supplier of gluten-free ingredients, National Starch, reports a marked increase in interest in its gluten-free line from product developers in 2008. "This usually translates into increased new-product introduction activity a year or two down the road," says Joe Lombardi, business manager, wholesome ingredients.
Even individuals without food sensitivities are turning to gluten-free foods because they believe they are healthier, and some early research suggests this might be true for individuals with certain health conditions.
A recent randomised study published in Arthritis Research & Therapy found that rheumatoid arthritis sufferers who adhered to a gluten-free vegan diet were better protected against heart attacks and stroke because they 'significantly' lowering their LDL and oxidized LDL levels.
Still, some consumers remain sceptical. It wasn't long ago that 'gluten free' was equated with 'cardboard' — in both taste and texture — so manufacturers have had their work cut out for them. Finding substitutes that taste and perform as well as the ingredients they replace has taken years to perfect. And their efforts are finally paying off.