LONDON – Although market growth has slowed somewhat in relative terms, the appeal of gluten-free foods does not appear to be abating. Over the five-year period ended in 2014, sales of gluten-free products in traditionally grain-based categories posted a compound annual growth rate of 34%.
The gluten-free segment demonstrated growth in several categories during the 2013-2014 period, including pasta, cold cereal, baking mixes, and frozen bread/dough, even though overall sales in those categories dropped slightly.
Driving the increased sales of gluten-free products are an escalating prevalence of health problems associated with diet; more and better-quality gluten-free food products and their increasing availability in mainstream retail channels; and favorable rulings on the definition of "gluten free" by the FDA. There is a slight drag on sales among consumers who are disappointed in the benefits derived from a gluten-free diet, although such disappointments are typically the result of misconceptions about gluten-free foods.
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