Growing Desire To Avoid Gluten Is Changing The Food Industry

MCDONALD’S is by no means the most accommodating of fast-food chains to people with special dietary requirements. Many of its restaurants in America and Britain do not even serve a meat-free burger for vegetarians. But in a week-long trial ending on October 21st, the chain’s British outlets offered a new burger whose fillings did not contain gluten, an allergen commonly found in wheat, with a view to making the new product a permanent addition to its menu.

At first, that may seem to be an odd decision. Vegetarians outnumber those who avoid gluten. But the food industry is finding that there is no longer much money to be made in making meat-free products. Sales of alternatives to meat have flattened in America in real terms since 2008; in Britain they have plunged by a third.

Consumer demand for products without gluten, however, is rising rapidly. Health-conscious Americans were first to avoid it in significant numbers. Sales of gluten-free food and drink there have surged from $5.4 billion to $8.8 billion over the past two years, according to Mintel, a market-research firm. They are set to grow a further 20% by 2015. Europe is now quickly catching up: there is double-digit sales growth in most countries, with Britain leading the way. This makes for tasty business. Sales in America of food untainted by gluten are forecast to grow by a further 61% by 2017, with similar increases expected in other rich countries.

To read the rest of the story, please go to: The Economist