In the highly competitive food industry, it’s pretty rare for 1 percent of the population to drive a major trend, but such is the case with gluten-free. According to the National Foundation for Celiac Awareness, just 1 percent of Americans are diagnosed with celiac disease, an autoimmune condition that can lead to small intestine damage, an inability to absorb nutrients and other health issues when gluten is consumed. For these shoppers, gluten-free products are a necessity.
So why is it, according to the January 2015 “Gluten-Free Foods in the U.S., 5th Edition” report from Packaged Facts, that gluten-free sales are growing 34 percent annually and reached $973 million in 2014 alone?