by Dave Sheluga, Ph.D., and Elizabeth Arndt, Ph.D.
For many consumers, the necessity of a gluten-free diet means following a demanding 24/7 eating regimen. Extensive interviews conducted with consumers over the past year identified eight clear consumer needs that must be addressed by manufacturers and ingredient suppliers to adequately serve this important consumer segment.
Vigilance: Consumers diagnosed with celiac disease are constantly on high alert for possible gluten contamination. They live on the edge, where even the slightest crumb of wheat may cause negative symptoms that can last two days, two weeks or even two months. They are constant label readers, information seekers and food scrutinizers to help detect and avoid gluten intake or cross-contamination. Gluten-free consumers need 100-percent label clarity.
Belonging: Gluten-free consumers are a minority. Although 1 in 133 adults may have celiac disease, approximately 1 in 500 adults has been medically diagnosed and is following a gluten-free diet. Consequently, the gluten-free consumer can feel isolated and misunderstood. Sandwiches that crumble and package graphics that look like prescription food are awkward reminders that they are eating differently from others. For manufacturers the message is clear: Consumers want fun, mainstream package graphics.
Trust: Who do gluten-free consumers trust for information and support? They turn to their dietitian, nutritionist, celiac organizations, support group, gluten-free shopping bible and the Internet for information. They have learned about gluten-free specialty food products through experimentation. They were overjoyed when General Mills introduced Betty Crocker gluten-free baking mixes. This was a familiar name they could count on. It provided trust and also a renewed sense of belonging. Gluten-free consumers want more nationally known brands to enter this market because of the credibility they can provide.
Transparency: Consumers following a gluten-free diet want proof that the products they are buying are made under the strictest production conditions. This includes all ingredients delivered to the processing facility, the food production process and facility, and the warehouse and transportation of the product. They want to see this information printed on packaging and on manufacturers’ Web sites. Consumers want gluten-free certification by the Celiac Sprue Association (CSA) or Gluten Free Certification Organization (GFCO) to be prominently shown on products.
Convenience: Gluten-free consumers feel scratch cooking with fresh ingredients is the best way to ensure gluten avoidance. But, scratch cooking also requires careful planning, storage, preparation and clean up. This does not always fit consumers’ busy lives, and not all consumers like to cook or have the skills to cook. Gluten-free consumers want more frozen or shelf-stable convenience meals. These fill a need for lunches at the workplace or school. They help when consumers need a meal in minutes and fill a void for consumers who don’t cook from scratch.
