The Explosion of Gluten-Free

Gluten, the protein commonly found in wheat, rye and barley, is found in most mainstream bakery and prepared foods (like breads, pastas and snacks) but gluten-free varieties of these foods are rapidly making their way into stores. The market for gluten-free food swelled to $1.56 billion in 2008 and has continued an upwards march ever since—on average 25 percent per year. Tweets from the March 2011 Expo West tradeshow were spreading the word about all the new gluten-free offerings as attending companies launched dozens of gluten-free products. The Enjoy Life brand alone launched four new handcrafted cookie lines, a granola product and Mega Chunks semi-sweet chocolate at the show. Put simply, consumers today can eat gluten-free and still enjoy hamburger buns, cookies, bagels, chewing gum, ice cream … even sushi wraps.

Gluten-free Certification

Just as the term “organic" achieved a certain marketing caché when a certification process was put in place, so too foods labeled gluten-free have become an established marketing food category now that a gluten-free certification process exists. Companies already creating gluten-free products, such as Sahale Snacks (which announced April 1 it is now certified gluten-free), are changing their labels and marketing to appeal to those who look specifically for certified gluten-free foods. To be certified gluten-free, products must be made in a dedicated gluten-free facility. The seal of approval from the Gluten Free Certification Organization (GFCO) lets those with gluten intolerance know they can eat those foods with confidence and without medical risk.

The Marketing Equation

Although gluten-free products are proliferating, marketers still struggle with consumers’ perception that gluten-free means “taste-free." If marketers plan on the public at large responding to a gluten-free label in a positive way, they will have to continue to address the matter of taste perception and educate the public’s palette to sway their opinions.

However, marketers really like putting gluten-free on the label. Why? It typically means they can charge more and have their products placed in the gluten-free aisle of most grocery stores. Most hamburger bun packs run between $2 and $3, whereas Rudi recently launched a pack of gluten-free hamburger buns for $4.49. In addition, gluten-free products are typically placed in a dedicated aisle. This allows consumers to shop exclusively gluten-free without having to pick up products and check labels throughout the store.

Media & ‘Gluten-free’

While many consumers are medically required to eat gluten-free, the media has not embraced gluten-free living as necessarily healthier. Articles in major national magazines, such as Whole Living, warned the general public away from a gluten-free life style, stating that, while it was necessary for some, the dense carbohydrates normally found foods containing gluten were an important part of a healthy diet.

Below: Just one of the myriad gluten-free products launched at Expo West this year.