I feel incredibly fortunate to live in an area that has an abundance of gluten free options, both in grocery stores and restaurants. I can usually find any gluten free product I want. Sadly, I don't take advantage of all the resources that are available to me. I take for granted that restaurants will have gluten free menus and that Whole Foods will have gluten free seminars. And somewhere in the back of my mind there is a nagging fear that one day this bubble will burst. Someday the market for gluten free products will decline and retailers will reduce shelf space dedicated to specialty products. Someday there won't be enough demand in restaurants to justify specialty training of cooks and servers. But these are all just fears right? There's really no reason to worry, right?
After all, it would stand to reason that the increase in demand for gluten free products is directly related to the increase in diagnosis and awareness of Celiac and gluten intolerance, right? But is that really the case? What if the increase in demand is due to the perception that "gluten free" is inherently healthier? Check out this quote from a recent industry survey:
"Only 8 to 12 percent of gluten free consumers said they bought gluten free products because they or a member of their household has celiac disease or an intolerance to gluten, wheat or other ingredients."
Wow! 46% of respondents said they bought gluten free products because they thought they were healthier overall. This 46% is the bubble.
Of course a gluten free diet is not necessarily healthier for people without gluten intolerance. Typically a gluten free diet lacks in certain nutrients and should be followed with care and intention.
My fearful prediction is that the gluten free bubble will burst once these voluntary gluten free eaters learn that it is not a healthy diet for them. In the mean time, I continue to enjoy the expanding bubble.
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