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The mainstream adoption of gluten-free diets is a movement on the way out, according to trends forecaster Suzy Badaracco, president of Culinary Tides.
Gluten-free foods have rapidly increased in popularity over the past few years – partly as a result of better diagnosis of celiac disease, an autoimmune disorder triggered by exposure to gluten, the protein in wheat, barley, rye and spelt. However, there has also been a mass movement toward gluten-free products by those who have self-diagnosed wheat or gluten intolerance or who believe gluten-free to be a healthier way of eating. And the gluten-free market has boomed, with an average annual growth rate of 28 percent since 2004, according to market research organization Packaged Facts.
However, Badaracco told FoodNavigator-USA.com that people who have tried adhering to a gluten-free diet for reasons other than celiac disease are drifting back to gluten-containing foods, and that this drift is likely to pick up pace.
“This is a house of cards just waiting to fall,” she said. “It’s a medical diet, right? It’s hard to stick to.”
As well as her trend forecasting business for the food industry, Badaracco is also a qualified dietitian, and she said that those who choose to avoid gluten-containing foods often end up with poorly balanced diets.
“They’re missing fiber, missing B vitamins,” she said. “And these foods are higher in fat typically that other products.”
Lasting legacy for celiacs
However, even if people without celiac disease decide to go back to eating gluten, wider availability of better, tastier gluten-free products could be one of the longer lasting consequences of the gluten-free movement, as food manufacturers have worked hard to formulate better quality products to tap into the trend, with flavor and sensory qualities that appeal to consumers.
Part of that has been about boosting the nutritional profile of gluten-free foods, which traditionally have been based on relatively nutrient-poor ingredients, such as potato and corn starches, with xanthan or guar gum to improve texture. As gluten-free entered the mainstream, companies increased their experimentation with a range of more nutrient-rich grains and flours, such as quinoa, amaranth, pea flour and buckwheat.
Where to from here?
Badaracco, who works directly with food manufacturers to provide them with relevant information on food trends, said that companies are reacting in different ways to the information she is giving them about what she sees as a less-than-rosy future for gluten-free demand.
She said: “I have two clients taking different pathways with the exact same information. One is downsizing – because we still need good products – but another is going in, making money, and then getting out.”
The federal government has estimated that there are about 3m people in the United States who suffer from celiac disease, or about one in every 133 Americans, although only 40,000 to 60,000 have been diagnosed.
34 comments (Comments are now closed)
Proper Testing Important
I would agree w/ the writer that individuals that are self dx. will slip back. However in my experience the blood test is inacurate and gives many false negatives. The biopsy is the only true way to find out. Given its better reliability, once its done and is found to be positive. Then the patient will be very willing to stay on a reduction diet due to their health benifits.
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Posted by Dr. Brad
28 May 2010 | 15h29
Readers missing the point
I think it's the readers here who have missed the point rather than the writer.
She is not denigrating coeliac disease at all. She is talking about those people who self-diagnose as being gluten intolerant and will probably drift back to eating gluten because it is a difficult diet to stick to - if you don't have coeliac disease!
I think those of you who got hot under the collar over this should read it again.
She is sticking up for coeliacs - and hopes that even though the fad may soon die, that still there will be better foods for those who have no choice but to avoid gluten.
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Posted by Penina
28 May 2010 | 11h36
Response to Vic Cherikoff
Perhaps people in Australia are willing to ignore the fact that Celiac is a proven medical condition that destroys the villi in the small intestine, thereby causing malabsorption and susceptibility to other autoimmune diseases. But I will not abandon my GF diet in favor of a "Juice" until the medical community can prove beyond a doubt that it is a cure. At this point, there is no cure beyond adhering to a gluten-free diet. I hope no one else chooses to believe this nonsense.
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Posted by Mary Viox
15 April 2010 | 16h54
My $$ is here to stay... (w/ GF products)
Who is this Suzy Badaracco, the "expert" companies listen to? It infuriates me when someone makes an "expert" comment about something they know very little of... The comment “It’s a medical diet, right? It’s hard to stick to.” shows she doesn't know much about it. If you make healthy food choices, it's not that hard to stick to. (But we always welcome more products for convenience.) I'm a recently diagnosed celiac, but my family eats gluten-free much of the time now because they found it made them feel less sluggish. Wheat takes a lot of energy to digest. I hope companies don't listen to these "experts" (weather forecasters of foods? That means she'd be right 50% of the time) who know a little about everything but much about nothing. Oh, and the pizza chain who started GF pizzas? They have our business every week now... Before (diagnosis) I used to only eat pizza once a month, if that.
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Posted by Aya
08 April 2010 | 18h56
Another solution
Celiac disease is yet another disease of nutrition and rather than avoid gluten entirely, it can be reduced by better food choices as dietary depth and quality is improved. Here in Australia a product called Kakadu Juice introduces 24 sources of antioxidants and prior patients of celiac disease are crediting Kakadu Juice with reducing and even eliminating symptoms. It is not a special diet that is needed but a return to a more evolutionary one. The evidence is that we have restricted our diet to 10% of the foods we ate in prehistoric times and have compromised the nutritional quality of the few foods we now eat by the same degree. It is testimony to our resilience as a species and to the cleverness of medical intervention the we have been able to survive this assault on our metabolic needs.
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Posted by Vic Cherikoff
06 April 2010 | 22h50
NOT A FAD
As more and more companies go Gluten Free and mark there product, I expand my shopping list to include them. To support my wife the whole family eats a gluten free diet. This is a way of life and it sickens me that anyone would tell componies to stop supporting people that have special diet needs. I hope these blessed people can sleep well at night knowing they are responsible for killing others.
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Posted by Bill
05 April 2010 | 20h24
over 2 million undiagnosed
I am one of the 50,000 that is diagnosed. You can tell your customers that there is an increased awareness in the medical community as well as the general population ... as the faddist drop out of their market much of the slack may be taken up by newly, correctly, diagnosed people.
I am truly gratified every time I find an edible main stream product at my local market.
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Posted by E. Kerr
04 April 2010 | 18h40
Getting My Life Back Is Not a Fad
My blood test was negative, but genetic testing showed that my daughter got the genetic marker from both parents, making me a carrier at least. I decided to try it anyway.
After five weeks gluten free, I knew I would never eat it voluntarily again. Feeling at least 300% better, having lost the chronic fatigue, most of the pain, brain fog and depression is what keeps me gluten free for three years now.
An accidental glutening a couple of weeks ago convinced me further, when all that stuff came back with a vengeance for almost a week.
Not a fad!
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Posted by Tia Leschke
04 April 2010 | 17h47
Food fad or food revolution?
With so many people effected by gluten and so many more effected by highly processed Franken Food, it is about time that doctors and the media are acknowledging the role that food plays in human health. I think that the trend will continue with prominence. It will grow and change as more and more people find that eliminating non-nutritious grains and junk from the diet provides them with vigor, vitality, and well being. Join the growing number of people feeling better now...
http://www.glutenfreesociety.org/
Dr. Osborne
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Posted by Dr. Peter Osborne
01 April 2010 | 01h21
Why are you feeding us an inaccurate opnion as news?
I have celiac disease. If I "drifted back" to gluten products as this author states, I'd be in severe abdominal pain 12 hours later. This is not a fad diet. It's permanent. It has nothing to do with better diagnosis because the medical profession is still behind on the 8-ball on this one. It's people figuring out by themselves that gluten hurts their gut so they have no choice but to buy gluten-free. And the numbers are growing by leaps and bounds. There was no gluten-free booth at the dietetic convention 25 years ago, and last year there was a whole row. This is an epidemic!
Let me tell you something else the FOOD industry does not understand. There is something changing in the food that is causing this problem! Is it changing the gluten strength of wheat to the point that our guts can no longer handle it? Is it bacteria in meats or milk that shouldn't be there, but are infecting us anyway. Is it bacteria causing infections and or imbalances and upsetting our guts to the point that we become sensitive to gluten and everything else. The dramatic rise in allergies and autoimmune diseases, including celiac, means something is wrong! Is it our diets?! There's the real story reporter, and I dare you to report on the real reason.
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Posted by Christine
01 April 2010 | 00h44
Thank you
Your article brings up many valid points.
Yes, there are a growing number of people being diagnosed with celiac disease.
But there are also a great number of people promoting the gf market because it's 'trendy', for their body type, because they simply don't feel well or for a multitude of other reasons.
The second danger is the number of companies sticking a gf label on anything and everything -- without testing or verifying where it's produced or handled - simply because it is the happening thing -- to say nothing about lack of FDA ruling.
Both issues build a shakey ground for people with serious gluten issues, like celiac disease.
When it comes down to it, the 3 million (when they are) diagnosed celiacs, are a small number in the US population of 308,944,386 +++ people.
We need to fight for our health by telling the companies, their sales people, press agents, etc. to get real. This is a medical issue. Stop treating it as a fad.
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Posted by LynnRae
26 March 2010 | 23h28
lunatics and asylums?
I have worked in he field of nutrition and dietetics for 50 years, starting on what was then , the other side of the fence. As a proponent of natural, organic, additive free food , I worked with Ben Feingold and Rachel Carson, but we were the lunatics then.
As attitudes and knowledge changed, so industery found a new goose with golden eggs and the world filled up with "free from" products and the worried well, happy to follow each new parasitic guru into the world of fake food intollerance.
All you gluten freebies are like the MEebies and the vaccination, raw food, vegan, breatarian extremists. Here in the UK 20% think they are gluten, dairy, or both intollerant, but the real figure is less than 2%.
I applaud this forecast as the first sign that the genuine Coeliacs will get the help and attention they need and that at last someone has realised that the lunatics have been running the asylum.
Maybe the wealthy worried well can get back to feeding themselves and their children on a healthy, straight forward and varied diet.
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Posted by Michael van Straten
26 March 2010 | 18h05
Archaic Thinking
Unfortunately, the ground of expertise this Author comes from misses two very important points.
1) Celiac Disease is "one of the most common life-long disorders in the U.S. and Europe" (New England Journal of Medicine, 348;25 June 19,2003). It's a life-long condition that some authors now estimate affects 2 or 3 out of every 100 people.
2) "With few exceptions, research has shown an increased risk of death in celiac disease", which is nearly doubled in those with Gluten Sensitivity without Celiac Disease. (Journal of American Medical Association, Sept16,2009,Vol 302, No. 11
3) New Research is being published almost daily around the world on the many extra-intestinal manifestations of Gluten Sensitivity and Celiac Disease.
4) As the public becomes more aware that a common food may be contributing to their unexplained symptoms, we can only pray the demand is likely to grow (not reduce) for higher quality gluten-free foods,
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Posted by Dr. Tom O'Bryan
26 March 2010 | 02h10
What?
What is wrong with you? Have you done ANY research on what Celiac is? It's a disease that can only be controlled by NOT eating gluten. This isn't a trend - this isn't a "diet" - it's how we HAVE to eat in order to control Celiac. Get your facts straight and print a retraction.
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Posted by MaryK
26 March 2010 | 00h21
Misleading
“They’re missing fiber, missing B vitamins,” she said. “And these foods are higher in fat typically that other products.”
I agree that some consumers (aka my mother) are under the impression that people who follow a gluten-free diet must keep their pantries stocked with all manner of newly launched, packaged starchy foods. This is a bad idea, whether or not the foods are gluten-free. Obviously, foods like gluten-free cookies, crackers, pretzels and pizzas are lacking in nutrients and fiber, but so are the "normal" versions of these foods! Plus, the B vitamins the RD speaks of are in the fortified wheat -- put there artificially. I take a B-vitamin supplement and it's the exact same thing.
I take issue with the assumption that most gluten-free people eat an unhealthy diet. My gluten-free diet is based on fruits, veggies, dairy, flax, soy and meat. A gluten-free pizza crust and some rice flour for baking is thrown in there sometimes, yeah! But trust me, I get my fiber and my nutrition.
As long as Chex stays gluten-free and the Korean market still sells rice flours and noodles, I'm set in the g-f department.
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Posted by Jessica
25 March 2010 | 17h40
highlights the disconnect between business and consumers.
In my opinion and experience, this unfortunately sounds more like wishful thinking than reality, and demonstrates the vast disconnect between manufacturers and consumers. Manufacturers need to listen more to consumers and less to forecasters who are not living the mainstream lives the rest of us are.
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Posted by JM Shephard
25 March 2010 | 16h53
Seriously, Food Navigator?
Great job of missing the point!
Here's a suggestion - next time you do an article like this, why don't you talk to people who make gluten free products for (mostly) people with celiac disease?
I'm betting that if you ask Mr. Bob's Red Mill, Udi's, Glutino or any small town baker if they have more business now than 6 months ago, the answer would be "yes, we're swamped!"
As awareness in the medical community grows, more people are being diagnosed with celiac disease all the time. In the past month, I've had newly diagnosed celiac customers of Hispanic, Asian, and African American descent. Amazing, yes?
"Less-than-rosy future for gluten-free demand?" Not hardly. Ms. Badaracco should spend some time closer to the gluten free frontline.
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Posted by Free Range Cookie
25 March 2010 | 07h25
This article is not accurate
The pool of people with Celiac Disease, Gluten Intolerance, Anaphylactic Gluten Allergy and Gluten Sensitivity is growing. Estimates are that 2.5 million to 3 million people in the USA have celiac disease. Add to that the millions who are intolerant or have other issues with Gluten and you have a large (and growing) number of consumers.
The article is not accurate because there are well over 150,000 known diagnoses of Celiac Disease, and now that it is being recognized and frequently diagnosed, that number is rapidly growing. And again, keep in mind Celiacs only make up a portion of the Gluten Free population.
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Posted by Deezer
25 March 2010 | 03h54
In response to the "normal RD"
I have to refute the sterotype (referring to this belief in general, not this specific person). I am a registered, certified dietitian who also has celiac disease and have worked very hard edcuating other RDs about celiac disease, including presenting at undergraduate and master level nutrition courses and at local dietetic association meetings, as well as creating gf hospital food service and currently working with the Gluten Free Trading Company in creating their food service web site. I am active on multiple dietitian listservs and am a member of the ADA sub group Dietitians in Gluten Intolerance Disease, am closely affiated with the local support group, and was involved with the CSA national conference in 2006. I consider myself an advocate for both people who have celiac disease/gluten intolerance and for the better education of RDs. There is currently a proposal for ADA to provide specialty certification in gluten intolerance, hopefully in the near future. Having a bad experience with one RD is like seeing one doctor you don't like and generalizing that all doctors are bad. Research the RD you plan to see and ask for their experience and qualifications before scheduling an appointment, just as you would any doctor or specialist.
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Posted by Shannon Longhurst, RD, CD
24 March 2010 | 20h03
Inaccurate Article Misses the Bigger Picture
The impression that those with celiac disease can and will simply drift back to eating gluten-containing foods is simply untrue. Celiac disease is a serious, autoimmune disorder which can only be treated through a life long, 100%, gluten-free diet. Even occasional 'cheating' can result in the increased risk of severe complications.
While individuals with celiac only comprise a small portion of the 15-25% of Americans looking for gluten-free foods (according to the same Packaged Facts Report), the food industry is rightfully responding to the increased demand all the same. So many in the industry are venturing into gluten-free as they become (accurately) aware of the underlying potential in this permanent consumer base.
There are 2.5 million Americans living with undiagnosed celiac and the prevalence of the disease has increased 4 fold since the 1950's. As diagnosis rates increase the celiac population will continue to expand the marketplace, fueling even more demand for the only available prescription out there- delicious, healthy, gluten-free food.
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Posted by Whitney Ehret
24 March 2010 | 17h04
There is So Much More
In my opinion, the worst day in the recent history of gluten-free occurred when Elisabeth
Hasselback came out with her book linking gluten-free to weight loss. Big
mistake, because weight loss instantly
encourages the "fad" part of the behavior and consumption. Just look at what has happened
with acai.
The article fails to mention, among other things, both the autism community and blood-type diets, which we know are growth categories in gluten-free with highly interested followings.
The gluten free category is different because it has its origins with a strong needs base (vs. fads like low carb, Atkins, etc.). Further, it is largely driven by educated, concerned, dedicated women (consumers) looking for solutions for themselves, their families, and often their communities. I will never bet
against the passion and drive of a motivated woman (in any of a myriad of roles -- sister, friend, mother, wife, community activist, etc.) looking to make a difference in someone's life (including hers) and who therefore can marshall support behind the need/cause or, based upon her conclusions, a better way of living.
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Posted by GF Miami Beach
24 March 2010 | 01h26
The More You Know
This woman's 'advice' borders on negligence and is certainly steeped in ignorance of the issues gluten intolerance. And that's being kind. Secretly, I have to wonder if NAWG was involved in her report at all. But that's just crazy talk, right? I'm sure it's not at all like the troubles stevia encountered...
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Posted by GF Kat
23 March 2010 | 22h55
Gluten Free/ Misconceptions
I understand all your feelings, although I must say that the diet/packaged food industry is strongly misleading consumers into thinking gluten-free *packaged* foods are healthier than X, Y, Z.
In many of the gluten-free products, you see sugar and fat as leading sources of ingredients.
One of the most important attributes to your health can be found in your pre-prandial and post-prandial blood sugar.
Stella Metsovas BS, CCN
W8less Nutrition
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Posted by Stella Metsovas
23 March 2010 | 22h02
way off base
I'll believe the doctors and health specialists over a trend analyst any day! I've read report after report that gluten increases inflamation in the bodies of a sizable number of people beyond those who are completely intolerant. So, I've tried it and I'm now a firm believer in eating gluten-free or close to gluten-free. Others I've spoke to feel the same way.
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Posted by Molly
23 March 2010 | 21h35
not quite accurate
While a lot of people might be self diagnosed, it is due to ignorance of the doctors and that the tests they use are not accurate. And many people are misdiagnosed.
If she really did her homework, she would note that more of the gluten-free alternative flours are fuller in fiber and higher in proteins than standard wheat flour. And a lot of gluten free people if they educate themselves enough, will also turn to other good foods such as vegetables for fiber.
Also the gluten-free is not fattier than foods with gluten. A lot of gluten laden foods are so over processed that they are no good for us anyway and are empty calories and simple carbs that cause more problems than going gluten-free.
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Posted by Lisa
23 March 2010 | 21h23
With Gluten, it's all or nothing...
If you are allergic to gluten you do not have a choice. People are too lazy to realize that you cannot eat it or it pollutes your body and our general public in the US just don't get it. I am not even gluten intolerent and I don't eat it since I live with a Celiac. It's up to the individual and evidently the data shows just how lazy we really are, even if it's makes you feel bad.
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Posted by Dave from Ohio
23 March 2010 | 21h12
What about other "-free's", such as "nut- and dairy-free"
curious to know what the trends are regarding nut- and dairy-free products. thoughts?
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Posted by allie
23 March 2010 | 21h08
BASIC ARITHMETIC
While I could agree or disagree with the premise of the article, at the end of the day the arithmetic speaks louder than any dietitian or trend spotter. Approx 1% of the population is either diagnosed or undiagnosed celiac, .006 (that would be 6/10ths of 1% - 1:150) of children are in the ASD, mine is one of them, not all their parents use a special - gf/cf diet.
The celiac groups have made a lot of noise over the past few years and a lot of companies perceive that the market is bigger than it is.
I had the buyer from Costco ask me at a recent trade show why they could not make the gluten free category work, I told him - you cannot afford to devote enough pallet space to a large enough variety of gf foods that only 1% of the people have to eat to make it work.
Like it or not, companies that specialize in gf foods will do great, they will produce prime products that taste good, and companies like Orgran that use whole grains, add fiber and non-dairy calcium, will make product that tastes good and still is nutritious for people on the gf or gf/cf diet.
Companies that are jumping into gf because of a trend - look at Whole Foods 365 gf mixes - GONE - will evaluate their volumes after 12-18 months and those gf products will disappear.
You don't have to like it, but that is how the food market works.
The key will be to support those companies that provide good and nutritious gf products and keep them going, because they are in it for you not for the trendoids.
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Posted by Josef Rosenfeld
23 March 2010 | 20h30
Behind the times
"It's a medical diet, right? It's hard to stick to." What a dingbat. It's also, like, hard to be ill with a chronic disease. Most people, given the choice, pick the diet.
The key is at the end of the article: "there are about 3m people in the United States who suffer from celiac disease...although only 40,000 to 60,000 have been diagnosed." As awareness of CD continues to rise, so will the rate of diagnosis. In a few years, there may be a million diagnosed Celiacs. And that's not even accounting for the 7-30% of the population who are estimated to have non-Celiac gluten sensitivity, which is only beginning to be recognized in mainstream medicine.
I'm off to buy some stock in gluten-free manufacturers...
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Posted by Stephanie
23 March 2010 | 20h02
I hope nobody is paying her for her opinions
This person needs to do a little more research. Beyond Celiac Disease there are a great number of parents with kids with special needs trying gluten free diets with great success. While it is not for every kid, the children that do benefit show great improvement. Our son was diagnosed with ASD 1 year ago and this diet has been awesome for us, again it is not appropriate for all kids. All the scientists in the world can disagree, but I am sorry as a parent if it works you do it. Add these numbers, and they continue to grow, and you are looking at a significant number of people in the US.
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Posted by My Son Is Awesome
23 March 2010 | 19h51
Make Smart Choices
Whole grains are not inherently bad for you, so please calm down. I agree that this study is irrational, I would actually just call it stupid, but there are a lot of people going gluten free as a fad diet. I can guarantee many of these people will go back to gluten containing products at some point in their life (likely sooner rather than later).
Gluten is not the enemy though - our entire food supply is making us sick and it's due to a number of different things including pesticides, contamination, genetic modification, hormones, antibiotics, etc.
I love all whole grains and would love to eat all whole grains (aside from rice, buckwheat, quinoa, millet, etc.), but I can't because my body can't tolerate it. I'm also severely allergic to cherries, but that doesn't mean they are bad for everyone and everyone should stop eating fresh fruit. Grains are staples - whether you eat quinoa and millet or wheat and barley. Foods that come from nature are good and good for you, it's just a matter of what your body can tolerate.
I would hope that by embracing a gluten free lifestyle people are adopting more plant and legume based diets, but that's typically not the case. It's like the people that go vegetarian and replace animal protein for pasta - it doesn't work. I don't encourage anyone to eat animal proteins, but there are many plant based gluten free options out there without spending a boatload of money on gluten free cookies, crackers, and breads. Stop eating so many processed foods and rely on things that come from nature. It's not bad to eat bread or cookies every once in a while, but people cannot rely on commercial gluten free products so heavily - eat a salad, have some veggies and hummus, make black bean enchiladas on corn tortillas, whip up some tofu and veggie stir fry with Braggs instead of soy sauce. Just be smart about what you eat - it's not that difficult.
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Posted by Dana
23 March 2010 | 19h43
Sounds like an RD
Sounds like a normal RD to me. She needs to do her research. Why not come up with better tasting products then say stay away from gluten. BTW: The Gluten Free Bistro's famous pizza crust and pasta is SOOOOO Yummy and GF!
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Posted by Barb Verson
23 March 2010 | 19h24
Don't Eat Grains!
If you don't eat grains, you have nothing to worry about! The human body is not equipped to digest grains - how do you think all the autoimmune diseases start? The body attacks the foreign proteins from the grains you eat. Of course the big food companies don't want you to know that! Nor the government, that's why grains form the basis of the food pyramid. Do your research!
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Posted by grainsarenothumanfood
23 March 2010 | 18h08
irresponsible
this is not some fad; she should be advising her "clients" to come up w/ better products then people will use them. 15% of kids have food allergies - so someone will figure it out. this is the future- our foods are making us sick & everone who has any sense knows it.
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Posted by jo
23 March 2010 | 16h49
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