Gluten-free, according to the Federal Government means
getting rid of the protein found in wheat, rye and barley. People with severe
gluten allergies, a condition called celiac disease, try to stay away from
gluten. But those folks make up only one percent of the population. What’s
going on now is the food manufacturers are promoting these foods to everyone as
healthier.
And, it’s working. The business of gluten-free products
is expected to grow 50 percent in the next few years to $15 billion in sales by
2016. Today’s gluten-free products are purchased by 11 percent of customers –
more than ten times the number with celiac. At the same time, wheat flour
consumption has fallen to a 22-year low, according to the U.S.D.A. So these
non-wheat products are popular with loads of health-conscious consumers who
believe in its benefits. Experts say as many as 18 million people or 6 percent
of the population may have sensitivity to gluten.
But here’s the rub: These products are more expensive
than their more common counterparts – way more. Consumer Reports estimate that
gluten-free products can cost two to three times more than regular non-gluten
free products. What’s more, you don’t have to pay the premium price to stay
away from wheat in some categories. Plenty of foods are naturally gluten-free,
like polenta, rice-crackers and nuts.
Even so, food makers are on the bandwagon. General Mills,
whose brands include Bisquick and Pillsbury, have begun reformulating products
to remove gluten. It’s already reformulated Chex and plans to introduce
gluten-free brownies, cookies and cakes next year. Likewise, the grocery store
chain, Wegman’s, is now the country’s largest seller of gluten-free products.
New brands, like Udi’s and Glutino, are taking advantage of the trend.
Just keep in mind as you shop the supermarket aisles that
cheaper options may be available.
Courtesy of Fox Business
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