According to new Bord Bia research, gluten free has now gone mainstream with one in five (20%) Irish people shopping for gluten free food regularly.
It outlined that this comes as the first time that it has conducted research on consumer attitudes to gluten free food.
One of the key findings shows that the gluten free market in Ireland is estimated to be worth some €66 million, experiencing a 36% increase since last year (Kantar Worldpanel).
According to Paula Donoghue, Bord Bia’s Consumer Insight Manager,“Traditionally, gluten free offerings were only available in pharmacies or health food stores, whereas now there is proliferation right across the retail chain.
"The market has experienced an increase in the number of available products as well as double digit growth in supermarkets. There is a lot of noise around the topic, whether it is from celebrity advocates such as Gwyneth Paltrow and Novak Djokovic, or chefs, nutritionists and bloggers.” Donoghue added.
The research also showed that the desire for a healthy lifestyle is the 'key driver' for those who follow a gluten free diet.
Donoghue said, “As a nation, we’re increasingly conscious of our diet with 87% believing we have a healthy diet. Some 78% of Irish people who follow a gluten free diet are not diagnosed as coeliac. Nearly half of these (38%) do not have any intolerance to wheat or sensitivities, but perceive gluten free to be a healthier lifestyle choice.”
The research also indicated that some 65% of shoppers want to see gluten free products in one specific area of a store.
© 2017 - Checkout Magazine by Donna Ahern