Dive Summary:
- According to new data, sales of gluten free poducts have risen by an astonishing 19% from the beginning of the year to September 2012, and 28% since 2008.
- Industry leaders, who admit that people with celiacs make up only about 1% of the population, think gluten free has become synonymous with healthier, just as organic had a few years prior.
- While many times this is true, as gluten free foods are generally all natural, a gluten free diet isn't necessarily healthier than a well balanced one, often lacking in a few major nutrients.
From the article:
Gluten-free marketers have a habit of drawing a series of concentric circles when they are trying to describe their target market - and the potential size of the prize.
