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Gluten-Free Market Is Booming, For No Good Reason

October 14, 2016: 12:00 AM EST
U.S. sales of gluten-free foods hit $1.57 billion, in 2015, an increase of 11 percent from 2014. That’s a slower increase than the 81 percent in 2013, but still beats overall grocery sales growth of three percent. The explosion of gluten-free products is a “blessing” for celiac disease sufferers. The odd fact, however, is that only one percent of the U.S. population actually suffers from gluten intolerance. Surveys have found that the rest buy gluten-free foods because they believe they are “generally healthier” or will help them lose weight. About 25 percent of consumers think "gluten-free is good for everyone." Health professionals, however, say this is a misconception, and that those without a diagnosis of gluten intolerance don't need to avoid gluten.
Deena Shanker, "You Can Eat Gluten Again, America", Bloomberg, October 14, 2016, © Bloomberg L.P.
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