The FINANCIAL — New York , N.Y. — Recently it’s become nearly impossible to walk through a grocery store or look at a restaurant menu without seeing the words “gluten-free” emblazoned on every other package and page. In a world filled with fad-diets and both medically and self-imposed dietary restrictions, what do Americans think of this gluten-free phenomenon? A majority of Americans tend to believe gluten avoidance is not a medical necessity, with nearly two-thirds (64%) agreeing most people who avoid gluten don’t need to, according to Harris Interactive Inc.
In fact, they might be on to something with this suspicion, as just 3% of Americans report their household has someone who has been diagnosed with a gluten sensitivity/intolerance and only 1% has someone diagnosed with celiac disease. However, 26% state their household avoids/limits gluten in some capacity.
Not surprisingly, those who state their household avoids/limits gluten are more likely to have someone with a diagnosed gluten sensitivity or intolerance in the house, compared to those who make no effort to avoid gluten (11% vs. <1%). However, 39% of Americans who state their household avoids/limits gluten in some capacity do not have anyone in the house who feels any negative effects when consuming gluten.
“Undiagnosed” sensitivities are slightly more common, with 5% of households having someone who suspects they may have a sensitivity or intolerance. Another 13% say they or someone else in their household feel better when they avoid gluten, but don’t believe they have an intolerance, according to Harris Interactive Inc.
Conflicting Opinions on Availability of Alternatives
One-third (67%) of Americans agree they are glad there are more gluten-free products available today than there used to be. However, nearly nine-in-ten Americans (87%) agree food manufacturers are taking advantage of the gluten-free “trend” to overcharge consumers.
A Gluten-Free Thanksgiving?
Nearly 39 million Americans, 16% of adults 18 and older, are expecting to see gluten-free substitutions at their Thanksgiving Day meals this year. Predictably, those in households who avoid/limit gluten are more likely to anticipate substitutes than those in households making no effort to do so (42% vs. 7%).
So what’s on the gluten-free menu? Among those planning a “fix,” gluten-free pies/desserts are the most common substitution (70%), followed closely by gluten-free stuffing (66%), rolls/bread (65%), and gravy (59%). Nearly half of respondents (48%) state they will make/purchase these substitutes themselves, followed by a family member in their household (34%), according to Harris Interactive Inc.
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