Gluten-free growing in popularity – with “millennials” leading the way

An increase in the numbers of people claiming gluten intolerances, as well as a desire to lead a healthier lifestyle, is fuelling “spectular” groth in gluten-free foods, arding to new research published this week by Almondy, the Swedish gluten-free bakery.

The research also reveals that “millennials’ (those born after about 1980) are driving gluten-free demand.

According to the research, one in five 18-34 year olds now has a food intolerance, while a third of consumers are opting to avoid gluten specifically. This rises to 40% amongst millennials, who choose to avoid gluten as part of a general lifestyle choice or to lose weight.

The research also found that more than a quarter of people would be more likely to order a cake if it was gluten-free.

Almondy said the research highlights the importance of catering for a new generation of diners, who are driving the free-from eating-out market.

Andrew Ely, managing director of Almondy, said: “We’ve seen a growing number of consumers avoiding gluten in recent years, with our survey revealing three-quarters of people have bought a gluten-free product in the last 12 months.

“Add to this the growing army of people avoiding gluten for lifestyle reasons, particularly amongst millennials who eat out more than any other demographic, and the need for gluten-free menus with high appeal is clear.”

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