Issue link: http://osercommunicationsgroup.uberflip.com/i/634872
GOURMET NEWS FEBRUARY 2016 www.gourmetnews.com GLUTEN-FREE 1 0 Gluten-Free Trends Continued from PAGE 1 they're willing to pay more for foods with health attributes, and the Mintel research showed that 26 percent of consumers be- lieve gluten-free foods are worth the price bump. Not everyone in that group, how- ever, has reason to believe gluten-free items are for them. "Consumers are making choices for their lifestyle, the way they want to live," said Holman. "Consumers are looking for foods that eliminate un- needed and unwanted ingredients, and gluten is one of those ingredients for many people. I do think the trend may be peak- ing, as almost all research firms are declar- ing. And why is it peaking? Because eliminating gluten does not cure every- thing." According to a Wixon food scientist, Renee Santy, stories of medical miracles spreading through social media was what drove the trend. "Stories of medical mira- cles made people believe that a gluten-free diet was best and gluten was the devil," she said. Consumers and experts alike are call- ing those stories misguided. Gluten-free is a trend for the majority, but the diet and products are a legitimate medical need for at least seven percent of the population, if not much more. An esti- mated one percent of the population has celiac disease, and anywhere from 0.5 per- cent to 70 percent of the population could be non-celiac gluten-sensitive, according to Dr. Allesio Fasano, Founder and Director of the Center for Celiac Research and Treat- ment at Massachusetts General Hospital. "Fifteen years ago, people didn't know how to spell gluten," Fasano said. "Now, in 2015, the pendulum has swung way over ... any comedian includes gluten in their acts. People understand what it is, and it's one of the most popular markets in the United States. The pendulum will come back a little bit, but not like the other diet trends; this diet is also driven by a real medical necessity and [that] will continue to drive the market." Fasano added that a gluten-free diet is a medical intervention, and that anyone con- sidering going gluten free should seek ad- vice from a dietitian. "You don't inject yourself with insulin and then ask if you have diabetes or not," he said. "Don't give it a try just because someone told you that you have symptoms, and don't do this by yourself." As new health research is released and gluten myth-busting becomes more visible — such as Fasano's December 18 article in the Washington Post — consumers who don't see results and expect transparency from companies are turning away from gluten-free foods. And until medical re- searchers like Fasano figure out how to di- agnose non-celiac gluten sensitivities, gluten-free foods are potentially a necessity for anywhere from 1.5 percent to 70 per- cent of the population. While that's being figured out, people have some diet choices to consider. "The vendors need to let them know how things are done, to give the consumer a choice," said Barry Novick, President of Kitchen Table Bakers. "You're going to see free-from trends continue; that's very very important. What is natural? Is baking in an oven natural? Is baking in a microwave nat- ural? The consumer should know how the product is made. We have a patient's bill of rights, and I believe the consumer should have a bill of rights." Novick identified poor nutrition content and low quality as reasons people are mov- ing away from gluten-free products. In the rush to formulate products that taste like their gluten-containing counterparts, many of those products failed to measure up in taste and texture. "If the product is good, it should diver- sify," said Novick. "If it's just gluten free be- cause that's what people made, it's going to end up in the same position as the low-carb fad products," adding that companies are finding success using real people for tast- ing, and not just formulas, to mimic gluten. Chris Licata, President and CEO of Blake's All Natural, reiterated Novick's point: "I think the products and the brands that are truly committed to making super- high-quality, gluten-free meals will con- tinue to grow. There's a reason why we don't have 10 or 12 gluten-free items; that's because if we make a gluten-free item, it truly has to be as good as a similar item that's not gluten-free. It's not enough to just have it be labeled gluten-free; it has to have taste, texture and flavors that are com- parable." Novick said his gluten-free cheese crisps work because everyone can enjoy them, "You need something universal, that the kids can eat and the parents can have with a glass of wine.… Wherever you go, what- ever your diet, you can have our product at the party. You're never left out." With so much time, effort and dollar amounts spent on adding gluten-free op- tions to their lineups, producers within the industry won't be taking the label off their products. And continued and increased consumer interest in free-from and natural products, nutrient-dense superfoods, along with the many alternatives to gluten, leaves room for the market to grow. "Many manufacturers want the added value of being gluten-free and a small ad- ditional cost, but in the end, consumers will decide if gluten-free stays or goes," Santy said. "They will speak with their wal- let. In the meantime, companies need to stay in touch with their customers and un- derstand their changing needs around gluten free." "Many consumers had hoped that gluten free would help them lose weight or help some medical issue. When this does not transpire, they will lose interest in gluten free," Santy added. "But those consumers, that just feel better because they live gluten free, will continue to live gluten free." GN Fall River Wild Rice: New Ways with America's Native Grain Interest in plants and grains is soaring as shoppers look for new ways to eat healthy. High in protein and fiber, nutty and with a striking visual appeal, wild rice is one of the healthiest grains available. It was a staple food of several Native American tribes, who called it "manoomin" or "precious grain." Fall River Wild Rice brings this culinary gem to your store shelf. This naturally culti- vated wild rice is great in salads, soups and stir-fries. However, it also works well in mixes for pancakes and muffins and even in chocolate and desserts. Fall River's Fully Cooked Wild Rice is high-protein goodness in seconds. Fall River Wild Rice is a small grower- owned cooperative in the Fall River Valley, a rural mountain valley nestled between the Cascade and Sierra Nevada ranges. Fall River Wild Rice 800.626.4366 www.fallriverwildrice.com.