The $10.5-billion gluten-free food and beverage industry has grown 44% from 2011-13 as the rate of celiac disease diagnoses and awareness of, and interest in, gluten-free foods increase. Some 24% of consumers currently eat, or have someone in their household who eats, gluten-free foods. While the incidence of celiac disease affects less 1% of the US population, there has been strong interest in gluten-free food and beverage for reasons other than gluten allergy. NO DiAGNOSiS NeeDeD Nearly three quarters (72%) of those who eat gluten-free foods have not been diagnosed with celiac disease. Because celiac disease affects a small portion of the population, the majority of gluten-free food consumption is for a variety of other reasons. Other health conditions have also be linked to the intake of gluten. 35 million health-and-nutrition-conscious consumers (check food labels, buy natural/organic, eat healthy, have food allergies, are weight-conscious 45 million diagnosed conditions (asthma, IBS, ADD/ ADHD, migraines, autism, Chron’s disease) 40 million non-celiac gluten intolerant 3 million celiac disease (diagnosed and undiagnosed) Primary - Consumers with gluten-induced ailments Secondary – Consumers with medical conditions Tertiary - Health & Wellness focused Consumers BROADeR APPeAl…MORe DeMAND During the past five years, the number of manufacturers who produce gluten-free products has risen steadily. According to Mintel GNPD, in July 2009 there were 39 companies with gluten-free product claims, compared to 142 companies in July 2013. This 264% growth in companies offering gluten-free products demonstrates the broad appeal these products carry. Mintel, a leading marketing research company, believes the market will grow 48% from 2013-16, to reach sales of $15.6 billion in 2016, as greater interest, more product variety and availability, and strong health associations drive sales. 104 OnTREnD May-July 2014