Gluten-free foods and drinks: consumers opt for health and taste

GlobalData’s 2017 Q1 Consumer Survey found that globally 49% of consumers currently buy gluten-free food and drink products. However when asked why they buy gluten-free products, consumer perceptions of such products being generally healthier than products containing gluten are far more common than for intolerance reasons. This can be seen with 57% and 15% share of global consumers naming health benefits or intolerance reasons respectively. At 29%, taste is also a significantly more popular purchasing motivator than intolerance.

The popularity of gluten-free foods and drinks among population who do not have medical needs for those can be explained by the consumers’ desire for new taste sensations, as well as to enhance their dietary choices with trendy foods; the popularity of gluten-free foods among media influencers, such as among bloggers and vloggers, has grown significantly in recent years.