A growing number of consumers are turning to gluten-free products to enhance their wellbeing. With more and more Australian’s following a gluten-free diet for different reasons, it can be difficult to identify what the term gluten-free means. For people with coeliac disease, it is a form of medical treatment, and for others, it is a lifestyle choice. As the population rises in Geelong and the Bellarine Peninsula, so does the demand for gluten-free food. In the Greater City of Geelong the population is expected to rise to over 260,000 by 2021.

Stocking more gluten-free items and increasing the promotion of gluten-free products in store, retailers are boosting the gluten-free sector, meaning for consumers it is becoming much more common to find gluten-free products across many more food categories.

Cementing its position in the market as more than just a dietary fad, there are three emerging trends that have impacted the market and contribute to the future of gluten-free growth.

They are health and wellness, demand from millennials and increased marketing on gluten-free products.

Health and Wellness 

Personal health and wellness are a major factor that is contributing to the growing demand for gluten-free products and services throughout Geelong. Products that include granola, rice crackers and cereals appeal to customers that are into cool, new health trends.

The opinion that gluten-free products are generally healthier is one of the prime influencers for purchasers and many customers feel that gluten-free products can help to increase their energy levels and combat weight gain.

Demand from Millennials 

The second major contributing factor behind the exponential growth of gluten-free products is the growing demand from millennials. The younger generations are becoming increasingly conscious about their diets and are opting to purchase products that they feel will enhance their health and aid weight management.

This however, doesn’t mean that millennials are cutting out convenience foods altogether, as bakery items, cookies and on-the-go snacks actually rank as the most popular gluten-free products purchased. This comes with the mindset that just because a product is gluten-free it doesn’t mean that it has to compromise on taste. Individuals can still enjoy their favourite snacks whilst avoiding gluten.

Increased Marketing on Gluten-Free Products 

Lastly, another key driver behind the growing demand for gluten-free products is the increase in marketing by businesses and manufacturers. Both small and large businesses are using holistic marketing approaches to increase awareness about the benefits associated with gluten-free products.

So, it’s important for us to note that those gravitating towards gluten-free foods are not all gluten intolerant or gluten sensitive. They are however sending a message that unhealthy items such as artificial preservatives, colours and flavours as well as a growing list of questionable additives and genetically modified foods are unwanted.

At Gluten Free 4 U we understand that there is still a need for gluten-free food innovation, especially within categories that typically contain gluten, including bread, pasta, pizza, snacks and desserts. As the quality of gluten-free products increases, gluten-free alternatives of those items can appeal to a wider audience of those who need to maintain a gluten-free diet, and those who choose too.

To learn more about our range of products, check them out here. You are also invited to visit our newest bakehouse opening in Geelong on Saturday 20th January 2018.