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Gluten Free
The Gluten Free Food Industry
Alyssa Lipshutz
January 15, 2011
Current Marketing Perspectives
Pallab Paul

Overview of Gluten free Market

If you walk into a grocery store today, chances are there is going to an aisle or at least a section dedicated to gluten free food; nevertheless, this was not always the case. The United State’s gluten free market has become increasingly popular during the last decade. Gluten free food gained significant recognition and emerged from its shadow with the help of celebrities such as Chelsea Clinton whose wedding cake was entirely gluten free or Madonna who had gluten free treats at her birthday (Cleveland.com.) Prior to this, there was very little knowledge regarding gluten intolerances, and testing for gluten related issues. This inevitably led to a smaller market. Thus, as new information and testing methods have been discovered over the past years, it has helped established a larger market for gluten free food and a multi million dollar industry.
The gluten free food market has experienced tremendous growth during the past ten years. The expansion of the gluten free market along with the FDA’s response to the Food Allergen Labeling and Consumer Protection Act of 2004, pushed to examine what exactly gluten free means and which products should be deemed gluten free (Allar.) In 2007, the US Food and Drug Administration proposed that gluten free entails a product that does not contain any reminisce of wheat, rye, or barley. By defining this term, it created uniform conditions to determine whether products are gluten free. Therefore, when a product is labeled gluten free, individuals have a consistent understanding of what this entails (U.S. Food and Drug Administration.) The Gluten free Certification Organization has certified products that are labeled gluten free. The Gluten free Certification Organization inspects all products in attempts to find any traces of gluten before declaring the product gluten free. Labeling


Cited: Allar, Alyssa. "The Gluten Free Market." Web. 2011. <http://www.aallar.com/images/glresearch.pdf>. Badaracco, Suzy "Betty Crocker Goes Gluten-Free." PRWeb. 29 Dec. 2010. Web. 13 Jan. 2011. <http://www.prweb.com/releases/2010/12/prweb4926944.htm>. Brat, Ilan Case, Shelley. "The Gluten Free Boom." Selling Wellness Handbook. Web. 12 Jan. 2011. <http://www.glutenfreediet.ca/img/GHQ-SWgluten094.pdf>. "Celiac Disease." National Digestive Diseases Information Clearinghouse "Gluten-Free Foods and Beverages in the U.S." Market Research Reports. Web. 09 Jan. 2011. <http://www.marketresearch.com/product/display.asp?productid=1299596>. Heller, Lorraine
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