The Brits Want More Gluten-Free Foods

A recent survey has found 50% of British consumers think that supermarkets aren’t doing enough to cater for gluten intolerances, and 77% of women want more gluten-free products made available.

The independent research, commissioned by Swedish bakery Almondy, delved into the demand for gluten-free options and found that while a quarter of respondents are gluten intolerant or avoid gluten for lifestyle reasons, a greater 48% have purchased gluten-free products – increasing to 53% of women – proving the appeal stretches beyond celiac sufferers and into the mainstream.

Andrew Ely, managing director at Almondy says: “The demand for celiac-friendly products is not just a trend, especially as a whopping 82% of people think gluten-free food is healthier. Our research highlights the gap between supply and demand so it’s essential that retailers get on board and realize the huge profit opportunity available to them – particularly as 48% of people would expect to pay more for a gluten-free product and 79% of people are influenced by a gluten intolerant friend on what to purchase.”

The gluten-free market rapidly expanding, since, according to Kantar World Panel, it will be worth GBP519m by 2016.

Andrew adds, “As the number one gluten-free frozen dessert brand in the UK^, Almondy has built its reputation by providing great tasting cakes that offer brand reassurance and meet specific dietary needs – and most importantly, 50% of consumers said they would buy Almondy if they saw it in the freezer aisle.”

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