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“Gluten-Free” Is A Magic Marketing Word Now – But Will It Last?

September 16, 2013: 12:00 AM EST
Sales of gluten-free products this year will total $4.2 billion, and could reach $6.6 billion annually by 2017. But the gluten-free market wouldn’t be this lucrative if it relied solely on selling to the three million Americans who suffer from celiac disease. Fortunately for food and beverage manufacturers, the market is much larger, fueled by the belief that gluten causes all kinds of health problems, from obesity to arthritis. Some critics believe the bubble will burst eventually when consumers realize that the premium prices they are paying for gluten-free products aren’t buying any real health benefits.
E.J. Schultz, "Gluten-Free Food Fad Gaining Momentum Among Marketers", Advertising Age, September 16, 2013, © Crain Communications
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