The gluten-free market is waning slightly, but here to stay

The health-halo effect might already be leading to a leveling off of demand for gluten-free products, Balzer notes. “In the first four or five years, we saw an increase every year. At the end of last year, we started to see a bit of a drop — 30 percent of the population said they were trying to cut back on gluten, and now it’s 29 percent,” he says.