According to Mintel research 42% of all baby foods being launched in Europe are gluten-free.
With today’s highly innovative and competitive market consumers do fall back on brand trust as a means of creating differentiation for a brand.
In 2011-13, the gluten free market experienced growth of 44% says Mintel Research, which predicts that it will grow at an even faster rate of 48% from 2013-16, with growth propelled by consumers avoiding gluten for perceived health benefits or as a weight management strategy rather than those with celiac disease or gluten sensitivity.
The Food and Drug Administration took action issuing a “Small Entity Compliance Guide” for companies that want to label their products gluten free. In just about 6 short weeks, the gluten free labeling rule will go into effect in the US.