Gluten. What is gluten? How is it affecting society? What is it causing? Do celiac and non celiac act in the same way in front of free gluten products? Is this a necessity or a trend or a revolution?
The gluten, a glycoprotein found in some cereals such as wheat, rye, barley and oats, is present in our daily diet and in the trolley of the person responsible for the household purchases, therefore, the store shelves are becoming a huge repertoire of free gluten products acting as commercial claim for many brands.
Without realizing it gluten free products have entered inside the basket of the preservatives, additives, proteins, etc. and more ingredients that help to preserve the food and that, we all want to avoid in our daily diet. Gluten has become one of the biggest trends of recent times.
In addition to that, the food industry is seeing a gold mine on that protein. Unintentionally, gluten has become the protein that the modern society wants to erase of their diet even without having been diagnosed as intolerant or gluten allergic by a specialist doctor. This has turn to a mass phenomenon born from the need of the people gluten intolerant or allergic. A need that claims to the food manufacturers to:
- Have a clear labeling on products, helping them to avoid risk in their diet.
- Have a wide variety of products without gluten.
Intolerants also claim for an affordable price. In this issue the distributor brands are gaining much ground. According to data by Hamilton Intelligence the main purchasers of gluten free products (pastries, pasta, bread, biscuits, flour or cereals) usually buy brands of the food distributor (private-label).
Died and trend or intolerance? Where is the origin?
It is difficult that the trend to eat products “without” don’t influence us. More and more people join to the “without” product consumption (without gluten, without lactose, without preservative, without salt, etc). The last published data regarding to gluten is that the 30% of the adults in the USA-almost 1 out of 3- has stopped or are trying to stop consuming products with gluten.