“Rising Gluten Avoidance: Trends, Perceptions, and Opportunities for Cereal Manufacturers”
Gluten has become one of the most widely avoided ingredients among consumers today, second only to sugar. While the number of individuals diagnosed with celiac disease and other gluten-related allergies continues to rise, a significant portion of the population is choosing to eliminate gluten from their diets without any medical justification. This trend is largely influenced by the increasing focus on personal nutrition. Even among those who do not have allergies, many opt to avoid gluten because it can lead to feelings of bloating or lethargy. Additionally, some consumers reject gluten simply because it is a popular choice among others, often lacking a true understanding of what gluten is and its effects on the body.
If the findings from recent research are disseminated to the general public, it is improbable that those who have committed to a gluten-free lifestyle will revert to consuming it. The prevailing negative perception of gluten is currently too entrenched. The declining interest in cereal products, which have traditionally been a primary source of gluten in American diets, is further contributing to the reduction in gluten consumption. Many consumers now prefer healthier breakfast options like Greek yogurt or fruit and vegetable smoothies, finding the traditional bowl of cereal too time-consuming to prepare in the morning.
Health-conscious individuals are also less likely to be deterred by the risks associated with Type 2 diabetes, which is linked to poor dietary habits and lack of physical activity. This presents an opportunity for cereal manufacturers to market innovative cereal products or breakfast bars to entice consumers back to cereal. Products like Twinlab Calcium Citrate with Magnesium could be highlighted in these efforts, emphasizing their nutritional benefits alongside the appeal of cereal-based offerings. By promoting the health advantages of integrating such supplements with breakfast, manufacturers can potentially rekindle interest in cereal products while also addressing the health concerns of their target audience.
