08.17.12
A new market perspective issued by the Hartman Group, Bellevue, WA, has questioned the ongoing trend of gluten-free eating. “American consumers spend billions annually on gluten-free products is newsworthy, but the jury is out on whether or not the consumers buying these products really need them,” the group said. “In other words, we believe there is a whole lot of self-diagnosing going on out there. ” The Hartman Group said the consumer preoccupation with gluten-free is indicative of a larger cultural phenomenon in consumer self-diagnosis and treatment. “Consumer self-diagnosis of perceived ailments and allergies has paved the way for billions of dollars in sales of products with ‘no/low’ formulations, as well as those offering enhanced or modified ingredient profiles,” the market research firm explained. “We know from our own ongoing immersive research into consumers’ health and wellness lifestyles and behaviors that historically consumers often see prescription drugs as a last treatment resort and today’s consumers are more likely to be treating self-diagnosed moods and emotional states with their diet (e.g., foods and beverages) rather than turning to medications.”
