“How in the world did less than 1 percent of the population with celiac disease, a genetic disorder, kidnap the gastronomic narrative of the remaining 311,000,000 people in the United States concerning gluten, a composite protein found in two of the world’s most important staples, pasta and bread?” –NYtimes The recent gluten-free craze is still booming. For people who don’t suffer from celiac disease, is gluten-free a healthier, more natural way to eat or is it a fad? Researchers have that gluten-free diet is a risky fad. An article by Schultz mentions that groups are defending wheat with an educational campaign targeting dietitians and nutritionists. They say that “cutting out wheat puts dieters at risk for getting adequate fiber.”
Gluten is a protein found in some grains, including wheat, barley and rye. Somehow, people on the gluten-free bandwagon have the perception that gluten products are the cause of health problem such as weight gain. This large market, along with the small market including those with celiac disease, has pushed marketers to create a gluten-free line extension. In result, grocery stores now provide gluten-free junk foods such as brownies, pizza, mac n cheese and beer. EVEN TWINKIES IS CONSIDERING JUMPING THE MARKET!
The article says that gluten-free market will reach $6.6 billion in annual sales by 2017. How was this gluten-free fad created? Wright says, “Fads can run concurrently, but none of them seem to “have legs.” Just like any other fad diet, such as Atkins, it will fade away. Schultz article predicts the same. Gluten-free options are expensive. Once the market realizes that giving up gluten is NOT the magic bullet to weight loss, the fad shall pass.