Within American health and wellness consumption trends, the Hedgeye consumer staples team is trying to tease out to what extent consumers will be drawn longer-term to gluten-free products beyond those suffering from celiac disease (approximately 1% of the U.S. population).
Today’s poll question was: Is the popularity in gluten-free products in the U.S. a fad or here to stay?
At the time of this post, 55% said gluten-free is HERE TO STAY; 45% said it’s a FAD.
In a sampling of those who said that gluten-free products are HERE TO STAY, voters explained:
- “I know too many people who have said it makes a difference.”
- “Not a fad when there is an autoimmune disease attached to it. Once the diagnosis process becomes more streamlined and efficient, the number of either gluten-sensitive or genetic Celiac victims will increase by the millions. Therefore, the products will be more of a necessity for people rather than being just a fad. It has also been linked to improving adolescent ailments leading to health-conscious mothers to scourer the market for GF products. Plus, many professional athletes swear by the diet's overall physical benefits.”
- “Secular trend to healthier consumer choices continues as GMO purveyors $MON $MCD lose market share to $STKL and transparency demanding, enlightened, educated consumers!”
- “The historical hybridization and genetic modification of wheat is irreversible, and our bodies are not equipped to handle modern wheat.”
- “As the spouse of a doctor, I have been informed that it is absolutely not a fad; or, so speaketh the oracle.”
Conversely, one person who think it's a FAD said, “Gluten isn't even bad for you unless you're allergic.” Another agreed: “The Dr. who invented gluten free just recanted. The real problem is all the sugar they put in grain products.”