Growing interest in gut health spurs demand for gluten free products, reveals new research

A new research has identified big opportunity for retailers and wholesalers to maximise the trend for gluten free products as 58 per cent of UK consumers want to improve their gut health, and 42 per cent are taking active steps to do so.

Glebe Farm, which commissioned the research to mark Coeliac UK Awareness week (15th – 21 May), said it’s important that all consumers, including those with a medical need, are provided with a range of products to support healthy living choices .

The research, carried out with 2,000 UK adults, has also revealed that almost half (45%) are doing significantly more to support their immune system, and a number are following a ‘flexitarian’ diet with reduced consumption of meat (26%) and dairy (13%).

Despite the fact that only 1 per cent of the population are diagnosed with Coeliac disease, 5 per cent say they follow a gluten free diet, and a further 6 per cent say they would like to, highlighting the importance that retailers and wholesalers cater for this ever-growing gluten free audience.

“Our new research clearly shows that consumer choices are being driven by a whole range of factors. It’s evident that people are increasingly aware about what food and drink switches they can make in order to feel better physically and mentally,” Phil Rayner, co-owner and managing director of Glebe Farm, said.

“As a result, it’s more important than ever that the food and drink industry provides options which cater for those with Coeliac disease and food intolerances, as well as those looking for products that will positively impact their overall health and wellbeing.”

The research also focused on the growing popularity of dairy-free alternatives to milk. Of the 42 per cent now buying these products, oat drinks are the most popular – chosen by 38 per cent.

Improving gut health is the reason that 28 per cent of all consumers say they would consider buying oat drink. However, Glebe Farm, which grows and processes gluten free oats, said many of the oat-based products on supermarket shelves today are milled and manufactured at facilities that also process grains like wheat, barley or rye.

This leads to contamination of the oats resulting in exposure to gluten and a loss of purity, making the products unsuitable for the people who are coeliac.

100% sown, grown, milled and packed in the UK, Glebe Farm said its farmers know where every single oat that goes into their products comes from. In addition, being British grown and produced means they have the lowest food miles on the market, making them the top choice for sustainable oat products.

Rayner added: “We know that oat drinks have been growing in popularity for some time, which is reflected in the variety of products now on offer to consumers. We now see gut health as one of the key drivers of this which shows the importance of ensuring gluten and dairy free choices are accessible wherever people are – whether in retail or hospitality environments.”