The trend of consumers buying gluten-free products as part of a healthy lifestyle shows no sign of abating with innovative products being launched across Europe each week.
European consumption continues to trend upwards even though few are choosing to follow a gluten-free diet as part of a treatment for celiac disease.
According to a Nielsen 2015 survey, 21 per cent of those taking part stated that gluten-free was a very important attribute when making food purchasing decisions.
The research, which involved 30,000 people in 60 countries, revealed that 16 per cent of European consumers sought out gluten-free products when doing their grocery shopping. Meanwhile, 15 per cent admitted they were willing to pay a premium for gluten-free products.
The free-from brand HECK has combined protein and fibre-rich vegetables, nuts and cheeses in their latest gluten-free products.
HECK Super Greens Balls, Nuts About Cheese Sausages and Gourmet Goat's Cheese Burgers are all meat-free and are available in supermarkets since April.
Soya, wheat and gluten-free, the products suit vegetarians, coeliacs and anyone looking to curb their meat or calorie intake.
Dietitian Vanessa Quarmby says, "It's great to see new products being launched. Whether you're avoiding gluten or you're a vegetarian there's a tasty, quick alternative to meat for dinner.
“The spinach in Super Greens is a source of Vitamin E and Folate, and the quinoa provides calcium and iron. Nuts and seeds are foods that we should eat more of; flax seeds provide valuable Omega-3 fats and cashew nuts provide potassium and zinc.”
Since the Foraging Fox's alternative condiment Beetroot Ketchup was launched last year, co-founders Frankie Fox and Desiree Parker have won a number of awards for their popular sauce.
Suitable for vegetarians and vegans, gluten-free and allergen-free and natural, the latest additions to the line includes Hot Beetroot Ketchup and Smoky Beetroot Ketchup.
The producers scooped the Best New Condiment Award for their Hot Beetroot Ketchup at this year's World Innovation Awards.
Parker says: “We're always looking for ways to innovate and take The Foraging Fox forward. We believe that Hot Beetroot Ketchup will introduce our Beetroot Ketchup to an even wider audience.”
Amanda Topper, senior food analyst at Mintel, says: “Large and small manufacturers are entering the gluten-free category, increasing the availability, quality and variety of gluten-free foods.”
Mintel research has showed that consumers perceive foods with any free-from claim to be both healthier and less processed. Likewise, growth of gluten-free foods is driven by health concerns, with 37 per cent of consumers reporting that they eat gluten-free foods because it’s better for their overall health and 16 per cent doing so because “gluten is bad for you.”
Meanwhile, Mintel’s Menu Insights found that the number of items on gluten-free menus in the US grew 9 per cent from quarter two in 2012 to quarter two in 2015; gluten-free as a dish claim grew by 24 per cent over the same period.
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