As of this past January, about a third of U.S. adults say they want to cut down or be free of gluten in their diets, the highest percentage making this claim since The NPD Group, a global information company, began asking the question in 2009. NPD’s Dieting Monitor, which tracks on a bi-weekly basis top-of-mind dieting and nutrition-related issues facing consumers, reports that 30% of adults, one in every three adults, claimed to cut down on or avoid gluten completely in January 2013.
Interest in gluten-free menu items at restaurants is also growing. In NPD’s CREST foodservice market research, which tracks daily how consumers use restaurants, consumers are asked if they ordered something off the menu that was listed as high protein, whole grain, sugar-free, or described in another way. The incidence of consumers ordering food described on the menu as gluten-free or wheat-free has grown over time and is now more than double what it was four years ago—accounting for over 200 million restaurant visits in the past year.
“The number of U.S. adults who say they are cutting down on or avoiding gluten is too large for restaurant operators to ignore,” said Bonnie Riggs, NPD Restaurant Industry Analyst. “Restaurant operators and marketers can find opportunities to address consumer needs when it comes to their growing interest in cutting down on or avoiding gluten, like training staff to accurately answer customer questions, using symbols on menus and menu boards to highlight items that are gluten-free, as a way to extend consumer awareness and confidence in ordering.”