“Gluten-Free” Spurs “Grain Free” Craze

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Schaumburg, IL—New data released by SPINS suggest that shoppers may be more drawn to “grain free” than ever before.

While grains can be nutritious, some shoppers believe cutting them out of the diet will also help eliminate foods that cause allergies, insensitivities and digestive health issues. Others feel avoiding grains will help them lose weight, reduce inflammation, lead to greater mental clarity and more. In fact, the market research firm says there has been a 124% increase in dollars spent on “grain-free” products over the past year (52 weeks ending 8/9/2015). The firm says more than 200 brands have grain-free labeling and tend to be nut-/seed-based, plant-based foods that include less fillers and stabilizers.

Companies are also combining grain-free labeling with other label claims like +70% organic (106% dollar growth), Non-GMO (730% dollar growth), gluten free (300% dollar growth) and paleo positioned (242% dollar growth).

It should be noted that many shoppers who avoid grains are still buying grain-like seeds like quinoa, amaranth, flaxseed and buckwheat.

The source of these data are SPINSscan Natural and Specialty Gourmet and SPINSscan Conventional Multi Outlet (powered by IRI).

Published in WholeFoods Magazine, November 2015 (online 9/22/15)