Health has become the main reason consumers purchase gluten-free products, according to a new survey.
Published by research firm BuzzBack, the survey of 100 gluten-free shoppers revealed 20% always purchase gluten-free products, while only 10% buy because of an intolerance or allergy.
The top reasons for purchasing included: “healthier lifestyle”, “easier on the stomach”, and “no harm, beneficial”.
The most popular items bought were bread (50%), pasta (48%), cereal (48%), cookies and crackers (41%), seasoned snacks (30%), and cakes and pies (25%).
Additionally, eight out of 10 agreed eating gluten-free was harder when eating out, with a third knowing a restaurant, bakery or café that offers gluten-free options.
Last month, charity Coeliac UK launched a campaign urging supermarkets to improve the availability of gluten-free foods in their smaller stores.
The Gluten-free Guarantee campaign is designed to put pressure on retailers to stock eight core gluten-free food products in all stores, not just large supermarkets.
From 12-18 May 2014, the charity is asking people across the UK to tell them how many of the eight gluten-free staple items they can find. The items are: white bread, pasta, cereal, flour, cereal bars, rolls, crackers and other bread (brown or seeded).
According to Coeliac UK, one in 100 people in the UK have the condition, which is an autoimmune disease caused by intolerance to gluten. Half a million people with the condition are currently undiagnosed.