Gluten-free is everywhere.
You know that. I know that. It’s quite the buzzword.
Frankly…I’m sick of the word.
Oh…I love it in the sense that it keeps us safe. I love seeing it on the back of a package when I’m scrambling for something to eat. I love the fact that there’s more awareness.
But when you have a buzzword, you will always have shills trying to profit off of it. And man…are they everywhere.
Why am I bringing this up (on a Sunday no less)???
Today’s New York Times had an article titled “Words for the Dumpster“. The article listed 8 of “the most annoying, overused and abused words of the year”.
And what was on that list? Yep…gluten-free. Here’s what it said:
While I think the article was pretty lame and I don’t like the fact that he overlooks the 6% who have gluten sensitivity, I actually love that second sentence…”a cynical corporate play for clueless consumers who buy something simply because they think it’s healthy.”
To me, that sums up perfectly what gluten-free has become to the mass market.
The gluten-free products market is expected to reach $6.2 billion by 2018. And here’s the kicker: 46% of this staggering amount will be spent on gluten-free bakery and confectionery products, followed by another 20% on gluten-free snacks.
In other words, we’ll be spending $4.1 billion on gluten-free crap.
But the best part? Research has shown the most important factor behind buying gluten-free food is…wait for it…that they are considered healthier than conventional products.
So the question becomes…how do we keep the awareness AND kill the buzzword?