Thirty percent of adults are interested in avoiding or cutting down on gluten in their diets, says a survey from the NPD Group, a consumer research firm. NDP has been following gluten-free issues since 2009 and its January 2013 survey revealed the highest interest in gluten-free diets yet.
“A generation ago, health was about avoiding fat, cholesterol, sugar and sodium in our diet. While those desires still exist for many, they no longer are growing concerns,” said Harry Balzer, chief industry analyst for NDP, in a press release. “Today, increasingly more of us want to avoid gluten in our diet and right now it is nearly 30 percent of the adult population … and it’s growing. This is the health issue of the day.”