Beyond allergy, comfort food
Gluten-free product consumption is far from limited to people affected by celiac disease. There are two major gluten-free product consumer groups (see Figure 1).
Diagnosed celiac consumers with medical prescriptions, whether they be intolerant, allergic or sensitive.
Consumers without medical advice bringing together people in search of comfort food, and who, by personal decision, follow media-maintained fads. This segment of the population is more difficult to identify, probably because it also varies from country to country. It would represent up to 23 percent of the population according to some experts (Nutrimarketing, Datamonitor).