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  • increase in non-medical gluten-free lifestyle means greater availability[1],
  • most gluten-free substitutes, such as bread, have poor quality[1] and poor nutritional value[1] (particularly: less protein, less fiber, more saturated fat, more carbohydrates, more salt[2])
  • gluten-free baked goods have higher fat and sugar content.[3] (But consumers think they're more natural and less processed.[4])
  • adoption of gluten-free diet for lifestyle triggered the broader trend of "free-from" foods[4]
  • booming market by 2013 publication date[3] with over $5B in sales in 2012.[3] Effective promotion efforts include separate gluten-free section at the grocery store.[5]
  • expensive; Norwegian study found 50% to 400% higher prices for most foods, due to the high cost of gluten-free flours[2] (examples: cost of gluten-free pasta and gluten-free cakes were double the regular versions; gluten-free flour cost almost 5x as much[2])
  • most common label on restaurant menus,[3] although by 2019, dairy-free Milk substitute was a bigger market[4]
  • people who don't have a medical need, don't know much about nutrition, but wrongly believe that they know a lot about nutrition, are easy marks for gluten-free food manufacturers. The Dunning-Kruger effect is mentioned (also: narcissistic traits and conspiracy theories)[6]
  1. [1]
    Foschia, Martina; Horstmann, Stefan; Arendt, Elke K.; Zannini, Emanuele (2016-12-19). "Nutritional therapy - Facing the gap between coeliac disease and gluten-free food". International Journal of Food Microbiology. 239: 113–124. doi:10.1016/j.ijfoodmicro.2016.06.014. ISSN 1879-3460. PMID 27321352.
  2. [2]
    Myhrstad, Mari C. W.; Slydahl, Marlene; Hellmann, Monica; Garnweidner-Holme, Lisa; Lundin, Knut E. A.; Henriksen, Christine; Telle-Hansen, Vibeke H. (2021). "Nutritional quality and costs of gluten-free products: a case-control study of food products on the Norwegian marked". Food & Nutrition Research. 65. doi:10.29219/fnr.v65.6121. ISSN 1654-661X. PMC 8009084. PMID 33841066.
  3. [3]
    Cross, Catherine (2013-09-17). "Gluten-free industry is healthy, but is the food?". CMAJ. 185 (13): E610–E610. doi:10.1503/cmaj.109-4555. ISSN 0820-3946. PMID 23959288.
  4. [4]
    "The next frontier for free-from foods." Checkout
  5. [5]
    Norwood, Franklin Bailey (2021). "Perceived impact of information signals on opinions about gluten-free diets". PloS One. 16 (4): e0248570. doi:10.1371/journal.pone.0248570. ISSN 1932-6203. PMC 8031409. PMID 33831038.{{cite journal}}: CS1 maint: article number as page number (link) CS1 maint: unflagged free DOI (link)
  6. [6]
    Califano, Giovanbattista; Vecchio, Riccardo; Caracciolo, Francesco (2025-06-04). "Overconfidence in nutritional knowledge is linked to unnecessary gluten-free consumption". Scientific Reports (Primary source). 15 (1): 19691. doi:10.1038/s41598-025-04112-2. ISSN 2045-2322. PMC 12137684. PMID 40467827.

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