NPD: 'Gluten Free' keeps growing

From cracker boxes and cake mixes to the menus of some major restaurant chains, the term “gluten free” appears to be popping up everywhere. Indeed, the number of consumers going gluten free is growing, according to new data from market research firm The NPD Group.

But while the buzz around gluten free is big, the growth remains small, NPD officials said, which means operators shouldn’t overhaul their entire menus just yet.

According to the Port Washington, N.Y.-based firm, there has been a gradual but steady increase over the last four years in the percentage of adults who claim they are cutting down on or avoiding gluten completely. About 28 percent of adults 18 and older reported they are avoiding gluten, a 1-percent increase since 2010.

“It’s growing, but it’s still small,” said NPD analyst Bonnie Riggs. “[Operators] need to pay some attention to it, but they don’t need to revamp the store, so to speak.”

To avoid gluten, consumers must reject products containing wheat, barley and rye. Specifically, that means they can’t enjoy many of their favorite foods, including breads, cereals, pastas, beers, cakes, pies, cookies, crackers, croutons, French fries, gravies, processed deli meats, candies, salad dressings, sauces and more.