Eskal Health

GLOBAL TRENDS- FOOD ALLERGIES

Global Food Trends

The awareness of gluten free and other food allergies and intolerances is very high today. We all seem to know someone or are related to someone, who is allergic to some type of food.

In the USA in 2009, over 5% of the new food and drink products launched, were marketed as gluten free. In Asia, the figure was less than 1% and in Australia and New Zealand, the result was over 10%.

( Source: Innova Market Insights).

Why is the market for gluten free foods doubling every few years in the UK and why are the large supermarket chains investing in their own label “free from” foods, for what is still considered a small niche market?

In the Western world ( where the main diet is a western style diet), the figure often quoted is that approximately 1-1 ½% of the total population are coeliac, people who have problems with the digestion of gluten and wheat.

If this is correct, then why is there so much fuss for a relatively small number of people?

One answer is that many people are buying gluten free foods , even if they are not gluten intolerant, as they believe it is healthier, whilst others are sharing the gluten free foods with other members in the family who are gluten intolerant.

The incidence of irritable bowel syndrome, or IBS, also plays an important role in the growth of this market.

We often hear- “I have such a stomach ache.” “I feel bloated.” Then the next step is to stop eating bread and milk.

Labels on all foods now must carry Allergy Warnings or Advices, particularly in relation to the main food allergies of wheat, dairy, egg , soy and shellfish. The internet has a lot of good information available on food allergies plus the local coeliac societies and other similar bodies do amazing work in helping those who have a food allergy.

Today, there are great tasting products available, and quite easy to find , in main supermarkets and specialist health foods stores.

Enjoy and we wish you all well.

Ronnie Joss, Trialia Foods Australia

May 2010.