Does gluten make you feel bloated?
Victoria Beckham, Gwyneth Paltrow and Novak Djokovic are all fans of the wheat-free diet, and it seems we're all following suit.
Sales of free-from foods are up 33% at Asda as gluten, wheat and dairy free diets hit the mainstream; more than DOUBLING the sales growth of 2013.
With 12 million Brits buying gluten free – an increase of 120% over the past five years – it’s no wonder that sales are going through the roof. However, the proportion of Brits diagnosed with food intolerances isn’t increasing at the same rate, in fact, a lot less.
Experts at Asda have witnessed a change in consumer buying behavior with more shoppers choosing free-from foods as part of a healthy lifestyle, rather than a medical necessity. Brits have been influenced by the diets of celebrities such as Victoria Beckham and Jennifer Aniston who all follow wheat-free and gluten-free diets, with Gwyneth Paltrow also ensuring that the whole family (children, Apple and Moses included too) avoids gluten.
Asda’s free-from customer planner, Hannah Thirkill says: “Around 1 in 100 people in the UK are affected by coeliac disease (allergies to gluten), however we suspect that much of the sales growth within this area is coming from wheat “avoiders” rather than those with severe allergies, and those with intolerances.”
“The wide variety and versatility of the range means it’s easy to make the switch to free-from foods. Why not try gluten free wraps, gluten free pasta and sauces or perhaps wheat free snacks? It’s the perfect way to make your lunch that bit lighter!”
Tagged in Wheat Nutrition Diet Gluten Free Healthy Diet Plan