The number of products marketed as gluten-free continues to rise globally, with double-digit growth recorded in 2009, pushing the total number recorded on the Innova Database to more than double the level in 2007. This is partly due to improved labeling regulations, but also to rising health concerns and awareness of gluten intolerance in the diet and the search for more mainstream and good-tasting gluten-free products across a range of food and drinks sectors.
Overall, more than 5% of the food and drinks launches tracked by Innova Market Insights in 2009 were marketed as gluten-free, rising to more than 10% in Australia and New Zealand and falling to less than 1% in Asia. There were higher launch numbers in the U.S. and Europe, but these largely reflected higher levels of food and drink new product activity as a whole. For further information: www.innovadatabase.com