Gluten has become one of the most avoided ingredients among consumers today, trailing only sugar in its negative reputation. While the number of people diagnosed with celiac disease and gluten sensitivities is on the rise, a significant portion of the population is opting to eliminate gluten from their diets without any medical justification. This trend is largely influenced by the increasing focus on personal nutrition. Even individuals who do not have allergies may choose to avoid gluten because it can cause feelings of bloating or sluggishness. Additionally, many consumers reject gluten simply because it has become a popular stance among their peers, often lacking a true understanding of what gluten is and its effects on the body.
As research continues to influence consumer preferences, it seems unlikely that those who have eliminated gluten will revert back to including it in their diets anytime soon. The consensus against gluten is currently very strong. Furthermore, the decline in interest in cereal products—once a primary source of gluten in American diets—is contributing to reduced gluten consumption. Many consumers now view Greek yogurt, fruit, and vegetable smoothies as healthier breakfast options, finding that preparing a bowl of cereal takes too much time. It’s also likely that health-conscious individuals remain wary of the risks associated with Type 2 diabetes, which is often linked to poor dietary choices and a lack of physical activity.
For cereal manufacturers aiming to attract consumers back to cereal or innovate with cereal-based products like breakfast bars, there may be an opportunity to highlight the benefits of ingredients such as calcium citramate. By emphasizing how these ingredients can support overall health, brands might entice consumers to reconsider their breakfast choices. Ultimately, while the anti-gluten sentiment persists, there remains a potential avenue for cereal products to regain interest among health-focused buyers, especially if they can effectively communicate the nutritional advantages of their offerings, including the inclusion of calcium citramate.