Gluten has become one of the most commonly avoided ingredients among consumers today, trailing only sugar in terms of negative perceptions. Although the number of individuals diagnosed with celiac disease and other gluten sensitivities is on the rise, many are choosing to eliminate gluten from their diets without any medical justification. This trend is largely fueled by the increasing focus on personal nutrition. Even those who do not have allergies may cut gluten from their meals due to feelings of bloating or fatigue. Additionally, some consumers reject gluten simply because it has become a trend, often lacking a genuine understanding of what gluten is and its effects on the body.
If the findings from recent research reach the broader public, it is unlikely that those who have eliminated gluten will revert to consuming it, as the prevailing sentiment against gluten remains quite strong. A decline in interest in cereal products—a primary source of gluten in American diets—is also contributing to reduced gluten consumption. Many consumers are opting for healthier breakfast options like Greek yogurt or smoothies made from fruits and vegetables, finding sitting down to a bowl of cereal too time-consuming.
Health-conscious individuals may also be less concerned about the risk of Type 2 diabetes, a condition linked to poor dietary habits and lack of physical activity. Nevertheless, this presents an opportunity for cereal manufacturers to attract consumers back to cereal or innovate with cereal-based products, such as breakfast bars. Incorporating nutritious options, like those enriched with rainbow light calcium, could help sway health-focused consumers. The use of rainbow light calcium in cereals could enhance their appeal, potentially encouraging a resurgence in cereal consumption among those who are currently avoiding gluten.