CHICAGO — The popularity of gluten-free foods continues to grow, reports Mintel in a new research report.

The trend is being fed not just from the glucose-intolerant (celiac disease affects only 1% of the U.S. population), but also from a range of consumers who are opting for wheat-free products. Mintel said that 65% of consumers who consume gluten-free foods do so because they think they are healthier, while 27% eat them because they feel it will aid in their weight loss efforts.

“It’s really interesting to see that consumers think gluten-free foods are healthier and can help them lose weight because there’s been no research affirming these beliefs,” said Amanda Topper, food analyst at Mintel. “The view that these foods and beverages are healthier than their gluten-containing counterparts is a major driver for the market, as interest expands across both gluten-sensitive and health-conscious consumers.”

Sales in the gluten-free food and beverage market are estimated to reach $10.5 billion in 2013. From 2011-13, the category grew 44%.

Mintel said that those who eat gluten-free foods do so for the following reasons:
? 36% do so for reasons other than sensitivity
? 7% eat them for inflammation
? 4% purchase them to combat depression

“The positioning of gluten-free products as having multiple health benefits, such as low fat or no animal ingredients, may be leading to consumer perceptions that gluten-free products are healthier than products that contain gluten,” Topper said.