Growth in gluten-free food products are exploding in the marketplace and it seems the demand is being self-generated from the gluten-free food manufacturers. The gluten-free diet trend is being covered daily in local, national and international media sources. Somewhere in the world there is a story being covered. New niche markets are opening up often stemming from a personal need. Awareness of Celiac Disease is growing and gluten sensitivity, more people who may have GI problems are trying the diet out. Many others are jumping on the trend as it is being spun as something “good”.
At Dr Schär UK ( well established gluten-free food products company) as probably the same in other companies, they are actively riding the wave as part of their marketing initiatives to increase sales. They have created a public awareness campaign around gluten sensitivity, hoping to grow their marketplace. While it may prove to be a genius marketing tactic there is part of it that seems a little perverse.
Gluten-Free Food Products Sales Increase by Increasing Demand
Gluten-free brand Dr Schär UK, is hoping to boost its penetration into the free-from sector by highlighting the existence of an emerging condition – gluten sensitivity.
In response to this, Dr Schär has launched a £1m marketing campaign to highlight awareness of the condition among the general public.
This company has done such a great job of branding themselves, the medical profession suggest their products when offering advice. Echos some of the stories found in the pharmaceutical business.
“We’re hoping that the increased public awareness of gluten sensitivity and this heightened healthcare professional brand awareness will mean that we become the ‘go-to’ brand for those advised to remove gluten from their diet.” Click here to visit the original source of this post
Gluten-free food products are necessary for people who cannot digest gluten properly.The increase in awareness and onslaught of new products is great but is also a double edged sword sometimes as seen in other articles. I hope that that the desire to cash in on the trending maket does not get imbued with greed to the point that the reason for existing gets lost. Do you think the growth in the industry is a money grab or is its growth really related to genuine marketplace need? Please share your insights in the comment section below.