Offering far more than just a gluten-free pasta option, New York restaurant Senza Gluten has dedicated its entire menu to fine gluten-free dining. Pizza, pasta, flatbreads, sandwiches and desserts—you name it. Not in your area? Try Find Me GF, an app that identifies gluten-free businesses near you.
With 18 million Americans diagnosed as gluten sensitive and one in every 133 Americans with some form of celiac disease, this is more than a trendy dietary preference. Whether due to modern trends in wheat hybridization, increased reporting, greater attention paid to nutritional issues in general, or light shed on the issue by celebrities, wheat gluten sensitivity is a hot-button topic.
Think this is limited to mom-and-pop shops? Industry giant Archer Daniels Midland has responded by gaining a controlling interest in smaller businesses such as Harvest Innovations, an industry leader in minimally-processed, gluten-free nutritional alternatives. With facilities in places like Indianola, Iowa and Deshler, Ohio, this trend is more than an urban exception; it directly affects the nutritional—and financial—health of our nation’s heartland.
Consumers have responded with profitable demonstrations of brand loyalty and a willingness to pay a little extra for good food that’s healthy, sustainable, and locally-sourced. The challenge for brand managers today—for all industries—is to discover how their product fits into a growing consumer landscape composed of niche needs.