Consumers Demand Quality Trust Gluten Free Sector Grows

Friday, 21 January 2011


Despite current economic pressures, gluten free consumers are more concerned with 'quality and trust' than pricing, new research by market leading Dietary Specials (DS-gluten free) has shown.


The company surveyed 844 gluten free consumers, and found that though pricing is still something which concerns shoppers, most were primarily concerned about trusting the free from brands they purchase - with many commenting that the availability and quality of gluten and wheat free foods has improved dramatically in recent years.


43 per cent of people questioned were able to spontaneously recall DS-gluten free branded products and the average participant was able to recall 8.9 brands when prompted, and 3.7 brands when asked to spontaneous recall them.


DS-gluten free was one of the most successful brands when it came to converting brand awareness to purchase, at 79 per cent.


In terms of retail preferences, Tesco has the most regular gluten and wheat free shoppers, with 45 per cent of its customers claiming to buy fortnightly or more often, closely followed by Sainsbury's at 43 per cent.


The 'value index' gained from shoppers scores on price and quality of the leading brands suggested that Dietary Specials and sister brand supplied through healthcare, Glutafin, were seen as excellent value for money.


Emma Herring, Retail Brand Manager for DS-gluten free, said:  "This latest brand tracking survey certainly provides interesting reading.  It's reassuring to know that people still want to rely on brands they can trust.  Heritage brands such as DS-gluten free continue to perform well despite lots of relative newcomers to the sector, and consumers also had a strong depth of relationship with the brand compared with competitors.


"Recent Kantar Worldpanel figures showed that the gluten and wheat free market alone is worth £108.3 million, an increase of 18 per cent year on year.


"2011 is no doubt going to be another exciting year for the gluten free sector, and with one in 100 people in the UK now thought to have coeliac disease, and many others deciding to follow a gluten free diet for lifestyle reasons, there's real potential for continued, and significant, sector growth.


For more information on DS-gluten free, please visit



Notes to editors:

  • Nutrition Point is a UK company which was established in 1998 by entrepreneur Chris Hook, who was frustrated at the lack of food choices available for his wife and son who both suffer from wheat intolerance
  • Nutrition Point was established to distribute and market gluten and wheat free products and remains committed to making gluten and wheat free food as convenient and tasty as mainstream foods
  • Its Dietary Specials brand (DS-gluten free) is brand leader in the sector
  • Since 1998 the team has been working closely with the loyal DS-gluten free customer base to develop a superb product range including ambient, chilled and frozen foods
  • ds products cater for those with Coeliac Disease, and wheat or gluten allergies or intolerances, and are also suitable for those who choose a wheat or gluten free diet for lifestyle reasons
  • In 2002, Nutrition Point became part of the Dr Schär group which has been established for over 25 years and is the European market leader in gluten and wheat freefoods
  • In 2006, Dr Schär further strengthened their consumer offering across Europe by acquiring the whole free from business unit from Numico. This acquisition meant that Nutrition Point became responsible for the distribution and marketing of the Glutafin brand in healthcare and Trufree brand in retail throughout the UK and Ireland