Global surge in gluten-free NPD

GLUTEN-FREE products in the market continuing to rise globally, with a further double-digit growth recorded in 2009 to take the total number recorded on the Innova Database to more than double the level in 2007. This is partly due to improved labelling regulations, but also due to rising awareness of gluten intolerance and the search for more mainstream and good-tasting gluten-free products across a range of food and drinks sectors. Overall, over 5% of the food and drinks launches tracked by Innova in 2009 were marketed as gluten-free, rising to over 10% in Australia and New Zealand and falling to less than 1% in Asia. There were higher launch numbers in the US and Europe, but these largely reflected higher levels of food and drink new product activity as a whole. Up to 10% of the population may have some form of gluten intolerance, whilst estimates of levels of coeliac disease range from about 1 in 100 to 1 in 300 of the population according to country and source, according to Innova head of Research Lu Ann Williams. With more labelling of gluten-free foods and the growing availability of a range of high quality products with a good sensory profile, the market seems set for considerable further development in line with the 'free-from' market as a whole, Williams said.Air Jordan XVII 17