Telegraph UK reports today that gluten-free food products have become Britain’s fastest selling food category, as awareness and diagnosis of celiac disease and gluten intolerance is on the rise worldwide.

“Supermarkets said that so-called “free from” foods aimed at people with food intolerances were the fastest growing category over the last 12 months. Five per cent of every new food and drink product launched last year was labelled as gluten-free.

As many as 45 per cent all people in Britain, equating to more than 25 million, could suffer from food intolerances, according to the charity Allergy UK. Some scientists query these estimates, suggesting that many people have incorrectly self-diagnosed themselves as having allergies.

According to the Food and Drink Innovation Network, the gluten free market increased by well over 20 per cent in 2009 to hit £100 million in sales and the number of products available has doubled since 2007. Marks & Spencer is the latest retailer to introduce a major new range to attract shoppers with intolerances – either real or perceived.”

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