The growing awareness of gluten-related illnesses, such as coeliac disease, is encouraging those looking to remove gluten from their diets to take a more holistic approach. But it is not just food and drink where brands are looking to support consumers in this, rates of beauty products positioning themselves as gluten-free are on the rise. A Lucy Cornford (Mintel) analysis on the UK market.
Although many beauty products are naturally free from gluten, only 1% of launches for the sector specifically highlighted their gluten-free credentials on pack in 2013. However, 2013 still reported a 22% increase in the use of the gluten-free claim in comparison to the previous year, indicating that rising consumer awareness over the effects of gluten on the body is encouraging beauty brands to capitalise by promoting their goods as gluten-free.
And the potential to capitalise on gluten-free beauty product claims should not be underestimated…
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Gluten-free beauty is on the rise
, Lucy Cornford, 25 juillet 2014.
