Over the past few years, consumers have embarked on a food journey to discover the makings of a healthy diet. Just a few years ago, low-fat became the hot trending solution, then it was low-carb, and then it was sugar-free. Now we’re seeing a newer trend that is HUGE on consumer’s minds, presenting a great opportunity for produce marketers: Gluten free.
Although there is some debate amongst dieticians and nutrition experts about the value of gluten-free diets for people without gluten sensitivity, there is no denying that consumers are alert and interested when it comes to this eating trend. In fact, even though 3 million Americans have Celiac Disease, the Wall Street Journal recently wrote that a third of Americans are making more gluten-free choices with their current diets – a hugely significant number when you consider that just 10 years ago only a small sliver of Americans had even heard of gluten.
On top of that, it is believed that many Americans with celiac disease are misdiagnosed or don’t even know they have it. But with the rising public awareness of gluten and celiac disease, it is estimated that up 50-60% of Americans will be diagnosed by 2019. As celiac disease begins to reach diagnosis at a younger age, moms in particular will begin seeking out gluten free solutions for their children. So what does all of this mean for produce marketers?
Approx 105 million people are looking for #glutenfree solutions & #freshproduce can be the answer! #ChooseFresh
Even when diet trends move from being all about low fat, to sugar free, to low carb, to high protein, to gluten free, etc. one variable always remains the same: fresh produce is a viable answer. Fresh fruits and vegetables will continue to be a solution for health-seekers everywhere, so the key as produce marketers is to position your brand to be present and available online to consumers as a solution.
Creation and promotion of gluten-free recipes is just one step to utilizing this trend. Consider a 360 degree approach with SEO keywords involving gluten-free, social media infiltration in the #glutenfree space, and connection to consumers through the messaging that ALL of your products are gluten-free. It’s a winning situation all around and a marketer’s dream!
Looking for more ways to maximize your consumer social media platforms beyond food trends? Click below to download our social media toolkit to get the most out of your social efforts.
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