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The gluten is a natural component of bread-making cereal flours Intolerance to the gluten is a hypersensitivity to this cereal protein and is estimated to affect nearly 500,000 people in France, only 10% of whom are diagnosed. According to a recent study, celiac diseases, linked to gluten intolerance, are nowadays 4.5 times more widespread than in the middle of the 20th century. This is also due to the fact that some people stop consuming gluten, out of fear or for reasons of digestive comfort, thus creating long-term gluten intolerance themselves because the body is no longer used to it. In conclusion, there would be nearly 6 million people sensitive to gluten in France and 4 million people who are "fashion followers". This is why it is necessary to distinguish between different consumer profiles of gluten-free products: the people who are gluten intolerant , the people sensitive to the effects of gluten , the fashion followers etc.).

The gluten-free market would experience steady double-digit growth each year for a market income of a few tens of millions of euros today, more than twice as much as in 2012. In the United States, the market for gluten-free food products is also growing very strongly at several billion dollars.

The gluten-free market benefits from a trendy image to create fashion effects. Gluten-free diets are restrictive, so they can have slimming properties. They are also perceived as "healthy" diets and are the subject of a real fashion phenomenon.

Market leaders are the brands Schâr , Gerblé , Allergo or even Valpiform . The greats vendors are also investing in this growing market in increasing numbers. This is particularly the case for Auchan, Carrefour, Casino and more recently Leclerc. The company Genius has established itself on the British gluten-free bread market by offering wheat-free breads and pastries. Its rice flour and tapioca-based sandwich loaves are offered to customers directly in the bakery department. They are distributed in France under the brand name LightBody in department stores such as Carrefour Herta has also developed its gluten-free range, and organic companies as Léa Nature are also launching into the market (Jardin Bio).

In parallel with these developments, more and more restaurants and shops "100% gluten free" appear in France and a number of books and blogs are published to offer gluten-free recipes. However, consumers of gluten-free products continue to denounce the excessively high prices of gluten-free food products in France, particularly compared to Germany, Italy and Spain.






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