Gluten Avoidance is Outpacing Diagnosed Sensitivities

NEW YORK, Nov. 24, 2014 /PRNewswire/ -- Recently it's become nearly impossible to walk through a grocery store or look at a restaurant menu without seeing the words "gluten-free" emblazoned on every other package and page. In a world filled with fad-diets and both medically and self-imposed dietary restrictions, what do Americans think of this gluten-free phenomenon?

A majority of Americans tend to believe gluten avoidance is not a medical necessity, with nearly two-thirds (64%) agreeing most people who avoid gluten don't need to. In fact, they might be on to something with this suspicion, as just 3% of Americans report their household has someone who has been diagnosed with a gluten sensitivity/intolerance and only 1% has someone diagnosed with celiac disease. However, 26% state their household avoids/limits gluten in some capacity.

These are some of the results of The Harris Poll® of 2,205 U.S. adults surveyed online between October 15 and 20, 2014. Full results of this study, including data tables, can be found here.

Not surprisingly, those who state their household avoids/limits gluten are more likely to have someone with a diagnosed gluten sensitivity or intolerance in the house, compared to those who make no effort to avoid gluten (11% vs. <1%). However, 39% of Americans who state their household avoids/limits gluten in some capacity do not have anyone in the house who feels any negative effects when consuming gluten.

"Undiagnosed" sensitivities are slightly more common, with 5% of households having someone who suspects they may have a sensitivity or intolerance. Another 13% say they or someone else in their household feel better when they avoid gluten, but don't believe they have an intolerance.

Conflicting Opinions on Availability of Alternatives
One-third (67%) of Americans agree they are glad there are more gluten-free products available today than there used to be. However, nearly nine-in-ten Americans (87%) agree food manufacturers are taking advantage of the gluten-free "trend" to overcharge consumers.

A Gluten-Free Thanksgiving?
Nearly 39 million Americans^[1], 16% of adults 18 and older, are expecting to see gluten-free substitutions at their Thanksgiving Day meals this year. Predictably, those in households who avoid/limit gluten are more likely to anticipate substitutes than those in households making no effort to do so (42% vs. 7%). 

So what's on the gluten-free menu? Among those planning a "fix," gluten-free pies/desserts are the most common substitution (70%), followed closely by gluten-free stuffing (66%), rolls/bread (65%), and gravy (59%). Nearly half of respondents (48%) state they will make/purchase these substitutes themselves, followed by a family member in their household (34%).

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Methodology
This Harris Poll was conducted online, in English, within the United States between October 15 and 20, 2014 among 2,205 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, The Harris Poll avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in our panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of The Harris Poll.

Product and brand names are trademarks or registered trademarks of their respective owners.

The Harris Poll^® #105, November 24, 2014
By Allyssa Birth, Senior Research Analyst, The Harris Poll

About The Harris Poll®
Begun in 1963, The Harris Poll is one of the longest running surveys measuring public opinion in the U.S. and is highly regarded throughout the world. The nationally representative polls, conducted primarily online, measure the knowledge, opinions, behaviors and motivations of the general public. New and trended polls on a wide variety of subjects including politics, the economy, healthcare, foreign affairs, science and technology, sports and entertainment, and lifestyles are published weekly. For more information, or to see other recent polls, visit the Harris Poll News Room.

^[1] Calculation based on 16% of 242.5M adults ages 18+ (242.5 x .16 = 38.8M), per U.S. Census 2013 Population Estimates

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SOURCE The Harris Poll

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