Gluten free products have increased in popularity and are taking up a larger proportion of UK shopping baskets, according to shopping and comparison site mySupermarket.co.uk.
Items containing no gluten across Asda, Morrisons, Sainsbury’s, Aldi, Boots, Ocado, Tesco and Waitrose accounted for over 10% of their consumers’ weekly shop in November 2014, a 1% increase from a year earlier.
An even bigger increase was seen in the number of shoppers buying specifically labelled gluten free products with a 1.5% increase from November 2013 to November 2014 (10.86% to 12.4%).
Popular items included Genius Gluten Free Triple Seeded Sandwich Loaf, Tesco’s Free From Fusilli Pasta, Doves Farms Gluten Free Plain White Flour and Eat Natural Gluten Free Bars.
Kim Ludlow, managing director of mySupermarket, said: “We are seeing a clear trend in the rise of gluten free products with a tenth of shopper baskets now containing items with no gluten. This rise is due to both an increased number of people diagnosed with a gluten intolerance, as well as people choosing gluten free products as part of a healthy diet.”
The data is based on a panel of 50,000 shoppers on average each month.