Oct 1, 2008 12:00 PM

But celiac disease sufferers aren’t the only group driving sales, as a wide range of consumers increasingly shun wheat and other common allergens

A decade ago when Peggy Wagener was diagnosed with celiac disease, or gluten-intolerance, she said most people didn't know what gluten was, and she felt alone in her quest for information about what foods were safe for her eat. “It was depressing,” said Wagener, who went on to launch Living Without, a magazine for people with food allergies and sensitivities. Today, not only do a growing number of people know about the benefits of gluten-free eating, but one can now also buy everything from gluten-free bagels to gluten-free gummy bears to gluten-free beer. In addition, gluten-free foods are increasingly tasty and nutritious, unlike some gluten-free offerings of the past.

Gluten-free foods represent the fastest-growing U.S. grocery category, with sales increasing by more than 18% a year. According to Packaged Facts, U.S. gluten-free product sales hit nearly $700 million in 2006. Datamonitor reports that more than 1,300 new gluten-free food and beverage products were launched in the United States in 2007, up from 944 new products in 2006. As of Sept. 8 of this year, 987 new gluten-free products had been rolled out in the United States.

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