We’re in a gluten-free bubble that is about to burst

Fortune

Gluten-free. It’s among the hottest trends in food today. It competes with “non-GMO,” “local” and “organic” for mindshare among today’s health-conscious, price-insensitive, and trend-following foodies, yuppies, and self-anointed amateur nutritionists. It’s become so fashionable to be gluten-free that even Fido and Spot have jumped on the bandwagon.

Like all such sweeping trends, it has a powerful attractive force that lures innocent bystanders into asking if they too should join the party. Last Fall, The New Yorker ran an article entitled“Against the Grain: Should You Go Gluten Free?” to help readers answer the very question. Grain Brain and Wheat Belly hold entrenched positions on lists of today’s best selling books. Gluten-free is clearly on the minds of many.

Like financial bubbles, the herd behavior identified by such popular attention is never sustainable. Here’s the big disconnect that captures the essence of the problem: less than 1 percent of the population…

View original post 582 more words

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s