Caroline Scott-Thomas reported yesterday that Badaracco tells her clients in the food industry that people who recently adopted a gluten-free diet for reasons other than celiac disease "are drifting back to gluten-containing foods, and that this drift is likely to pick up pace."
The interest in gluten-free foods "is a house of cards just waiting to fall," Scott-Thomas quotes Badaracco as saying. "It's a medical diet, right? It's hard to stick to."
The article points out that the gluten-free market has grown by an average of 28% per year since 2004. But now, Badaracco predicts, the trend is going to die out. (I'm thinking to myself, "Lady, it's only going to die out if people like you tell companies to cut back on their gluten-free innovations, so cut it out.")
I took some small comfort from Scott-Thomas's assertion that "even if people without celiac disease decide to go back to eating gluten," wider availability of better, tastier gluten-free products - with higher nutritional value than older gluten-free products - "could be one of the longer lasting consequences of the gluten-free movement."