A Cautionary Tale of Purity, Labeling and Product Literacy in the Gluten‐Free Market

Abstract

Like the market for organics, the gluten-free products market is expanding rapidly. Rapid expansion in the organic foods market led to changes in the regulatory structure, which in turn, made possible the transition of organics from something considered exclusive and value-laden, to something that is conventional and void of many of the original substantive characteristics. Moreover, this process of conventionalization has contributed to a decline in product literacy. Despite a standardized label, consumers generally know less about the products' attributes once conventionalization has occurred. Using the case of organics, we show how the current governance structure for gluten might also be in the process of conventionalization. Yet, this trajectory is not inevitable. Transmutation of the market, which is accomplished via critical analysis and consumers' active engagement in defining "gluten-free," may provide an antidote to product dilution and may improve product literacy for those who need or desire gluten-free products most.

The Consumer Costs of Food Certification: A Pilot Study and Research Opportunities

“…For example, the higher price of fair trade coffee may reflect higher worker wages (De Pelsmacker, Driesen, and Rayp 2005). Similarly, food allergen certifications may require contaminant-free processing lines (Worosz and Wilson 2012).…”

Compliance with Gluten‐Free Labelling Regulation in the Brazilian Food Industry

“…GF = gluten-free (<20 mg/kg); CG = contains gluten; and NL = not labeled. These companies should adopt measures to avoid gluten contamination; although inspection of gluten-free ingredients and good manufacturing practices increase the production price, according to Lee et al (2007) and Worosz and Wilson (2012) the final gluten-free food products are more expensive, so producing them is an investment. Snacks are made with maize, which is a naturally gluten-free cereal; however, usually in Brazil farmers practice a maize/wheat and soybean/wheat rotation system, which means that naturally gluten-free cereals are planted, harvested, stored, and processed in the same field with the same farm machinery used for wheat production (Arenhardt et al 2015), and this can result in contamination (Murray 1999).…”

“…This presents a big challenge to celiac consumers, who need to avoid gluten and try to buy safe products or ingredients to make food at home. These companies should adopt measures to avoid gluten contamination; although inspection of gluten-free ingredients and good manufacturing practices increase the production price, according to Lee et al (2007) and Worosz and Wilson (2012) the final gluten-free food products are more expensive, so producing them is an investment. And this investment can be reverted in final products that are more expensive (Singh and Whelan 2011), which gluten-free dietarians are used to paying for, once the sensorial qualities improve (do Nascimento et al 2014).…”

Defining and Conceptualizing Product Literacy*

“…Indirectly, these same macro factors may affect the extent to which external institutions—manufacturers, governments and non‐government organizations—create an environment in which individuals can acquire and use information. In research that underlines the dynamic environmental factors that contribute to and erode product literacy, Worosz and Wilson (2012) draw from several literatures to describe the “conventionalization” of organic foods. Information in the form of definitions and standards is at the core of product literacy.…”