Transparency Tools Rule

It’s critical that celiacs and other gluten-sensitive shoppers conduct adequate due diligence on products and ingredients, else health risks come into play. Product and supply chain transparency is paramount. Fortunately, the gluten-free shopper journey is becoming more manageable as new technology and tools, like mobile apps, come on board.

Today, tools and technology to support the grocery shopping process are a far cry from what was available (or rather, not available) when I was diagnosed with celiac disease in 2001. I spent many a long day researching the newfound lifestyle that was thrust upon me and related dietary concerns.

Like others learning the gluten-free lifestyle, I had to investigate what I could/couldn’t eat; read and try to decipher product labels and ingredient lists; and call or write (yes folks, snail mail) companies to ask about the gluten status of products in their portfolios. Have we come a long way in 15 years!

Shoppers Want Transparency

The evidence is mounting. Shoppers want to know more about the food they consume. And increasingly they’re turning to technology – the Internet, mobile apps, etc. – to help with the grocery shopping process.

• According to Deloitte’s 2015 American Pantry Study, 55% of consumers conduct product research online or through mobile apps when shopping for food, beverages and household goods.

• The Non-GMO Project states that shoppers rely on labels to make decisions for the health/safety of their families. And says that studies consistently show that more than 90% of Americans want to know what’s in their food.

Fortunately for the celiac and gluten-free community, there’s been a strong focus on developing technology, mobile apps and other resources to help assist the gluten-free shopping process.

It’s probably safe to say that gluten-free shoppers rely more on technology than the average shopper to support their grocery shopping efforts. Celiacs and other gluten-sensitive shoppers must conduct adequate due diligence on products, ingredients and related manufacturing and processing practices or else health risks come into play. The more information celiacs have about their food options, the better.

Product information and transparency is a big deal when it means the difference between staying healthy and “feeling good” versus “being glutened” and feeling sick for days, weeks or possibly even longer.

Technology and Tools Support Shopper Journey

A growing number of apps and other tools are cropping up that cater to shoppers with food allergies, and more specifically those with celiac disease and gluten sensitivity. Among the apps and other tools profiled in the February 2016 issue of GLUTEN FREE Retail Intelligence:

• Is That Gluten Free?
• Shopwell
• AllerGenie
• GMA’s SmartLabel
• Nima by 6SensorLabs

Download the latest GLUTEN FREE Retail Intelligence, “Gluten-Free Shopping: Transparency Tools Rule.”

Key Takeaways

• Consumer demand for product and food supply chain transparency is real and not going away. All shoppers – not just gluten free – increasingly seek information about foods they consume. Brand marketers must be forthcoming to ensure that shoppers indeed get the required details. Failure to comply may be construed as “something to hide.”

• The availability and use of tools and technology during the grocery shopping process will continue to increase. Food manufacturers and retailers must embrace these tools and ensure that their brands are adequately and accurately represented.