Gluten-free is a huge craze in packaged food today: you see it in stores, you hear about it on TV and you read about it on the internet and in your newspaper. Strong media coverage in both traditional and new social media, together with increasing health and wellness concerns saw gluten-free product sales double between 2005 and 2010 to reach $2.5 billion. Nearly half the sales come from the U.S.; another 40% from Western Europe. ‘

In reaction to the buzz, skepticism started to appear and gluten-free has now been tagged another “fad diet”—on the same plane as the low-carb diet. It has reached a point where gluten-free is perceived as in fashion, rather than a necessary solution for people affected by Celiac disease, an autoimmune condition that can only be treated with a strict gluten-free diet.

Avoiding gluten has been promoted in the media as a lifestyle choice and a path to general wellness. It has also been adopted by consumers watching their weight and looking to regain more energy, as they consider these products to be a “healthier” alternative when it comes to pasta and bread. On top of this, symptoms of Celiac disease, such as bloating and fatigue, are widely considered to be fairly common which does not help to make it recognized as a serious disease.

Health professionals often make the point that many gluten-free products provide sub-standard levels of essential nutrients using highly refined starches and gluten-replacers like xanthan gum, which lack any nutritional value beyond empty calories. Overly processed products will do more harm than good in the long term to the image of gluten-free products and will affect sales. Further, ingredient lists that cover the whole side panel do not inspire faith that the product is truly healthy.

A shorter and simpler ingredient list with naturally nutritious ingredients is more likely to do the trick for health-conscious consumers. Consumers easily get confused and tired of too many different health claims, and when confused, they go back to the thing they know: natural ingredients. This is based on the “pleasure principle”: being just healthy is not enough anymore; products needs to be appealing to use and nutritionally efficient. And the pleasure starts on the packaging, where consumers should be able to recognize all of the ingredients. For Celiac consumers in particular it means being able to eat nutritious food without having to worry about extra costs or missing essential nutrients.

Let’s look at the success of gluten-free in France. The development of private label products boosted sales, making the trend more mainstream and approachable, at the same time raising awareness about gluten-free diet. For example, Auchan, one of the leading French grocery retailers, has a full range of gluten-free pasta, biscuits and ready-meals. And the ingredient list is simple enough not to scare off anyone. More important, it allows consumers to mix and match with other choices to add more variation to their diets. A ready meal of Bolognese spaghetti contains less than 10 ingredients and some spices. There are no highly processed or confusing ingredients—all of them look like they could be part of a homemade recipe. And it is simple and lower cost than leading brands. While there is a need and demand for simpler ingredient lists across all packaged foods, it is even more important for gluten-free products because their consumers are even more health-savvy. The result? After only two years, private label captured 7% of gluten-free sales in 2010 in France.

This does not mean there is no room for fortified gluten-free products or dietary supplements directed at gluten-intolerant consumers (and to a larger extent diabetics and the lactose-intolerant). It just means those fortified ingredients and dietary supplements have to follow the same concept of simple, expurgated ingredient lists and claims, with a focus on naturally-sourced ingredients. Gluten-free products show great potential but to keep consumers in the long term and get passed the fad diet image, we have to remember to put gluten out, and nutrition in.