20 Apr 2017 --- Gluten free has now gone mainstream with one in five (20%) Irish people shopping for gluten free food regularly, according to new Bord Bia research. The gluten free market in Ireland is estimated to be worth around €66 million, experiencing a 36% increase since last year (Kantar Worldpanel). Despite only 1% of the Irish population having been medically diagnosed with celiac disease, the research found that a gluten free diet is particularly popular among the upper and middle class earners, over indexing in the Munster area and amongst pre and older families. According to the research, the desire for a healthy lifestyle is the key driver.