Are gluten-free products healthy for non-celiac consumers? How the perception of well-being moderates gluten-free addiction

Gluten-free products are showing an acceleration in assortment and sales growth. Nevertheless, these data should be read considering that a minimal share of the population is allergic or intolerant to gluten compared to the market share of gluten-free products. This study aims to understand why non-gluten-sensitive consumers purchase and consume gluten-free products. Through a survey, we seek to explore how the perception of well-being can contribute to the desire for gluten-free products among these consumers, potentially leading to an addiction to such products. A sample of 182 Italian consumers with no disease, such as Celiac Disease, Gluten Sensitivity, or Dermatitis Herpetiformis, was surveyed online. The empirical results of the Structural Equation Model highlight that the purchase of gluten-free products is based solely on hedonistic-emotional psychological motivations. Furthermore, care for well-being positively moderates the intention-addiction relationship leading healthy consumers to be addicted to gluten-free products. Medical studies have highlighted problems with the consumption of gluten-free products by healthy individuals. However, results evidence a growing trend among the population to consume gluten-free products for psychological and well-being reasons. These findings sparked a debate on the topic and raised important considerations for operators and policymakers.