Analysing the Relationship between Generation Z’s Attitude towards Gluten-free Products and their Demographics

Abstract: Gluten is a type of protein naturally present in wheat, barley, and rye. It plays a crucial role in providing elasticity and structure to dough, making it indispensable in baking processes. However, some individuals face health challenges related to gluten consumption, such as gluten intolerance, wheat allergies, and the widely recognized celiac disease. Consequently, medical professionals often advise these individuals to adopt a gluten-free diet, which excludes gluten-containing foods. Interestingly, gluten-free diets aren't solely for those with gluten-related disorders; they're also embraced by individuals seeking a nutritious diet and improved digestion. The study aims to analyse the relationship between Generation Z’s demographics and their attitudes towards Gluten-free products with the objective of formulating more effective marketing strategies. The data for the study was collected with the help of 58 respondents within the Generation Z age group with the help of a structured questionnaire, focusing on demographic variables such as age, income, preferences and lifestyle. The collected data was analysed with the help of a chi-square test to analyse the preferences and behaviour of Generation Z regarding gluten-free products. The findings provide valuable insights into the interplay between Generation Z demographics and their attitudes towards gluten-free products, which can help marketers to understand and promote these products