Early adopters & gluten-free: a winning strategy for business success

Early Adopters and gluten free: why you should invest on them

Early adopters & gluten-free: a winning strategy for business success

The market for gluten-free products is expanding rapidly, and in recent years there has been an influx of new players with a greater focus on product quality and taste. This responds to growing consumer demand for healthier and more sustainable food options.

However, winning the market is not simply a matter of offering attractively packaged products. A recent study published by Il Sole 24 Ore revealed that the success of these products is often short-lived, as they fail to meet consumer demand for novelty. So-called early adopters play a key role in this scenario. 

Early Adapters: chi sono?


They are those consumers who are constantly looking for new technologies, products and trends, and are quicker to embrace them than anyone else.

Early adopters are the market trendsetters, thanks to their influence on social media, their word of mouth and their willingness to experiment. They are the first to recognize the advantages and benefits of new ideas or products, and the first to spread the word to other potential consumers. These individuals play a crucial role in determining the widespread acceptance of new proposals, as their influence holds significant weight. Recognizing the advantages of a new idea or product, early adopters are dedicated to endorsing and promoting it. But these are no naive consumers who are taken in by the first product they come across. They are consumers with a clear idea of what they want!
Their opinions hold immense value for the larger consumer base, making investing in their support for long-term success essential.


  • Early Adopters are forward-thinking and naturally curious, constantly on the lookout for new products, flavours, and emerging trends in the food market.
  • They are also natural influencers, as their love of knowledge makes them opinion leaders who are able to set new trends and influence the choices of other consumers.
  • In addition, early adopters have a sophisticated palate. Not only in terms of taste, but also in terms of the quality of ingredients and the originality of propositions, they value excellence and sophistication.

Early Adapters: perchè sono speciali


Food companies need to respond quickly to the rapidly expanding market for gluten-free products. The focus on gluten-free options to attract early adopters is not just about meeting the needs of consumers with celiac disease or gluten intolerance…

It is also about meeting the preferences of a growing number of consumers who choose gluten-free for health or wellness reasons.

It is therefore vital to offer high quality gluten-free products that are not only safe and traceable, but also flavourful, easy to digest and truly innovative. Careful selection of ingredients, improving the organoleptic properties of raw materials and optimising the production process are essential to achieve this goal. In addition, staff should be trained in food safety regulations and good practices to prevent gluten cross-contamination. Finally, the overall environment and atmosphere of the restaurant should make customers feel welcome, neat and comfortable.


Offering gluten-free, pre-cooked products made with high-quality ingredients is a good strategy to stand out in the foodservice and retail market. These products will meet the expectations of a demanding clientele who are looking for quick solutions that are also tasty and healthy.

Don’t miss this opportunity!

For the food service market, gluten-free pre-cooked bases are an opportunity not to be ignored: they are easy to use, they optimise time and costs and they guarantee an exquisite end product. These characteristics match the expectations of today’s early adopters, who are constantly seeking innovation, wellness, taste and convenience. Find out more!

Conquista gli Early Adopters con le nostre basi pizza senza glutine

Win over the early adopters with our gluten-free pizza bases! Click on the image


  • These are people who are particularly sensitive to the topic of healthy and organic food. They may be gluten intolerant or want to eat a more balanced diet.
  • On social media, they follow influencers, bloggers, chefs and nutritionists who discuss gluten-free foods, recipes, tips and news. They also use these channels to share what they’ve learned, to comment and to review the products they try.
  • As they are directly involved in the issue, they are well-informed individuals who are unlikely to be swayed by emotion, but rather by facts.
  • They are interested in food which is good for body and mind, and are sensitive to issues such as environmental sustainability, food waste reduction, organic farming and animal welfare. 

    Age: primarily Millennials between the ages of 25 and 45

  • Gender: predominantly female demographic; however, men who are sporty or fitness conscious may also be interested.
  • Relashionships: Singles, young couples, or families with young children who are seeking quick and practical ways to prepare healthy and delicious meals.
  • Childless couples under the age of 35 are more likely to spend than more the average consumer. They are concerned about their physical and mental wellbeing. They opt for products that are lactose-free, allergen-free and gluten-free, but they also occasionally indulge in products that are of the highest quality from a sensory, nutritional and ethical point of view. Preferences change when children are part of the equation. Products that are low in salt and sugar, but high in iron, calcium and vitamins, are more likely to be chosen by families with children under the age of 7. They also prefer products without additives, colourings and preservatives.
  • Early adopters are often influenced by friends and family, but the primary influencers vary from generation to generation: Gen Z finds TikTok endlessly fascinating, while millennials prefer Instagram as their social reference. Gen Xers, followed by the baby boomers, remains more “traditional” and tend to go to restaurants to get influenced.


  • Other interests include: travelling, experiencing new cultures and cuisines, sports, reading, music, and attending wellness and sustainability classes and events.