インターネット通信販売サイトに投稿されたクチコミからみるグルテンフリーの流行

抄録

　We investigated gluten-free trends by conducting quantitative text analysis of purchase motivation, number of products, and changes over time from 2010 to 2022 in the number of word-of-mouth instances for each product category found in reviews for foods sold on internet sales sites using 'gluten-free' as a keyword. The number of word-of-mouth instances for products sold with 'gluten-free' as a keyword increased from around 2015. This coincided with the release of books in Japan claiming that a gluten-free diet, which had been popular in the United States since around 2013, would help with weight loss and general well-being. Around the same time, there was an increase in word-of-mouth for foods sold as allergy substitutes, motivating people to adopt a gluten-free lifestyle. The number of products sold with 'gluten-free' as a keyword has increased since around 2013, but only about 40% of products include words related solely to 'gluten-free' in their product names from 2018. The products are not marketed solely as 'gluten-free', but also use other words such as those associated with rice. Our findings suggest that the gluten-free trend that started around 2015 expanded in Japan in response to the gluten-free boom overseas. Sellers should have sufficient knowledge of gluten-free standards and labeling rules for specific raw materials.