Marketing Currents - Business and Marketing Current Events

Gluten Free Oreos coming to stores in January


While consumers are willing to eat gluten-free, there is some debate as to whether they are doing so for health reasons or due to allergies. Studies have shown that the majority of consumers eating gluten-free foods are not intolerant to the protein, but products featuring this free-from claim continue to be popular.

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Discussion Questions:

  1. What is product differentiation?
  2. What is an example of a brand that represents competition to Oreos?
  3. How might selling Gluten free Oreos help the brand to differentiate itself from its competitors?
  4. What is market research?
  5. How does market research help identify consumer behavior patterns?
  6. Based on information from this story, how might consumer behavior be shifting in a way that would influence Oreo’s decision?
  7. According to this story, why do consumers buy gluten free products?
  8. Why might that information be important to marketers?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.