New research has claimed 77% of women want more gluten-free products in stores.

The survey, commissioned by Swedish gluten-free bakery Almondy, found 25% of respondents were gluten intolerant or avoided gluten for lifestyle reasons, while 48% had bought gluten-free products. “The demand is not just a trend,” said Almondy.

The survey comes a week after Weetabix launched a marketing campaign challenging the gluten-free diet trend.