288 THE JOURNAL OF CONSUMER AFFAIRS MICHELLE R. WOROSZ AND NORBERT L.W. WILSON A Cautionary Tale of Purity, Labeling and Product Literacy in the Gluten-Free Market Like the market for organics, the gluten-free products market is expanding rapidly. Rapid expansion in the organic foods market led to changes in the regulatory structure, which in turn, made possi- ble the transition of organics from something considered exclusive and value-laden, to something that is conventional and void of many of the original substantive characteristics. Moreover, this process of conventionalization has contributed to a decline in product literacy. Despite a standardized label, consumers generally know less about the products’ attributes once conventionalization has occurred. Using the case of organics, we show how the current governance structure for gluten might also be in the process of conventionalization. Yet, this trajectory is not inevitable. Transmutation of the market, which is accomplished via critical analysis and consumers’ active engagement in defining “gluten-free,” may provide an antidote to product dilu- tion and may improve product literacy for those who need or desire gluten-free products most. ... don’t tell me parts per million, I want it absent of wheat, barley, rye, and oats. I don’t know what these numbers mean (Director, Celiac Sprue Association, stating how members’ define “gluten-free,” quoted in McCabe 2010, 12). The rate of new cases of celiac disease (CD) is on the rise. Estimates suggest that as many as 1 in 133 persons in the Western world have CD. A gluten-free life is the only life possible for these individuals (e.g., Veen et al. 2010) as consumption of gluten, a protein found in wheat, barley and rye, can lead to an array of gastrointestinal problems, cancer and death. Recent studies suggest that undiagnosed CD leads to a fourfold increase in the risk of untimely death (Rubio-Tapia et al. 2009). Complete abstinence from gluten may mean no bread, no cakes and no pasta; and surprisingly, some sauces, salad dressings, toothpastes, cosmetics and other products are off limits too. To make the best choices consumers Michelle R. Worosz (mrw0016@auburn.edu) is an Assistant Professor and Norbert L.W. Wilson (wilsonl@auburn.edu) is an Associate Professor, both in the Department of Agricultural Economics and Rural Sociology, and members of the Food Systems Initiative at Auburn University, Auburn, AL The Journal of Consumer Affairs, Summer 2012: 288–318 DOI: 10.1111/j.1745-6606.2012.01230.x Copyright 2012 by The American Council on Consumer Interests