Medical Research on Presence of Gluten

Please write a brief explanation to the following question. Make sure that you organize your thoughtsand ideas in cohesive paragraphs. Be as thorough as possible in your explanation. Minimum length: 3paragraphs 

Recent medical research revealed that the presence of gluten in oats can cause celiac disease in theelderly. Since the elderly are an important consumer segment in this market, industry experts predicteda fall in the price of commercially available oats. However, after the publication of the research, theprice of oats actually increased. What would explain this outcome? What assumption might the industryexperts might have likely made?