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

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