assessing consumer demand for gluten-free products in...

Assessing consumer

demand for gluten-free

products in the grocery

sector

Dr. Valentina Stojceska

Brunel University

London

[email protected]

Brunel University London

Presentation outline

Introduction/Coeliac Disease/ Gluten/ Gluten free diet

Availability of Gluten - free products on the British market

Market research/ nutritional consideration/ shelf life/

The perception of gluten free products by coeliac and

non-coeliac consumers

Customers/consumers expectations


Coeliac Disease ....... What is it?

It is an autoimmune response in people who can not

tolerate gluten

It induces an immunological toxic reaction

Sufferers have small intestine inflammation that leads to

malabsorption of nutrients

The only treatment is a strict life long gluten free diet

It affects 1 to 5% of people worldwide

3


Who needs gluten-free products?

Four groups of people. Those

with Coeliac disease

with wheat allergies

who depend on a low protein diet

of avoiding wheat as a healthy lifestyle choice

4


What is Gluten?

It is a protein found in

wheat, barley, and rye

gives elasticity to

dough

helping it rise

keep its shape

gives the final

product a chewy texture

5


Gluten containing products

Breads and cereals made from wheat, barley and rye

Most breakfast cereals

Wheat flour

Wheat pasta, noodles

Semolina, couscous, burghul

Wheat biscuits, cakes, pastry and scones

Wheat crumbed and battered food

Wheat pastry foods e.g. pies, pizza

6


Common foods with hidden gluten

Confectionary

Sausages

Sauces dressings and other condiments

Canned soups

Stock cubes, malted and cereal drinks

Yeast extract spreads

Soy milk

Custard powder

Icing sugar mixture

Baking powder

Beer

7


Gluten-contain grains

Wheat

Barley

Rye

Oats

Gluten-free grains and starches

Rice

Corn/ maize

Potato

Soy

Tapioca/cassava

Arrowroot

Buckwheat

Sago

Lentil/ pea

Quinoa

Millet

Teff

8


Other gluten – free ingredients

Skim milk powder

Egg whites

Yeast (fresh, dry, liquid)

Psyllium husk

Raising agents (E575, E500)

Minerals

Vitamins

Emulsifiers (E412, E464, E401, E440, E415)

Enzymes (Transglutaminase, Glucose oxidise)

Sugar syrup

9


Problems encountered in gluten-free products

Significant impact on the products quality due to the absence of gluten

Sensory aspects: appearance, aroma, taste, texture, shelf life

Nutritional aspects:

unbalanced intake of carbohydrates, protein, and fat

less than the recommended amounts of B vitamins (thiamine, riboflavin, niacin and folate), iron, calcium, fibre and total grain servings/

Presentation Title 10


Gluten free market

Seen as a specialist dietary product

Some of the products are available on prescription,

funded by NHS, for those medically diagnosed with

coeliac disease

Manufacture and supply undertaken by specialist

manufacturers such as Warburtons, Juvela and Dr

Schär.

11


Demand for gluten-free products

There is a rapid growth and increased availability of

gluten and wheat free products

The total gluten free and wheat free market in 2010 in the

UK accounted for £120.2 million of the total “free from”

market

In the US it was estimated that the gluten free market will

reach $5.5 billion by 2015

12


Some Free From bread products available on the market

13

£3/560g

£2.99

£2.90/560g

£2.20/300g

£2.49/300g

£1.90/400g

£3.50

£2/320g

£2/300g


Nutritional profile

Products Fat

(g/100g)

Carbohydrate

(g/100g)

Fibre

(g/100g)

Protein

(g/100g)

Salt

(g/100g)

Iron

(mg/100g)

Warburtons - Newburn

bake house Free From

Seeded

7.2 31.3 8.3 8.2 0.8 2.9

Warburtons - Newburn

bake house Free From

Brown Loaf

5.0 35.6 6.2 7.7 0.8 3.1

Genius - Multi Seeded

Bread

12.1 36.9 10.4 5.7 6.9 /

Genius - Brown Sliced

Bread

2.7 16.2 2.3 1.2 0.3 /

Tesco - Free From

Multi seed Slice Bread

11.8 34.8 10.7 6.7 0.7 /

Dr. Schär - Gluten-free

multigrain bread

3.3 41.2 6.4 4.4 0.5 /

Sainsbury's Free from

Soft Brown Seeded

Bread

12.5 39.8 8.0 3.4 0.91

Juvela - Fibre Fresh

Sliced Loaf

4.2 41.5 5.0 3.9 1 4.5

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Products Ingredients

Warburtons –

Newburn bake

house Free

From Seeded

Water, Tapioca Starch, Seed Mix (8%) (Sunflower Seed, Linseed,

Millet Seed, Poppy Seed), Potato Starch, Pea Protein, Yeast,

Rapeseed Oil, Egg White Powder, Stabiliser: E464, Maize Starch,

Vegetable Fibre (Psyllium), Cornflour, Sugar, Calcium Carbonate,

Concentrated Fruit Juice, Rice Starch, Salt, Humectant: Vegetable

Glycerine, Preservative: Calcium Propionate, Natural Flavouring,

Caramelised Sugar, Iron

Genius - Multi

Seeded Bread

Water, Tapioca Starch, Rice Flour, Potato Starch, Rapeseed Oil,

Sunflower Seeds (4%), Maize Starch, Linseeds (3%), Psyllium Husk

Powder, Millet Seeds (2%), Humectant (Vegetable Glycerine), Caster

Sugar, Stabiliser (Hydroxypropyl Methyl Cellulose), Dried Egg White,

Yeast, Poppy Seeds (1%), Salt, Maize Flour, Rice Starch, Preservative

(Calcium Propionate)

Juvela –

Fibre Fresh

Sliced Loaf

Gluten-Free Wheat Starch*, Water, Yeast, Vegetable Oil (Palm,

Rapeseed), Dried Skimmed Milk, Sugar, Stabilisers (Guar Gum,

Xanthan Gum, Hydroxypropylmethylcellulose), Apple Fibre, Sugar

Beet Fibre, Salt, Raising Agents (Glucono-delta-lactone, Sodium

Bicarbonate), Colour (Plain Caramel), Emulsifiers (Mono- and

Diglycerides of Fatty Acids and Mono-Diacetyltartaric Acid Esters of

Mono and Diglycerides of Fatty Acids), Preservative (Sorbic Acid), Iron

Powder, Niacin, Riboflavin, Vitamin B6, Thiamine, Folic Acid

15

Brunel University London Presentation Title 16

Products Ingredients

Tesco –

Free From Multi

seed Slice Bread

water, tapioca starch, rice flour, potato starch, rapeseed oil, maize

starch, psyllium husk powder, treacle, humectant (Vegetable

Glycerine), stabiliser (hydroxypropyl methyl cellulose), dried egg

white, yeast, salt, millet flakes, flax seeds, sugar beet fibre,

caramelised sugar syrup, rice starch, preservative (calcium

propionate), flavouring.

Sainsbury's Free

from Soft Brown

Seeded Bread

water, tapioca starch, rice flour, potato starch, sunflower oil,

sunflower seeds, linseeds, yeast, psyllium husk powder, millet

grain, humectant: glycerine, black treacle, stabiliser: hydroxypropyl

methyl cellulose, dried egg white, poppy seeds, maize flour, salt,

maize starch, rice starch, caramelised sugar syrup, preservative:

calcium carbonate

Dr. Schär - Gluten-

free multigrain

bread

water, maize starch, rice flour 8%, rice starch, soya flakes, potato

starch, rice syrup, buckwheat flour 3%, thickeners: hydroxypropyl

methyl cellulose and guar gum, soya bran, soya protein, non-

hydrogenated vegetable fat, millet flakes 1%, yeast, sugar

beet syrup, whole rice flour 1%, fructose, dextrose, apple extract,

salt, acidifiers: tartaric and citric acid. LACTOSE-FREE


Products Allergen Information

Warburtons –

Newburn bake house Free From Seeded

Free From: Gluten, Wheat, Dairy

Contains: Eggs

Genius - Multi Seeded Bread


Contains Egg

Cannot guarantee nut free,

Dr. Schär - Gluten-free multigrain bread Free from: gluten, wheat and lactose

Contains: soya bran

Sainsbury's Free from Soft Brown Seeded

Bread

Free From Gluten, Wheat, Dairy

Contains Eggs

Juvela –

Fibre Fresh Sliced Loaf

Free-From: Gluten, Egg, Soya

Contains: Milk, Gluten-Free Wheat

Starch

Tesco –

Free From Multi seed Slice Bread


Contains: Eggs

17


08 December 2014



Questionnaire

Food intolerances/allergies amongst participants

19

18% of participants expressed a requirement for products

which are both GF and WF


Questionnaire

Range of GF products consumed

20

Most commonly consumed: bread (87%), pasta (60%) and cereal (55%)


Questionnaire

Factors influencing selection of GF products

Respondents were asked to rank in order of importance how the following factors influence their decision to consume a product

• Taste

• Appearance

• Nutritional Values

• Availability

• Cost

Key factors: taste, nutritional values and cost

21


Questionnaire

Problems encountered

22

27

4

2

14

2

2

7

1

6

6

1

1

3

0 5 10 15 20 25 30

Breaks Up

Holes

Staling

Dryness

Aftertaste

Smell

Poor Shelflife

Availability

Poor Taste

Poor Texture

Delivery times

High Fat Content

Slice Size

Number of mentions

Pro

ble

m

PROBLEMS ENCOUNTERED WITH GF BREAD

Most commonly identified problems : bread breaking up (27), dryness (14)

and poor shelf life (7)


Focus group – Quality issues

Too crumbly

Too dry

Holes in slices

Falls apart

Texture like sawdust

Slice too small

Chemical taste and smell

Does not keep long

Hard after day or two

23


Focus group – wish list

Longer shelf life

Less crumbly

Lower cost

Larger slice

More moist

Taste like wheat bread

24


The perception of gluten-free products by non-

coeliac consumers

Questionnaires were completed by 50 non - Coeliac

participants

Sensory evaluation was carried out on a range of gluten-

free and non-gluten – free products:

white breads, brown breads, chocolate brownies and

shortbread biscuits.

A number of attributes were studied : appearance,

flavour, aftertaste, texture and overall acceptability

25


Questionnaire

Have you ever consumed gluten free products? 56% - positive, 44% - negative

Comments:

Gluten- free loaf, sold in Sainsbury's. Although there was a clear difference in the sensorial properties, it wasn't too bad a taste.

No... It has never crossed my mind to do so.

Cookie style biscuit which was very tasty and had a good texture, but was very expensive!

Yes....many! Flour very light and airy. Difficult to work with like icing sugar in texture. Doesn't brown and produces a more dense texture.

Yes, gluten free cakes, I was not keen on the texture as it was quite dense and the taste was not quite the same.

Gluten free pancakes Sainsbury’s, quite tasty for a gluten free product.

Home baking as well as purchased items such as cakes, sweet products. In my experience they are no different from, and are sometimes nicer than, products containing gluten.

08 December 2014

26


22.9% - benefit the eating habit of Coeliac’s

13.8% - sensory aspects similar to standard products

8.3% - included in meal deals

4.6% - more integrated shelf positioning

12.8% - dietary requirements

22.8% - dietary benefits

4.6% - publicity


Questionnaire

What would encourage you to consume a gluten free

product?


Sensory evaluation

66% preferred GF brown seeded

34% preferred the standard one 28% preferred the GF white bread

72% preferred the standard one

40% preferred the GF brownie


34% preferred the GF shortbread



Summary

Demand for gluten free products is increasing due to the adverse reactions to wheat including wheat allergy, coeliac disease and gluten sensitivity

The only treatment is lifelong avoidance of gluten- containing products.

Removal of gluten from food products presents significant challenge

One of the difficulties formulating gluten-free products is that it is not possible simply substitute one ingredient with wheat flour

Despite technological and market changes consumer perception of gluten-free products have not changed significantly

Significant improvements are needed to produce gluten-free products to meet consumers expectations

A low price, possible dietary benefits, sensory aspects similar to standard products are some of the consumers’ requirements

29


Thank you for your attention!

Any question?

Dr. Valentina Stojceska

Brunel University

London

[email protected]

30

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