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GUT FEEL
Consumers seem to have an unwavering
focus on digestive health these days, and,
according to market research firm Mintel
Group, that will drive a 48-per-cent increase
in sales of gluten-free products over the next
few years.
Interesting fact: only one per cent of the
population have been diagnosed with celiac
disease, and just 7 per cent with gluten
sensitivity. Despite this, it’s estimated that 23
per cent of North Americans are now
adopting a gluten-free diet for numerous
“non-medical reasons.”
So what are the key drivers behind the
popularity of gluten-free foods?
The main reasons consumers have embraced
a gluten-free lifestyle, according to Hartman
Research, are digestive harmony and overall
health.
Gluten-free defined
Gluten-free foods are those that do not
contain the protein gluten (and other
reactive proteins), which exists in all forms of
wheat, including: faro, durum, semolina,
spelt, kamut and einkorn, and all related
grains, including barley and rye.
Gluten can be found in baked goods and
pastas, as well as in unidentified starches,
binders, fillers and malts. It can even be found
as an additive or ingredient in a variety of
foods, such as cold cuts, soups, soy sauce and
jelly beans.
When eaten by people with celiac disease or
sensitivities, gluten can trigger the production
of antibodies that damage the lining of the
small intestine, leading to numerous complex
health issues.
From a marketing perspective, what do grocers
need to know about the gluten-free consumer?
According to Catalina Marketing, the typical
dollar ring of gluten-free consumers can be
more than three times that of average
consumers in supermarket-purchased
products.
The reason? Gluten-free consumers create
more “from scratch” meals for themselves
and/or their families. Plus, they are more likely
to purchase higher-margin, premium food
products or hard-to-find items that figure into
a restricted diet.
Q. Can a gluten-free product also be tasty
and nutritious?
A. Our research shows that there is a gap in the
market for great-tasting gluten-free products
that also offer nutrition. We’ve found a lot of
room for improvement in both the health and
taste profiles of gluten-free products so that
the consumer doesn’t have to compromise.
As well, 57% of gluten-free consumers tell us
that they will change brands for increased fibre
and better taste in a baked good.
Q. What is different about Promise
products?
A. Bakery represents 51% of the Canadian
gluten-free food market. Gluten-free consumers
are totally frustrated by not getting the quality
of baked goods that they need in terms of
taste, texture and nutritional value. The vast
majority of consumers who go gluten free do so
for overall health reasons, for nutritional value
or to lose weight. Unfortunately, products on
the market in Canada today do not deliver on
these key consumer needs; in fact, many are
inherently unhealthy, with high fat content, low
fibre and high sugar.
Many people who go on a gluten-free diet
can actually gain weight unless they are very
careful. Promise is different because it has the
taste of “normal bread.” In addition, it is low
in fat – as low as just 1.7% compared with 9%
fat, which is commonplace in others. Promise
has very high fibre content and has less sugar,
lower calories and lower carbs. It really is nutritionally better than anything else out there,
and we can’t wait for Canadian gluten-free
consumers to try it as we launch here in the
coming weeks.
Q. Who is buying gluten-free products?
Why Consumers Go Gluten-Free
47% Digestive and Overall Health
33% Nutritional Value Tom Doyle,
President of Promise
Gluten-Free Bakery
26% Weight Loss
22% Improved Mental Function/
A. The growth of the gluten-free market is
coming from the non-celiac consumer, from
people who have chosen to go gluten free, and
they do not want to compromise on the taste
or nutritional value of the products they buy.
Concentration
Source: Hartman Research
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Q&A with Paul Valder, president of Allergen
Control Group Inc., administrator of the
Gluten-Free Certification Program on behalf
of the Canadian Celiac Association.
Q. What is the role of third-party gluten-free
certification programs?
A. It is key for manufacturers to reassure consumers that their
products are certified gluten free. Initiatives such as the GlutenFree Certification Program are used to ensure that any foods
labelled gluten free do not contain 20 ppm (parts per million) or
more of gluten. The certification tool kit includes:
•
•
•
•
•
•
•
»»
Conducting in-house gluten testing of starting ingredients or
finished foods;
»»
Employing a third-party laboratory to conduct in-house
gluten testing;
»»
Requesting certificates of gluten analysis from ingredient suppliers;
»»
Participating in a third-party gluten-free certification program.
Artisantasteandqualitysince2001
Certifiedgluten-free
Nostarchyfillers
Zerotransfat
Allnatural
NoGMO’s
Kosher
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Q. Why is it important to have third-party certification?
A. These programs add value in a number of ways:
»»
The Gluten-Free Certification Program mark provides a significant
third-party market differentiator versus “self-declared” claims, and
will be the “mark of trust” when consumers shop for gluten-free
products.
»»
Third-party claims help to remove bias and set standards for a food
manufacturer, as well as for the consumer buying these gluten-free
products.
»»
Third-party gluten-free certifications differentiate brands and
give consumers added reassurance that they are purchasing the
right products for them.
The Gluten-Free Certification Program is endorsed by the Canadian
Celiac Association.
www.patsypie.com
2014-05-12 1:58 PM
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Gluten-Free Market
by Retail Format (2013)
RETAIL FORMAT
REVENUE ($MILLIONS)
MARKET SHARE %
Stand Alone Natural
10.8
11.9
Natural Chains
16.3
18.0
Grocery
48.5
53.4
Mass
7.7
8.5
Club
4.5
4.9
Drug
0.1
0.1
Other
3.0
3.3
Total
90.9
100.0
Categories feeling the
gluten-free fallout
Breads
Source: Markets & Markets 2013
I have reduced my gluten-free
consumption because of:
56% 10%
Personal choice
Doctor’s instructions
Flours
Cookies
Among gluten-free adopters, 19% have switched
completely to gluten-free products.
Source: Nielsen Syndicated Study on Health & Wellness, Canada, 2013
“
Source: Nielsen Syndicated Study on Health & Wellness, Canada, 2013
Manufacturers are taking the opportunity to tap into several markets: soy-free, dairy-free,
gluten-free, non-GMO and organic. When you consider the “free-from” product claims, it’s
interesting that the gluten-free opportunity is actually one of the only ‘allergen claims’ that
has a specific diet attached to it. Perhaps this is part of its allure and success.
“
—Tricia Ryan, vice-president, Allergen Control Group
om
May | June 2014
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