assessing consumer demand for gluten-free products in...
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Assessing consumer
demand for gluten-free
products in the grocery
sector
Dr. Valentina Stojceska
Brunel University
London
Valentina.Stojceska@brunel.ac.uk
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
Brunel University London
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
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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
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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
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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
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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
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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
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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
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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
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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.
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Brunel University London
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
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Brunel University London
Some Free From bread products available on the market
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£3/560g
£2.99
£2.90/560g
£2.20/300g
£2.49/300g
£1.90/400g
£3.50
£2/320g
£2/300g
Brunel University London
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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Brunel University London
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
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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
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Products Allergen Information
Warburtons –
Newburn bake house Free From Seeded
Free From: Gluten, Wheat, Dairy
Contains: Eggs
Genius - Multi Seeded Bread
Free From: Gluten, Wheat, Dairy
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
Free From: Gluten, Wheat, Dairy
Contains: Eggs
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08 December 2014
Presentation Title 18
Brunel University London
Questionnaire
Food intolerances/allergies amongst participants
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18% of participants expressed a requirement for products
which are both GF and WF
Brunel University London
Questionnaire
Range of GF products consumed
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Most commonly consumed: bread (87%), pasta (60%) and cereal (55%)
Brunel University London
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
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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)
Brunel University London
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
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Focus group – wish list
Longer shelf life
Less crumbly
Lower cost
Larger slice
More moist
Taste like wheat bread
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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
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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
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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
Presentation Title 27
Questionnaire
What would encourage you to consume a gluten free
product?
Brunel University London
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
60% preferred the standard one
34% preferred the GF shortbread
66% preferred the standard one
Brunel University London
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
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Thank you for your attention!
Any question?
Dr. Valentina Stojceska
Brunel University
London
Valentina.Stojceska@brunel.ac.uk
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