GLOBAL INSIGHT SERIES. Global Baking Insights: Gluten-Free Bread Consumption

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1 Global Baking Insights: Gluten-Free Bread Consumption

2 Gluten-Free bread is moving mainstream, creating huge innovation opportunities for bakeries The baking industry has experienced significant change over the last few decades. Consumers are increasingly choosing good-for-you options to support a healthier lifestyle. People also expect greater diversity in their baked goods, and want them to be more natural and authentic. Gluten-free bread has become a strong contender in the evolving baking segment. According to Euromonitor, the gluten-free retail market has grown rapidly from $1.7 billion in 2011 and is expected to reach $4.7 billion by This forecast growth is promising, but it is important for bakeries to stay competitive within this market category by understanding how people really feel about gluten-free bread. For example, many consumers want access to options that not only support their health, but that taste and feel good too. This guide to the latest consumer insights can help bakers understand and meet consumers evolving expectations on gluten-free products. Consumption of gluten-free bread The results demonstrated that many of the consumers surveyed eat gluten-free bread at least a few times a week; 28% in the UK and 34% in the US. Of these, most eat normal bread too less than a quarter solely consume gluten-free bread. This demonstrates that gluten-free bread competes with regular bread on market shelves, which signifies an opportunity for the category to gain market share from ordinary bread. The survey also indicated that most people interviewed are not alone when it comes to eating gluten-free bread. In the UK, 68% respondents said their partner also eats it and 31% said their child(ren) did too. Meanwhile, 74% of those interviewed in the US are joined by their partner in eating gluten-free bread, and 46% by their child(ren). When looking at consumption net growth, the future looks bright for this segment. Compared with just three years ago, the UK and US have seen a sharp rise in gluten-free bread consumption, with a net increase of 64% in the UK and 72% in the US. To put this in other words, seven out of ten gluten-free bread consumers in the US have increased their intake during this period. Over the next three years, net growth is expected to rise by 44% in the UK and 54% in the US. Figure 1 31% Mostly other bread Only gluten-free bread 23% 25% Mostly other bread Only gluten-free bread 19% 46% Mostly gluten-free 56% Mostly gluten-free In addition to the gluten-free market, it is worth noting that consumers, especially in the US, are also interested in eating gluten-reduced bread. A majority in both the US (74%) and UK (64%) said they would (probably) consider buying it. 1

3 Health benefits main driver for gluten-free bread consumption The survey shows that the main reason most people in both countries choose to eat gluten-free bread is for its perceived health benefits, rather than because of a gluten allergy indicating that gluten-free consumption is a lifestyle choice for many. This is particularly the case for the US respondents (31%). The second most popular reason for US consumers was that they find it easier to digest (15%). However, this differed slightly in the UK, where interviewees said gluten intolerance and sensitivity was the second consideration (16%). UK respondents were more likely to eat it because of conditions such as irritable bowel syndrome, than those from the US. Meanwhile, people in the US were more likely to consume gluten-free bread for its perceived nutritional value and to lose weight, than the British. In terms of gluten-free bread claims, respondents from both the US and the UK felt that the top appealing claim is all natural. Other attractive claims include high fiber, organic, no preservatives, low/ no/reduced sugar and whole grains. The organic claim is clearly more appealing in the US (35%) than in the UK (19%). On the other hand, high fiber resonates more with British consumers (32%) vs 19% in the US. Figure 2 All natural most appealing claim organic claim high fiber claim 37% 42% 19% 35% 32% 19% Overall, consumers perceive gluten-free bread as OK, but not great indicating room for product improvement. When asked about value-for-money consumers are not yet positive: Figure 3 7% 16% 40% 24% 13% 17% 27% 40% 13% 3%.03

4 Gluten-free label claim main buying decision The questionnaire asked respondents to share the factors that influence their purchasing decision over one loaf to the next. The majority of consumers in the UK (62%), and especially the US (73%), check the label for gluten to determine which loaf to buy. Freshness and brand are also important to them. However, the following statements from UK and US participants also showed concern over ingredients, authentic feel and cost when buying gluten-free bread. UK consumer quotes - I check for freshness and ingredients mostly - I always double check labels in case of hidden ingredients I might be allergic to - I squeeze the bread for freshness - When I choose the bread I want it to be fresh as possible so it will last longer before molding. And I compare prices to have the best value - I read the information on the package for calories, and other nutrition - I try to pick the softest, most real-feeling bread (most similar to normal bread) US consumer quotes - It tastes a little bland - I wish it could be more like regular whole grain bread - It does not taste like regular bread - It always seems to dry sooner - I always toast the heck out of it, but would like it softer for sandwiches.04

5 Key improvement areas The survey found that most respondents would like to see gluten-bread improved in a number of areas. The insights reveal that there is a significant opportunity within the gluten-free bread market; they indicate that consumers are open to buying more, and also pinpoint the crucial areas that bakeries need to address to increase sales of their products. Perhaps unsurprisingly, consumers in both the UK and US find cost and taste to be key factors when it comes to purchasing gluten-free bread. However, further areas of consideration which need attention from gluten-free bread manufacturers include better mouthfeel like softness, texture and moistness, improved shelf life and better size. 63% of those questioned in the UK strongly agree that the softness and quality of gluten-free bread should be improved. US respondents had a similar attitude, with 66% thinking softness needed improvement and 61% agreeing on the quality aspect. In addition, 59% of British and 63% of North American interviewees held the opinion that moistness needs work too. When asked about shelf life, some British respondents felt that gluten-free bread does not last very long and goes stale a lot quicker than normal bread. In the US, one stated: It seems to go bad pretty fast. Figure 4 softness should be improved moistness should be improved 63% 66% 59% 63% Results by region: a top-level overview With every survey, the results are likely to be varied across different regions, and this report was no exception. Overall, the findings showed that consumers in the US eat gluten-free bread more frequently per day and per week than British people, and they also appear to eat more gluten-free bread as a family in the household, than in the UK. The main driver for eating gluten-free bread is the same in both countries (for its health benefits), but this is not the case for other drivers. Overall, US consumers are more positive about gluten-free bread than UK consumers, demonstrating an opportunity to shift perception and behavior in the UK. In general, the results from participants in both countries shine a light on the road to success for bakeries, who should work to respond to the demands of today s consumers..05

6 Key take-away messages - There is a huge opportunity for bakers in the gluten-free market segment - Consumption is growing and is expected to do so in the years to come - The main reason people eat gluten-free bread is for the perceived health benefits it can provide, rather than because of a gluten allergy - Most people that eat gluten-free bread also eat ordinary bread, highlighting a chance for further growth - People like the idea of gluten-reduced bread, too - Consumers think gluten-free bread is OK, but not great, and would be inclined to buy more if it had an improved texture and overall quality, was cheaper and tasted better - The most appealing claim for gluten-free bread in the UK and US is all natural. Other attractive claims include high fiber, organic, no preservatives, low/no/reduced sugar and whole grains - Bakers should respond to evolving consumer demand with innovative products that deliver on taste, quality, and shelf life, but that don t break the bank Dedicated to delivering industry-shaping insights The results of this consumer survey provide our customers with relevant industry-shaping insights. Our investment in the survey, combined with continuous market data and further research, is part of our ongoing commitment to meet our customers needs in the global baking market landscape. At DSM, we invest in science, research and the latest insights to develop leading products and solutions that enable better food for everyone. DSM offers gluten-free bread makers industry specialized baking enzyme solutions for gluten-free, label-friendly bread, enabling a better texture and taste experience, whatever the consumer preference. About the consumer research Our online quantitative panel study on the usage and perception of gluten-free bread was conducted in the United Kingdom (UK) and United States (US), in April Over 1,000 people, known to be gluten-free bread consumers, were asked 26 questions in the standardized questionnaire, with at least 500 people taking part from each country. Most people surveyed were aged between 25 and 54 living with a partner and/or child(ren). The objective of the study was to gain insight into consumer behaviors, preferences and attitudes concerning gluten-free bread..06

7 DSM Food Specialties - Enabling Better Food for Everyone DSM Food Specialties is a leading global supplier of food enzymes, cultures, bio-preservation, taste and health ingredients. We want to help make existing diets healthier and more sustainable and are driven to help create foods that people around the world can truly enjoy without compromises. We believe that better food should be affordable and accessible to more people - today and in the future. What drives our customers is the starting point of what we do and to help them deliver and find new value is central to how we work. We apply over 100 years expertise in fermentation to the food industry, its processes and products whatever the local preference. Food is our focus and we have more on offer than any of our peers. Everywhere every day we work to enable our customers to respond faster with better food - for everyone. More information on DSM s new range of enzymes for gluten-free bread is available here.

8 DSM Food Specialties Alexander Fleminglaan AX Delft The Netherlands Tel For more information please contact: or visit Although diligent care has been used to ensure that the information provided herein is accurate, nothing contained herein can be construed to imply any representation or warranty for which we assume legal responsibility, including without limitation any warranties as to the accuracy, currency or completeness of this information or of non-infringement of third party intellectual property rights. The content of this document is subject to change without further notice. Please contact us for the latest version of this document or for further information. Since the user s product formulations, specific use applications and conditions of use are beyond our control, we make no warranty or representation regarding the results which may be obtained by the user. It shall be the responsibility of the user to determine the suitability of our products for the user s specific purposes and the legal status for the user s intended use of our products. DSM Food Specialties B.V A. Fleminglaan AX Delft The Netherlands Trade Register Number

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