Whole Grains Summit 2012 Minneapolis, May 20-22, 2012 Whole grain products in (Southern) Europe: consumer trends and technological implications

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1 Minneapolis, May 20-22, 2012 Whole grain products in (Southern) Europe: consumer trends and technological implications Roberto Ranieri Open Fields srl - Italy

2 The whole grain s value HEALTH BENEFIT CONTRIBUTIONS Endosperm % Germ 2-3% Bran 13-15% Heart disease (ischemic stroke) Cancer (colon, stomach, esophagus, lung) Type 2 diabetes Weight management (obesity and fat distribution) NUTRITIONAL PROPERTIES Fibre (insoluble and soluble) Essential fat acids Vitamins Minerals Phytochemicals (phenolic compounds, lignans, antioxidants, phytoestrogens,alkylresorcinols, betaine) Quantity and not only fibre but also others biologically active micronutrients Quality synergistic effects of the dietary fibre and micronutrients 2

3 Whole grain in Europe Absence of a commonly agreed official definition of whole grain Lack of dedicated whole grain consumption statistics when talking about whole grain food products, trends and consumers, Europe cannot be regarded to as a whole! 3

4 Legal definitions of whole grain in Southern Europe Law n. 580 of adjournment on 2001 (DPR n 187) ITALY Wheat flour and semolina only Level of proteins (12.0 % for common wheat; 11.5% for durum wheat) Ashes ( for common wheat; for durum wheat) Whole grain flour/semolina must be obtained at the mill SPAIN FRANCE Law 2484 of adjournment on 26/04/ Wholegrain flour - the product resulting from cereal grinding, subject to cleaning and conditioning,without removing any part of the cereal. The packaging should be labelled as «wholegrain flour» followed by the name of the cereal from which it is produced. Decree of 20 July 1963 Ashes (>1.4 % for all whole grain flours except rye T150; >1.50 for whole rye flour T170) Food Code Index 106, section 12 GREECE Whole grain semolina Ashes (1.60 d.m. max) Acidity (0.15 % max) Level of bran (18.0 % max) Impurities (0.03 % max) Granulation size DIN Standard of 1992 and adjournments GERMANY Whole grain flour and whole grain meal must contain the entire constituents of the cleaned grain, including the germ. It is permissible for the outer pericarp (grain shell) to be removed from the grain before processing. 4

5 Whole grain definition: the European contribute Other international definition sources The European HEALTHGRAIN consortium (2008) to assess a harmonized and comprehensive definition of whole grain in Europe. USA (AACC, American Association Cereal Chemists, 1999; Food and Drug Administration, 2006) Canada UK Denmark Germany European Food Safety Authority (EFSA) - Scientific Opinion on the substantiation of health claims related to whole grain (2010). 5

6 Whole grain consumption in Western countries US DIETARY GOALS AND PRATICE Whole grains intake: 15% of goal Refined grains intake: 100% above limit EUROPE OVER-ALL PICTURE Similar to USA although for Europe there is not a comprehensive picture of WG consumption 6

7 A whole grain case: the bread CURRENT WHOLE GRAIN INTAKE IS BELOW RECOMMENDATIONS: FOR EXAMPLE, THE EUROPEAN CONSUMERS PREFER WHITE BREAD, MADE WITH REFINED FLOURS. White bread is not only dominant in the UK and in southern Europe, but also in countries with traditions of whole grain products like Germany, where the share of whole grain breads is stable at 10%. (1) Although In the Nordic countries, whole grain breads have a larger share of the market, the white bread is dominant and the whole grain intake is still below recommended levels. (2) In the Netherlands, wholegrain, brown (50% wholegrain) and white bread have about 25% of the market each, with white bread dominating the luxury and small bread market. The remainder is multigrain (white flour with some added grains) also popular in Germany and Austria. - Newsletter VDM, presenting results of GfK, major market research agency. - Kyrø et al

8 High Fibre market size in Europe: bread Whole grain is included in the High Fibre category Market Sizes Historic/Forecast (F) Retail volumes (1000 tonnes) Categories Geographies (F) High Fibre Bread Western Europe 3.457, , , , ,6 Austria 42,4 41,9 40,4 40,3 40,2 Denmark 66,6 68,0 65,9 83,8 87,6 France 166,3 196,4 216,3 226,5 233,3 Germany 1.297, , , , ,5 Greece 18,6 20,7 22,5 21,9 22,2 Italy 152,1 148,1 151,9 155,4 157,7 Netherlands 375,8 400,8 419,6 434,4 443,5 Norway 78,3 89,3 104,3 114,1 118,7 Sweden 205,8 212,4 217,3 219,5 221,3 Switzerland 22,7 24,0 24,9 25,9 26,5 Others 1031,5 1055,9 1043,7 1032,2 1035,1 Source: Euromonitor International; courtesy of Barilla G. e R. F.lli SpA 8

9 High Fibre market size in Europe: biscuit and breakfast cereals Whole grain is included in the High Fibre category Market Sizes Historic/Forecast (F) Retail volumes (*1000 tonnes) Categories Geographies (F) High Fibre Biscuits Western Europe 213,9 226,0 237,8 252,8 261,9 Austria 1,5 1,9 2,1 2,3 2,4 Denmark 0,9 1,0 1,0 1,0 1,0 France 24,2 23,2 23,6 24,9 25,9 Germany 26,8 26,7 26,9 27,5 27,7 Greece 1,4 1,6 1,8 1,8 1,8 Italy 75,7 82,0 88,6 96,4 100,6 Netherlands 5,9 6,5 7,1 7,5 7,8 Norway 5,0 4,8 4,7 4,7 4,7 Sweden 4,3 4,7 4,3 4,2 4,2 Switzerland 2,2 2,3 2,4 2,5 2,5 Others 66,0 71,3 75,3 80,0 83,3 High Fibre Breakfast Cereals Western Europe 329,3 349,8 378,7 396,1 400,6 Austria 1,5 1,5 1,6 1,8 1,8 Denmark 4,7 5,4 6,1 6,5 6,7 France 13,5 13,0 14,7 15,8 15,3 Germany 63,2 70,5 80,3 85,5 86,9 Greece 1,9 2,1 2,2 2,4 2,4 Italy 10,7 10,8 10,9 11,1 11,2 Netherlands 14,8 15,6 17,8 18,0 18,1 Norway 2,8 3,1 3,5 3,7 3,8 Sweden 16,4 17,4 18,4 19,5 20,3 Switzerland 5,7 5,4 5,5 5,6 5,6 Others 194,1 205,0 217,7 226,2 228,5 Source: Euromonitor International; courtesy of Barilla G. e R. F.lli SpA 9

10 High Fibre market size in Europe: pasta Whole grain is included in the High Fibre category Market Sizes Historic/Forecast (F) Retail volumes (*1000 tonnes) Categories Geographies (F) High Fibre Pasta Western Europe 74,1 84,6 91,2 97,2 99,8 Austria 0,5 0,6 0,6 0,6 0,6 Denmark 1,1 1,2 1,2 1,3 1,3 France 5,8 7,3 6,7 6,4 6,6 Germany 31,8 36,3 39,3 42,0 42,9 Greece 0,3 0,3 0,4 0,4 0,5 Italy 19,1 18,2 18,6 18,9 19,1 Netherlands 3,1 3,3 3,5 3,9 4,1 Norway 3,3 3,5 3,6 3,7 3,8 Sweden 3,0 6,0 6,9 7,7 8,0 Switzerland 0,1 0,1 0,1 0,1 0,2 Others 5,8 2,4 10,3 12,2 12,7 For Italy: Euromonitor data were corrected with data from the major Pasta Industries Source: Euromonitor International; courtesy of Barilla G. e R. F.lli SpA 10

11 Whole grain consumption issues Pleasantness in comparison with the refined products: taste, texture and appearance (color) Manufactures advertising policies Pricing (wholemeal flours more expensive than the refined ones) Consumers expectation on whole grain products availability, selection and quality Consumers habit variability (gender, age, education, social class, race, ethnicity, health level) Consumer s mindset and reluctance to change Eating out Misleading / confusing messages / labels (whole grain, high in fibre) Very complex food categories scenario (functional, nutraceutical, free-from, better-for-you, good-foryou ) 11

12 Whole grains: healthiness and likehood of buying GER IT n=504 n=661 FIN UK n=682 n=547 Whole grain product are rated more favorably than the refined ones on healthy attributes Source: Shepherd R.,

13 Whole grain: likelihood of buying Sensory features (bitter taste, sandy texture and dark appearance) Strong culinary tradition Mediterranean diet = Healthy diet Price The awareness of the health benefits of WG is not enough if good WG products cannot be found on the shelves and tailor-made recipes are not suggested 13

14 WG products and consumers behaviour - Europe 7 FINLAND 7 ITALY Natural Healthy Nutr. Balanced Filling Slow energy release Easy to digest 7 Good taste Inexpensive UK 1 Natural Healthy Nutr. Balanced Filling Slow energy release Easy to digest Good taste Inexpensive Natural Healthy Nutr. Balanced Filling Slow energy release 14 Easy to digest Good taste Inexpensive Source: Arvola et al., 2007.

15 WG products and consumers behaviour - Europe CONSUMER SEGMENTS, CROSS- NATIONALLY BASED FINLAND Grain positive Evaluated both whole grain and refined grain products positively ITALY Grain favoring Evaluated whole grain positively only UK Grain neutral Neutral attitude towards whole grain and refined products Source: from Arvola et al.,

16 WG products and consumers behaviour - Europe Frequencies of use Source: from Arvola et al., Are WG products healthier and more pleasant than corresponding white flour products? Healthiness Pleasantness 16

17 WG products and consumers behaviour - Europe CROSS-NATIONAL RESULTS Finnish consumers are the most favorable to the whole grains A lack in the differentiation between whole grain and refined product is also perceivable for British consumers Italians shown lowest rate on whole grain s helthiness expectation and less appreciation of the taste as well Consumers in Finland, Italy and UK are aware of that whole grain products are healthy but that does no appear sufficient for a behavioral change. All cereal products, whole grain or refined, are apperceived positively for the health. Italians perception/approach on whole grain products should probably be evaluated taking into account the existing strong culinary tradition (i.e. Mediterranean diet). The grain positive and grain neutral consumer segments appears to be the most challenging group to promote whole grains products. Information on WG product benefits may not be the right strategy to promote WG consumption, but providing new WG options and making them widely available. 17 Source: from Arvola et al., 2007.

18 Boosting whole grain consumption GOAL Increase the proportion of whole grain consumers Increase the average intakes Deepening food companies understanding on what product-related attributes negatively affect whole grain products perception and adopting appropriated technological tools. Developing a wider range of whole grain products (new launches) as affordable alternative to the refined ones. Food marketing evolution to attract consumers to whole grain products: - more focused and effective massages (i.e. for grain positive and grain neutral consumers); - improve the evidence of the relation of whole grain and health. Solve the issue of the whole grain products identity by a shared European definition. Lowering the price Harmonize the health claims usage Increase the sensory appeal: - advances in milling technology and new food technologies; - use of new / suitable ingredient as flavors, ancient cereals or seeds; Promoting whole grain products use in the school lunches 18 FLABEL - European project State-of- art of the consumers behaviour, and nutritional label, will provide guidelines for research, industry and policy-makers.

19 Technological tools on whole grain products design (I) GRAIN MILLING Food safety guaranteed (chemicals residues, mycotoxins, heavy metals) Reduction of WG flour impact on food making processes (size, structure, color) DEBRANNING/PEELING + PEARLING WHITE WHEAT VARIETIES (Dexter et al.,1996; 2001) PHISICAL FRACTIONATION (Hemery et al., 2007) CRYO MILLING (Hemery et al., 2001) ELECTROSTATIC FRACTIONATION (Hemery et al., 2011) LASER ABLATION (Martelli et al., 2009; Panchev et al., 2011) Clearer appearance Safe, selected and concentrate WG components (i.e. aleurone layer) Increased availability of the cellular components 19

20 Technological tools on whole grain products design (II) GRAIN PRODUCT PROCESS Reduction of WG flour impact on food making processes Increase bioavailability of the WG components GERMINATION (Binqiang et al., 2010; Sharma et al., 2010; Katina et al., 2007; Kaukovirta-Norja et al., 2004) Cereal functionality by nutrients content variation (starch, free sugars, amino acid, acid phytic) FERMENTATION ( Delcour et al. 2012; Katina et al., 2007 ; Eklund-Jonsson et al., 2006) Positively acts on bread volume and crumb softness Prebiotic effect (AXOS) Nutrients content variation EXTRUSION COOKING (Robin et al., 2012; Stojceska et al., 2008) 20 Breaking of TDF polysaccharides with partial solubilization Versatility

21 Food launches with WG claim across Southern Europe TOP 4 CATEGORIES IN 2011 Bakery (178) Breakfast cereals (107) Side dishes (50) Snacks (6) COUNTRIES France Italy Spain Portugal Greece New launches Source: Mintel/GNPD courtesy of Kampffmeyer Food Innovation GmbH Year 21

22 Food launches with WG claim across Southern Europe FRANCE New launches Year Bakery Breakfast Cereals Side Dishes Snacks Total Source: Mintel/GNPD courtesy of Kampffmeyer Food Innovation GmbH 22

23 Food launches with WG claim across Southern Europe ITALY New launches Bakery Breakfast Cereals Side Dishes Snacks Total Bakery Breakfast Cereals Side Dishes Snacks Total New launches Year SPAIN Source: Mintel/GNPD courtesy of Kampffmeyer Food Innovation GmbH Year 23

24 Food launches with WG claim across Southern Europe PORTUGAL Bakery Breakfast Cereals Side Dishes Snacks Total New launches New launches Bakery 30 Breakfast Cereals 25 Side Dishes 20 Snacks 15 Total Year Source: Mintel/GNPD courtesy of Kampffmeyer Food Innovation GmbH Year 24 GREECE

25 Successful / new whole grain products NEW WHOLE GRAIN PASTA CONCEPT (Product of the Year in France, 2007 and in Italy, 2008) Made 100 % whole grain semolina. Pizza with 5 cereals Buitoni (Italy, 2011) Frozen pizza, with claim of source of fibre. Brown rice pasta Riso Scotti (Italy, 2012) Exclusive recipe 100% wholegrain rice (Brown Rice Spaghetti) is a source of fibre ideal for gluten-free diets. 25

26 Successful / new whole grain products Breakfast Honey & Nuts Wholegrain Belvita (UK, 2011) Rich in cereals, a good source of fibre, & contains added vitamins and minerals. All-Bran Cereal Kellogg's (Greece, 2006) Crispy wholegrain flakes with fig and apple. It is said to be enriched with six vitamins and iron. Biscuits with wheat fibre Barilla (Italy, 2011) The wholemeal flour is enriched with fibre. The steam-cooking process allows to reach a new and light texture. Caramel & Chocolate Breakfast Cereal Nestlé (Spain, 2012) 30% wholegrain, eight vitamins, iron and calcium. Crispy roasted cereal with whole wheat, rice, caramel and chocolate. 26

27 Successful / new whole grain products Savoury snack with whole grain /multigrain ingredients Launches in Europe: 20 Even in 2010 they remain a nice category (3 % of savoury snack) in in in 2010 Source: Mintel Country Chips Lorenz Snack- World (Germany, 2009) Sunbites Pepsico (UK, 2007) Made 55 % whole grain 67 % whole grain Cipster Danone (Italy, 2010) 83 % whole grain 27

28 Conclusion It is necessary to release a common definition of whole grain in Europe. Healthgrain Consortium (now Forum is taking care of it and has started the sharing of this definition since It is necessary to know exactly how much is the whole grain consumption in each European country. Healthgrain Forum has just taken an action in this respect. A promoting WG consumption strategy for Europeans could be in providing a wide range of WG end product options and making them widely available, relying on the overall positive health image of cereal products. This can be reached using suitable raw materials and processes that make the WG product sensory (taste, texture and appearance) similar to that of the refined ones. Convincing consumers to adopt whole grain food seems still to be a precompetitive sector where companies and research institutions can share common strategies. 28

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30 Thanks for your attention