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What Manufacturers Need to Know About Gluten Free Food

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Learn what gluten and wheat free customers want from food manufacturers and how you can manufacture safe gluten free food products. You will understand considerations such as cross contamination and ...

Learn what gluten and wheat free customers want from food manufacturers and how you can manufacture safe gluten free food products. You will understand considerations such as cross contamination and ingredients as well as leading edge market research trends. Learn how to increase profits of your gluten and wheat free products. Become empowered to market your safe products to loyal gluten free customers.

As President and CEO of GlutenFree Passport®, Kim Koeller is an internationally recognized speaker, consultant and author of the 9-time award winning book series Let’s Eat Out with Celiac/Coeliac and Food Allergies! Kim and her team are also the creators of innovative iPhone, iPod touch and iPad applications – iEatOut Gluten & Allergen Free and iCanEat OnTheGo Gluten & Allergen Free purchased in over 60 countries worldwide.

GlutenFree Passport consults with businesses worldwide to deliver innovative and safe gluten free business solutions.

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  • Kim’s last
  • GMP = Good Manufacturing Practices SOP = Standards of Practice HACCP = Hazard Analysis and Critical Control Points. HACCP is an industry-wide effort approved by the scientific community as well as regulatory and industry practitioners. This effort is designed to focus specifically on food safety, including food safety in retail establishments.
  • The challenges are reduced cost w/o compromising safety and health. You may wish to challenge the food scientists and nutritionists to address this product development arena.

What Manufacturers Need to Know About Gluten Free Food What Manufacturers Need to Know About Gluten Free Food Presentation Transcript

  • What Gluten-Free Food Manufacturers Need to Know! Kim Koeller President and Creator of Award-Winning Series of Books, eBooks & Apps September 2010
  • Agenda
    • Worldwide Market Drivers for Special Diets
    • Exploding Demand for Gluten & Allergen-Free Products
    • Cross Contamination as Serious Consideration
  • Worldwide Market Drivers for Special Diets Lack of Awareness
    • Increased Research
    • Expanded Testing
    • Healthcare Education
    • Food Labeling
    • School Regulations
    • Healthier Alternatives
    • Restaurant Considerations
    • Special Diets Legislature
    Business Drivers
    • Restaurant Offerings
    • Media Coverage
    • Market Opportunities
    • Increased Products
    • Social Responsibility
    • Increased Revenues
    • Rising Prevalence
    • Enhanced Resources
    • Increased Expectations
    • Under-Served Segment
    • Quality of Life Impact
    Government Drivers Consumer Drivers Health Drivers Exploding US & International Market Demand Support of Special Diets Globally Source: Mintel 2006 and Packaged Facts 2006 Example of Demand: Double digit annual growth rate of gluten & allergen-free food products globally View slide
  • Estimated Worldwide Individuals Managing Special Diets (In Millions) 1. Food Allergies 14 (1&2) 15 (3,4,5,6) 2. Food Intolerances 30 (7) 100 (8) North America Asia/Europe Total Potential 117 Million 196 Million 3. Celiac/Coeliac Disease 4 (9&10) 6 (11&12) 5. Autoimmune & Diabetes 47 (17) 45 (18) 4. Autism & Asthma 22 (13&14) 30 (15&16) Growing Global Epidemic of Special Dietary Needs
    • 1% of Global Population with Anaphylaxis (1,2,3,4,5,6)
    • 15 – 25% with Intolerances in Europe, North America & Australia (7&8)
    Allergy Prevalence
    • 1% of Global Population with Celiac/Coeliac Disease (9,10,11,12)
    • 1 in 133 of Celiacs in US (11)
    Celiac Prevalence Sources: 1. The Food Allergy & Anaphylaxis Network 2007 2. Canadian Allergy, Asthma and Immunology Foundation 2006 3. The Anaphylaxis Campaign UK 2007 4. Food Allergy Italia 2005 5. Anaphylaxis Australia 2007 6. Allergy New Zealand 2007 7. The Food Allergy & Anaphylaxis Network 2006 8. Allergy Foundation UK 2007 9. National Institutes of Health 2007 10. University of Maryland; Archives of Internal Medicine 2003 11. Coeliac UK 2007 12. Coeliac Society of Australia 2007 Sources: 13. Centers for Disease Control 2007 14. National Asthma Council 2006 15. Global Allergy & Asthma European Network (GALEN) 2006 16. Asthma Insight & Reality in Europe 2005 17. American Autoimmune Related Disease Association 2007 18. The Lancet 2004 19. Vegetarian Research Group 2007 Ever-Rising Global Population Managing Special Diets = 300+ Million View slide
    • Most Misdiagnosed Disorder in US & Europe (11)
    • Most Common Genetic Auto-Immune Condition
    Celiac/Coeliac Prevalence in the Western World USA 1 in 133 Denmark 1 in 130 Canada 1 in 133 Brazil 1 in 273 Sweden 1 in 100 Ireland 1 in 120 Finland 1 in 60 Netherlands 1 in 184 Germany 1 in 500 Sources: 1. Canadian Celiac Association 2007 2. University of Maryland Multi- Study 2003 3. School Nurse News 2003 4. Coeliac UK 2007 5. AOECS 2006 6. World Health Organization 2001 7. Swiss Medical Weekly 2002 8. Federacion de Asociaciones de Celiacos de Espana 2004 9. National Institutes of Health 2004 10. Coeliac Society of Australia 2006 Australia 1 in 100 UK 1 in 100 France 1 in 300 Algeria 1 in 70 Spain 1 in 200 Turkey 1 in 77 Israel 1 in 157 Saudi Arabia 1 in 157 Argentina 1 in 167 India 1 in 310 Iran 1 in 104 Italy 1 in 184 Switzerland 1 in 132
  • Profile of US Gluten-Free Consumer
    • Know Who Your Consumer Is:
        • Celiac
        • Allergic
        • Intolerant or Sensitive to Foods
        • Other Health Concern or Lifestyle Choice
    • Estimated US Consumer Population:
    • Gluten-Free - Potential 10- 15%
    • Allergen-Free – Potential 15- 25%
    • Gluten-Free Consumer Profile: (1)
    • 84% are female
    • 75-80% buying, shopping and cooking decisions are made by women
    • Source:
    • ACDA 2007 on-line survey with 5,000 respondents
  • Exploding Demand for Gluten & Allergen-Free Products US Allergen-Free Product Sale Estimates (3) Product Sales (in Billions) US Allergen Free Products
    • “ Allergen-Free” - Most rapidly growing sub-category in dietetic space (1)
    • Over 150 dedicated gluten-free manufacturers in US and growing daily
    • ~20% incremental increase in gluten-free products during past 5 years
    • Sources:
    • SPINS Market Research – SPINSscan, 52 weeks ending 5/20/2006
    • Mintel International Group Ltd. Research 2007 – New Consumer Product Launches
    • Packaged Facts, a division of Market Research.com - 9/01/2004
    • Packaged Facts survey of gluten-free market- July 2006
    US Gluten-Free Product Sale Estimates (4) Product Sales (in Millions) US GlutenFree Products $210M $696M $1.7B $4B $2B Annual Growth Rate of 25%
  • Key Consumer Product Buying Considerations
    • 97% of consumers are brand-loyal shoppers (2)
    • 74% always buy products marked gluten-free over like products (2)
    • Source:
    • Understanding Gluten and Allergen-Free Experiences Worldwide - 2008 research with over 2,500 survey respondents from 35 countries sponsored by AllergyFree Passport and GlutenFree Passport®
    • ACDA 2007 on-line survey with 5,000 respondents
    Gluten & Allergen-Free Guests (N=2,536 ) Customer Expectations for Gluten & Allergen-Free Products
  • Worldwide Product Labeling Considerations
    • Dairy & Milk
    • Eggs
    • Fish
    • Gluten
    • Peanuts
    • Shellfish
    • Soy
    • Sesame
    • Tree Nuts
    • Wheat
    • Australia & New Zealand –FSANZ required all allergens except sesame seeds be named on ingredient list in 2002.
    Common Global Food Allergens
    • European Union Directive on product labeling required manufacturers to identify 12 allergens and their derivatives including celery, mustard & sulphites in November 2005.
    • US in 2006 signed the Food Allergen Labeling and Consumer Protection Act (FALCPA) requiring the eight top allergens declared on ingredient lists with gluten standards to be defined in 2011.
    • Canada is currently in the process of approving regulation for similar product labeling for all 10 of the above allergens and their derivatives.
  • Value of Gluten-Free Labels on Shopping Habits Products Labeled Gluten/Allergen-Free Products Certified Gluten/Allergen-Free Labeling Expectations for Gluten & Allergen-Free Products (1)
    • For Increased Confidence, Consumers Determine Gluten-Free Status: (2)
      • 97% Read labels
      • 77% Look for certification
      • 68% Call manufacturers
      • 64% Use gluten-free product lists
      • 46% Base decisions on voluntary label statements
    • Source:
    • Understanding Gluten and Allergen-Free Experiences Worldwide - 2008 research with over 2,500 survey respondents from 35 countries sponsored by AllergyFree Passport and GlutenFree Passport®
    • ACDA 2007 on-line survey with 5,000 respondents
  • Gluten and Allergen-Free Consumer Attitudes
    • Compulsive about
      • Food safety
      • Cross contamination
    • Suspicious & limited trust in food industry
      • Providing erroneous or misleading information
      • Manufactures not providing useful information
      • Consumer asking incorrect question
      • Terminology – definition difference
    • Can extrapolate information to an extreme
  • Cross-Contamination as Serious Consideration
    • Small amounts cause reactions
    • A concern at every stage of food processing
    • Dedicated and co-packing plants may be able to produce safe gluten-free products
    • Important Considerations:
    • Raw materials handling
    • Allergen Control policies and standard operating procedures (SOPs)
    • GMPs, cleaning procedures and HACCP in place
    • Gluten testing
      • In-plant testing vs. external testing?
  • Future for Gluten and Allergen-Free Products
    • 73% of consumers want better tasting gluten and allergen-free products with a wider selection (1)
    • New gluten and allergen-free products:
      • Taste and texture like wheat-based products
      • Fast and convenient (not necessarily healthy)
      • Mainstream products
      • Healthier options
    • Demand for less expensive products
    • Growing market with double digit growth
    Source: (1) Understanding Gluten and Allergen-Free Experiences Worldwide - 2008 research with over 2,500 survey respondents from 35 countries sponsored by AllergyFree Passport and GlutenFree Passport®
    • Global health consulting firm delivering innovative solutions to
    • gluten and allergen-free individuals & businesses since 2005
    • Educating businesses and empowering consumers worldwide:
      • Authoritative speakers at hundreds of celiac, allergy & industry conferences
      • Internationally acclaimed experts recognized by 250-plus organizations & media outlets
      • Board Member of University of Chicago Celiac Disease Center
    • Enriching Gluten & Allergen-Free Lifestyles
      • Thought leaders driving ground breaking market research
      • Authors of the 9 time award-winning book series
      • Developers of innovative iPhone / iPod touch / iPad apps
      • Creators of over 20 eBooks on Safe Eating and Travel
    Driving Change Around the World
  • Learn about Our Consulting Services, Let’s Eat Out! Series & iPhone / iPod Touch / iPad Apps
      • Visit us on the Apple Apps Store &
      • www.GlutenFreePassport.com
    iEatOut Gluten & Allergen Free™ and iCanEat OnTheGo Gluten & Allergen Free ™