Gluten free Marketplace Trends 2013


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This presentation is an overview of the gluten-free marketplace for the USA in 2013.

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  • Traditional Japanese desserts, such as Namagashi, Suama, Sakuramochi, Botamochi, Uiro are gluten-free. They are often made with rice flour and bean paste, And of course they are absolutely yummy!! But just what is gluten-free and is it good for you?
  • My talk tonight will help us answer this question.We will cover:The basics of what is gluten, who needs to eat gluten-free, why do people chose to follow a gluten-free dietWhat are the latest trends And a little about baking gluten-free and my recipes
  • What is gluten?
  • Gluten is the protein element in wheat, rye, barley
  • It gives baked goods elasticity, structure & texture
  • Low gluten-flours: Spelt, Kamut, Farro, Emmer
  • But some grains have NO Gluten: rice, quinoa, tapioca, cornmeal, oats Nut flours like almond or hazelnut have NO Gluten
  • If you follow a gluten-free diet, you need to learn to read labels.Not only do you need to look for wheat, barley & rye in products, but you also need to look for derivatives of these grains like barley malt, … Derivative products also contain gluten.The second thing you need to look at is the processing environment: was the product made in an environment that also processes wheat, barley or rye. Some products like oats are often processed on the same equipment that processes wheat, so it may become contaminated with wheat dust and become contaminated with gluten.
  • Some products surprising contain gluten: white chocolate chips, but not other chocolate chips or white chocolate bars, almond paste of some manufacturers, and blue cheese, because sometimes the mold is started on bread.If you have any questions about a product, go to the manufacturers website or call their hot line.
  • Many people today follow a gluten-free diet.
  • But many people who do, have no knowledge about what gluten is or why they should avoid it.We just covered “what is gluten” so you’ve got that covered, but >>>
  • Some people have NO OPTION & MUST eat gluten-free.
  • USA Numbers quotes from various reputable sources (NIH, Mayo clinic, Celiac Disease Center.) An estimated 1 in 133 people in the United States have celiac disease (a gluten-triggered autoimmune condition), while other estimates have put this number at 1 in 100. Another estimated 6 percent of the population (about 18 million people) experience non-celiac gluten intolerance or gluten sensitivity, according to research from the Center for Celiac Research & Treatment in Boston. And, Cynthia Kupper, RD, and executive director of the Gluten Intolerance Group (GIG) suggests the numbers could be as high as 24 million people in need of a gluten-free diet for medical reasons, even if they haven’t had a formal diagnosis.
  • Some people chose a gluten-free diet.They think it is healthier. They feel better when they eliminate gluten from their diet.They lose weight, have more energy.
  • Health benefits of going gluten-free, if you don’t need to for medical reasons, are controversial.Gluten contributes fiber and nutrients, so dropping gluten eliminates those benefits.Some gluten-free products may have more sugar or fat to compensate for flavor.
  • My belief is that if you feel better eliminating gluten from you diet do it.Many people benefit by reducing refined flours, but if you do so, you should look at your entire nutritional intake and consider adding more plant protein and fiber.
  • If you move to gluten-free products, you will be fueling one of the fastest growing food segments.
  • Grew 40% from 2008 to 2012 and is expected to grow almost 60% more from 2012 to 2017
  • In August of 2013, the U.S. Food and Drug Administration (FDA) issued a regulation that defines the term “gluten-free” for food labeling. This new definition provides consumers – especially those with celiac disease – the assurance that “gluten-free” claims on food products are consistent and reliable across the food industry, and gives them a standardized tool for managing their health and dietary intake. This level is consistent with those set by other countries and international bodies that set food safety standards.One year from Aug 5, 2013 for manufacturers to comply. Applies to inherently gluten-free as well. FDA will allow manufacturers to label a food "gluten-free" if the food does not contain any of the following:an ingredient that is any type of wheat, rye, barley, or crossbreeds of these grains an ingredient derived from these grains and that has not been processed to remove gluten an ingredient derived from these grains and that has been processed to remove gluten, if it results in the food containing 20 or more parts per million (ppm) glutenFoods such as bottled spring water, fruits and vegetables, and eggs can also be labeled "gluten-free" if they inherently don't have any gluten.
  • Gluten free Marketplace Trends 2013

    1. 1. Gluten-Free Sweets With A Japanese Twist: Simply Yummy Luane Kohnke December 11, 2013
    2. 2. Yummy Yes! Good For You??
    3. 3. Our Agenda The Basics: What, Who, Why The Trends Baking Tips & Me!
    4. 4. Demystifying Gluten-Free
    5. 5. Gluten Is The Protein Element In: Wheat Rye Barley
    6. 6. Gluten Gives Baked Goods: Elasticity Structure Texture
    7. 7. Even Ancient Grains Have Gluten Spelt Kamut Farro Emmer
    8. 8. No Gluten Grains & Flours: Rice (Brown, Sweet) Quinoa, Teff, Amarnath, Tapioca, Potato Cornmeal, Oats Nut Flours (Almond, Hazelnut)
    9. 9. Read Labels! Wheat, Barley or Rye Derivatives Processing Environment Cross-Contamination
    10. 10. Hidden Gluten White Chocolate Chips Almond Paste Blue Cheese Artificial Flavors
    11. 11. Gluten-Free Lifestyles
    12. 12. Who Must Eat Gluten-Free? Celiac Disease: autoimmune condition triggered by gluten, genetic predisposition, can only be managed by diet Gluten-Sensitivity: similar symptoms to Celiac, but not life threatening Wheat Allergies: anaphylactic reaction and difficulty breathing, potentially life threatening
    13. 13. 22MM+ Must Eat Gluten-Free Celiac Disease 3MM Gluten-Sensitivity 18MM-24MM Wheat Allergies .3MM-3MM
    14. 14. Some People Chose Gluten-Free Feel Better/More Energy Lose Weight Reduce Arthritis Pain Help with Mental Functioning
    15. 15. Health Benefits Are Controversial Gluten-free diets tend to be lower in fiber as well as B vitamins, calcium, iron and other nutrients Gluten-free products may have more sugar and fat to compensate for flavor
    16. 16. My Position Many people benefit from minimizing refined flours and eating more vegetables Examine your nutritional intake, if you adopt a gluten-free lifestyle
    17. 17. Gluten-Free Marketplace
    18. 18. Gluten-Free Products Have Seen Tremendous Growth Sales of Gluten-Free Food & Beverages In the USA ($B) $6.6 $7.0 $5.0 $4.2 $3.0 $3.0 $1.0 2008 Source: Packaged Facts, October 2012 2012 2017
    19. 19. Fastest Growing Categories… Snacks Cold Cereal Frozen Meals Baked Goods
    20. 20. USA Standard Announced In Aug 2013, FDA defined gluten-free as gluten limit of <20 parts per million (ppm) Applies to all foods labeled “gluten-free,” “no gluten,” “free of gluten,” or “without gluten”
    21. 21. Gluten-Free Baking
    22. 22. My Gluten-Free Baking Journey Developed first recipe in 1995 for a friend’s 2 sons with Celiac Collected gluten-free recipes for 15 years
    23. 23. My Books 50 G-F Recipes 8 G-F Recipes
    24. 24. Many Baking Ingredients Are Gluten-Free Baking Powder, Baking Soda Eggs, Butter Spices, Salt Pure Extracts (Vanilla, Almond) Sugar Most Chocolate, Cocoa
    25. 25. My Recipes Flour substitute: brown rice flour, potato starch, tapioca starch, almond flour + xanthan gum Nut flours only Nut butters only Egg whites
    26. 26. Tips For Gluten-Free Baking Add xanthan gum for good texture and crumb Chill rice-flour dough for easier handling
    27. 27. Japanese Desserts: Gluten-Free & Yummy
    28. 28. Thank you!