Gluten free asb melbourne ap 2010


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Gluten free asb melbourne ap 2010

  1. 1. GLUTEN FREE Developments & Opportunities Greg Pointing
  2. 2. COELIAC DISEASE – WHAT IS IT? <ul><li>Definition: Coeliac disease is not an allergy but an autoimmune disease. </li></ul><ul><li>i.e. the body produces antibodies that damage its own tissues. </li></ul><ul><li>In untreated coeliacs the lining of the small bowel (intestine) is damaged. </li></ul><ul><li>The projections lining the bowel (villi) become inflamed and flattened. </li></ul><ul><li>The cells on villi break down and absorb nutrients in food. </li></ul><ul><li>Absorptive area reduces from tennis court to table </li></ul><ul><li>It is a permanent intestinal intolerance to dietary gluten. </li></ul>
  3. 3. SYMPTOMS <ul><li>Some people can have few symptoms or be asymptomatic. </li></ul><ul><li>Common symptoms may include </li></ul><ul><li>Abdominal pain, Bloating, Diarrhoea, Vomiting </li></ul><ul><li>Constipation, Irritability </li></ul><ul><li>The result in is often poor absorption of </li></ul><ul><li>Calories – weight loss & slow growth </li></ul><ul><li>Vitamins and minerals – osteoporosis (calcium, Vit D) & Anaemia </li></ul><ul><li>Untreated, it can lead to life threatening illnesses such as </li></ul><ul><li>liver disease and cancer.  </li></ul><ul><li>Osteoporosis and infertility are common long term complications.  </li></ul>
  4. 4. COELIAC DISEASE & WHEAT ALLERGY? <ul><li>Coeliac disease and wheat allergy are two distinct conditions. </li></ul><ul><li>Coeliac disease is a permanent adverse reaction to gluten. </li></ul><ul><li>Specifically the reaction is to a component of gliadin. </li></ul><ul><li>Coeliacs do not lose their gluten sensitivity & require lifelong restriction. </li></ul><ul><li>Wheat-allergic people have an IgE-mediated response to wheat protein. </li></ul><ul><li>The symptoms occur quickly and are temporary. </li></ul><ul><li>Individuals only need to avoid wheat. </li></ul><ul><li>Many wheat-allergic children outgrow their allergy. </li></ul>
  5. 5. COELIAC DISEASE - CAUSES <ul><li>People are born with a genetic predisposition to develop coeliac disease. </li></ul><ul><li>The genes DQ2 and DQ8 have been identified as the “coeliac genes”. </li></ul><ul><li>About 1 in 30 people with either / both genes will develop coeliac disease. </li></ul><ul><li>The gene test is useful only for excluding coeliac disease. </li></ul><ul><li>Environmental factors may play a role in development of coeliac disease. </li></ul>
  6. 6. COELIAC - INCIDENCE <ul><li>Coeliac disease affects Caucasians and West Asians. </li></ul><ul><li>It is uncommon in Oriental Asians and Aboriginal populations. </li></ul><ul><li>1 in 100 Australians are coeliacs - 200,000 people. </li></ul><ul><li>75% of which remain undiagnosed. </li></ul><ul><li>Coeliacs remain sensitive to gluten for life, so are never ‘cured’. </li></ul><ul><li>Once gluten is removed from the diet, the small bowel lining </li></ul><ul><li>steadily repairs & nutrient absorption returns to normal. </li></ul>
  8. 8. GRAINS & GLUTEN <ul><li>Gluten containing grains </li></ul><ul><li>Wheat, Rye, Triticale, Barley, Oats? </li></ul><ul><li>Non-gluten grains </li></ul><ul><li>Buckwheat, Millet, Quinoa, Chia, Teff, Maize, Rice, </li></ul><ul><li>Peas, Lupin, Chickpea. </li></ul>
  9. 9. GLUTEN FREE REGULATIONS <ul><li>AUSTRALIA & NZ (clause 16, Standard 1.2.8) </li></ul><ul><li>Must contain ‘no detectable’ gluten (<5ppm) </li></ul><ul><li>Must contain no wheat, oats & malt </li></ul><ul><li>LOW GLUTEN </li></ul><ul><li>Less than 200ppm & may contain oats or malt </li></ul><ul><li>EUROPE & USA </li></ul><ul><li>Level reduced from 200ppm to 20ppm in 2008 </li></ul><ul><li>5ppm is equivalent to 0.005g gluten in 1kg = 0.05g of flour in 1kg </li></ul>
  10. 10. <ul><li>ELISA </li></ul><ul><li>Enzyme-Linked ImmunoSorbent Assay, </li></ul><ul><li>is a biochemical technique used mainly </li></ul><ul><li>in immunology to detect the presence </li></ul><ul><li>of an antigen or an antibody in a sample. </li></ul><ul><li>It is a useful tool for determining antibody </li></ul><ul><li>concentrations in blood, or </li></ul><ul><li>In the case of gluten detection in foods, </li></ul><ul><li>it can detect antigen (gluten). </li></ul>
  11. 11. POSSIBLE CURES? <ul><li>Vaccine - A peptide to stop formation of T cells </li></ul><ul><li>Bob Anderson – Walter & Eliza Hall Inst. </li></ul><ul><li>Phase 2 clinical trials </li></ul><ul><li>Intestinal worms - Hook worms trialed in Brisbane </li></ul><ul><li>Use of Sours - significant anecdotal evidence </li></ul><ul><li>- mechanism / specific bacteria unknown </li></ul><ul><li>Wheat genetics – GM possible </li></ul>
  12. 12. Global Surge in Gluten Free New Product Activity Innova Market Insights - 15 Mar 2010 <ul><li>Over 5% of the food and drinks launches tracked by </li></ul><ul><li>Innova Market Insights in 2009 were marketed as gluten-free. </li></ul><ul><li>This rose to over 10% in Australia and NZ and fell to less than 1% in Asia. </li></ul><ul><li>Between January 2008 and June 2009, Mintel’s New Products Database </li></ul><ul><li>found GF the 10th most popular claim for new product launches </li></ul><ul><li>in Europe with 3,398 new GF products launched. </li></ul>
  13. 13. The rise and rise of gluten-free 09-Sep-2009 (Food Navigator) <ul><li>The global market for gluten-free food and drink products has grown </li></ul><ul><li>exponentially in the past five years with a raft of new products on the market. </li></ul><ul><li>Clear leaders are starting to emerge in what was once a niche. </li></ul><ul><li>There is also a growing belief among sufferers of a wide variety of illnesses </li></ul><ul><li>(including coeliac disease, autism, attention deficit disorder, multiple sclerosis </li></ul><ul><li>and irritated bowel syndrome ) that gluten-free will provide relief – </li></ul><ul><li>although science and doctors' advice may not back this up. </li></ul>
  14. 14. NEW PRODUCT LAUNCHES Source: Datamonitor 3.7% 7.2% Upscale 4.0% 4.5% Single serving 4.0% 3.7% No gluten 4.5% 3.6% No artificial flavour 4.7% 4.0% Vegetarian 5.6% 5.0% No artificial colour 6.2% 6.9% Organic 7.2% 6.5% No preservatives 7.2% 7.2% Natural 16.6% 10.1% Private label 2009 2008  
  15. 15. 300% increase in web searches relative to Food & Drinks in general
  16. 16. AUSTRALIAN WEB SEARCHES <ul><li>SOURCE: </li></ul>
  17. 17. AUSTRALIAN MARKET SIZE <ul><li>Australian Gluten Free market is potentially worth > $100 million annually. </li></ul><ul><li>In addition to diagnosed coeliacs, there are 2 – 3 times as many </li></ul><ul><li>with gluten sensitivity or have gluten-free diets recommended. </li></ul><ul><li>Another larger portion choose to eat non-wheat foods as a lifestyle decision. </li></ul><ul><li>Irritable Bowel Syndrome: 15% of the population in western world. </li></ul><ul><li>Recent evidence for strong causal link between gluten and IBS </li></ul>
  18. 18. Big retail backs gluten-free 14-Sep-2009 <ul><li>More demanding consumers and opportunity-hungry retailers are </li></ul><ul><li>driving GF market innovation, according to Coeliac UK. </li></ul><ul><li>A significant advance in the gluten-free market was the entrance of the major </li></ul><ul><li>retailers, who saw an opportunity to develop their free-from ranges. </li></ul><ul><li>The retailers picked specialist suppliers to produce their own range. </li></ul><ul><li>“ The retailers drive very hard bargains about standards. </li></ul><ul><li>Their entrance brought a sea change in the approach to gluten-free,” </li></ul><ul><li>said the CEO of Coeliac UK. </li></ul><ul><li>Since it was valued at a modest $580m in 2004, the global market has </li></ul><ul><li>grown at an average annual rate of 29 per cent and last year was worth $1.56bn, </li></ul><ul><li>according to Packaged Facts. </li></ul><ul><li>It could be worth as much as $2.6bn by 2012. </li></ul>
  19. 19. GLUTEN FREE MARKETING <ul><li>Annual shows held in most capital cities </li></ul><ul><li>Attendance > 20,000 </li></ul><ul><li>Internet a significant source of product & information </li></ul><ul><li>Word of mouth communication very significant </li></ul><ul><li>Coeliac society acts as a hub of information </li></ul><ul><li>Endorsement program </li></ul>
  20. 20. Science rises to the gluten-free challenge 10-Sep-2009 (Food Navigator) <ul><li>Gluten-free researcher Prof Arendt, said there are two reasons why gluten-free </li></ul><ul><li>formulations have not moved forward as quickly as they could: </li></ul><ul><li>Firstly, the market is dominated by relatively small players; and </li></ul><ul><li>Secondly, gluten-free formulations are extremely hard to patent. </li></ul><ul><li>Current commercially available gluten-free breads are mainly based on starch, </li></ul><ul><li>and are “characterised by low quality, exhibiting poor crumb and crust characteristics </li></ul><ul><li>as well as poor mouth feel and flavour”, </li></ul><ul><li>Sarah Sleet, chief executive of British charity Coeliac UK, has a different view. </li></ul><ul><li>“ Our conversations with specialist manufacturers indicated it is less about patents, </li></ul><ul><li>and more about the market size and therefore their ability to invest”. </li></ul><ul><li>“ Basically what we want is for specialist products to be the same as mainstream products,” </li></ul>
  21. 21. KEYS TO INCREASED ACCEPTANCE <ul><li>Quality that closely matches wheat based products </li></ul><ul><li>Clean ingredient lists </li></ul><ul><li>Must provide value for money </li></ul><ul><li>Need to become more mainstream </li></ul><ul><li>Improved availability </li></ul><ul><li>Opens gluten-free or low gluten products to much wider market </li></ul>
  22. 22. GLUTEN FREE DESIGN CONSIDERATIONS <ul><li>Structure - elasticity, gas entrapment? </li></ul><ul><li>- gums, egg, soy & milk proteins </li></ul><ul><li>Colour - maillard browning (sugar & protein) </li></ul><ul><li>Flavour - protein source, aerator </li></ul><ul><li>Freshness - softness, resilience, staling </li></ul><ul><li>Shelf-life - length, moistness, flexibility, anti-mould </li></ul><ul><li>Freezability - high water levels </li></ul><ul><li>Toastability – colour development, crispiness </li></ul><ul><li>Nutrition - adequate and balanced nutrients </li></ul><ul><li>Allergens - egg, milk, soy, yeast </li></ul><ul><li>Cost - ingredients, plant & equipment </li></ul><ul><li>Processing - dough or batter </li></ul><ul><li>Distribution methods </li></ul><ul><li>TRADITIONAL BREADMAKING RULES DON’T APPLY </li></ul>