Milling & Baking News - May 31, 2011 - 32

Ingredient Update 

Gluten-free ingredients remain in demand
Marketing opportunities also exist for whole grains
rain-based foods manufacturers in 2011 continue to tap into a marketing trend — gluten-free products — that forces them to look for alternative ingredients to certain grains. U.S. retail sales of all food products promoted for being glutenfree reached $4,882,233,554 for the 52 weeks ended April 16, up 13% from $4,305,012,910 in the previous 52-week period, according to The Nielsen Co. Other Nielsen statistics showed sales gains for products promoted for whole grain content. The nation’s two biggest cereal companies have latched on to the gluten-free trend. General Mills, Inc., Minneapolis, has its own gluten-free product portfolio and offers a www. GlutenFreely.com web site that provides information, products and resources. The web site says people wanting to buy gluten-free products should avoid those that have wheat, barley, rye, malt and oats on the ingredient lists. Debate has centered on whether oats may be in gluten-free products. “Studies suggest that pure oats that are not mixed with wheat, barley or rye consumed in moderation can be

tolerated by most people with celiac disease,” General Mills said. The Kellogg Co., Battle Creek, Mich., starting in June plans to offer Kellogg’s Rice Krispies gluten-free cereal. The gluten-free variety has no barley malt, the source of gluten in the original Rice Krispies cereal. The gluten-free variety also is made with whole grain brown rice to differentiate it from the original variety and for flavor. The 2010 acquisition of National Starch Food Innovation by Corn Products International, Westchester, Ill., may lead to further innovation in gluten-free ingredients. While Corn Products offers Expandex, a glutenfree tapioca starch, National Starch has experience working with corn, tapioca and rice in creating gluten-free applications. National Starch/Corn Products will exhibit at the Institute of Food Technologists’ annual meeting and food exposition June 11-14 in New Orleans. The booth will offer such samples as gluten-free muffins and bread made with Expandex and a gluten-free cranberry oatmeal cookie made with Himaize resistant starch and Homecraft

Heath and wellness claim sales, U.S. supermarkets
For 52-week period ended Natural Absence of speciﬁc fat Reduced calories Low salt or sodium Whole grain Gluten-free Fiber HFCS-free Omega-3 presence Multigrain Soy
Source: The Nielsen Co.

April 16, 2011 $22,645,451,004 $14,230,375,233 $10,358,609,976 $9,964,333,160 $8,755,785,460 $4,882,233,554 $4,222,226,851 $1,982,935,277 $1,820,402,609 $1,815,274,691 $1,363,295,999

April 17, 2010 $20,840,624,018 $13,604,777,784 $10,326,079,500 $9,731,999,344 $8,593,849,755 $4,305,012,910 $4,102,513,647 $1,624,242,101 $1,643,976,650 $1,822,207,756 $1,389,555,745

April 18, 2009 $20,377,647,864 $13,617,957,429 $9,970,377,855 $9,679,940,148 $8,631,954,001 $3,910,353,376 $3,810,336,376 $1,224,106,820 $1,398,337,327 $1,806,414,126 $1,452,689,972

Create GF20 flour. People with celiac disease must avoid gluten in their diet. According to the National Foundation for Celiac Awareness, one in every 133 Americans has celiac disease, which comes out to about 3 million Americans. Gluten-free products have become more mainstream as even people without celiac disease have bought them, according to the Packaged Facts’ report “Gluten-free foods and beverages in the U.S., 3rd edition.” Packaged Facts estimated the glutenfree food and beverage market at $2.6 billion in retail sales in 2010 with a compound annual growth rate of 30% from 2006 to 2010. Packaged Facts predicted the market will approach $6 billion in sales by 2015. Certain whole grains may qualify as gluten-free ingredients, meaning a grain-based food product might tap into two trends. According to The Nielsen Co., U.S. sales of all food products promoted for whole grain content reached $8,755,785,460 for the 52 weeks ended April 16, which was up 2% from $8,593,849,755 in the previous 52-week period. Also, the Whole Grains Council on March 29 said its Whole Grain Stamp appeared on 5,000 products globally, which marked a 25% jump from 4,000 products in July 2010. Ancient grains may be both whole grain and gluten-free. ConAgra Mills, Omaha, offers amaranth, millet, quinoa, sorghum and teff in its ancient grain portfolio. ADM Milling in 2010 launched Harvest Pearl white sorghum and white whole grain sorghum flours, which are ideal for use in multigrain and gluten-free applications. Archer Daniels Midland Co., Decatur, Ill., will offer product samples with whole grain at its I.F.T. booth in New Orleans. Gluten-free crisps will have ADM’s sorghum flour. Whole wheat beignets will feature Kansas Diamond white whole wheat flour. MBN
— Jeff Gelski
bakingbusiness.com / world-grain.com

32 / May 31, 2011 Milling & Baking News

http://www.GlutenFreely.com http://www.bakingbusiness.com http://www.world-grain.com

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