Baking&Snack - December 2011 - 36

TREND FORECAST

Gluten-Free Holds Its Ground
Despite persistent reports that the gluten-free “fad” will run its course, the popularity of glutenfree products still outpaces the number of people in the US diagnosed with celiac disease — one in 133, according to the Celiac Disease Foundation. In fact, going gluten-free for weight loss doesn’t appear to be dissipating anytime soon, which irritates some in the grain-based foods industry. “We’re working to get the message out that only people with celiac disease or gluten sensitivity need to go gluten-free,” said Judi Adams, president, Grain Foods Foundation (GFF), on the foundation’s efforts to clear up misconceptions about the diet. “It’s not a fad diet or a weight-loss program. The fad diet aspect really diminishes it for the people who really do need it for a medical reason.” Ms. Adams and other experts attribute an increased awareness of celiac disease and celebrities attributing weight loss to the diet as the culprits responsible for the diet’s staying power as a trend. Anecdotal evidence from friends and family members who have experimented with gluten-free diets also plays a powerful part in influencing consumers to hop on the bandwagon. “People are either recognizing their own symptoms and trying to improve their diets with these foods, or there’s the medical side as doctors are recognizing celiac disease more,” said Steve Feinberg, owner, Mid America Food Sales, Ltd., Northbrook, IL. Ms. Adams predicted that maybe once people without celiac disease realize how expensive and difficult it is to maintain a gluten-free diet, the movement will drop off. Until then, she said, GFF and other organizations will continue to raise awareness that gluten-free diets are for people with medical conditions not weight loss. Cynthia Harriman, president, Whole Grains Council, said her organization is trying to help people differentiate that gluten-free doesn’t mean grain-free. “It’s really important to point out that there are lots of grains that don’t have gluten, and there are only three grains they must avoid,” she said. People on a gluten-free diet only need to keep away from wheat, rye and barley. ▶ Increased awareness of celiac disease and the popularity of gluten-free diets as a weight-loss aid have encouraged many food companies to make gluten-free versions of their products.
GENERAL MILLS, INC.

“About 10 years ago, I was promoting functional products that go beyond normal nutrition, and I didn’t get much reception,” said Craig Bair, PhD, president, Food Solutions, Inc., Greensboro, NC. “But it seems like [functional food] has garnered a lot of interest and is the way [the industry] is going now.” Mintel analyst David Jago said at the Institute of Food Technologist meeting earlier this summer that sales of functional foods may have slowed with the recession; however, fellow Mintel analyst Lynn Dornblaser expected sales to pick up especially in products for senior citizens. As the US population ages, experts predicted demand for extra-fiber, wholegrain, and probiotic- and vitamin Denriched products will increase. “There’s a huge desire for healthier lifestyles,” Dr. Bair said. “Seniors want to live longer and healthier. They want to be able to do more things.” Fiber and whole grains, known for aiding digestive health, weight loss and heart health, easily fit into baked goods. IDDBA’s “What’s in Store 2012” report cited the 2010 DGA, and nutrition experts’ persistent push for greater consumption of whole grains will prompt

consumers to keep looking for and purchasing whole-grain products. IDDBA’s “What’s in Store 2012” reported that 52.5% of US households consume whole-wheat bread vs. white bread on a regular basis. Cynthia Harriman, WGC president, said she believes this is because of not only the well-documented health benefits but also the maturing American consumer’s palate. Consumers choose whole-wheat first for its health benefits and then find white bread to be bland in flavor once they try to go back to it, Ms. Harriman said. Theresa Cogswell, baking industry consultant, BakerCogs, Inc., Olathe, KS, and Baking & Snack columnist, also has noticed wider acceptance of whole-grain bread over white, not only in statistical data but in anecdotal evidence. “I talk to people whose children have never eaten white bread,” she said. Probiotics looks like another trend that will continue to gain ground in the baking industry in 2012 with ingredient companies developing shelf-stable and heat-stable strains. Mostly used in dairy products and beverages, probiotics have been appearing in other foods such as breakfast cereals, cheese and cookies. A 2009 report from the marketing firm Packaged Facts referred to probiotics and other digestive enzymes as “the new frontier when it comes to digestive health.” Now probiotics and probiotic/ prebiotic blends are making their way into breads. For example, at the beginning of this year, Orlando Baking, Cleveland, OH, began producing its True Grain line of wheat breads made with probiotic cultures from Ganeden Biotech, also based in Cleveland. “The problem was probiotics had to be refrigerated to maintain viability, and Ganeden has developed strains of it that are shelf-stable and heat-stable so you can bake it,” said

BAKING & SNACK / December 2011

www.bakingbusiness.com

http://www.bakingbusiness.com

Baking&Snack - December 2011

Table of Contents for the Digital Edition of Baking&Snack - December 2011