Slide 1
The rapid rise of allergen-free products in food & drink NPD
Fastest rising claims in food & drink product launches, Top 5 – Global
1
2015 is Jan-Sept
Source: Mintel GNPD
Slide 2 Gluten-free is the driving force
Gluten-free claim penetration in food & drink launches - per region
Driven by legislative requirement for
gluten disclosure in Brazil
The most innovative
regions by some distance
Consistent progress, led by
Spain, Germany, UK, Italy
2
2015 is Jan-Sept
Source: Mintel GNPD
Slide 3 US, by far the largest market for gluten-free
Gluten-free food & drink
$8.8 bn
market value in 2014
62%
value growth forecast 2014-2017
25%
of adults said they eat gluten-free
versions of food in June 2015,
compared to 22% in June 2014
3
Source: Mintel Reports
A wide range of health-related issues
influence perception of gluten-free
Other (than intolerance/sensitivity) reasons for
eating gluten-free foods, US, June 2014
Slide 4 The UK is less dynamic (than the US), but still a fast growing market
•
•
Total UK free from market valued at £365m in 2014, forecast to grow by 50% by 2019
Both the dairy-free and gluten-free segments continue to record impressive growth (both
seeing 15% growth between 2013 and 2014)
2014:
Gluten/wheat-free:
£184m
+15.0% on 2013
Dairy/lactose-free:
£181m
+15.3% on 2013
4
Excludes prescription sales
Source: Mintel Reports (based on IRI/Mintel)
Slide 5 Penetration of free-from food reaches 30%
Three in 10 people in the UK had bought or eaten free-from food in the six months to June
2014, with gluten-free and dairy substitutes being the most commonly purchased/eaten – by
18% and 17% respectively.
5
Source: Mintel Reports
Slide 6 Millennials are more influenced by new ‘free from’ lifestyles
UK 16-34 year olds are 31%
more likely than average to
avoid red meat and/or poultry
They are 40% more likely
than average to avoid
dairy and/or lactose
They are also 40% more
likely than average to avoid
wheat and/or gluten
6
Source:
Source:Free-from
Mintel Reports
Foods - UK - November 2014
Figure 1 The “Lifestylers” account for almost half of the ‘free from’ audience
39% of people live
in households where
somebody is
avoiding specific
foods/ingredients
because of an
allergy/intolerance
or because of a
lifestyle choice
Of the avoiders,
almost half (46%)
do so “as part of a
general healthy
lifestyle” with the
remainder having
“an allergy or food
tolerance”
7
Source: Mintel Reports
Slide 7 UK: avoidance driven as much by healthy lifestyles than intolerance
Types of food avoided, UK, June 2014
8
Source: Mintel Reports
Slide 8 Healthy image, variety, naturalness and weight control benefits all
appeal above personal allergy/intolerance
Reasons for eating free-from foods, UK, September 2015
•
9
Source: Mintel Reports
The top reason
consumers don’t eat
free-from foods is
because they are
deemed as too
expensive compared
to standard foods
(39%), followed by
the belief that they
do not taste as good
as standard
alternatives (22%)
Slide 9 Food launches by selected
health/natural claim: GF vs. Non-GF
Gluten-free vs. Non-Gluten-free, Europe, Oct 2012 – Sept
15 % of launches by selected claim
10
Slide 10 Riding the craze for trendy ingredients – protein, ancient grains,
almond/coconut
High protein claims are increasingly coming into mainstream products but free-from has
already been riding the craze
Wholesome Chow Organic
Gluten Free Hi-Protein
Pancake & Baking Mix (US)
11
Source: Mintel GNPD
Enjoy Life Brownie Mix with
Ancient Grain made with teff
and flaxseed (US)
Melro's Best Simply
Oragnic Raw Coconut
Brownie (France)
Slide 11 Bread brands work harder to convey
health
• Genius adapts its bread recipes – now boasting
low levels of saturated fat and high levels of
fibre, as well as no artificial preservatives and
additional vitamins and minerals (some lines
containing omega-3 or iron)
• Dr. Schär USA revamps with a new line of
Artisan Baker breads, baked with ancient grains
Silver Hills
Gluten Free
Omega Flax
Bread
contains
high fibre
omega 3
flax seeds
(US)
12
Source: Mintel GNPD
PureBred
Bakery
Multigrain
Farmhouse
Loaf is a
gluten-free,
five grain high
fibre loaf with
omega 3 rich
seed mix (UK)
Slide 12 What’s next – watch for grain-free
Simple Mills Naturally GlutenFree Chocolate Muffin &
Cake Almond Flour Mix (US)
13
Source: Mintel GNPD
Paleonola Pumpkin Pie Grain
Free Granola (US)
Slide 13 Bakery remains fragmented globally
•
Grupo Bimbo is the biggest baking company in
the world but it still claims less than a 5% share
of the global baking industry according to its
own estimates. This despite a very acquisitive
few years for the company, including buying
Canada Bread in 2014
No.1 in North America
-
26% value share of bread market in the US
32% in Canada
No. 1 in Latin America, e.g.:
-
34% value share of bread market in Brazil
55% in Chile
56% in Colombia
85% in Mexico
Also a leader in sweet bakery in
those regions
But elsewhere it’s more ‘patchy’:
•
•
14
**Market share
Source: Grupo Bimbo company information / Mintel Market Sizes
No.1 in Spain/Portugal and also present in
the UK with New York Bakery Co.
Small presence in China (c1% share)
Slide 14 Grupo Bimbo - recent NPD of note
•
Bimbo Bakeries in the US has a range of mainstream bread brands and has been prioritising
a healthier positioning for many of these. The company has had particular recent success
with the Thomas’ brand, with high recent sellers including a limited edition cinnamon vanilla
English muffin, and protein and fibre fortified versions
Thomas' Double Protein
Oatmeal English Muffins
Comprise a blend of wheat
and rice protein. The low fat
product is free from trans fat
and cholesterol, it contains 7g
of protein per serving
15
Source: Mintel GNPD
Healthfull Bread - available
in Flax & Sunflower, Steel
Cut Oats & Honey, and
Nuts & Seeds variations
Contains no high-fructose
corn syrup or artificial colors
or flavors
Brownberry Natural Health
Nut Bread Made with
natural ingredients, including
almonds/walnuts, provides
8g of wholegrain and 3g of
fibre per slice
Slide 15 Yamazaki Baking – recent NPD of note
Yamazaki has used seasonality in many of its launches, as well as co-branding, and has
also more directly targeted children through new products such as lunch pack sandwiches
aimed specifically at this demographic
Yamazaki Lunchpack Milk
Coffee Cream Sandwich
(limited edition)
Features milk coffee cream
designed to resemble Ucc Milk
Coffee
Yamazaki Lunch Pack Three
Berries Chocolate Tablet &
Yogurt Cream Sandwich
Fiilled with a chocolate tablet with
three berry syrups and yogurt
cream with Disney design
16
Source: Mintel GNPD
Yamazaki Wonut
Strawberry Chocolate
Waffle Doughnut
Yamazaki has introduced
numerous packaged hybrid
bakery products, such as
cronut variants and this
‘Wonut’
Yamazaki Ensaïmada
Originally from Spain. The soft fluffy
bread contains cheese and is
saturated in sugar and margarine.
It is common to see European
specialities re-configured in the
Yamazaki range and in singleportion packs
Slide 16
•
Aryzta – recent NPD of note
On the back growth for American-style bakery products in Europe, Aryzta has launched its
Otis Spunkmeyer brand into the foodservice sector in Europe with its range of cookies,
donuts and muffins. It is also embarking on a US retail push for the brand in 2016
US retail push for Otis
Spunkmeyer
The new retail line will begin
hitting shelves in early 2016 and
will go beyond the cookies and
muffins the company long has
been known for
17
Source: Mintel GNPD
In the UK, Aryzta has
been focussing on the
ethnic bread market
recently, launching a
new line of Planet Deli
naan breads in the retail
market
Aryzta has also been expanding its
Wrapped to Go range in the UK,
including with the above salted caramel
shortbread bar
Under the Cuisine de France unit,
Aryzta has also recently launched ‘Le
Twist’, an almond encrusted pastry filled
with crème patissiere
Slide 17 Flowers Foods – recent NPD of note
•
Pushing naturalness/quality under Nature’s Own and Cobblestone Bread Co. brands, although more NPD
can be expected from the Wonder brand following its integration into the business in 2013/2014
Has also made a big push into organic in 2015, buying Dave’s Killer Bread and Alpine Valley
•
Natures Own White Enriched
Bread
No trans fat, cholesterol, artificial
preservatives, colors, flavors or HFCS.
35% less sodium and x5 the fiber of
enriched white bread Flowers has this
year cut the number of ingredients in
Nature’s Own bread (the best-selling
bread brand in the US) to 14 from 26
18
Source: Mintel GNPD
Cobblestone Bread Co. Knead for
Seed 12 Grain Bread
Cobblestone is Flowers new brand
described as “everyday artisan”
bread aimed at the millennial
generation with a big focus on social
media and sandwich recipe idea
generation
“The cure for the sandwich rut”
Dave's Killer Bread Sprouted Wheat
Organic Bread
Free from GMO, animal products,
artificial preservatives, artificial
ingredients, HFCS and power-packed
with wholegrain nutrition.
Alpine Valley Natural Whole Grain
Breads
Organic multi-grain bread with omega3
Slide 18 Rich Products – recent NPD of note
•
Rich Products has aimed to take advantage of the flatbread boom in the US with anew retail
range, as well brand licensing opportunities (in its ice cream cakes) and the demand for
more varied flavours in sweet bakery (via its in-store bakery range)
Our Specialty is a new line of 10
retail-packaged, premium
flatbread products
The new items include traditional
flatbread products such as original
naan, original pita, wheat pita, white
Sandwich Flats and multigrain
Sandwich Flats, as well as garlic
cheese naan, original rustic Flats,
Italian herb Flats, chipotle Flats, and
garlic and herb pizza crust.
19
Source: Mintel GNPD
Rich's Wishes Chocolate
Cake & Vanilla Ice Cream &
Hello Kitty licensed Ice
Cream Cake
The company has a range of
Happy Birthday ice cream
cakes, with other licences
including Oreo, Twix, Snickers,
Chips Ahoy! And recently the
Peanuts comic strip
Rich’s Extreme (in-store
bakery)
Line-up of indulgent, decadent
treats includes six items
portioned for one to two people:
Mini Chocolate Brownie Extreme,
Mini Caramel Sea Salt Blondie
Extreme, Mini Boston Crème, and
three flavours of bar cake (Red
Velvet, Triple Chocolate, and
Carrot)
Slide 19 Top 6 other global bread and sweet bakery innovations (last 12 months)
New formats and new ingredients a feature
Ferrero Nutella B-Ready
Bread Wafer with a Nutella
Filling (Italy)
Atrian Home Crok Glas
croissant-doughnut
pastry (Spain)
20
Source: Mintel GNPD
Woolworths Food
CarbClever Cauliflower
Wraps (SA)
Windy City Organics
Rawmio Organic Raw
Chocolate Truffle Cake
(US)
Food for Life Sprouted for
Life Gluten-Free Almond
Bread (US)
Dahls Coarse Coffee
Bread baked with coffee
and flavoured with
cranberries (Sweden)