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Learn what gluten and wheat free customers want from food manufacturers and how you can manufacture safe gluten free food products. You will understand considerations such as cross contamination and ingredients as well as leading edge market research trends. Learn how to increase profits of your gluten and wheat free products. Become empowered to market your safe products to loyal gluten free customers. As President and CEO of GlutenFree Passport®, Kim Koeller is an internationally recognized speaker, consultant and author of the 9-time award winning book series Let’s Eat Out with Celiac/Coeliac and Food Allergies! Kim and her team are also the creators of innovative iPhone, iPod touch and iPad applications – iEatOut Gluten & Allergen Free and iCanEat OnTheGo Gluten & Allergen Free purchased in over 60 countries worldwide. GlutenFree Passport consults with businesses worldwide to deliver innovative and safe gluten free business solutions.
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What Gluten-Free Food What Gluten-Free Food Manufacturers Need to Know!Manufacturers Need to Know!
Kim KoellerPresident and Creator of
Award-Winning Series of Books, eBooks & Apps
Copyright 2011 GlutenFree Passport® All Rights Reserved 2
Agenda
• Worldwide Market Drivers for Special Diets
• Exploding Demand for Gluten & Allergen-Free Products
• Cross Contamination as Serious Consideration
Copyright 2011 GlutenFree Passport® All Rights Reserved 3
Lack of Awareness
Lack of Awareness
• Increased Research• Expanded Testing• Healthcare Education
• Food Labeling• School Regulations• Healthier Alternatives• Restaurant Considerations• Special Diets Legislature
Business Business DriversDrivers
• Restaurant Offerings• Media Coverage• Market Opportunities• Increased Products• Social Responsibility• Increased Revenues
• Rising Prevalence• Enhanced Resources• Increased Expectations• Under-Served Segment• Quality of Life Impact
GovernmentGovernmentDriversDrivers
Consumer Consumer DriversDrivers
Health Health DriversDrivers
Worldwide Market Drivers for Special Diets
Exploding US & International Market DemandSupport of Special Diets
Globally
Source: Mintel 2006 and Packaged Facts 2006
Example of Demand: Double digit annual growth rate of
gluten & allergen-free food products globally
Copyright 2011 GlutenFree Passport® All Rights Reserved 4
Estimated Worldwide Individuals Managing Special Diets (In Millions)
1. Food Allergies 14 (1&2) 15 (3,4,5,6)
2. Food Intolerances 30 (7) 100 (8)
North America Asia/Europe
Total Potential 117 Million 196 Million
3. Celiac/Coeliac Disease 4 (9&10) 6 (11&12)
5. Autoimmune & Diabetes 47 (17) 45 (18)
4. Autism & Asthma 22 (13&14) 30 (15&16)
Growing Global Epidemic of Special Dietary Needs
1% of Global Population with Anaphylaxis (1,2,3,4,5,6)
15 – 25% with Intolerances in Europe, North America & Australia (7&8)
Allergy Prevalence
1% of Global Population with Celiac/Coeliac Disease (9,10,11,12)
1 in 133 of Celiacs in US (11)
Celiac Prevalence
Sources:1. The Food Allergy & Anaphylaxis Network 20072. Canadian Allergy, Asthma and Immunology Foundation 20063. The Anaphylaxis Campaign UK 20074. Food Allergy Italia 20055. Anaphylaxis Australia 20076. Allergy New Zealand 20077. The Food Allergy & Anaphylaxis Network 20068. Allergy Foundation UK 20079. National Institutes of Health 200710. University of Maryland; Archives of Internal Medicine 200311. Coeliac UK 200712. Coeliac Society of Australia 2007
Sources:13. Centers for Disease Control 200714. National Asthma Council 200615. Global Allergy & Asthma European Network (GALEN) 200616. Asthma Insight & Reality in Europe 200517. American Autoimmune Related Disease Association 200718. The Lancet 200419. Vegetarian Research Group 2007
Ever-Rising Global Population Managing Special
Diets = 300+ Million
Copyright 2011 GlutenFree Passport® All Rights Reserved 5
• Most Misdiagnosed Disorder in US & Europe (11)
• Most Common Genetic Auto-Immune Condition
Celiac/Coeliac Prevalence in the Western World
USA1 in 133
Denmark1 in 130Canada
1 in 133
Brazil1 in 273
Sweden1 in 100
Ireland1 in 120
Finland1 in 60
Netherlands1 in 184
Germany1 in 500
Sources:1. Canadian Celiac Association 2007 2. University of Maryland Multi- Study 20033. School Nurse News 20034. Coeliac UK 20075. AOECS 20066. World Health Organization 20017. Swiss Medical Weekly 20028. Federacion de Asociaciones de Celiacos de Espana 2004
9. National Institutes of Health 2004
10. Coeliac Society of Australia 2006
Australia1 in 100
UK1 in 100
France1 in 300
Algeria1 in 70
Spain1 in 200 Turkey
1 in 77
Israel1 in 157
Saudi Arabia
1 in 157Argentina1 in 167
India1 in 310
Iran1 in 104
Italy1 in 184
Switzerland1 in 132
Copyright 2011 GlutenFree Passport® All Rights Reserved 6
Profile of US Gluten-Free Consumer
Know Who Your Consumer Is:
• Celiac
• Allergic
• Intolerant or Sensitive to Foods
• Other Health Concern or Lifestyle Choice
Estimated US Consumer Population:
• Gluten-Free - Potential 10- 15%
• Allergen-Free – Potential 15- 25%
Gluten-Free Consumer Profile: (1)
• 84% are female
• 75-80% buying, shopping and cooking decisions are made by women
Source:(1)ACDA 2007 on-line survey with 5,000 respondents
Copyright 2011 GlutenFree Passport® All Rights Reserved 7
Exploding Demand for Gluten & Allergen-Free Products
US Allergen-Free Product Sale Estimates (3)
Product Sales (in Billions)
US Allergen Free Products
•“Allergen-Free” - Most rapidly growing sub-category in dietetic space (1)
• Over 150 dedicated gluten-free manufacturers in US and growing daily
• ~20% incremental increase in gluten-free products during past 5 years
Sources:(1) SPINS Market Research – SPINSscan, 52 weeks ending 5/20/2006(2) Mintel International Group Ltd. Research 2007 – New Consumer Product Launches(3) Packaged Facts, a division of Market Research.com - 9/01/2004(4) Packaged Facts survey of gluten-free market- July 2006
US Gluten-Free Product Sale Estimates (4)
Product Sales (in Millions)
US GlutenFree Products
$210M
$696M
$1.7B$4B
$2B
Annual Growth Rate of
25%
Copyright 2011 GlutenFree Passport® All Rights Reserved 8
Key Consumer Product Buying Considerations
• 97% of consumers are brand-loyal shoppers (2)
• 74% always buy products marked gluten-free over like products (2)
Source:(1)Understanding Gluten and Allergen-Free Experiences Worldwide - 2008 research with over 2,500 survey respondents from 35 countries sponsored by AllergyFree Passport and GlutenFree Passport®(2)ACDA 2007 on-line survey with 5,000 respondents
Gluten & Allergen-Free Guests (N=2,536 )
Customer Expectations for Gluten & Allergen-Free Products
Copyright 2011 GlutenFree Passport® All Rights Reserved 9
Worldwide Product Labeling Considerations
• Dairy & Milk
• Eggs
• Fish
• Gluten
• Peanuts
• Shellfish
• Soy
• Sesame
• Tree Nuts
• Wheat
• Australia & New Zealand –FSANZ required all allergens except sesame seeds be named on ingredient list in 2002.
Common Global Food Allergens
• European Union Directive on product labeling required manufacturers to identify 12 allergens and their derivatives including celery, mustard & sulphites in November 2005.
• US in 2006 signed the Food Allergen Labeling and Consumer Protection Act (FALCPA) requiring the eight top allergens declared on ingredient lists with gluten standards to be defined in 2011.
• Canada is currently in the process of approving regulation for similar product labeling for all 10 of the above allergens and their derivatives.
Copyright 2011 GlutenFree Passport® All Rights Reserved 10
Value of Gluten-Free Labels on Shopping Habits
Products Labeled Gluten/Allergen-Free
Products Certified Gluten/Allergen-Free
Labeling Expectations for Gluten & Allergen-Free Products(1) For Increased Confidence, Consumers
Determine Gluten-Free Status: (2)
• 97% Read labels• 77% Look for certification
• 68% Call manufacturers• 64% Use gluten-free product lists• 46% Base decisions on voluntary
label statements
Source:(1)Understanding Gluten and Allergen-Free Experiences Worldwide - 2008 research with over 2,500 survey respondents from 35 countries sponsored by AllergyFree Passport and GlutenFree Passport®(2)ACDA 2007 on-line survey with 5,000 respondents
Copyright 2011 GlutenFree Passport® All Rights Reserved 11
Gluten and Allergen-Free Consumer Attitudes
• Compulsive about– Food safety– Cross contamination
• Suspicious & limited trust in food industry – Providing erroneous or misleading information– Manufactures not providing useful information– Consumer asking incorrect question– Terminology – definition difference
• Can extrapolate information to an extreme
Copyright 2011 GlutenFree Passport® All Rights Reserved 12
Cross-Contamination as Serious Consideration
1. Small amounts cause reactions2. A concern at every stage of food processing3. Dedicated and co-packing plants may be able to
produce safe gluten-free products
Important Considerations:• Raw materials handling• Allergen Control policies and standard operating
procedures (SOPs)• GMPs, cleaning procedures and HACCP in place• Gluten testing
– In-plant testing vs. external testing?
Copyright 2011 GlutenFree Passport® All Rights Reserved 13
Future for Gluten and Allergen-Free Products
• 73% of consumers want better tasting gluten and allergen-free products with a wider selection(1)
• New gluten and allergen-free products:– Taste and texture like wheat-based products – Fast and convenient (not necessarily healthy)– Mainstream products– Healthier options
• Demand for less expensive products• Growing market with double digit growth
Source:(1) Understanding Gluten and Allergen-Free Experiences Worldwide - 2008 research with over 2,500 survey respondents from 35 countries sponsored by AllergyFree Passport and GlutenFree Passport®
Copyright 2011 GlutenFree Passport® All Rights Reserved 14
• Global health consulting firm delivering innovative solutions to gluten and allergen-free individuals & businesses since 2005
• Educating businesses and empowering consumers worldwide:
Authoritative speakers at hundreds of celiac, allergy & industry conferences
Internationally acclaimed experts recognized by 250-plus organizations & media outlets
Board Member of University of Chicago Celiac Disease Center
• Enriching Gluten & Allergen-Free Lifestyles
Thought leaders driving ground breaking market research
Authors of the 9 time award-winning book series
Developers of innovative iPhone / iPod touch / iPad apps
Creators of over 20 eBooks on Safe Eating and Travel
Driving Change Around the World
Copyright 2011 GlutenFree Passport® All Rights Reserved 15
Learn about Our Consulting Services, Let’s Eat Out! Series &
iPhone / iPod Touch / iPad Apps
Visit us on the Apple Apps Store &
www.GlutenFreePassport.com
iEatOut Gluten & Allergen Free™ and iCanEat OnTheGo Gluten & Allergen Free™