DuPont Nutrition & Health today announced results of a consumer survey where consumers in four key European markets were asked about their attitudes to gluten-free bakery products. The survey results have revealed untapped potential for bakers to develop more and better-quality products with extra nutritional benefits.
While only an estimated 1 percent of the population is gluten-intolerant through celiac disease, Mintel market research reports that the percentage of consumers who buy gluten-free products is considerably higher – 11 percent in Italy and the United Kingdom, and 8 percent in France and Spain.
Bakery products are top of the gluten-free shopping list. To help bakers meet consumer demands, DuPont now has launched a new ‘gluten-free solution finder’ based on its latest application trials.
Gluten-free consumers seek more, high-quality products
Findings from the DuPont survey indicate that healthy living is a main driver of gluten-free sales in these markets. They also show gaps in the current range of gluten-free bakery products on store shelves. Even better quality and wider availability are two key consumer demands.
“It’s clear that consumers are looking for gluten-free bakery products that match regular products in terms of taste, texture and appearance. From a health perspective, they are interested in claims such as reduced sugar and high fiber and other ingredients that give a better nutritional profile,” said Lena Hamann, strategic marketing manager, bakery EMEA.
Preferences vary – so no solution fits all
Another important finding concerns the broad variation in consumer preferences for gluten-free bakery products from market to market. Senior application scientist Helle Wium comments on the challenges of meeting these varied marked demands.
“Bakers use a range of gluten-free alternatives to standard wheat flour to satisfy the preferences of consumers in their markets. This is why there is no such thing as a one-size-fits-all ingredient solution to solve their quality challenges,” she explained.
Gluten-free solutions are custom-made
The survey’s findings have provided valuable insights for ongoing gluten-free trials in the DuPont bakery application center. Exploring key production parameters and ingredient combinations, the trials focus on ways to improve processing efficiency and sensory properties, including taste, texture, appearance and fresh-keeping quality.
This knowledge is behind the customized gluten-free solutions developed by DuPont for individual customer needs. It also is the foundation of the DuPont gluten-free solution finder, a tool that helps bakers identify the right ingredient combinations to meet their market needs.
The solution finder includes two new DuPont™ Danisco® ingredient blends. POWERFresh® GF is for gluten-free bread and sweet goods that stay soft and moist throughout shelf life. POWERFlex® GF locks flexibility into gluten-free tortillas, so they fold easily without tearing even after four weeks in ambient storage.
For more knowledge and insights from the DuPont gluten-free consumer survey and from the DuPont bakery application team, visit www.bakeryperformance.com
DuPont Consumer Survey
The DuPont proprietary consumer survey undertaken in collaboration with market research organization GFK aimed to explore current attitudes, behavior and drivers to gluten & wheat free bakery consumption and purchase, as well as identify needs, expectations and potential gaps in the current gluten & wheat free bakery offering and ultimately identify tangible improvements to the current offer to support development of relevant and appealing product propositions. The research was carried out in four European countries, (France, Italy, Spain and the United Kingdom) and comprised of four two-hour focus group sessions in each country totaling 128 participants.
About DuPont Nutrition & Health
DuPont Nutrition & Health, a business unit of DowDuPont Specialty Products Division, combines in-depth knowledge of food and nutrition with current research and expert science to deliver unmatched value to the food, beverage, pharmaceutical and dietary supplement industries. We are innovative solvers, drawing on deep consumer insights and a broad product portfolio to help our customers turn challenges into high-value business opportunities. More information is available at www.food.dupont.com
About DowDuPont Specialty Products Division
DowDuPont Specialty Products, a division of DowDuPont (NYSE: DWDP), is a global innovation leader with technology-based materials, ingredients and solutions that help transform industries and everyday life. Our employees apply diverse science and expertise to help customers advance their best ideas and deliver essential innovations in key markets including electronics, transportation, building and construction, health and wellness, food and worker safety. DowDuPont intends to separate the Specialty Products division into an independent, publicly traded company. More information can be found www.dow-dupont.com