Allergen-free baked goods trend or potential market?

Allergen-free baked goods trend or potential market? Dr Sylvia Pfaff, FIS Europe Surveys indicate that more and more people are saying they react negatively to one foodstuff or another. Even though this is not always a case of genuine i. e. immunoglobulin- E-mediated food allergy, there are a growing number of offers on the market aimed at meeting this demand. Offers of gluten-free and lactose-free foods have become commonplace. A key sector here is baked goods, which are consumed daily. What does the current market look like as far as baked goods are concerned? Is there any potential left, or is it already saturated? What other allergenfree baked goods might possibly be offered? In a study conducted in the Augsburg area, over 20 per cent of participants reported reacting with intolerance symptoms to certain kinds of food. In a poll conducted by the Charité School of Medicine (Universitätsmedizin), Berlin, as many as 35 per cent of participants said they experienced symptoms after the consumption of certain foods. In reality, however, intolerance reactions were only proven in 3.7 per cent of these people. Only 2.5 per cent of the reactions were IgEmediated, and could therefore be classed as genuine food allergies (1). On the basis of these and other data, scientists estimate that only two to three per cent of Europeans have an allergic reaction to certain foods. Children are affected rather more often than adults: An estimated six to eight per cent develop allergic reactions to foods in the first years of life. Roughly every third child suffering from neurodermatitis is affected by a food allergy (1). Despite the low number of actual allergy sufferers, the market for allergen-free foods is very large. It is estimated that members of every third household consume allergen-free foods. The reason for this is that unaffected household members eat them too. They do so partly out of concern for the sufferer, to avoid 12 Wellness Foods Europe October/November 2013

Allergen-free foods Wellness Foods Europe Many Germans do not recognise symptoms of gluten sensitivity Gluten intolerance is nevertheless becoming an increasingly important subject Are you aware of gluten as a trigger for abdominal pains, diarrhoea and flatulence? Those with knowledge All those questioned of gluten intolerance Source: GfK Study (Nürnberg Market Research Agency) commissioned by Dr. Schär group of companies them inadvertently eating a food they cannot tolerate. Another aspect is that it is much simpler to buy or prepare just one kind of product as long as everybody in the household likes the taste of it. Gluten-free but still a risk for those allergic to wheat! > Labelling regulations require mandatory declaration of sulphite and to Who do you consult in the case of gluten intolerance? Family doctor Pharmacy Medical specialist Friends The following percentage of people have already heard about gluten, coeliac disease, gluten intolerance and gluten sensitivity of these are aware of gluten of these are aware of gluten intolerance of these know gluten is a protein in grains such as wheat or rye 13 allergenic foods including the derivates on food packaging. Among these foods are grains containing gluten (i. e. wheat, rye, barley, oats, spelt, kamut or their hybridised strains) and products made from them. Exceptions to this are wheat-based glucose syrups including dextrose, wheat-based maltodex trin, and barley-based glucose syrups and grains for making alcoholic beverages. These ingredients are altered or purified to such an extent by industrial processes that they lose their allergenic potential, according to studies conducted by the European Food Safety Authority (EFSA). Foods can be labelled gluten-free and at the same time list ingredients which contain gluten. The labelling of ingredients containing gluten, for example modifi ed starch (wheat), is required by law, even if the gluten content is less than 20 parts per million. If manufacturers use the gluten-free label, they must be careful not to exceed this limit. This is achieved e. g. by subjecting the starch to a special treatment (2). It is a widespread misconception that gluten-free foods are also suitable for people with wheat allergies. Wheat allergy is triggered by various protein components of wheat such as albumin, globulin and gluten. Albumin and globulin are mainly found in the outer hull of the grain, gluten in the endosperm. Frequently the gluten-free wheat starch used still contains wheat protein, which is an allergen (3). Only foods which are naturally wheat-free and thus gluten-free can also be tolerated by people who are allergic to wheat. Examples of naturally gluten-free grain types are rice, maize, millet and buckwheat. Gluten sensitivity a real medical condition or a way of making money? > According to the German Coeliac Society (DZG), about 300,000 people in Germany are unable to tolerate gluten. This is less than 0.4 per cent of the population. New studies have shown that every 250 th person in Germany is intole rant October/November 2013 Wellness Foods Europe 13

to gluten, yet only 10-20 per cent of these exhibit the typical symptoms of coeliac disease. 80 90 per cent of patients show symptoms ranging from untypical symptoms to none at all, and are often unaware of their illness. Despite the statistics, considerably more people are still of the opinion that gluten is not good for them (4). This view has been greatly encouraged in recent times by reports in the media. The issue has prompted vigorous discussion of symptoms such as abdominal pain, flatulence, nausea, diarrhoea, migraine and bloating in connection with a new form of gluten intolerance: gluten sensitivity. So far it has not been possible to make a concrete diagnosis, but the first step in the process is to eliminate coeliac disease and wheat allergy by means of medical tests. Up till now barely any research has been done into the incidence of gluten sensitivity, but experts assume that it is five to seven times more common than coeliac disease. As yet, however, there are no concrete studies to substantiate these figures (5). In spite of this, many companies are taking advantage of this discussion to promote their products, which are generally 30 50 % more expensive than others. Sales of gluten-free foods are hard to determine. For the year 2014, the Coeliac Society of the UK predicts a turnover of about 287 million EUR for the United Kingdom, followed by Italy with 249 million EUR and Germany with 210 million EUR. These figures relate to all gluten-free foods. Besides baked goods, this also includes noodles, cereals, baking mixes and beer. The number of food stores offering a gluten-free range is also growing steadily. This was 38 % of stores in 2011, whereas it was only 30 % in 2010. Bread and bread rolls are the most important commodity. Experts for all European countries estimate the growth rates for sales of gluten-free foods to be very high. These are expected to be consistently in the twodigit range in the coming years, especially for the food retailing segment. The REWE group, Cologne, launched its own Free From In-patient diagnoses of lactose intolerance in Germany 2000 to 2011 3,000 % 2,500 % 2,279% 2,381% 2,546% 2,550% 2,511% 2,552% In-patient diagnoses 2,000 % 1,500 % 1,000 % 500 % 1,645% 1,885% 2,006% 2,068% 2,095% 1,983% 0 % 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Germany; gbe-bund.de (federal government s health monitoring information system); Federal Statistical Office; 2000 to 2011 Source: gbe-bund.de; Federal Statistical Office 14 Wellness Foods Europe October/November 2013

Allergen-free foods Wellness Foods Europe brand in April 2012. There are 34 products in Rewe s programme, 17 of which are lactose-free and 16 gluten-free, as well as one which is both gluten-free and lactose-free (as of November 2012). Nine of these are baked goods (6). Lactose intolerance not a rare phenomenon in Asia > The prevalence of lactose intolerance varies a great deal from one region to another. Intolerance of this milk sugar occurs much more frequently worldwide (approx. 75 per cent) than in Europe. It is most common in Africa and Asia. In these continents 90 to 100 per cent of the population cannot tolerate lactose. According to the German Nutrition Society (DGE), 15 per cent of the population in Germany is lactose intolerant. This means, for example, that about twelve million people do not eat any bakery goods made with milk. Many of those affected suffer from complaints for years without being aware of their cause. Sufferers generally exhibit no activity, or only reduced activity, of the enzyme lactase. Lactase breaks lactose down in the small intestine. If this does not take place, lactose reaches the large intestine, where it is broken down by intestinal bacteria, producing gas. This causes diarrhoea and/or abdominal pain and flatulence. The majority of lactose-free products are dairy products. In the production of lactosefree dairy products, lactose is split in a special technological process so that the product contains a residual amount of lactose less than 0.1 g per 100 g or 100 ml. By contrast, various kinds of cheese (hard cheese, semihard and soft cheese) are only rendered lactose-free by means of sufficient natural maturing. Apart from classic milk products, it is now also possible to obtain lactose-free versions of various kinds of delicatessen products, antipasti, confectionery and convenience foods (7). A growing number of bakers are also offering lactose-free goods. Labelling of these For you we turn everything upside down Innovations for food ideas native starch LACTOSE FREE On the basis of Phone +49 (0)5767 96 03-0 www.wfe.warmsener.com Bohnhorster Strasse 17 D-31606 Warmsen October/November 2013 Wellness Foods Europe 15

products is not as transparent as with gluten-free foods, which can bear seals of recognition issued by the German Coeliac Society (DZG) if its testing standards have been met. Since there is no uniform symbol for lactosefree, some producers use a glass of milk with a line crossed through it, but this can be confusing because lactose-free milk products may also be used in the product. The pro duct is then lactose-free but this does not mean that it is milk-free. There is an urgent need for further standardising work in this respect. There is further potential information will improve > By the end of 2014 it will be compulsory for all suppliers of loose goods to provide information on the allergen content of their products. This means that every baker, butcher, caterer, restaurateur or hotelier must make sure they know all about the ingredients their products contain. One possible outcome of the new legal situation may be to create a special awareness of the needs of allergy sufferers, leading to further improvements in the service provided for this target group. Many are hoping for baked goods which are free of hazelnut and/or peanuts, but in such cases the supplier must take particular care in the production process, as even the slightest traces of these nuts can harm the sufferer. A range of measures must be implemented so as to keep this risk to an absolute minimum. References > (1) Nahrungsmittelallergien, Helmholtz Zentrum München FLUGS-Fachinformationsdienst, September 2008 (Quelle: http://www. helmholtz-muenchen.de/fileadmin/ FLUGS/ PDF/Themen/Allergien/Nahrungsmittelallergien_01.pdf) (2)Verordnung (EG) Nr. 41/2009 der Kommission vom 20. Januar 2009 zur Zusammen setzung und Kennzeichnung von Lebensmitteln, die für Menschen mit einer Gluten unverträglichkeit geeignet sind (Quelle: http://eur-lex.europa.eu/) (3) Weizenallergie, Deutscher Allergie und Asthma-Bund e.v., 2013 (Quelle: http:// www.daab.de/ernaehrung/weizen-allergie/) (4) Häufige Fragen und Antworten zum Thema Zöliakie, Deutsche Zöliakie Gesellschaft e.v., 2013 (Quelle: http://dzg-online.de/haeufige-fragen-und-antworten-zum-thema -zoeliakie.275.0.html) (5) Symptome für Gluten Sensitivity werden von vielen Deutschen nicht erkannt, GfK- Studie im Auftrag von Dr. Schär, 26.02.2013 (Quelle: http://www.presseportal.de/pm/ 64497/2422959/gfk-studie-im-auftrag-vondr-schaer-symptome-fuer-gluten-sensitivitywerden-von-vielen-deutschen) (6) Glutenfrei im Supermarkt, Brot + Backwaren, 28.04.2013 (Quelle: www.brotundbackwaren.de/jahrgang-2013/articles/brotbackwaren-ausgabe-042013.html) (7) Minus L Produkte, 2013 (Quelle: http:// www.minusl.de/minusl-produkte.html) For further information, please contact: Dr Sylvia Pfaff, FIS Europe, Bahnhofstraße 10 48455 Bad Bentheim, Germany Telephone: +49 5922 904003 fis-buero@web.de, www.fis-europe.net 16 Wellness Foods Europe October/November 2013