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Limitations and restrictions on gluten consumption create new opportunities for innovation in the food and beverage market

February 28, 2023

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Gluten-Free food is one of the fastest growing segments of the food industry in recent times. According to market data from Euromonitor International, there was 11.5% in growth between 2020 and 2021, reaching a turnover of approximately R$900 million. And this amount is expected to grow even more in the coming years.

To better understand the potential this market has to expand, below we list some consumer motivations for these products, as well as trends, opportunities and insights within this segment. 

Reasons for limiting or excluding gluten

Among consumers, awareness of the effects and medical guidance on gluten-related health disorders boosted demand for gluten free products.

However, the demand for these products is not limited to carriers of a food allergy or intolerance (1% to 6% of the population), but includes consumers in general, who do so by choice.

In addition, certain consumers are also looking for gluten-free versions for low-carb diets, such as Low Carb and Ketogenic.

Trends and opportunities 

Wheat flour-based products showed strong growth in sales volumes, as well as their gluten free versions, as the population increased its consumption of breads, cakes, cookies and pasta throughout the day. 

 For gluten free versions, several solutions have been explored, such as replacing wheat flour with different types of starch, the use of combined flours, such as rice, of oilseeds – almonds and cashew nuts, for example – and even vegetables – chickpeas and peas. 

In addition to the use of certain gluten-free flours or starches, other ingredients can be used to adjust the volume, as well as to provide a pleasant texture and improve the shelf life of the product. This is the case of hydrocolloids, such as guar gum and hydroxypropyl methylcellulose, gluten free ferments, enzymes, fruit or plant fibers, flaxseeds and chia, psyllium, modified starches, proteins from various sources, among many others that may be decisive in the preparation of a gluten-free product.

Inspirations

The gluten-free food and beverage segment is highly competitive and product innovation becomes an even more important strategy to be successful in the market.

Below are some examples of brands that stood out for their creativity and combination of techniques.

Puff Bunz – Simple Truth (United States)
Gluten-free frozen bread made with eggs and cream cheese. It only has 1g of carbohydrate and sugar per two-piece serving and is considered a keto-friendly food, i.e., a good option for anyone on a ketogenic diet.
Coconut wraps - NUCO (United States)
An organic wrap made using just three simple ingredients: coconut pulp, coconut water and unrefined virgin coconut oil. It has just 70 calories per wrap, 4g of liquid carbohydrates and is also vegan and gluten-free. Available in Original, Turmeric, Cinnamon and Moringa flavors.
Enhanced Cookie Dough - DEUX (United States)
A gluten-free, vegan blend of enhanced cookies. There are several options available and each one is fortified with specific nutrients - such as chocolate chips that contain zinc, in addition to fruits, vegetables and nutritious foods and it is considered a product that offers immunological support. It can be eaten raw or baked in the oven.
Lupini Beans Pasta – Lupii (United States)
Pasta made using just lupini flour, chickpea flour and tapioca – only one of them contains xanthan gum. Vegan, free of transgenics and the serving includes 17g of liquid carbohydrates, in addition to 14g of plant protein and 12g of fiber.
Square Pan Pizza- Feel Good Foods – United States
Gluten-free pizza with an artisanal approach made from premium ingredients such as ricotta, mushrooms and truffle oil, as well as some others such as inulin and psyllium, which help to provide a good texture and nutritional experience. In addition to the pizza portfolio, the company offers snacks, breakfast food and other gluten-free pasta.

 

In Brazil, several companies are also innovating in the sector, such as Belive and Vitalin, which have several snacks, sweets and gluten-free breads.  Ceres Brasil has lentil and purple sweet potato pasta. One of the references in the segment, Schär, increasingly expands its portfolio.

In addition to these, other more traditional companies are also updating to meet the current demand for gluten-free foods. Wickbold, for example, innovated with the launch of its gluten-free bread and cake portfolio, made from starch and rice flour. 

In the pasta sector, major players including Barilla and Renata have also updated to include new gluten-free formats made from corn and rice.

Thus, with more and more new launches, it is expected that the greater availability of gluten-free products in supermarkets will have a significant impact on consumer interest, and consequently on the growth of this market.

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