N°64 - Marché /Sans Gluten million. Unlike the shelf-space dedicated to breakfast products, which has a high deve- INCA 3 STUDY ON ALLERGENS lopment potential, and where most products contain the gluten provided by cereals. In For the 0- to 17-year-olds, the foods quoted in case 2015, the market for gluten-free breakfast of dietary restrictions related to food intolerances products increased by 123.4% in terms of or allergies are as follows: cow’s milk comes value (€4.7 million) (Vitagora, 2018). fi rst (quotation rate: 31.2); wheat fl our comes on the 13th position (6.8) followed by gluten (4.5). FODMAPs: the new The answers change with the 18- to 79-year- “gluten-free”? olds: cow’s milk comes fi rst (30.2), gluten goes up to the 5th position (11.4) and wheat fl our is ranked 14th with a quotation rate of 6.6. In the fi eld of “free from”, a new diet is about to dislodge the very fashionable “gluten-free”. The diet free from (or with little) FODMAPs - Fermentable Oligo-Di, Monosaccharides And Polyols - might be a solution for the people with irritable bowel syndrome (one in seven people suffer from IBS around the world). of two French beers (organic and gluten-free This diet positions itself within the trend of AFDIAG Jade by Brasserie Castelain and Grain d’Orge digestive well-being, which has already driven 256 by Brasserie de Gayant). For breakfasts, both the emergence of the markets for plant- small and big players are sharing the shelves: based milks and gluten-free products. It may gluten-free Turtle® Cereals, a Belgian company, offers cover the needs of 10-15% of the popula- trademarks labelled by AFDIAG a range of six oats porridges and the giant tion with IBS, just as the gluten-free market Nestlé has developed a new GoFree range does and which has many more adherents 044 3,500 that includes three references of gluten-free than the actual number of persons suffering secured products corn fl akes. Still in the biscuit industry, the from celiac disease. The FODMAPs-friendly French company Les Affranchis has deve- trend is already fi rmly established in Australia, €9.9 billion loped a gluten-free cookies recipe. Listing a pioneer country that has launched nume- European market for all the gluten-free references on the market rous studies. Monash University (Melbourne) gluten- and lactose-would take too long as the offer is impor- issues a “low-FODMAP” certification for free products in tant. There are also pizzas (Dr.Oetker), fajitas the products with a low-FODMAP content. 2021 (+60% versus 2016) (Old El Paso), crisp savoury sandwiches (Le Nestlé, Kellogg’s, Baker’s Delight and Fazer Pain des Fleurs) and Harry’s sliced bread. have launched new products in this market or In addition to these offers of the agri-food have obtained the label for their existing pro- industry, many websites have been created ducts. Schär, the gluten-free giant, has also and propose gluten-free recipes to support launched into low-FODMAP products, stres- the individuals in their homemade gluten-free sing the growth opportunity of this market. approach. Please note that gluten-free products are not specifi c of the agri-food industry only. Focus on snacking The shelves for cosmetics are also starting to accommodate gluten-free products. Indeed, The snacking sector has also launched into a cutaneous manifestation specifi c to celiac the “gluten-free” universe. What consumers disease has been identifi ed: dermatitis herpe- currently want is to eat quickly and well with tiformis. Its prevalence is low and the deve- foods adapted to their lifestyle and/or health lopment of this disease in celiac patients is condition. That’s why more and more gluten- not systematic. The most justifi ed gluten-free free products are making their way into the make-up products are probably the ones shelf space. This is particularly visible on the intended for lips (lipsticks and lip balms) as shelves dedicated to snack products: they they can be ingested. North American com- are formulated without gluten (potato, corn). panies (Red Apple Lipstick, Bite Beauty) If gluten-free represents only 0.2% of snac- are specialized in this market segment and king products, it actually represents a rise of already offer complete lines of gluten-free 558% for the year 2015 at a turnover of €1.4 guaranteed makeup.■ ■ / Juillet - Août - Septembre 2018 / N°64 / L’Actualité des Ingrédients Fonctionnels & Santé