Supermarket Perimeter - September 2020 - 21

Evolution includes alternative
flours, proteins, ancient grains
BY JENNIFER BARNETT FOX

free

BAKERS UNDERSTAND the substitution of gluten in baked goods is no
easy task.
Complications arising from the elimination of the combined storage
protein in wheat, barley, rye and oats mean there is no simple oneto-one substitution, creating a not-unreasonable perception that
gluten-free production is difficult, time-consuming and costly. Close
to a decade after its initial introduction, manufacturers continue to
experiment with new ways to create delicious, more nutritious glutenfree baked goods.
Gluten free is a category many in the baking industry initially earmarked as a fad, but the category continues to draw consumers through
continued innovation and the use of unique ingredients. Research from
Markets and Markets predicted the gluten-free market would reach $7.51
billion this year with a CAGR of 10.4%. By 2026, the gluten-free market
could reach $7.91 billion, according to Reports and Data.
Audiences attracted to gluten-free options include those with celiac
disease and consumers who see gluten-free eating as a healthier way
of living and/or a weight management tool. While only about 1% of the
population officially receives a diagnosis of celiac disease, a long-term
autoimmune disorder that primarily affects the small intestine, those
who have a first-degree relative are more likely to observe a celiac diet
as a precaution. These first-degree individuals have a 1-in-10 chance
to develop celiac disease, according the Celiac Disease Foundation.
Additionally, it's believed an estimated 83% of Americans with celiac
disease remain undiagnosed or misdiagnosed with other conditions,
according to beyondceliac.org.
Pam Stauffer, global marketing programs manager, Cargill, Wayzata,
Minn., shared that 20% of consumers perceive gluten-free foods and
beverages as being healthier (2019 USA Trend Study - HealthFocus
International). Packaged Facts noted eating gluten-free is especially
prevalent among those who make efforts to eat clean label foods or
regularly purchase organic products. Yet taste remains the primary
purchase driver.
Once upon a time, few consumers would've celebrated gluten-free
products for their great texture and mouthfeel, let alone a favorable
nutritional profile. This was in part because many of the first glutenfree products relied on the use of single starches as a substitute for
wheat flour and a few specific gums for texture control. Today, the
incorporation of naturally occurring sources of protein such as dairy
(protein isolates concentrate, whey and casein) and egg (fresh, frozen
and powdered) along with a variety of alternative flours and ancient
grains, which predate modern wheat by thousands of years, continue to
change the dynamic.
"We've come a long way in our understanding of how to use
ingredient blends, especially starch blends, to better address flavor
and texture," said Allison Leibovich, senior technical service specialist,
bakery, Cargill.

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SEPTEMBER 2020 - 21


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Supermarket Perimeter - September 2020

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