The Scourge of the 21st Century: Food Allergies
Faced with the effervescence in recent years of food allergies and intolerances due to the excessive processing of wheat, society faces a real scourge of the 21st century. In Europe, 1% of the population suffers from celiac disease and in the USA, 40 million Americans consume “gluten-free” 4 million of which are celiac and between 18 and 22 million suffer from gluten sensitivity. One of the first difficulties that patients and healthcare professionals have had to confront is how to spot the disease: “How to detect celiac disease or hypersensitivity to gluten? “. From now on, simple and reliable diagnostic methods make it possible to carry out analyzes such as the detection of anti-gliadin, anti-transglutaminase and anti-endomysium antibodies as well as the HLA test via a blood test in order to know the genetic predisposition. Research throughout the world has resulted in an interesting geographical map of the global incidence of celiac disease that is spreading more in developed countries. Source: (Dr Schar Institute).
A market share to be taken for the retail sector: decoding the “gluten-free” market
Following the success of “organic” products, which Xerfi expects to see a further 15% increase in 2016, the industry is seeing real potential and market share in the “niche” sector of gluten-free.
Globally, the gluten-free industrial market is estimated at 3 billion Canadian dollars by 2010. According to a Nutrimarketing study dating from 2014, the rate of penetration of gluten-free in the USA is 12.6% with 40 million consumers. In France, in spite of its delay compared to its neighbors, the gluten-free market more than doubled in 2014 from 35 million to 78 million euros of turnover (source Le Figaro.fr). A turnover away from other markets like that of the United Kingdom which reached in 2013 nearly 340 million or in Italy 260 million.
The United States remains the champion of the gluten free market where the market has risen from $ 973 million in 2014 to $ 2.3 billion in 2019. *
* According to a Packaged Facts report, the US market is expected to reach $ 7 billion in 2017 with growth of about 30% annually.
The large distribution in front of this niche market
Since 2014, several industrial brands have embarked on this new market, with gluten-free bread representing more than 3% of the global market, such as the German leader Schar, number 1 in Europe, Genius, Allergo, Harrys and Gerblé negotiated a partnership with tennis champion Djokovich, intolerant to gluten and who became the exclusive ambassador of the brand. The distributors’ brands have even turned themselves into this flourishing market with Monoprix, Carrefour and Auchan with “Mieux Vivre”. Several gluten-free bakeries have opened in 2014 such as the Maison du sans-gluten, Chambelland and Noglu, all listed on the GlutenTrip collaborative platform in Paris, in Spain, in Belgian, in London, in Peru or in USA : http://www.glutentrip.com/en/capitales/new-york/
Similarly, gluten-free pasta is another high-growth product with the rise of the Barilla brand. The latest segment with the biggest increase is the range of aperitif products, which are experiencing a spectacular increase: + 558.3% in 2015, reaching a turnover of 1.4 million euros. The Herta and Fleury Michon brands have also developed a range of cooked ham without gluten. The latest developments are the development of gluten-free cosmetics and gluten-free beverages such as high-demand beer.
In total, sales in supermarkets in France is expected to amount to 65 million euros in 2016, twice as much as in 2013 with over 80 brands dedicated products according to the French Association of Gluten-intolerant (Afdiag). That’s eight times more than five years ago.
We thus notice a real enthusiasm of the supermarket which sees a market share to be taken that will make the happiness of certain consumers by bringing them more choice and variety in the products. However, we can not help wondering how has come to so many intolerances and food allergies? The use of pesticides, Monsanto, the transformation of modern wheat … We will not have a clear answer to explain this scourge of the twenty-first century.
(Photo source: Dr Schar Institute)