GLNC Industry Briefing Day: A Focus on Whole Grains · Rice/Corn Cakes 6 60 12% 4 Rice, Pasta,...
Transcript of GLNC Industry Briefing Day: A Focus on Whole Grains · Rice/Corn Cakes 6 60 12% 4 Rice, Pasta,...
GLNC Industry Briefing Day: A Focus on Whole Grains
24th November 2016
Follow us on Facebook and Twitter! @GrainsLegumesNC
#focusonwholegrains
Turning Public Attention to Whole Grains
Michelle Broom, GLNC General Manager
@GrainsLegumesNC #focusonwholegrains
GLNC Overview
Independent authority on the nutrition and health benefits of grains and legumes
Health Promotion Charity and non-profit organisation
Promote grains and legumes nutrition as part of a balanced diet through evidence-based information cultivating good health
GLNC Contributors
Strategic Direction 2017 - 2019
Evidence
GLNC maintains evidence-based
expertise in the role of grains and legumes in a
healthy, balanced diet to reduce risk of chronic disease. GLNC tracks
existing and emerging scientific research and
reviews population studies to underpin
engagement and communications
messages.
Industry Engagement
GLNC is a key strategic partner for industry,
providing expert advice and insights to support development and
promotion of healthier grain and legume foods. Stakeholders across the
supply chain include growers, traders, handlers,
processors, regulators, manufacturers and
retailers.
Community Engagement
GLNC actively engages with key influencers of
consumer attitudes and behaviour to raise
awareness of the role of grains and legumes in a
healthy, balanced diet to reduce risk of chronic
disease. Influencers include Government, key opinion
leaders, not-for-profit organisations, health care
professionals, retailers, the media and ultimately
consumers.
Market Insights
GLNC identifies and monitors market issues and
tracks opportunities related to health and
nutrition to support the grains industry in
producing foods that will reduce risk of chronic disease. GLNC tracks
changes in the food supply and consumer attitudes and behaviour as well as regulations, policy and
public health recommendations related
to grains and legumes. VALUES: Integrity Trust Credibility.
VISION: GLNC is the independent authority on the nutrition and health benefits of grains and legumes
MISSION: GLNC promotes the role of grains and legumes as part of a balanced diet through evidence-based information, cultivating good health
• Keep up-to-date with published evidence and research in progress
• Conduct analyses of Australian population data
• Australian research shows people who eat core grain foods have similar weight
measures to those that avoid grain foods
• Conduct systematic reviews of published data
• Review of the effect of refined grains on health
• Prepare summaries of evidence on key topics of interest
• Examples: sprouting, fermentation
Evidence
• Grain and legume related consumer and product
trend reports
• Consumption and Attitude Consumer Survey
• Category review of grain and legume products on
shelf
• Weekly media monitoring and quarterly analysis
Market Insights
• Provide industry with market information to assist
development and communications of nutritious
grain and legume foods
• Submissions to public consultations
• Code of Practice for Whole Grain Ingredient
Content Claims
Industry Engagement
Community Outreach
Proactive Communication (Consumer online and print media)
2014 – 2016 reach - 70 million
Website 30,000 unique visitors per quarter
Facebook (Consumer)
Audience – 46,000 likes
Engagement = 0.16 – 0.31% (community standard = 0.21%)
Twitter (Health Care Professionals, Industry)
3,000 followers
Balance eNews (Health Care Professionals)
Subscribers = 3,000
Open rate = 33% (NFP industry average 24.96%)
Click rate = 30% (NFP industry average 2.82%)
Focus on Whole Grain
Whole Grain Recommendations
Three serves of whole grain foods linked with risk reduction of: • Cardiovascular disease • Type 2 diabetes • Weight gain • Colorectal cancer
Daily Target Intake 48g whole grain per day
Adults and children 9+ years
Children
2-3 years old: 24g whole grain
4-8 years old: 32-40g whole grain
Six serves of grain foods, mostly whole grain and/or high fibre
Australian Dietary Guidelines
The Whole Grain Gap
Less than half of core grain serves coming from whole grain or high fibre sources
2011-12 Australian National Nutrition Survey
Young Men
Proportion of serves from whole grain foods vs refined:
14-18 year olds: 19%
Young Women
Proportion of serves from whole grain foods vs refined:
14-18 year olds: 26.1%
2011-12 Australian National Nutrition Survey
The Whole Grain Gap
GLNC 2014 Grains and Legumes Consumption and Attitude Study
The Whole Grain Gap – by serve
30% - 3+ serves of whole grain per day
43% - less than 1 serve of whole grain
Adults Children Half of Australian children eating less than 1 serve of whole grain food a day
GLNC 2014 Grains and Legumes Consumption and Attitude Study
The Whole Grain Gap – by grams
Adults
0%
10%
20%
30%
40%
50%
60%
Total (n=784)
35% consume at least 48 grams 45% consumed at least 48 grams
Children
Key Messages
• Make at least half of your grain food choices whole grain or high fibre
• Look for grain foods higher in whole grain – high in whole grain or very high in whole grain
GLNC Whole Grain Communications
Addressing the Whole Grain Gap
Activities
• Consumer media outreach
• Traditional media influencers
• Social media
• GLNC website
• Health Care Professional education
Addressing the Whole Grain Gap
GLNC Whole Grain Communications
Need a Multi-Faceted Approach
• Ensure foods with meaningful levels of whole grain foods are available in the food supply
• Set evidence-based recommendations: a quantified recommendation for whole grain
• Promote consistent messages
Addressing the Whole Grain Gap
Code of Practice for Whole Grain Ingredient Content Claims: Industry Update
Rebecca Williams, GLNC Nutrition and Code Manager
@GrainsLegumesNC #focusonwholegrains
Solving the Whole Grain Puzzle
Australians are not meeting evidence-based whole grain recommendations
People are confused about whole grain foods
Why?
No regulation around whole grain content claims and the use of the word ‘whole grain’ on pack and in advertising…
Whole grain content of foods labelled as whole grain varies
GLNC. 2014 Grains and Legumes Product Audit. Unpublished. GLNC. 2014 Australian Grains and Legumes Consumption and Attitudinal Report.
The Challenge
Solving the Whole Grain Puzzle
The Solution Consistent messages on whole grain content of foods from public health and the food industry
The Code of Practice for Whole Grain Ingredient Content Claims – a voluntary industry standard launched in June 2013
Objectives 1.To describe an industry standard for whole grain ingredient content claims 2.To encourage wide uptake of content claims across the grain food category 3.To provide a tool to enhance the promotion of more nutritious whole grain foods
Unpacking the Code of Practice
Unpacking the Code of Practice
1. Whole grain ingredient content claim levels and factual statements of whole grain content
2. Daily Target Intake statement
Options for Registered Users
Unpacking the Code of Practice
Product must contain minimum 8 grams whole grain per serve
Based on contribution to 48 gram Daily Target Intake and Australian Dietary Guidelines
Product audits confirm three levels are achievable targets for food industry
Factual statements are also permitted i.e. 67% whole grain, 22 grams whole grain per serve
1. Whole Grain Ingredient Content Claim Levels
What’s permitted
Calculate whole grain content according to FSANZ Percentage Labelling of Food Users
Guide – Characterising Ingredients and Components of Food
Unpacking the Code of Practice
Front of Pack:
“60% of your Whole Grain Daily Target*”
Product must contain minimum 8 grams whole grain per serve
2. Daily Target Intake Statement
Registered Users of the Code
Governance of the Code
Governed by GLNC, guided by the Code Steering Committee and Complaints Advisory Committee
Three year review to assess performance against objectives
Amendments to the Code are outlined on the GLNC website
www.glnc.org.au/codeofpractice/code-of-practice/
Code Impact Assessment
Code Impact Assessment
1. Uptake of the Code
• Whole grain content of foods on shelf in Australia
2. Code Compliance
• Whole grain ingredient content claims
• Other whole grain claims (outside the scope)
3. Impact of the Code on the food supply through new and renovated products
Code Uptake Summary at June 2016
Code Uptake
Total June 2015 Total Added
July 2015 - June 2016
Total
Total Registered Products* 218*
169* (↑78%)
375*
Registered Products (Aust only & Aust/NZ Products) 193
163 (↑84%)
353*
Registered Products (NZ only products) 74
6 (↑8%)
78
Registered Users 15
5 (↑33%)
20
Complaints Made 0 0 0
Steering Committee Meeting 4 2 4
Complaints Committee Meeting 0 0 0
Table 1. Code Uptake Summary at June 2016
*Excludes deleted products (n=24 in FY16) and duplicates (n=36 where product with same name and whole grain content is registered in Australia and New Zealand separately). Sourced from GLNC Code Registered User and Product Registration Form
Code Uptake Summary at June 2016
Code Uptake
Registered Products in Australia1
Eligible Unregistered
Australian Products2
Estimated Code Uptake in Eligible
Australian Products2
Registered Products in New
Zeland1
Breakfast Cereals and Snacks* 131 198 34% 4
Bread Products 120 32 74% 67
Crispbreads, Crackers, Rice/Corn Cakes 6 60 12% 4
Rice, Pasta, Noodles, Couscous, Other Grains 0 65 0% 0
Mixed Dishes, Ready Meals (Frozen) 15 5 67% 0
TOTAL 272 360 41% 75 1Sourced from GLNC’s Registered Products Database 2Sourced from GLNC’s 2015-2016 Core Grain Food Product Audit *Includes breakfast biscuits and muesli bites Note, eligible products were products which had an estimated 8 grams or more whole grain per serve. Excludes products for which whole grain content could not be estimated.
Table 2. Code Uptake within Core Food Categories at June 2016
Whole Grain Content of Foods on Shelf
Data sourced from GLNC’s 2013 - 2014 and 2015 - 2016 Core Grain Food Product Audit. Products were whole grain could not be assessed were assumed to contain <8g/serve Breakfast Snacks: breakfast biscuits and muesli bites; Grain Products: pasta, rice, noodles, couscous and other grains (quinoa, buckwheat)
Figure 1. Proportion of Core Grain Foods with ≥8g of Whole Grain per Serve in 2013 and 2016
Breakfast Cereals and Snacks Figure 2. Whole Grain Content of Breakfast Cereals and Snacks with ≥8g Whole Grain per Serve
Majority of whole grain breakfast cereals were very
high in whole grain
Data sourced from GLNC’s 2015 - 2016 Core Grain Food Product Audit. Note this analysis excludes products for which whole grain content could not be estimated.
Whole Grain Foods on Shelf
Bread Products
Whole Grain Foods on Shelf
Majority of whole grain loaf, rolls, crumpets and English muffins were very high in whole grain
Data sourced from GLNC’s 2015 - 2016 Core Grain Food Product Audit. Note this analysis excludes products for which whole grain content could not be estimated.
Figure 3. Whole Grain Content of Bread Products with ≥8g Whole Grain per Serve
Crispbreads, Crackers and Rice/Corn Cakes
Whole Grain Foods on Shelf
Majority of whole grain crispbreads & rice/corn cakes
were high in whole grain Data sourced from GLNC’s 2015 - 2016 Core Grain Food Product Audit. Note this analysis excludes products for which whole grain content could not be estimated.
Figure 4. Whole Grain Content of Crispbreads, Crackers and Rice/Corn Cake with ≥8g Whole Grain per Serve
Grain Products
Whole Grain Foods on Shelf
Frozen Ready Meals
18% of grain foods including pasta, rice, noodles, couscous and other grains contained ≥8g whole grain per serve
≥95% of these grain products were eligible to make a very high in whole grain claim (≥24g/serve)
9% of frozen ready meals contained ≥8g whole grain per serve
87% of these frozen meals were very high in whole grain (≥24g/serve)
Data sourced from GLNC’s 2015 - 2016 Core Grain Food Product Audit. Note this analysis excludes products for which whole grain content could not be estimated.
Use of Whole Grain Claims
Category 2013 2016
Registered Unregistered Registered Unregistered
Breakfast Cereals and Snacks* 18 111 101 156
Bread Products 66 22 73 14
Crispbreads, Crackers, Rice/Corn Cakes 0 48 8 64
Rice, Pasta, Noodles, Couscous, Other Grains 0 7 0 19
Mixed Dishes, Ready Meals (Frozen) N/A N/A 10 2
TOTAL 84 188 192 255
Table 3. Change in number of Registered Products by Category Making Whole Grain Claims
Sourced from GLNC’s 2013 - 2014 and 2015 - 2016 Core Grain Food Product Audit. Based on registration at the time of the audit. Includes Daily Target Intake claims, whole grain content claims and claims that do not refer to whole grain content and are considered to be outside the scope of the Code. *Includes breakfast biscuits and muesli bites
↑65%
1. Whole Grain Ingredient Content Claims
• Permissible Claims (contains, high, very high)
• Factual Statements
• DTI Statements
2. Claims that are outside the scope of the Code
• Statements that do not refer to the products whole grain content
• Example: “goodness of whole grain”
Code Compliance
Products that are not compliant with the Code:
1. Those that make claims about the amount of whole grain in the food but contain less than 8g whole grain per serve
2. Those that have inaccurate content claims (permissible and factual claims) and DTI statements
Code Compliance – Content Claims
Products making whole grain content claims with <8g whole grain per serve:
No registered products were non-compliant
Breakfast Cereals and Snacks: three of 439 products were non-compliant
Bread Products: no products were non-compliant
Crispbreads, Crackers and Rice/Corn Cakes: four of 323 products were non-compliant
Pasta, Rice, Noodles, Couscous and Other Grains: no products were non-compliant
Frozen Ready Meals: one product of 169 was non-compliant
Code Compliance – Content Claims
Data from GLNC 2015-2016 Product Audit
Industry compliance is high irrespective of registration to the Code
Code Compliance – Content Claims
Data from GLNC 2015-2016 Product Audit
Products making incorrect permissible or factual claims, or DTI statements:
Breakfast Cereals and Snacks: two registered breakfast cereals were making incorrect claims
Bread Products: one registered bread was making an incorrect claim
Crispbreads, Crackers and Rice/Corn Cakes: 14 unregistered crackers and crispbreads were making incorrect claims
The majority of products were making correct claims
Code Compliance – Outside Scope
Data from GLNC 2015-2016 Product Audit
Breakfast Cereals and Snacks:
• 13% of products had claims on pack that were outside of the scope
• This was combined with a content claims on seven products
• Four unregistered products had <8g/serve
• Common claims: “goodness of wholegrain”
Bread Products:
• 3% of products had whole grain claims on pack that were outside the scope
• This was combined with a content claim on 12 products
• All products had ≥8g/serve
• Common claims: “wholegrain” and “packed (full of/with) wholegrains”
Crispbreads, Crackers and Rice/Corn Cakes:
• 8% of products had claims on pack that were outside of the scope
• This was combined with content claims on seven products
• Five unregistered crackers and rice cakes had <8g/serve
• Common claims: “whole grain”, “packed with whole grains”, “great taste of whole grains”
Rice, Pasta, Noodles, Couscous and Other Grains:
• 3% of products had whole grain claims on pack that were outside of the scope
• This was combined with a content claim on one product
• All products had ≥8g/serve
• Common claims: “wholegrain”
Code Compliance – Other Claims
Data from GLNC 2015-2016 Product Audit
• 88 new products were launched by 13 Registered Users
• 17 products reformulated by five Registered Users
Product Launch/Reformulation
“Baked with whole grain goodness” – 5.9g/serve
“Source of whole grain” – 10.4g/serve
• Encouraged a review of whole grain claims
• Provides guidance to assist product reformulation
• Promoted focus on grain types that can be included in the whole grain content calculation
• Consumer insights indicate increased consumer concerns around the healthiness of packaged food – whole grain ingredients as a way to address this.
Code Impact
Data from Code Registered User Survey, August 2016
Whole Grain Added to Australian Food Supply
Data from Code Registered Users
The amount of whole grain added to the Australian food supply from June 2013 to June 2016 by Registered Users is equivalent to approximately…
2013-2016 Activities:
• Media breakfast
• Dietitian education
• Community Service announcement on community radio
• Industry Briefing Day with industry media coverage
• Media outreach (product distribution with media release)
• Registered Product list on GLNC website with GLNC social media directing to the list
• Code section on GLNC website
• Conference and seminar presentations
Communications
The Whole Grain Opportunity
Standardised Information Relating to Whole Grain Foods
To benefit industry, public health and consumers
For Public Health Improve food supply Increased availability of whole grain foods
For Industry Point of difference for brands or products higher in whole grain Opportunities for on pack content claims and off shelf promotion
For Consumers Help making informed food choices Help meeting recommended whole grain intakes
Benefits
For Public Health Encourage adherence to industry standard Ensures consistent communication of evidenced based whole grain recommendations
For Industry Become a Registered User of the Code Leverage increased awareness of whole grain claims on pack
For Consumers Look for foods higher in whole grain – GLNC website Aim to meet recommended whole grain intakes
The Whole Grain Opportunity
How to Make the Most of the Whole Grain Opportunity
What Can we Achieve by 2019?
Thank you
Rebecca Williams
Nutrition Manager
Code of Practice Manager
02 9394 8663
What’s New in Whole Grains: Trends & Insights
Sarah Hyland, General Manager, Industry Services, Australian Institute of Food Science & Technology
@GrainsLegumesNC #focusonwholegrains
How?
Consumers The Key Trends
THE AUSTRALIAN CONSUMER & FOOD: What they do, think and want….
Less than half (44%) of Australians’ serves of core grain foods is from whole grain foods – on average Australians do not appear to be meeting recommendations to choose mostly whole grain or high fibre grain foods.
4.01
1.76
Core Grain Foods
Whole Grain Foods*
Average Daily Serves Per Person of Whole Grain Foods vs Core Grain Foods
*Note Whole Grain Foods are Core Grain Foods
2014
Avg daily serves per person 1.76
(n=3031)
% consumers 75%
(n=3031)
Whole Grain: Core Grain Food Serves
Source : ABS Australian Health Survey
10%
14% 2.7
66%
1.5 33%
“With the latest research from Mintel finding that between 2011 and 2015 there was a
202% increase in the number of new food
and drink products launched globally containing the terms “superfood”, “superfruit” or “supergrain”, it’s clear that consumers around the world have never had so many “super” products to choose from.”
Ancient Grains • Driven by wheat free
diet
• Healthier, less refined alternatives
• Flavourful
• New textures
• Functionally nutrient dense
http://wwhttp://tefftribe.com.au/w.redbookmag.com/body/healthy-
eating/news/a19936/pegan-diet/
Buckwheat
Plant Food
Plant Food
Plant Based Protein
Source : Kerry Ingredients Presentation IFT 2016
Clean Eating
• Fewer Ingredients • No artificial
sweeteners, flavours or preservatives
• Low added sugar • High in fibre • Made with
wholegrains • Low Na • Low sat fat Prevention Nov 2016
• Fewer Ingredients • No artificial
sweeteners, flavours or preservatives
• Low added sugar • High in fibre • Made with
wholegrains • Low Na • Low sat fat Prevention Nov 2016
Pegan
SNACKING
AU Health Snack Food :
Dried fruits ,nuts, protein bars and grain-based snacks with nutritional value.
Source : IBIS World
Very strong growth in past 5 years Growth Driven By : • Time poor consumers • Rising health-consciousness • Higher discretionary incomes • Wholegrains = premium = pass on cost to consumers • Demand from grocery
An Ancient Grain — Now a New World
Snack.
Whole Grain Sorghum is an Ancient
Grain. People have been eating
Sorghum popped, in porridge and
milling it into flour for thousands of
years. Sorghum is the fifth most
harvested grain in the world; the
United States is the number one
grower globally.
Our Organic White Whole Sorghum
Grain is harvested and grown in the
U.S.A and is certified organic.
Sorghum is sustainable — its
agricultural water consumption is half
that of corn and the sorghum crop is
drought resistant.
“Our unique combination of
popcorn plus six super grains,
delivers a light and crunchy
texture that's perfect for
snacking. Made with the
delicious combination of rich
dark chocolate and a dash of
sea salt, each handful is sure
to satisfy your sweet and salty
cravings”
Oats, popcorn, brown
rice, dried popped
sorghum, amaranth,
millet, quinoa, buckwheat.
“It looks like a beverage but it’s not a beverage, it’s a food”
• Yoghurt texture and easily digested
• Tackles bar fatigue
• Chilled
• Glass bottle
• Heat up savoury flavours as alternative to soups
More frequent (& better) breakfasts
Eating more meals prepared at home
Whole grain products are adapting well, tasting better and generating more
interest! How can you leverage this in your portfolio?
Thank You !
Interested in becoming a Registered User of the Code?
Please contact Code Manager, Rebecca Williams, on
02 9394 8663 or [email protected]
Follow us on Facebook and Twitter! @GrainsLegumesNC #focusonwholegrains