Whole Grains Summit 2012 Minneapolis, May 20-22 2012 › doc › 120604-wgs-openfields.pdf ·...

Whole Grains Summit 2012 Minneapolis, May 20-22, 2012

Whole grain products in (Southern) Europe: consumer trends and technological

implications

Roberto Ranieri Open Fields srl - Italy

Quantity

and

Quality

HEALTH BENEFIT CONTRIBUTIONS

• Heart disease (ischemic stroke) • Cancer (colon, stomach, esophagus, lung) • Type 2 diabetes • Weight management (obesity and fat distribution)

Endosperm 82- 85 %

Germ

2-3%

Bran

13-15%

NUTRITIONAL PROPERTIES

• Fibre (insoluble and soluble) • Essential fat acids • Vitamins • Minerals • Phytochemicals (phenolic compounds, lignans,

antioxidants, phytoestrogens,alkylresorcinols, betaine)

synergistic effects of the dietary fibre and micronutrients

not only fibre but also others biologically active micronutrients

Whole Grains Summit 2012

The whole grain’s value

2


Whole grain in Europe

• Absence of a commonly agreed official definition of whole grain

…when talking about whole grain food products, trends and consumers, Europe cannot be regarded to as a

whole!

• Lack of dedicated whole grain consumption statistics

3

Law n. 580 of 1967 - adjournment on 2001 (DPR n° 187)

• Wheat flour and semolina only • Level of proteins (12.0 % for common wheat; 11.5% for durum wheat) • Ashes (1.30 -1.70 for common wheat; 1.40 -1.80 for durum wheat) • Whole grain flour/semolina must be obtained at the mill

GERMANY

SPAIN

GREECE

ITALY

FRANCE

Law 2484 of 1967 - adjournment on 26/04/2012 • 3.20.10. Wholegrain flour - the product resulting from cereal grinding, subject to cleaning and

conditioning,without removing any part of the cereal. The packaging should be labelled as «wholegrain flour» followed by the name of the cereal from which it is produced.

DIN Standard 10355 of 1992 and adjournments

• Whole grain flour and whole grain meal must contain the entire constituents of the cleaned grain, including the germ. It is permissible for the outer pericarp (grain shell) to be removed from the grain before processing.

Decree of 20 July 1963

• Ashes (>1.4 % for all whole grain flours except rye T150; >1.50 for whole rye flour T170)

Food Code Index 106, section 12

Whole grain semolina • Ashes (1.60 d.m. max) • Acidity (0.15 % max) • Level of bran (18.0 % max) • Impurities (0.03 % max) • Granulation size


Legal definitions of whole grain in Southern Europe

4

Other international definition sources

• USA (AACC, American Association Cereal Chemists, 1999; Food and Drug Administration, 2006)

• Canada • UK • Denmark • Germany

to assess a harmonized and comprehensive definition of whole grain in Europe.

The European HEALTHGRAIN consortium (2008)

•European Food Safety Authority (EFSA) - Scientific Opinion on the substantiation of health claims related to whole grain (2010).


Whole grain definition: the European contribute

5


US DIETARY GOALS AND PRATICE

Whole grains intake: 15% of goal Refined grains intake: 100% above limit

EUROPE OVER-ALL PICTURE

Similar to USA although for Europe there is not a comprehensive picture of WG consumption

Whole grain consumption in Western countries

6


A whole grain case: the bread

CURRENT WHOLE GRAIN INTAKE IS BELOW RECOMMENDATIONS: FOR EXAMPLE, THE EUROPEAN CONSUMERS PREFER WHITE BREAD, MADE WITH REFINED FLOURS.

White bread is not only dominant in the UK and in southern Europe, but also in countries with traditions of whole grain products like Germany, where the share of whole grain breads is stable at 10%. (1)

Although In the Nordic countries, whole grain breads have a larger share of the market, the white bread is dominant and the whole grain intake is still below recommended levels. (2)

In the Netherlands, wholegrain, brown (50% wholegrain) and white bread have about 25% of the market each, with white bread dominating the luxury and small bread market. The remainder is multigrain (white flour with some added grains) also popular in Germany and Austria.

• - Newsletter VDM, 2011 - presenting results of GfK, major market research agency. • - Kyrø et al. 2011.

7

Market Sizes | Historic/Forecast (F) Retail volumes (1000 tonnes)

Categories Geographies 2005 2007 2009 2011 2012 (F)

High Fibre Bread Western Europe 3.457,4 3.567,1 3.622,3 3.687,5 3.725,6

Austria 42,4 41,9 40,4 40,3 40,2

Denmark 66,6 68,0 65,9 83,8 87,6

France 166,3 196,4 216,3 226,5 233,3

Germany 1.297,3 1.309,6 1.315,5 1.333,5 1.339,5

Greece 18,6 20,7 22,5 21,9 22,2

Italy 152,1 148,1 151,9 155,4 157,7

Netherlands 375,8 400,8 419,6 434,4 443,5

Norway 78,3 89,3 104,3 114,1 118,7

Sweden 205,8 212,4 217,3 219,5 221,3

Switzerland 22,7 24,0 24,9 25,9 26,5 Others

1031,5

1055,9

1043,7

1032,2

1035,1

Source: ©Euromonitor International; courtesy of Barilla G. e R. F.lli SpA


High Fibre market size in Europe: bread

• Whole grain is included in the High Fibre category

8


High Fibre market size in Europe: biscuit and breakfast cereals • Whole grain is included in the High Fibre category

Market Sizes | Historic/Forecast (F) Retail volumes (*1000 tonnes) Categories Geographies 2005 2007 2009 2011 2012 (F) High Fibre Biscuits Western Europe 213,9 226,0 237,8 252,8 261,9

Austria 1,5 1,9 2,1 2,3 2,4 Denmark 0,9 1,0 1,0 1,0 1,0 France 24,2 23,2 23,6 24,9 25,9 Germany 26,8 26,7 26,9 27,5 27,7 Greece 1,4 1,6 1,8 1,8 1,8 Italy 75,7 82,0 88,6 96,4 100,6 Netherlands 5,9 6,5 7,1 7,5 7,8 Norway 5,0 4,8 4,7 4,7 4,7 Sweden 4,3 4,7 4,3 4,2 4,2 Switzerland 2,2 2,3 2,4 2,5 2,5 Others

66,0

71,3

75,3

80,0

83,3

High Fibre Breakfast Cereals Western Europe 329,3 349,8 378,7 396,1 400,6 Austria 1,5 1,5 1,6 1,8 1,8 Denmark 4,7 5,4 6,1 6,5 6,7 France 13,5 13,0 14,7 15,8 15,3 Germany 63,2 70,5 80,3 85,5 86,9 Greece 1,9 2,1 2,2 2,4 2,4 Italy 10,7 10,8 10,9 11,1 11,2 Netherlands 14,8 15,6 17,8 18,0 18,1 Norway 2,8 3,1 3,5 3,7 3,8 Sweden 16,4 17,4 18,4 19,5 20,3 Switzerland 5,7 5,4 5,5 5,6 5,6 Others

194,1

205,0

217,7

226,2

228,5


9


High Fibre market size in Europe: pasta

• Whole grain is included in the High Fibre category

For Italy: Euromonitor data were corrected with data from the major Pasta Industries

Market Sizes | Historic/Forecast (F) Retail volumes (*1000 tonnes) Categories Geographies 2005 2007 2009 2011 2012 (F) High Fibre Pasta Western Europe 74,1 84,6 91,2 97,2 99,8

Austria 0,5 0,6 0,6 0,6 0,6 Denmark 1,1 1,2 1,2 1,3 1,3 France 5,8 7,3 6,7 6,4 6,6 Germany 31,8 36,3 39,3 42,0 42,9 Greece 0,3 0,3 0,4 0,4 0,5 Italy 19,1 18,2 18,6 18,9 19,1 Netherlands 3,1 3,3 3,5 3,9 4,1 Norway 3,3 3,5 3,6 3,7 3,8 Sweden 3,0 6,0 6,9 7,7 8,0 Switzerland 0,1 0,1 0,1 0,1 0,2 Others

5,8

2,4

10,3

12,2

12,7


10

• Pleasantness in comparison with the refined products: taste, texture and appearance (color)

• Manufactures’ advertising policies • Pricing (wholemeal flours more expensive than the refined ones)

• Consumers’ expectation on whole grain products availability, selection and quality • Consumers’ habit variability (gender, age, education, social class, race, ethnicity, health level)

• Consumer’s mindset and reluctance to change • Eating out

• Misleading / confusing messages / labels (whole grain, high in fibre)

• Very complex food categories scenario (functional, nutraceutical, free-from, better-for-you, good-for-you…)


Whole grain consumption issues

11

Source: Shepherd R., 2011.

GER

FIN

IT

UK

n=504 n=661

n=682 n=547

Whole grain product are rated more favorably than the refined ones on healthy attributes


Whole grains: healthiness and likehood of buying

12

Sensory features (bitter taste, sandy texture and dark appearance)

Strong culinary tradition

Mediterranean diet = Healthy diet

Price

The awareness of the health benefits of WG is not enough if good WG products cannot be found on the shelves and tailor-made

recipes are not suggested


Whole grain: likelihood of buying

13

1

2

3

4

5

6

7

Natural

Health

y

Nutr. B

alanc

edFil

ling

Slow energ

y rele

ase

Easy t

o dige

st

Good ta

ste

Inexpe

nsive

FINLAND

1

2

3

4

5

6

7

Natural

Health

y

Nutr. B

alanc

edFil

ling

Slow energ

y rele

ase

Easy t

o dige

st

Good ta

ste

Inexpe

nsive

1

2

3

4

5

6

7

Natural

Health

y

Nutr. B

alanc

edFil

ling

Slow energ

y rele

ase

Easy t

o dige

st

Good ta

ste

Inexpe

nsive

Source: Arvola et al., 2007.

UK

ITALY


WG products and consumers’ behaviour - Europe

14

Source: from Arvola et al., 2007.

FINLAND

UK

ITALY

CONSUMER SEGMENTS, CROSS-NATIONALLY BASED

• Grain favoring Evaluated whole grain

positively only

• Grain positive Evaluated both whole

grain and refined grain products positively

• Grain neutral Neutral attitude towards

whole grain and refined products



15


Frequencies of use

Pleasantness



Are WG products healthier and more pleasant than corresponding white flour products?

Healthiness

16



• Consumers in Finland, Italy and UK are aware of that whole grain products are healthy but that does no appear sufficient for a behavioral change.

• All cereal products, whole grain or refined, are apperceived positively for the health.

• Italians perception/approach on whole grain products should probably be evaluated taking into account the existing strong culinary tradition (i.e. Mediterranean diet).

• The grain positive and grain neutral consumer segments appears to be the most challenging group to promote whole grains products.

• Information on WG product benefits may not be the right strategy to promote WG consumption, but providing new WG options and making them widely available.

CROSS-NATIONAL RESULTS

Finnish consumers are the most favorable to the whole grains

A lack in the differentiation between whole grain and refined product is also perceivable for British consumers

Italians shown lowest rate on whole grain’s helthiness expectation and less appreciation of the taste as well

Whole Grains Summit 2012 17


• Deepening food companies understanding on what product-related attributes negatively affect whole grain products perception and adopting appropriated technological tools.

• Developing a wider range of whole grain products (new launches) as affordable alternative to the refined ones.

• Food marketing evolution to attract consumers to whole grain products: - more focused and effective massages (i.e. for grain positive and grain neutral consumers); - improve the evidence of the relation of whole grain and health.

• Solve the issue of the whole grain products identity by a shared European definition.

• Lowering the price

• Harmonize the health claims usage

• Increase the sensory appeal: - advances in milling technology and new food technologies; - use of new / suitable ingredient as flavors, ancient cereals or seeds;

• Promoting whole grain products use in the school lunches

GOAL

Increase the proportion of whole grain consumers

Increase the average intakes

FLABEL - European project

State-of- art of the consumers’ behaviour, and nutritional label, will provide guidelines for research, industry and policy-makers.

Boosting whole grain consumption

18

GRAIN MILLING • Food safety guaranteed (chemicals residues, mycotoxins, heavy metals)

• Reduction of WG flour impact on food making processes (size, structure, color)

• Clearer appearance

• Safe, selected and concentrate WG components (i.e. aleurone layer)

• Increased availability of the cellular components

CRYO MILLING (Hemery et al., 2001)

LASER ABLATION (Martelli et al., 2009; Panchev et al., 2011)

ELECTROSTATIC FRACTIONATION

(Hemery et al., 2011)

DEBRANNING/PEELING + PEARLING (Dexter et al.,1996; 2001)

PHISICAL FRACTIONATION

(Hemery et al., 2007)


Technological tools on whole grain products design (I)

19

WHITE WHEAT VARIETIES

GRAIN PRODUCT PROCESS • Reduction of WG flour impact on food making processes

• Increase bioavailability of the WG components


Technological tools on whole grain products design (II)

GERMINATION (Binqiang et al., 2010; Sharma et al., 2010; Katina et al.,

2007; Kaukovirta-Norja et al., 2004)

• Cereal functionality by nutrients content variation (starch, free sugars, amino acid, acid phytic)

FERMENTATION ( Delcour et al. 2012; Katina et al., 2007 ;

Eklund-Jonsson et al., 2006)

• Positively acts on bread volume and crumb softness

• Prebiotic effect (AXOS) • Nutrients content variation

EXTRUSION COOKING (Robin et al., 2012;

Stojceska et al., 2008)

• Breaking of TDF polysaccharides with partial solubilization

• Versatility 20

0

50

100

150

200

250

300

350

400

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Year

New

laun

ches

COUNTRIES • France • Italy • Spain • Portugal • Greece

TOP 4 CATEGORIES IN 2011

• Bakery (178) • Breakfast cereals (107) • Side dishes (50) • Snacks (6)


Food launches with WG claim across Southern Europe

Source: Mintel/GNPD courtesy of Kampffmeyer Food Innovation GmbH 21

0

20

40

60

80

100

120

140

160

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Year

New

laun

ches

B akery

B reakfas t C ereals

S ide Dis hes

S nac ks

Total

FRANCE



Source: Mintel/GNPD courtesy of Kampffmeyer Food Innovation GmbH

22

0

20

40

60

80

100

120

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Year

New

laun

ches

B akery


S ide Dis hes

S nacks

Total

0

20

40

60

80

100

120

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Year

New

laun

ches

B akery


S ide Dis hes

S nacks

Total

SPAIN

ITALY




23

05

101520253035404550

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Year

New

laun

ches

B akery


S ide Dis hes

S nacks

Total

PORTUGAL

05

101520253035404550

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Year

New

laun

ches

B akery


S ide Dis hes

S nacks

Total

GREECE




24

(Product of the Year in France, 2007 and in Italy, 2008)

Made 100 % whole grain semolina.

NEW WHOLE GRAIN PASTA CONCEPT


Successful / new whole grain products

Pizza with 5 cereals Buitoni (Italy, 2011) Frozen pizza , with claim of “source of fibre”.

Brown rice pasta Riso Scotti (Italy, 2012) Exclusive recipe 100% wholegrain rice (Brown Rice Spaghetti) is a source of fibre ideal for gluten-free diets.

25

http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1425043&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400

Biscuits with wheat fibre Barilla (Italy, 2011) The wholemeal flour is enriched with fibre. The steam-cooking process allows to reach a new and light texture.

Breakfast Honey & Nuts Wholegrain Belvita (UK, 2011) Rich in cereals, a good source of fibre, & contains added vitamins and minerals.



All-Bran Cereal Kellogg's (Greece, 2006) Crispy wholegrain flakes with fig and apple. It is said to be enriched with six vitamins and iron.

Caramel & Chocolate Breakfast Cereal Nestlé (Spain, 2012) 30% wholegrain, eight vitamins, iron and calcium. Crispy roasted cereal with whole wheat, rice, caramel and chocolate.

26

Sunbites Pepsico (UK, 2007)

67 % whole grain

Savoury snack with whole grain /multigrain ingredients Launches in Europe: 20 in 2008

40 in 2009

70 in 2010 Even in 2010 they remain a nice category (3 % of savoury snack)

Source: Mintel



Country Chips Lorenz Snack- World (Germany, 2009) Made 55 % whole grain

Cipster Danone (Italy, 2010) 83 % whole grain

27

It is necessary to release a common definition of whole grain in Europe. Healthgrain Consortium (now Forum http://www.healthgrain.org) is taking care of it and has started the sharing of this definition since 2008.

It is necessary to know exactly how much is the whole grain consumption in each European country. Healthgrain Forum has just taken an action in this respect.

A promoting WG consumption strategy for Europeans could be in providing a wide range of WG end product options and making them widely available, relying on the overall positive health image of cereal products. This can be reached using suitable raw materials and processes that make the WG product sensory (taste, texture and appearance) similar to that of the refined ones.

Convincing consumers to adopt whole grain food seems still to be a pre-competitive sector where companies and research institutions can share common strategies.


Conclusion

28


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