DuPont survey spots gaps in gluten-free bakery

DuPont Nutrition & Health in collaboration with market research organisation GFK surveyed consumers in four key European markets to explore current attitudes, behaviour and drivers to gluten-free and wheat free bakery products.

The findings based on 128 respondents in France, Italy, Spain and the UK reveal the untapped potential for bakers to develop more and better-quality products with extra nutritional benefits.

While an estimated 1% of global population is gluten-intolerant through celiac disease, the percentage of consumers who buy gluten-free products is higher – 11% in Italy and the United Kingdom, and 8% in France and Spain, according to Mintel market research. At the top of their list are gluten-free bakery products.

Gluten-free consumers seek high quality

Survey results show that healthy living is a main driver of gluten-free sales in these markets. They also present the gaps in the current range of gluten-free bakery products on store shelves. Amongst key consumer demands are better quality and wider availability.

“It’s clear that consumers are looking for gluten-free bakery products that match regular products in terms of taste, texture and appearance. From a health perspective, they are interested in claims such as reduced sugar and high fiber and other ingredients that give a better nutritional profile,” said Lena Hamann, strategic marketing manager, bakery EMEA.

Surveying consumers in France, Italy, Spain and the UK, DuPont says there are gaps to fill in the gluten-free bakery segment; the company's new POWERFlex® GF and POWERFresh® GF can help bakers produce better products

Tailored solutions for varying preferences

Consumer preferences for gluten-free bakery products vary from market to market, according to the survey. Senior application scientist Helle Wium comments on the challenges of meeting these varied marked demands. “Bakers use a range of gluten-free alternatives to standard wheat flour to satisfy the preferences of consumers in their markets. This is why there is no such thing as a one-size-fits-all ingredient solution to solve their quality challenges,” she explained.

Insights from the survey are considered in ongoing gluten-free trials at DuPont’s bakery application centre. Exploring key production parameters and ingredient combinations, the trials focus on ways to improve processing efficiency and sensory properties, including taste, texture, appearance and fresh-keeping quality.

This knowledge is behind the customised gluten-free solutions developed by DuPont for individual customer needs. It also is the foundation of the DuPont gluten-free solution finder, a tool that helps bakers identify the right ingredient combinations to meet their market needs.

The solution finder includes two new DuPont™ Danisco® ingredient blends. POWERFresh® GF is for gluten-free bread and sweet goods that stay soft and moist throughout shelf life. POWERFlex® GF locks flexibility into gluten-free tortillas, so they fold easily without tearing even after four weeks in ambient storage.