Bakery Market Trends - ADITIVA CONCEPTS• New national dietary guidelines: consume 3 or more...
Transcript of Bakery Market Trends - ADITIVA CONCEPTS• New national dietary guidelines: consume 3 or more...
Danisco A/S
Solutions for wholemeal and addedfibre bread
Bakery Market Trends
Danisco A/S
Agenda
• Background to global bread market (with focus on wholemeal and high fibre)
• From low to high fibre bread on the market today
• Typical industry issues associated with manufacturing
• Functionality / product range overview
• What Danisco can offer as solutions to the typical industry issues
• Summary
Danisco A/S
Global bread bakery market
• Globalisation but still with strong local tradition
• Health and convenience are the main drivers for bakery consumption
• Move towards bread with an intrinsically healthy image:
• wholemeal, high-fibre white bread and rye bread
• fortified products containing soya, selenium, vitamins
• Pressure from the media, governments and consumers on the baking industry to offer healthier products
Danisco A/S
Worldwide bakery market forecast
0 50,000 100,000 150,000
Bread
Cakes
Breakfastcereals
Forecast bakery worldwide market
Value forecast 2009US$ million
Volume forecast 2009 ,'000 tonnes
Source : Euromonitor
Danisco A/S
Consumer trends
Obesity
• Obesity in Western Europe varies from 7% of Swiss populationto 22% of UK population
• Obese children: More than 20% of children under 10 years in US and Australia are overweight, in the UK it is now 10%
Ageing population and media coverage of health problems
• Increasing consumer awareness of potential health problems
• Increasing consumer awareness of the nutritional qualities and health benefits of different foods
• Greater consumer willingness to take personal responsibility for their own health needs
• Preference for prevention over cure (i.e. functional foodinstead of tablets)
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Health and Wellness World
10%
20%
67%
3%
Organic
Fortified/functional
Reduced/removed lesshealthy contentFood intolerence
World market for Health & Wellness food products
2004: Total retail value in million €110,700
2009: Forecast total retail value in million €136,700Source: Euromonitor 2004 figures
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0
10
20
30
40
50
60
70
80
90
Number of launches
Snack B
ars, S
nack M
ixes &
Energy
Bars
Sweet B
iscuits
/Cookie
s
Cold Cere
als
RTD Ju
ices &
Juice
Drinks
Bread &
Bread P
roduct
s Pasta
Yogurt
Hot Cere
als
Weight C
ontrol Milk
Baking
Ingred
ients &
Mixe
s
Savoury
Biscuits
/Cracker
s
Savoury
/Salty Sna
cks
Cakes, P
astries
& Sweet G
oods
Fruit
Bread is a key product category with fibre claims worldwide 2004
Key response from food industry to consumer health concerns is to launch products with fibre claims
Source : GNPD Mintel
Food industry launches fibre products
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Consumption of fibre-rich bread
Consumption
In % white / brown & wholemeal
Country Grain White Other
UK 20 60 20
Germany 45
Netherlands 55 15 30
Belgium 20 30 50
Poland 10
Hungary 40
Spain* 20 80
Portugal* 20 80
Ø In many European countries grain-containing bread is gaining in importance as consumers realise the health benefits
Source : Leatherhead, UK Flour Advisory Bureau
*Spain, Portugal, sliced bread only
Danisco A/S
Market for fibre-rich bread
• In the UK, the healthy ”white” bread has a market value of £62 million per year
• In 2004, Asda’s (leading UK retail chain) saw growth of 16.4% of brown & wholemeal bread types with two non-white products appearing on the 2004 Top10
• In Poland, mixed wheat rye/rye bread accounted for 85% of fresh bread sold in 2001
• In general consumers will pay more for healthier bread options but taste is key
Sources: European Baker, British Baker, Leatherhead
% growth
In multigrain vs white bread
Country Grain White
UK 14.3 8.4
Ireland 17
Germany 13.8 9.2
France 15.1 -
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Health benefits of wholegrain consumption
• Improved digestion
• Decreased risk for heart diseases, stroke, some cancers and type-2 diabetes
• (Weight control)
Danisco A/S
Legislation concerning fibre claims
EU:No set levels for such claims yet. There is proposed legislation going through Brussels at the moment which states that:
• a claim that a product is a "SOURCE OF FIBRE" can only be made if the product contains at least 3g of fibre per 100g or at least 1.5g of fibre per 100kcal
• a claim that a product is "HIGH FIBRE" can only be made if the product contains at least 6g of fibre per 100g or at least 3g of fibre per 100kcal.
USA:A claim that a product is a ”GOOD SOURCE OF FIBRE” can be made ifthe product contains at least 2.5g of fibre per serving
Danisco A/S
Dietary recommendations
EU:
• UK: 18g of fibre per day for an adult
US:
• New national dietary guidelines: consume 3 or more ounce equivalents of whole grain products per day, along with enriched grain products.
Sources :
UK British Nutrition Foundation, US Departments of Health and Human Services and Agriculture, Flour Advisory Bureau
Average bread selling
Prices in £/kg
City Price
London 0.61
New York 2.56
Paris 2.54
Rome 1.96
Berlin 1.56
Danisco A/S
From low- to high- fibre bread
White bread 1.5g fibre/100g
Added fibre bread3g fibre/100 g
Wholemeal 6g fibre/100g
All dietary fibre figures are quoted as averages - Source:-”Manual of Nutrition” Foods Standard Agency
Mixed and multigrain and brown breads 4g fibre/100g
Rye breads 8g fibre/100g
Danisco A/S
What are typical industry issues ?
1. Lack of stability or tolerance to processing causing low volume and ”heavy” eating quality
2. Shorter shelf life due to perception of dry crumb
3. ”Fragile” processing conditions tend to lead to the addition of extra dried vital wheat gluten
Danisco A/S
Functionality/product overview for fibre-enriched bread
Enz
ymes
Fun
ctio
nal
Sys
tem
s
Lite
sse
®
Improved volume
Improved shelf life
Gluten reduction
Fibre-source ü
ü
Product
Functionality Ant
ioxi
dant
s
Em
ulsi
fiers
Fib
rex
®
Fla
vour
s
Tex
tura
l In
gred
ient
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ü üü
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ü ü üüü
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* Litesse® has fibre status in the following EU countries (FRA, FIN, NOR and BEL) - April 2005
Danisco A/S
• Improved volume
• Improved shelf-life
• Gluten reduction
• Fibre source
Key application examples for fibre-rich bread
Danisco A/S
Solutions to increase volume in wholemeal bread
Control 0.3% PANODAN®
A2020
0,3% PANODAN®A2020
+
160 ppmGRINDAMYL™
POWERBake 900Fibre content = 6.6 g/100g
Danisco A/S
Solutions to increase volume in wholemeal bread with addition of 10% brown flax seeds (on amount of flour)
Loaf No 1 = control without treatment
Loaf No 2 = addition of 0.3% PANODAN® A2020
Loaf No 3 = addition 0.3% PANODAN® A2020 and 200 ppm GRINDAMYL™ XV
Fibre content = 7.8 g/100g
Danisco A/S
Solutions to overcome lack of stability
Standard wholemeal toast bread made withPANODAN® A2020
Standard wholemeal toast bread made without sufficient stabilisation
Shocked Unshocked Shocked Unshocked
UnshockedShocked
Danisco A/S
Solutions for softness in wholemeal toast bread
0,00
5,00
10,00
15,00
20,00
25,00
1 4 7
Shelf life (days)
Fir
mn
ess/
gra
m
Control
0,3% DIMODAN® PH 100/B
200 ppm GRINDAMYL MAX-LIFE 85
0,3% DIMODAN® PH 100/B + 200 ppmGRINDAMYL MAX-LIFE 85
Danisco A/S
Solution to reduce gluten in wholemeal toast bread
Trial 1 Trial 2 Trial 3 Trial 4 Trial 5
Trial 1: 4% gluten (4.57 cc/g)
Trial 2: 2% gluten and 125ppm GRINDAMYL™ SUREBake 853 (4.70 cc/g)
Trial 3: 3% gluten and 100ppm GRINDAMYL™ SUREBake 853 (4.78 cc/g)
Trial 4: 2% gluten and 150ppm GRINDAMYL™ S743 (4.65 cc/g)
Trial 5: 3% gluten and 100ppm GRINDAMYL™ S743 (4.69 cc/g)
Fibre contents are unchanged at 6g/100g
Danisco A/S
Solution for gluten reduction in wholemeal rolls
Control with 3% gluten (4.11 cc/g)
250 ppm GRINDAMYL™ S743 with 0.5% gluten (4.18 cc/g)
Roll height = 6cm
Roll height = 6cm
Fibre contents are unchanged at 6g/100g
Danisco A/S
Solution to create fibre-enriched brown rolls
Control (5.32 cc/g) Addition of 2% Litesse® II 120 ppm
GRINDAMYL™POWERBake 900 (5.40 cc/g)
Roll height = 7.5 cm Roll height = 8.5cm
Fibre content is 4.8g/100g
Fibre content is 3.0g/100g
* Litesse® has fibre status in the following EU countries (FRA, FIN, NOR and BEL) - April 2005
Danisco A/S
Facts to consider
• When mixing in an open bowl spiral mixer it can be beneficial to extend mixing by as much as 50% when using additional fibres in order to maintain a good dough development
• When making a wholemeal dough in a Tweedy mixer, it may be beneficial to decrease the energy input from approx. 11wh/kg to 9wh/kg
• Beware of the baker’s first answer towards increasing loaf volume….- it is always to use additional gluten
Danisco A/S
Fibre contents in Danisco high fibre products
*Litesse 90%
GRINDSTED® Fibrex 73% (1/3 soluble)
GRINDSTED® Guar gum 83%
GRINDSTED® LBG 83%
* Litesse® has fibre status in the following EU countries (FRA, FIN, NOR and BEL) – April 2005
Danisco A/S
Summary
• Key emerging trend on the bakery market is an increase in fibre-rich products based on increasing consumer awareness of health benefits in food
• Use PANODAN® and/or GRINDAMYL™ H or POWERBake xylanase to increase bread volume, tolerance and stabilise formulations
• Use DIMODAN® and/or GRINDAMYL™ MAX-LIFE to improve crumb structure and softness
• Use GRINDAMYL™ S743 or GRINDAMYL™ SUREBake 853 to reduce/replace gluten
• Use Fibrex®, Litesse®, GRINDSTED® Guar or GRINDSTED® LBG to increase nutritional *fibre content
* Litesse® has fibre status in the following EU countries (FRA, FIN, NOR and BEL) - April 2005