Barilla addresses health concerns with gluten-free launch: PSFK

Barilla addresses health concerns with gluten-free launch - 28th October 2013

“The dry pasta, rice, and noodles market is very fragmented, with many brands fighting for supremacy. One of the category’s leaders has developed a newgluten-free pasta line, which has the potential to appeal beyond people affected by celiac disease to those who feel a gluten-free diet is healthier.”

For more information see Mintel’s Dry Pasta, Rice, Noodles and Ancient Grains—U.S., February 2013.

What We’ve Seen

• Pasta remains a popular dinner item, with more than four in five respondents consuming pasta in the past three months, according to Mintel’s Dry Pasta, Rice, Noodles and Ancient Grains—U.S., February 2013. But the pasta segment is considerably smaller when it comes to gluten free offerings and so can support product growth in that segment.
• Health is an increasingly important concern for shelf-stable meal buyers. Yet, it is challenging for manufacturers to portray such meals as fresh, nutritious products. Gluten-free trends are being hailed as the healthier solution to breads and pastas made with wheat gluten, and so are gaining traction with a wider consumer base.
• Barilla now has joined the gluten-free category with the launch of its Gluten Free Pasta line, touting convenience, versatility, and flavor.  Addressing flavor could help the line succeed with finicky eaters, as most consumers are not yet completely comfortable with the taste of gluten-free pasta, according to Mintel’s February 2013 report.

Barilla launch touts convenient, tasty gluten-free offerings

In August 2013, Barilla introduced a new gluten-free pasta line, reported an Aug. 8, 2013, Food Business Review article. The portfolio includes spaghetti, penne, rotini, and elbow varieties. The Gluten Free Pasta line is produced in an Italian facility dedicated to gluten-free production, according to Barilla.

This marks the company’s entry into the gluten-free pasta segment, using products containing a combination of non-GMO corn and rice. Gluten-free pasta does not enjoy the same taste perception as traditional pasta offerings, with only 7% of consumers agreeing that gluten-free tastes as good as regular pasta, according to Mintel research from Dry Pasta, Rice, Noodles, and Ancient Grains—U.S., February 2013.

Focusing on product healthfulness and taste could propel Barilla past the flavor and calorie barriers where other brands have stumbled. However, hesitant users would need to be able to experience the brand’s improvements in taste and texture without immediate product purchase required. As discussed in Mintel’s Dry Pasta, Rice, Noodles and Ancient Grains—U.S., February 2013, two ways for companies to make consumers more comfortable with gluten-free pasta is to hold in-store tastings as well as cooking classes to teach consumers how to achieve the perfect texture and taste when going gluten-free.

Figure 1: Barilla Gluten Free Pastas

  

Source: Mintel/www.barilla.com/gluten-free-pasta

Health concerns encourage consumers’ switch to gluten-free

According to Mintel’s Gluten-free Foods—U.S., September 2013, the pasta and rice segment is one of the smallest when it comes to gluten-free offerings. Therefore, this also is an area with room for growth as many of the products in this segment typically containgluten.

Greater awareness of celiac disease and increased ease of testing will positively impact the gluten-free category. Demand for these types of products will continue to grow, particularly since the only current treatment for celiac disease is a gluten-free diet. Interestingly, almost two thirds (65%) of respondents who are not already required to eat gluten-free favor the trend because they believe it to be a healthier alternative to gluten-containing products, Mintel’s September 2013 report found.

Furthermore, an additional 27% of respondents eat gluten-free specifically to lose weight, despite the lack of research confirming thatgluten-free foods are healthier or promote weight loss. Because consumers associate gluten-free with health, pasta manufacturers should look for ways to further tie their brands to nutrition, such as providing a healthy recipe on the back of the box or emphasizing product attributes with clear front-of-package labeling.

As the appeal of gluten-free food expands beyond those solely with a gluten allergy, an increasing number of manufacturers, like Barilla, are producing gluten-free products that are better-tasting and more nutritious than previous gluten-free options. The dry pasta, rice, and noodle market, as discussed within Mintel’sFebruary 2013 report, is very fragmented. Brands should not only promote the health aspects of gluten-free pasta, but also account for the category’s main drivers of affordability and convenience. This combination of traits will ensure that basic and preferred consumer desires are met.

Figure 2: Reasons for eating gluten-free foods, other than intolerance/sensitivity, June 2013

  

Source: Mintel

What It Means

• Greater consumer awareness of celiac disease, plus an increased interest in nutrition and healthful diets, is positively impacting thegluten-free category. The gluten-free pasta segment is still small and ready for growth, providing manufacturers an opportunity to improve launches and product formulas without oversaturating the market.
• Free, in-store samples could offer consumers a non-threatening avenue to try new gluten-free offerings, overcoming consumer taste concerns for the segment.
• Brands promoting a gluten-free diet should not forget that convenience and affordability drive the dry pasta category. According to Mintel’s Dry Pasta, Rice, Noodles and Ancient Grains—U.S., February 2013 report, 78% of respondents state pasta is an affordable meal. Overpricing gluten-free products could dissuade consumer purchases rather than attract them.