|UDC 663.916.5-046.37||DOI: https://doi.org/10.31617/tr.knute.2018(28)03|
ORCID ID: 0000-0003-3499-9636
Postgraduate student at the Department of Technology of Health Products
of the National University of Food Technologies
Volodymyrska str., 68, Kyiv, 01033, Ukraine
ORCID ID: 0000-0001-6710-024Х
PhD in Chemical Sciences, Associate Professor at the Department of Technology
of Health Products of the National University of Food Technologies
Volodymyrska str., 68, Kyiv, 01033, Ukraine
FORMATION OF THE DOMESTIC MARKET OF GLUTEN-FREE FOOD
Background. Celiac disease and gluten intolerance are widespread genetic diseases. At present, gluten free diet is the only method of treatment. Gluten-free products market in Ukraine is in the stage of formation, the main part of which is imported products. Domestic manufacturers are able to become involved in the development of such a product category; this must comply with the rules of the European Association of Celiacs (AOECS) for gluten-free production.
The aim of the workis the analysis of the world market of gluten-free products and identification of the main factors of formation and prospects of development of such a market in Ukraine.
Material and methods. The market segment of gluten-free food products was selected as the subject of the study. The dynamics of sales of such products in the world for the last 15 years, the potential for growth of consumption and the structure of world sales of certain types of gluten-free products, standards and conditions of their production have been analyzed. The method of marketing analysis was used in the work.
Results. In the past five years, gluten-free products have become part of the culture of food in developed countries, but this market in Ukraine is still in its infancy. The main part of the market for gluten-free food in Ukraine is imported products, which are characterized by a much higher price compared to traditional domestic products. The main part of the market for gluten-free food in Ukraine is the import goods of such brands as SONKO (Store Food Distribution, Great Britain), Bezgluten, Balviten (Poland), 3Pauly, Biovegan, Grundorf (Germany), Dr.Schar, Pedon, Fiorentini (Italy), Provena (Finland), Candy Tree (Netherlands), Alaska (Slovakia), Amylon (Czech Republic), GULLON (Spain) and others. They offer a fairly wide range of foods for celiac disease (baking mixes, cookies, pasta, bread, pizza bases, chips, candy, sauces, beverages, etc.), which has a significantly higher price than traditional domestic products.
To achieve a reduction in the value of imported gluten-free products is possible only through the establishment of domestic production of qualitative and safe analogues. Now the only officially obtaining of a licensed permission to mark the TM "Crossed-Grain" and compliance with European standards AEOCS guarantee the safety and quality of goods without gluten. This is a difficult road that requires substantial investments, because for obtaining a license, the company has to undergo inspections of production norms, factory building, composition of ingredients, personnel qualifications, standards of packaging, storage, transportation; laboratory analysis of the finished product. At the same time, the gluten content should be reduced to below 20 ppm. Due to high-tech processes and stringent production requirements, not every company is ready to offer consumer gluten-free products. However, such producers in Ukraine are: TM World's rice, Zhmenka, Ms. Tally, who offer flour and pasta and have certificates that confirm the lack of gluten.
Conclusion. The market for gluten-free food and drinks has undergone a radical change – from special niche to main products.
Factors such as promoting health and well-being, improving marketing activities, raising awareness of celiac disease and other gluten allergies also cause market growth.
The Ukrainian manufacturer has the opportunity to engage in the formation of a market for gluten-free products and services, using the well-known Cross Grain® European trademark. To do this, it is enough to meet two criteria: compliance with the principles of food safety of production and the effectiveness of the HACCP system; readiness to comply with the regulations of the European Association of Celiac Diseases (AOECS) regarding gluten-free production.
Keywords: gluten-free foods, celiac disease, gluten intolerance, market segmentation of gluten-free foods.
1. World Gastroenterology Organization Global Guidelines [World Gastroenterology Organization Global Guidelines]. www.worldgastroenterology.org Retrieved from http://www.worldgastroenterology.org/global-guidelines.html [in English].
2. Kondrat'eva, E. I., & Jankina, G. N. (2011). HLA – markery celiakii i ih vlijanie na techenie zabolevanija [HLA – markers of celiac disease and their influence on the course of the disease]. Vopr. detskoj dietologii – Children's nutrition issues, 2. 73-74 [in Russian].
3. Rewers, M. (2005). Epidemiology of celiac disease: what are the prevalence, incidence, and progression of celiac disease? [Epidemiology of celiac disease: what are the prevalence, incidence, and progression of celiac disease?]. Gastroenterology – Gastroenterology, 47-51 [in English].
4. Szaflarska-Poplawska, A., Karczewska, K., Zabka, A. Occurrence of celiac disease in Poland – multicenter study [Polish]. Ped. Wspolcz Gastroenterol. Hepatol. Zyw Dz. 2009. Vol. 11. P. 111-116 [in English].
5. Barada, K., Bitar, A., Mokadem, M., Hashash, J., Green, P. Celiac disease in Middle Eastern and North African countries: A new burden? World J. Gastroenterol. 2010. Vol. 16, N 12. P. 1449-1457 [in English]. DOI: https://doi.org/10.3748/wjg.v16.i12.1449; PMid: 20333784; PMCid: PMC2846249.
6. Tatar, G., Elsurer, R., Simsek, H. Screening of tissue transglutarninase antibody in bealthy blood donors for celiac disease screening in the Turkish population. Dig. Dis. Sci. 2004. Vol. 49. P. 1479-1484 [in English]. DOI: https://doi.org/10.1023/B:DDAS.0000042250.59327.91; PMid: 15481323.
7. Mustalahti, K., Catassi, C., Reunanen, A. Fabiani, E, Heier, M., McMillan, S. The prevalence of CD in Europe: results of a centralized, international mass screening project. Ann. Med. 2010. Vol. 42. P. 587-595 [in English]. https://doi.org/10.3109/07853890.2010.505931; PMid: 21070098.
8. Subbotina, O. A. et al. (2013). Allergicheskie reakcii na krupy u detej s atopiej [Allergic reactions to cereals among children with atopy]. Vopr. pitanija – Nutrition issues, 4, 34-38 [in Russian].
9. Czaja-Bulsa, G. Non celiac gluten sensitivity – a new disease with gluten intolerance. Clin. Nutr. 2014. Vol. 34, N 2. P. 189-194 [in English]. DOI: https://doi.org/10.1016/j.clnu.2014.08.012; PMid: 25245857.
10. Tonutti, E., & Bizzaro, N. Diagnosis and classification of celiac disease and gluten sensitivity. Autoimmun. Rev. 2014. Vol. 13, N 4-5. P. 472-476 [in English]. DOI: https://doi.org/10.1016/j.autrev.2014.01.043; PMid: 24440147.
11. Mdki, M. Celiac disease treatment: gluten-free diet and beyond. J. Pediatr. Gastroenterol. Nutr. 2014. Vol. 59. P. 15-17 [in English]. DOI: https://doi.org/10.1097/01.mpg.0000450397.76521.f9; PMid: 24979194.
12. Fadeenko, G. D., & Gaponova, O. G. (2009). Mnogoobrazie projavlenij gljutenovoj jenteropatii [The variety of manifestations of gluten enteropathy]. Suchasna gastroentorologija – Modern gastroenterology, 2, 111-118 [in Russian].
13. About Glenn Doman. Founder of The Institutes. Retrieved from http://www.iahp.org/about-us/about-glenn-doman [in English].
14. Perlmuter, D. Grain Brain. New York : Little, brown and company, 2015. 336 p. [in English].
15. Wierdsma, N. J. et al. (2013). Vitamin and mineral deficiencies are highly prevalent in newly diagnosed celiac disease patients. Nutrients. Vol. 5, N 10. P. 3975-3992. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3820055 [in English]. DOI: https://doi.org/10.3390/nu5103975; PMid: 24084055; PMCid: PMC3820055.
16. Caruso, R. et al. (2013.) Appropriate nutrient supplementation in celiac disease. Ann. Med. Vol. 45, N 8. P. 522-531. EC Regulation 41/2009/EC concerning the composition and labelling of foodstuffs for people intolerant to gluten. Retrieved from http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2009:016:0003:0005:EN:PDF [in English].
17. Babich, O. V., & Vihot', M. M. (2016). Problematyka zabezpechennja special'nymy produktamy harchuvannja hvoryh na celiakiju v Ukrai'ni [Problem of providing special foods for patients with celiac disease in Ukraine]. Problemy starinnja i dovgolittja – Problems of aging and longevity, 2, 230-234 [in Ukrainian].
18. Bavykina, I. A. et al. (2017). Jeffektivnost' produktov iz amaranta v bezgljutenovom pitanii detej s neperenosimost'ju gljutena [Efficiency of amaranth products in gluten-free diet of children with gluten intolerance]. Vopr. pitanija – Nutrition issues, 2. Retrieved from https://cyberleninka.ru/article/n/effektivnost-produktov-iz-amaranta-v-bezglyutenovom-pitanii-detey-s-neperenosimostyu-glyutena [in Russian].
19. Deputats'kyj zapyt shhodo vprovadzhennja vyrobnyctva bezgljutenovyh produktiv v Ukrai'ni (Vyh. № 16/zp vid 19.05.2016) [Deputy request for the introduction of gluten-free products in Ukraine (Ext. N 16/zp dated May 19, 2016)]. (n.d.). w1.c1.rada.gov.ua. Retrieved from http://w1.c1.rada.gov.ua/pls/zweb2/wcadr_document?DOCUMENT_ID=78054&DOCUMENT_TYPE=1 [in Ukrainian].
20. Drobot, V. I., & Gryshhenko, A. M. (2013). Tehnologichni aspekty vykorystannja boroshna krup’janyh kul'tur u tehnologii' bezgljutenovogo hliba [Technological aspects of the use of flour of cereals in the technology of gluten-free bread]. Obladnannja ta tehnologii' harchovyh vyrobnyctv – Equipment and technology of food production, 30, 52-58 [in Ukrainian].
21. Dorohovych, V. V., & Lazorenko, N. P. (2013). Bezgljutenovi boroshnjani kondyters'ki vyroby [Gluten free flour confectionery]. Obladnannja ta tehnologii' harchovyh vyrobnyctv – Equipment and technology of food production, 30, 341-347 [in Ukrainian].
22. Dorohovich, A. N., & Liman, N. P. (2009). Maffin – novyj vid muchnyh konditerskih izdelij na rynke Ukrainy [Maffin – a new type of flour confectionery in the Ukrainian market]. Produkty & ingredienty – Products & ingredients, 10 (63), 12-13 [in Russian].
23. Gubs'ka, O. G. (2008). Celiakija. Pro problemy diagnostyky i likuvannja cijei' hvoroby v Ukrai'ni [Celiac disease. On the problems of diagnosis and treatment of this disease in Ukraine]. Harchova ta pererobna prom-st' – Food and processing industry, 7, 24-26 [in Ukrainian].
24. Kapreljanc, L. V., & Iorgachova, G. K. (2003). Funkcional'ni produkty [Functional products]. Odesa : Druk [in Ukrainian].
25. Rudavs'ka, G. B., Tyshhenko, Je. V., Prytul's'ka, N. V. (2002). Naukovi pidhody ta praktychni aspekty optymizacii' asortymentu produktiv special'nogo pryznachennja [Scientific approaches and practical aspects of optimization of the range of special purpose products]. Kyi'v : Kyi'v. nac. torg.-ekon. un-t [in Ukrainian].
26. Association of European Coeliac Societies (AOECS). Retrieved from www.aoecs.org [in English].
27. Grand Vew Research. Gluten-Free Products Market Analysis By Product (Bakery, Dairy Alternatives, Desserts & Ice-Creams, Prepared Foods, Pasta & Rice), By Distribution (Grocery Stores, Mass Merchandiser, Club Stores), And Segment Forecasts, 2018–2025. 110 p. Retrieved from https://www.grandviewresearch.com/industry-analysis/gluten-free-products-market/request [in English].
28. Gluten Free Media Group. Retrieved from http://www.glutenfreemg.com [in England].
29. Statistics and facts on the gluten-free foods market in the U.S. 2016. Retrieved from https://www.statista.com/topics/2067/gluten-free-foods-market [in England].
30. Trends and opportunities in the growing market for gluten-free foods. Retrieved from http://www.mintel.com [in English].