GLNC Industry Briefing Day: A Focus on Whole Grains · Rice/Corn Cakes 6 60 12% 4 Rice, Pasta,...

GLNC Industry Briefing Day: A Focus on Whole Grains

24th November 2016

Follow us on Facebook and Twitter! @GrainsLegumesNC

#focusonwholegrains

Turning Public Attention to Whole Grains

Michelle Broom, GLNC General Manager

@GrainsLegumesNC #focusonwholegrains

GLNC Overview

Independent authority on the nutrition and health benefits of grains and legumes

Health Promotion Charity and non-profit organisation

Promote grains and legumes nutrition as part of a balanced diet through evidence-based information cultivating good health

GLNC Contributors

Strategic Direction 2017 - 2019

Evidence

GLNC maintains evidence-based

expertise in the role of grains and legumes in a

healthy, balanced diet to reduce risk of chronic disease. GLNC tracks

existing and emerging scientific research and

reviews population studies to underpin

engagement and communications

messages.

Industry Engagement

GLNC is a key strategic partner for industry,

providing expert advice and insights to support development and

promotion of healthier grain and legume foods. Stakeholders across the

supply chain include growers, traders, handlers,

processors, regulators, manufacturers and

retailers.

Community Engagement

GLNC actively engages with key influencers of

consumer attitudes and behaviour to raise

awareness of the role of grains and legumes in a

healthy, balanced diet to reduce risk of chronic

disease. Influencers include Government, key opinion

leaders, not-for-profit organisations, health care

professionals, retailers, the media and ultimately

consumers.

Market Insights

GLNC identifies and monitors market issues and

tracks opportunities related to health and

nutrition to support the grains industry in

producing foods that will reduce risk of chronic disease. GLNC tracks

changes in the food supply and consumer attitudes and behaviour as well as regulations, policy and

public health recommendations related

to grains and legumes. VALUES: Integrity Trust Credibility.

VISION: GLNC is the independent authority on the nutrition and health benefits of grains and legumes

MISSION: GLNC promotes the role of grains and legumes as part of a balanced diet through evidence-based information, cultivating good health

• Keep up-to-date with published evidence and research in progress

• Conduct analyses of Australian population data

• Australian research shows people who eat core grain foods have similar weight

measures to those that avoid grain foods

• Conduct systematic reviews of published data

• Review of the effect of refined grains on health

• Prepare summaries of evidence on key topics of interest

• Examples: sprouting, fermentation

Evidence

• Grain and legume related consumer and product

trend reports

• Consumption and Attitude Consumer Survey

• Category review of grain and legume products on

shelf

• Weekly media monitoring and quarterly analysis

Market Insights

• Provide industry with market information to assist

development and communications of nutritious

grain and legume foods

• Submissions to public consultations

• Code of Practice for Whole Grain Ingredient

Content Claims

Industry Engagement

Community Outreach

Proactive Communication (Consumer online and print media)

2014 – 2016 reach - 70 million

Website 30,000 unique visitors per quarter

Facebook (Consumer)

Audience – 46,000 likes

Engagement = 0.16 – 0.31% (community standard = 0.21%)

Twitter (Health Care Professionals, Industry)

3,000 followers

Balance eNews (Health Care Professionals)

Subscribers = 3,000

Open rate = 33% (NFP industry average 24.96%)

Click rate = 30% (NFP industry average 2.82%)

Focus on Whole Grain

Whole Grain Recommendations

Three serves of whole grain foods linked with risk reduction of: • Cardiovascular disease • Type 2 diabetes • Weight gain • Colorectal cancer

Daily Target Intake 48g whole grain per day

Adults and children 9+ years

Children

2-3 years old: 24g whole grain

4-8 years old: 32-40g whole grain

Six serves of grain foods, mostly whole grain and/or high fibre

Australian Dietary Guidelines

The Whole Grain Gap

Less than half of core grain serves coming from whole grain or high fibre sources

2011-12 Australian National Nutrition Survey

Young Men

Proportion of serves from whole grain foods vs refined:

14-18 year olds: 19%

Young Women

Proportion of serves from whole grain foods vs refined:

14-18 year olds: 26.1%

2011-12 Australian National Nutrition Survey

The Whole Grain Gap

GLNC 2014 Grains and Legumes Consumption and Attitude Study

The Whole Grain Gap – by serve

30% - 3+ serves of whole grain per day

43% - less than 1 serve of whole grain

Adults Children Half of Australian children eating less than 1 serve of whole grain food a day

GLNC 2014 Grains and Legumes Consumption and Attitude Study

The Whole Grain Gap – by grams

Adults

0%

10%

20%

30%

40%

50%

60%

Total (n=784)

35% consume at least 48 grams 45% consumed at least 48 grams

Children

Key Messages

• Make at least half of your grain food choices whole grain or high fibre

• Look for grain foods higher in whole grain – high in whole grain or very high in whole grain

GLNC Whole Grain Communications

Addressing the Whole Grain Gap

Activities

• Consumer media outreach

• Traditional media influencers

• Social media

• GLNC website

• Health Care Professional education


GLNC Whole Grain Communications

Need a Multi-Faceted Approach

• Ensure foods with meaningful levels of whole grain foods are available in the food supply

• Set evidence-based recommendations: a quantified recommendation for whole grain

• Promote consistent messages


Michelle Broom

General Manager

[email protected]

02 9394 8662

Thank you

Code of Practice for Whole Grain Ingredient Content Claims: Industry Update

Rebecca Williams, GLNC Nutrition and Code Manager


Solving the Whole Grain Puzzle

Australians are not meeting evidence-based whole grain recommendations

People are confused about whole grain foods

Why?

No regulation around whole grain content claims and the use of the word ‘whole grain’ on pack and in advertising…

Whole grain content of foods labelled as whole grain varies

GLNC. 2014 Grains and Legumes Product Audit. Unpublished. GLNC. 2014 Australian Grains and Legumes Consumption and Attitudinal Report.

The Challenge

Solving the Whole Grain Puzzle

The Solution Consistent messages on whole grain content of foods from public health and the food industry

The Code of Practice for Whole Grain Ingredient Content Claims – a voluntary industry standard launched in June 2013

Objectives 1.To describe an industry standard for whole grain ingredient content claims 2.To encourage wide uptake of content claims across the grain food category 3.To provide a tool to enhance the promotion of more nutritious whole grain foods

Unpacking the Code of Practice


1. Whole grain ingredient content claim levels and factual statements of whole grain content

2. Daily Target Intake statement

Options for Registered Users


Product must contain minimum 8 grams whole grain per serve

Based on contribution to 48 gram Daily Target Intake and Australian Dietary Guidelines

Product audits confirm three levels are achievable targets for food industry

Factual statements are also permitted i.e. 67% whole grain, 22 grams whole grain per serve

1. Whole Grain Ingredient Content Claim Levels

What’s permitted

Calculate whole grain content according to FSANZ Percentage Labelling of Food Users

Guide – Characterising Ingredients and Components of Food


Front of Pack:

“60% of your Whole Grain Daily Target*”

Product must contain minimum 8 grams whole grain per serve

2. Daily Target Intake Statement

Registered Users of the Code

Governance of the Code

Governed by GLNC, guided by the Code Steering Committee and Complaints Advisory Committee

Three year review to assess performance against objectives

Amendments to the Code are outlined on the GLNC website

www.glnc.org.au/codeofpractice/code-of-practice/

http://www.glnc.org.au/codeofpractice/code-of-practice/





Code Impact Assessment

Code Impact Assessment

1. Uptake of the Code

• Whole grain content of foods on shelf in Australia

2. Code Compliance

• Whole grain ingredient content claims

• Other whole grain claims (outside the scope)

3. Impact of the Code on the food supply through new and renovated products

Code Uptake Summary at June 2016

Code Uptake

Total June 2015 Total Added

July 2015 - June 2016

Total

Total Registered Products* 218*

169* (↑78%)

375*

Registered Products (Aust only & Aust/NZ Products) 193

163 (↑84%)

353*

Registered Products (NZ only products) 74

6 (↑8%)

78

Registered Users 15

5 (↑33%)

20

Complaints Made 0 0 0

Steering Committee Meeting 4 2 4

Complaints Committee Meeting 0 0 0

Table 1. Code Uptake Summary at June 2016

*Excludes deleted products (n=24 in FY16) and duplicates (n=36 where product with same name and whole grain content is registered in Australia and New Zealand separately). Sourced from GLNC Code Registered User and Product Registration Form

Code Uptake Summary at June 2016

Code Uptake

Registered Products in Australia1

Eligible Unregistered

Australian Products2

Estimated Code Uptake in Eligible

Australian Products2

Registered Products in New

Zeland1

Breakfast Cereals and Snacks* 131 198 34% 4

Bread Products 120 32 74% 67

Crispbreads, Crackers, Rice/Corn Cakes 6 60 12% 4

Rice, Pasta, Noodles, Couscous, Other Grains 0 65 0% 0

Mixed Dishes, Ready Meals (Frozen) 15 5 67% 0

TOTAL 272 360 41% 75 1Sourced from GLNC’s Registered Products Database 2Sourced from GLNC’s 2015-2016 Core Grain Food Product Audit *Includes breakfast biscuits and muesli bites Note, eligible products were products which had an estimated 8 grams or more whole grain per serve. Excludes products for which whole grain content could not be estimated.

Table 2. Code Uptake within Core Food Categories at June 2016

Whole Grain Content of Foods on Shelf

Data sourced from GLNC’s 2013 - 2014 and 2015 - 2016 Core Grain Food Product Audit. Products were whole grain could not be assessed were assumed to contain <8g/serve Breakfast Snacks: breakfast biscuits and muesli bites; Grain Products: pasta, rice, noodles, couscous and other grains (quinoa, buckwheat)

Figure 1. Proportion of Core Grain Foods with ≥8g of Whole Grain per Serve in 2013 and 2016

Breakfast Cereals and Snacks Figure 2. Whole Grain Content of Breakfast Cereals and Snacks with ≥8g Whole Grain per Serve

Majority of whole grain breakfast cereals were very

high in whole grain

Data sourced from GLNC’s 2015 - 2016 Core Grain Food Product Audit. Note this analysis excludes products for which whole grain content could not be estimated.

Whole Grain Foods on Shelf

Bread Products


Majority of whole grain loaf, rolls, crumpets and English muffins were very high in whole grain


Figure 3. Whole Grain Content of Bread Products with ≥8g Whole Grain per Serve

Crispbreads, Crackers and Rice/Corn Cakes


Majority of whole grain crispbreads & rice/corn cakes

were high in whole grain Data sourced from GLNC’s 2015 - 2016 Core Grain Food Product Audit. Note this analysis excludes products for which whole grain content could not be estimated.

Figure 4. Whole Grain Content of Crispbreads, Crackers and Rice/Corn Cake with ≥8g Whole Grain per Serve

Grain Products


Frozen Ready Meals

18% of grain foods including pasta, rice, noodles, couscous and other grains contained ≥8g whole grain per serve

≥95% of these grain products were eligible to make a very high in whole grain claim (≥24g/serve)

9% of frozen ready meals contained ≥8g whole grain per serve

87% of these frozen meals were very high in whole grain (≥24g/serve)


Use of Whole Grain Claims

Category 2013 2016

Registered Unregistered Registered Unregistered

Breakfast Cereals and Snacks* 18 111 101 156

Bread Products 66 22 73 14

Crispbreads, Crackers, Rice/Corn Cakes 0 48 8 64

Rice, Pasta, Noodles, Couscous, Other Grains 0 7 0 19

Mixed Dishes, Ready Meals (Frozen) N/A N/A 10 2

TOTAL 84 188 192 255

Table 3. Change in number of Registered Products by Category Making Whole Grain Claims

Sourced from GLNC’s 2013 - 2014 and 2015 - 2016 Core Grain Food Product Audit. Based on registration at the time of the audit. Includes Daily Target Intake claims, whole grain content claims and claims that do not refer to whole grain content and are considered to be outside the scope of the Code. *Includes breakfast biscuits and muesli bites

↑65%

1. Whole Grain Ingredient Content Claims

• Permissible Claims (contains, high, very high)

• Factual Statements

• DTI Statements

2. Claims that are outside the scope of the Code

• Statements that do not refer to the products whole grain content

• Example: “goodness of whole grain”

Code Compliance

Products that are not compliant with the Code:

1. Those that make claims about the amount of whole grain in the food but contain less than 8g whole grain per serve

2. Those that have inaccurate content claims (permissible and factual claims) and DTI statements

Code Compliance – Content Claims

Products making whole grain content claims with <8g whole grain per serve:

No registered products were non-compliant

Breakfast Cereals and Snacks: three of 439 products were non-compliant

Bread Products: no products were non-compliant

Crispbreads, Crackers and Rice/Corn Cakes: four of 323 products were non-compliant

Pasta, Rice, Noodles, Couscous and Other Grains: no products were non-compliant

Frozen Ready Meals: one product of 169 was non-compliant


Data from GLNC 2015-2016 Product Audit

Industry compliance is high irrespective of registration to the Code



Products making incorrect permissible or factual claims, or DTI statements:

Breakfast Cereals and Snacks: two registered breakfast cereals were making incorrect claims

Bread Products: one registered bread was making an incorrect claim

Crispbreads, Crackers and Rice/Corn Cakes: 14 unregistered crackers and crispbreads were making incorrect claims

The majority of products were making correct claims

Code Compliance – Outside Scope


Breakfast Cereals and Snacks:

• 13% of products had claims on pack that were outside of the scope

• This was combined with a content claims on seven products

• Four unregistered products had <8g/serve

• Common claims: “goodness of wholegrain”

Bread Products:

• 3% of products had whole grain claims on pack that were outside the scope

• This was combined with a content claim on 12 products

• All products had ≥8g/serve

• Common claims: “wholegrain” and “packed (full of/with) wholegrains”

Crispbreads, Crackers and Rice/Corn Cakes:

• 8% of products had claims on pack that were outside of the scope

• This was combined with content claims on seven products

• Five unregistered crackers and rice cakes had <8g/serve

• Common claims: “whole grain”, “packed with whole grains”, “great taste of whole grains”

Rice, Pasta, Noodles, Couscous and Other Grains:

• 3% of products had whole grain claims on pack that were outside of the scope

• This was combined with a content claim on one product

• All products had ≥8g/serve

• Common claims: “wholegrain”

Code Compliance – Other Claims


• 88 new products were launched by 13 Registered Users

• 17 products reformulated by five Registered Users

Product Launch/Reformulation

“Baked with whole grain goodness” – 5.9g/serve

“Source of whole grain” – 10.4g/serve

• Encouraged a review of whole grain claims

• Provides guidance to assist product reformulation

• Promoted focus on grain types that can be included in the whole grain content calculation

• Consumer insights indicate increased consumer concerns around the healthiness of packaged food – whole grain ingredients as a way to address this.

Code Impact

Data from Code Registered User Survey, August 2016

Whole Grain Added to Australian Food Supply

Data from Code Registered Users

The amount of whole grain added to the Australian food supply from June 2013 to June 2016 by Registered Users is equivalent to approximately…

2013-2016 Activities:

• Media breakfast

• Dietitian education

• Community Service announcement on community radio

• Industry Briefing Day with industry media coverage

• Media outreach (product distribution with media release)

• Registered Product list on GLNC website with GLNC social media directing to the list

• Code section on GLNC website

• Conference and seminar presentations

Communications

The Whole Grain Opportunity

Standardised Information Relating to Whole Grain Foods

To benefit industry, public health and consumers

For Public Health Improve food supply Increased availability of whole grain foods

For Industry Point of difference for brands or products higher in whole grain Opportunities for on pack content claims and off shelf promotion

For Consumers Help making informed food choices Help meeting recommended whole grain intakes

Benefits

For Public Health Encourage adherence to industry standard Ensures consistent communication of evidenced based whole grain recommendations

For Industry Become a Registered User of the Code Leverage increased awareness of whole grain claims on pack

For Consumers Look for foods higher in whole grain – GLNC website Aim to meet recommended whole grain intakes

The Whole Grain Opportunity

How to Make the Most of the Whole Grain Opportunity

What Can we Achieve by 2019?

Thank you

Rebecca Williams

Nutrition Manager

Code of Practice Manager

[email protected]

02 9394 8663

What’s New in Whole Grains: Trends & Insights

Sarah Hyland, General Manager, Industry Services, Australian Institute of Food Science & Technology


How?

Consumers The Key Trends

THE AUSTRALIAN CONSUMER & FOOD: What they do, think and want….

Less than half (44%) of Australians’ serves of core grain foods is from whole grain foods – on average Australians do not appear to be meeting recommendations to choose mostly whole grain or high fibre grain foods.

4.01

1.76

Core Grain Foods

Whole Grain Foods*

Average Daily Serves Per Person of Whole Grain Foods vs Core Grain Foods

*Note Whole Grain Foods are Core Grain Foods

2014

Avg daily serves per person 1.76

(n=3031)

% consumers 75%

(n=3031)

Whole Grain: Core Grain Food Serves

Source : ABS Australian Health Survey

10%

14% 2.7

66%

1.5 33%

“With the latest research from Mintel finding that between 2011 and 2015 there was a

202% increase in the number of new food

and drink products launched globally containing the terms “superfood”, “superfruit” or “supergrain”, it’s clear that consumers around the world have never had so many “super” products to choose from.”

Ancient Grains • Driven by wheat free

diet

• Healthier, less refined alternatives

• Flavourful

• New textures

• Functionally nutrient dense

http://wwhttp://tefftribe.com.au/w.redbookmag.com/body/healthy-

eating/news/a19936/pegan-diet/

Buckwheat

Plant Food

Plant Food

Plant Based Protein

Source : Kerry Ingredients Presentation IFT 2016

Clean Eating

• Fewer Ingredients • No artificial

sweeteners, flavours or preservatives

• Low added sugar • High in fibre • Made with

wholegrains • Low Na • Low sat fat Prevention Nov 2016

SNACKING

AU Health Snack Food :

Dried fruits ,nuts, protein bars and grain-based snacks with nutritional value.

Source : IBIS World

Very strong growth in past 5 years Growth Driven By : • Time poor consumers • Rising health-consciousness • Higher discretionary incomes • Wholegrains = premium = pass on cost to consumers • Demand from grocery

An Ancient Grain — Now a New World

Snack.

Whole Grain Sorghum is an Ancient

Grain. People have been eating

Sorghum popped, in porridge and

milling it into flour for thousands of

years. Sorghum is the fifth most

harvested grain in the world; the

United States is the number one

grower globally.

Our Organic White Whole Sorghum

Grain is harvested and grown in the

U.S.A and is certified organic.

Sorghum is sustainable — its

agricultural water consumption is half

that of corn and the sorghum crop is

drought resistant.

“Our unique combination of

popcorn plus six super grains,

delivers a light and crunchy

texture that's perfect for

snacking. Made with the

delicious combination of rich

dark chocolate and a dash of

sea salt, each handful is sure

to satisfy your sweet and salty

cravings”

Oats, popcorn, brown

rice, dried popped

sorghum, amaranth,

millet, quinoa, buckwheat.

“It looks like a beverage but it’s not a beverage, it’s a food”

• Yoghurt texture and easily digested

• Tackles bar fatigue

• Chilled

• Glass bottle

• Heat up savoury flavours as alternative to soups

More frequent (& better) breakfasts

Eating more meals prepared at home

Whole grain products are adapting well, tasting better and generating more

interest! How can you leverage this in your portfolio?

Thank You !

Interested in becoming a Registered User of the Code?

Please contact Code Manager, Rebecca Williams, on

02 9394 8663 or [email protected]

Follow us on Facebook and Twitter! @GrainsLegumesNC #focusonwholegrains

GLNC Industry Briefing Day: A Focus on Whole Grains · Rice/Corn Cakes 6 60 12% 4 Rice, Pasta,...

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