Bread Consumption

Promotion & scientific knowledge: The French case

Antalya (Turkey), March 2018

CIFAP

Bread consumption in 2016

94,4g /capita per day (more than 3 years old)

103,3g /capita per day (more than 20 years old)

♂ 108,6g

♀ 80g

♂ 122,9g

♀ 85,6g

Promoting bread consumption: a

challenge for everyday

More than 15 years of promoting Health & Nutrition

2001: Energy, diet... and fighting against ready-made ideas

With a follow-up in 2002

2003-2004: Energy through TV spots

2006 - Providing people with consumption ideas & criteria

Completed by relevant

scientific background on

the nutritional intake of

all French breads

2007 - Bringing answers to issues

2010 - Approaching the students

2011-2013 Bread & Women: je t’aime moi non plus

Partnership with « Marie-Claire »

2014-2015: « Hi! You’ve got bread? »

A public advertising campaign

To catch occasional consumers’ attention To transform them into daily consumers

12

Press Conference for the set up of a 140m² large poster on the front of the Palace of Congress building in Paris

Celebrities testimonials on bread: selfies posted on Facebook to create a community around bread and its values

2014-2015: « Hi! You’ve got bread? »

13

An advertising campaign in the street

Posters in the streets of 130 cities of more than 20 000 habitants

Tags on a sidewalks Advertising campaign in bakeries

(Posters in bakeries & bread bags)

A Radio advertising campaign A campaign on social networks

2014-2015: « Hi! You’ve got bread? »

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General appreciation

83% = 42 million adult French people

Spontaneous memorisation

40% = 20,4 million adult French people

Assisted memorisation

36% = 18 million adult French people

Impact on purchases

71% = 36 million adult French people

2014-2015: « Hi! You’ve got bread? »

Since 2015: a social network + Print = Mixed Media

+ + +

> A PROGRESSIVE PRESENCE ON SOCIAL NETWORKS

Social network: a public influence strategy

• Followed by 1 856 people / + 232 followers since July • More than 12 000 visits and + 292 000 views over the period • A media that targets Opinion Leaders (nutrition, agro, supply chain, etc.)

• Already 3 billions of video views early 2018 • Around 70 000 views from 17 December to 15 January • 24 200 subscribers and more than 1 000 video shared since July

More than 900 people following the Page « Croqueurs de Pain », most from the bakery sector

A COMMUNITY OF FOLLOWERS READY TO MOBILISE THEMSELVES

Improving the scientific knowledge about bread

25 years of improving

scientific knowledge

Studies commissioned to improve scientific knowledge about bread

Bread and its composition Ex: Study on the glycaemic index & insulin index of bread

2001 2004

Evolution of consumption Ex: barometer TNS Sofres

2001 2005

Nutritional qualities of bread at breakfast Pr Janine Louis Sylvestre

Since 1993

Nutrition Studies Consumption Studies

Bread & Health Ex: Study on the reduction of salt content in bread

2005 2007 2011

Nutritional Composition of French breads 1st identity card of breads

2006 2007

Consumption behaviours Ex: Study CCAF 2007-2010-2013-2016

2007 2010 2013 2016

Aquanup Programme Fibers & glycaemic index of French breads

Bread and satiety 2008

2007 2009

The economics of bread Ex: Perception of bread prices

2009

Studies commissioned to improve scientific knowledge about bread

Nutrition Studies Consumption Studies

Sociology of bread Ex: Study on the evolution of the relationships between French people and their

food

2013 2014

2012

2009 2010

Bread & the restrictive diets

The role of bread at breakfast Two surveys carried by Credoc and the Occurrence Institut

2014 2015

On-going

Perception of gluten by consumers and health professionals - Perception of fibers by

consumers Surveys carried jointly in the framework of « Pôle d’accessibilité

des céréales et produits céréaliers »

2013 The French people and bread

Ifop Survey

Studies commissioned to improve scientific knowledge about bread

Consumption Studies

Barofibers & Cerefibers Acceptability of fibers in cereal products

2017 2021

2017 2019

2015 2018

Building food criteria in childhood and what role for bread?

GlutN Determining the hypersensibility to gluten Project of the National Institut for Agronomic Research

Studies commissioned to improve scientific knowledge about bread

Consumption Studies

And Gluten?

CIFAP

Monthly number of queries estimated at 33 700 on « gluten » (vs. 6 600 monthly queries on lactose)

Trendy issues: gluten versus lactose

And gluten?

1. The figures o Coeliac disease: 1 to 2% in Europe* o Food allergies: estimated at 0,3 % to 1% or more according to sources** o Intolerances: estimated at 2 to 3 % (no scientific consensus, no evaluation of gluten intolerance) 2. The number of press articles on gluten exploded in media The public ignorance + the absence of scientific consensus favour the development of

ready-made ideas and fears linked to gluten 3. Flour millers & bakers are worrying about the gluten issue

In 2014, 34 % of bakers declared that gluten is a worrying issue for their customers (19 % in May 2013)

4. The food industry is to a large extent developing the «gluten free » offer representing a market

opportunity The development of the « free » market favours the «anti-gluten» trend 5. Bakers are also developing an offer « without gluten / gluten-free »

And gluten?

Gluten, a complex issue raising multiple questions

(agronomy, technology, health) to which it remains difficult to bring a global/coherent/single answer A very persistant issue in the

medias (Lots of powerful players in place, with different interests) of which it is difficult to emerge

And gluten?

What did we do so far?

• Symposium From the Observatoire du Pain to the doctors (January 2013) • Publication of a dedicated dossier in Les nouvelles de la Boulangerie • Raise the issue within the inter-professional organisation Intercéréales to

sensibilise all the players of the grain chain

The actions

Survey to measure the sensitivity and knowledge of consumers and health professionals regarding gluten in 2015 Creation of an information tool: Q&A or ad-hoc vocable & arguments (= what we can say and what we can’t say - Show the limits & inconvenients of the without gluten formula for the flour millers and the bakers)

And gluten? What we believe…

Get a global approach by creating a « gluten » platform including all concerned sectors (bread, pasta, biscuits, cereals… + research + public authorities)

Launch study(ies) to improve intelligence and contribute

to the general discussion Give a measured speech Take part to the debate by raising doubts Invite the Public Authorities in the debate Development of allied strategy

Our actions as «Initiative Gluten »

Information

Website

Initiativegluten.com Twitter Account

@InitiativGluten

Newsletter

Initiative Gluten

Scientific knowledge

Launching studies to improve intelligence and contribute to the general discussion with a Community of experts

Forthcoming bread campaign initiative NL-BE

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www.flourmillers.eu