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March 2018

FODMAPS: The next gluten-free?

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From Australia to the US to Europe, companies large and small are increasingly offering products that are low-FODMAP or FODMAP-friendly.

This report shows how FODMAPS is an opportunity for businesses both large and small. It explains the science, illustrates the trend with media research and nine brand case studies, and sets out the strategies companies can follow to be successful.

FODMAPS is an eating pattern that has every chance of becoming as important as gluten-free. It is emerging rapidly and wise companies will take it seriously.

A low-FODMAP diet is a solution for sufferers of the digestive complaint irritable bowel syndrome (IBS) which affects one in seven adults worldwide.

But, like gluten-free before, it will appeal to the many people who want to improve their digestive wellness – the same people who currently turn to plant milks, probiotics or gluten-free for solutions.

The stars are well-aligned for FODMAP-friendly. It is backed by science, accepted by dietitians and gaining growing attention.

Contents
Summary
1. Why FODMAPS will be part of strategy
1.1 What exactly are FODMAPS?
1.2 Why FODMAPS could be the next gluten-free
1.3 FODMAPS is an emerging global trend
2. Three potential FODMAP strategies
3. FODMAPS in Australia
Case Study 1: Baker’s Delight Lo-Fo Bread takes FODMAPs to the masses
Case Study 2: Fodmapped pioneers with convenient, dedicated range
Case Study 3: Alpine breads harness sourdough methods to go low-FODMAP
Case Study 4: Foddies takes FODMAPs into food service
4. FODMAPS in the US
Case Study 5: Fody Food Co – FODMAPS the next step on from gluten-free
Case Study 6: Trueself Foods building a foundation for a new category
Case Study 7: Epicured meal delivery service the first in US to cater to low-FODMAP diet
5. FODMAPS in the UK
Case Study 8: Fodilicious combines freshness and convenience
Case Study 9: Schär first to launch low FODMAP range in UK supermarkets

Tables
Table 1: Nutrition snapshot, Nestle ProNourish
Table 2: Nutrition snapshot, Fodmapped Red Wine & Italian Herbs Tomato Pasta Sauce
Table 3: Nutrition snapshot, Alpine Breads Spelt & Sprouted Grains Bread
Table 4: Nutrition snapshot, Foddies Mongolian Beef, Stir-fried Veggies and Brown Rice
Table 5: Nutrition snapshot, Vanilla Coconut Chia Seed Pudding
Table 6: Nutrition snapshot, Fodilicious Chicken Pesto Penne

Charts
Chart 1: The number of scientific articles about FODMAPs has increased, especially from 2014 onwards
Chart 2: Google searches for ‘“FODMAP” are on the rise globally
Chart 3: In Australia, the US and the UK, google searches for FODMAPS have been increasing sharply
Chart 4: Google searches globally for “FODMAP” now exceed searches for “gluten-free” and “lactose-free”
Chart 5: In three key markets, “gas” is the symptom most often mentioned together with FODMAPS in online articles
Chart 6: Globally, online attention to FODMAP diets is beginning to catch up with gluten-free and lactose-free diets
Chart 7: The number of online articles referencing low-FODMAP and digestion in Australia increased by over 375 % since 2012
Chart 8: In the US the number of online articles referencing low FODMAP and digestion is steadily increasing
Chart 9: The number of articles discussing low FODMAPS in the UK increased by over 70% from 2012-16
Chart 10: Google searches for “Low FODMAP” in the UK
Chart 11: Price comparison, Schär wholesome white loaf

Boxes
Box 1: There are now food bloggers – some of whom are registered dietitians – specialising in FODMAPS
Box 2: FODMAPS is an emerging route to digestive wellness
Box 3: Let’s have a closer look at a recent FODMAPS study
Box 4: The FODMAP science looks promising
Box 5: Fazer innovates with low-FODMAP rye
Box 6: FODMAP diets in Germany and the Netherlands are mostly associated with IBS in the media
Box 7: FODMAP in the media: US, UK and Australia
Box 8: A logo helps
Box 9: Flagging up FODMAPS on the label
Box 10: Good Mills’ 2ab innovation removes reasons to avoid wheat
Box 11: Broadening the FODMAPS database
Box 12: Low FODMAPS menu at Atlantic Bar and Grill, Glasgow.