A thorough explanation of the gluten-free bread situation overseas

　　

Bread is a food loved all over the world, but for people who cannot eat wheat, traveling and living abroad can be a major challenge. Gluten-free bread, which is still rare in Japan, has already become a common food in Europe and the United States. Gluten-free bread is sold as a matter of course in supermarkets and bakeries, especially in Europe and the United States, and the quality and variety available are astonishing.

This article introduces the gluten-free bread situation overseas, including actual local conditions. It provides useful information for people with celiac disease or gluten intolerance, as well as health-conscious people looking to adopt a gluten-free diet, and companies considering traveling or expanding overseas. Understanding the differences and characteristics of gluten-free cultures in each country can lead to richer diets and discover business opportunities.

Basic knowledge of gluten-free bread and its demand overseas

What is gluten-free? What is its definition and why is it necessary?

Gluten-free refers to foods and dietary methods that do not contain a certain amount of gluten, a protein found in grains such as wheat, barley, and rye. Gluten is formed when two proteins, glutenin and gliadin, combine when flour is kneaded with water. This gluten gives bread and noodles their chewy texture and elasticity.

Overseas, there are clearly defined standards for gluten-free labeling. Major countries such as the United States, Canada, the EU, and Australia have set a standard of 20 ppm (20 mg or less) of gluten content per kg of wheat and other foods. However, there are currently no clear standards for gluten-free products in Japan.

Some groups of people who need to go gluten-free include:

• Celiac disease patients
• People with gluten intolerance (hypersensitivity)
• People with wheat allergies • Health-conscious people who want to avoid gluten
• Athletes and others looking to improve their performance

In Europe and the United States in particular, the prevalence of celiac disease is high at around 1%, making gluten-free foods indispensable as medical foods.

What is the difference between celiac disease and gluten intolerance?

Celiac disease and gluten intolerance are both conditions that cause illness due to gluten, but the mechanisms are very different. Celiac disease is an autoimmune disease in which the ingestion of gluten triggers an autoimmune reaction that destroys the mucous membrane of the small intestine. It has a strong genetic component, and people with certain genes are more likely to develop the disease.

Gluten intolerance is caused by an inability to digest gluten, resulting in symptoms such as abdominal pain, diarrhea, and fatigue. Unlike celiac disease, it does not destroy the tissue of the small intestine, but it can significantly reduce quality of life. The differences between the two can be summarized in the table below:

item	Celiac disease	Gluten intolerance
cause	Autoimmune reactions	indigestion
Effects on the small intestine	destruction of the mucous membrane	Temporary inflammation
Hereditary	Yes (HLA-DQ2/DQ8)	not clear
treatment	Completely gluten-free	Gluten Restriction
Incidence rate (Europe and the United States)	Approximately 1%	6-13%

The background behind the spread of gluten-free diets overseas

Increased wheat consumption and health awareness in Europe and the United States

In Western countries, wheat has traditionally been consumed as a staple food. It was common to see wheat products such as bread, pasta, and pizza on the dinner table every day. However, since the 2000s, attention has been drawn to the health effects of excessive wheat intake.

In the United States in particular, lifestyle-related diseases such as obesity and diabetes have become serious social issues, leading to a movement to reconsider carbohydrate intake. The gluten-free diet not only involves avoiding gluten, but also serves as an opportunity to reduce intake of processed and fast foods. This growing health consciousness is driving the expansion of the gluten-free market.

Popularization by celebrities

A major catalyst for gluten-free eating gaining global attention was the public disclosure of its effectiveness by celebrities. In 2011, professional tennis player Novak Djokovic announced that his performance had improved since he adopted a gluten-free diet. This led to a rapid increase in interest in gluten-free eating among athletes and health-conscious people.

Hollywood celebrities and fashion models also posted on social media that they were going gluten-free for the sake of beauty and health. With influential figures such as Gwyneth Paltrow, Miranda Kerr, and Lady Gaga talking about the benefits of going gluten-free, it became widely known among the general public. The influence of such celebrities played a major role in transforming gluten-free diets from mere medical diets into lifestyle choices.

Gluten-free bread in Europe

Finland's gluten-free culture

Finland is one of the countries in Europe where gluten-free food is particularly widespread. In Finland, where winters are long, grains such as rye bread and oats have traditionally been at the center of the diet. However, as people age, many develop gluten allergies, and the demand for gluten-free foods has increased.

"Gluteniton," the Finnish word for gluten-free, is a phrase you'll see all over town. The ending "ton" means "without," and lactose-free is expressed as "lactositon," and sugar-free as "sokeliton." This way of using words shows that allergy-friendly foods are commonplace in Finland.

Gluteniton section in supermarkets

Every Finnish supermarket has a dedicated section for gluten-free flour, pasta, cookies, bread, etc. Even small local supermarkets have a wide selection of gluten-free flour, pasta, cookies, bread, etc. Larger supermarkets in particular have an astonishing variety, with entire shelves filled with the product.

Some common products you'll find in the gluteniton aisle include:

• Flour substitutes such as rice flour, buckwheat flour, and gluten-free oat flour
• Pasta made with corn flour or potato flour
• Gluten-free muesli and cereals
• Baked goods such as crackers and biscuits • Frozen gluten-free bread and pizza dough

Prices tend to be 20-30% higher than regular wheat products, but consumer satisfaction seems to be high due to the high quality and wide variety available.

Responses at employee cafeterias and hotels

A unique feature of Finland is that gluten-free options are standardized in company cafeterias, school lunches, hotel breakfast buffets, etc. In company cafeterias, gluten-free bread and margarine are kept separately and can be provided immediately upon request. Gluten-free marks are also clearly displayed on menus, allowing employees to choose their meals with peace of mind.

It is common for hotel breakfast buffets to have a gluten-free section. Gluten-free bread, crackers, cereals, etc. are kept in a separate area to prevent contamination. This kind of consideration shows that Finland is a leading country in terms of dealing with allergies.

Specialty store information in Paris, France

France is known as the "country of bread," and the baguette is a national dish. As a result, it may seem like France is lagging behind in terms of gluten-free options, but there are several high-quality gluten-free specialty stores in Paris. These stores are popular with people with celiac disease, health-conscious people, and tourists alike.

CHAMBELLAND rice flour bread

CHAMBELLAND is one of the most famous gluten-free bakeries in Paris. They specialize in organic and gluten-free bread, with a wide variety of focaccias in particular. What sets the store apart is the attention to detail they use in their production, from the flour they use to the rice flour they use.

Popular CHAMBELLAND products include:

• Cereal bread • Olive and tomato focaccia • Gluten-free cream puffs
• Western sweets such as tarts and eclairs

The "Petit-déjeuner" breakfast set includes your choice of bread, jam, fruit juice, and drink, and is popular with tourists. Although the price is higher than regular bread, the quality and flavor of the bread make it a popular choice with repeat customers.

HELMUT NEWCAKE

HELMUT NEWCAKE is a gluten-free specialty store located near the Arc de Triomphe and the Champs-Élysées. What's unique about it is that it has a large fan base despite its limited opening hours, only open on Saturdays. The owner himself is gluten intolerant, so he develops products with a focus on deliciousness.

The cakes are gluten-free, based on traditional French pastry recipes that use dairy products, eggs, and sugar. As a result, they have achieved a taste that is comparable to regular cakes, and you won't even notice that they are gluten-free. Their baguettes are also popular, and they often sell out quickly.

NOGLU menu development

NOGLU is a gluten-free specialty store with two locations in Paris (in the 7th and 11th arrondissements). They offer a wide range of products, including bread, cakes, and quiches, and you can also dine in. The name "NOGLU" is an abbreviation of "NO GLUTEN," making it easy to understand.

NOGLU's menu features:

• A variety of breads available other than baguettes • Prepared foods such as quiche and sandwiches
• Some plant-based products are also available
• Suitable for allergies other than gluten

However, if you visit a gluten-free specialty store in Paris, you will notice that many of the customers are English-speaking tourists. Local Parisians tend to prefer traditional baguettes to gluten-free bread, and the demand for gluten-free food is currently being supported mainly by foreigners.

A wide selection of Copains products

Copains is one of the most extensive gluten-free bakeries in Paris. Located at 60 Rue Tiquetonne, 75002 Paris, it's known for its wide variety of breads. From baguettes to cereal breads, round loaves, and sweet breads, you'll be spoilt for choice.

Copains' distinctive feature is that they use different flours depending on the bread they make, adjusting the flavor accordingly. They combine rice flour, buckwheat flour, corn flour, and other flours to achieve the perfect texture and flavor for each bread. They also focus on organic ingredients, and all of their bread is made in-house.

Product lineup:

• Rice flour baguette • Walnut and fig round bread
• Brioche mountain
• Gluten-free sandwiches and quiches • Desserts such as tarts and cakes

There is no dining area inside the store, but it is recommended to eat along the Seine.

Japanese rice flour "Komeko" booms in Spain

In Spain, Japanese rice flour "Komeko" is attracting attention in the gluten-free market. Spain has one of the highest prevalence rates of celiac disease in Europe, and there is a great demand for gluten-free foods. Japan's high-quality rice flour and milling technology are highly regarded and are becoming increasingly popular locally.

Collaboration with the Madrid Celiac Association

The Spanish Celiac Disease Association is engaged in various activities to improve the quality of life of patients. The Madrid Celiac Association has highly praised the quality of Japanese rice flour and certified it as a recommended food. This has established its position as a food ingredient that can be safely used by celiac disease patients.

To be certified by the association, you must meet the following criteria:

• Gluten content less than 20 ppm
• Contamination prevention during the manufacturing process
• Regular quality inspections • Ensuring traceability

SDC's outreach activities

SDC is a company that imports and sells Japanese rice flour "Komeko" in Spain. They do not simply sell the product, but also work hard to promote it by suggesting ways to use rice flour and recipes. They also provide technical guidance to bakeries and restaurants, and support the development of gluten-free bread that suits Spanish food culture.

SDC's efforts:

• Holding workshops on making bread using rice flour • Providing recipes to restaurant chefs • Expanding display in supermarkets • Providing information online

These activities have enabled Komeko to firmly establish itself in the Spanish gluten-free market.

Gluten-free bread in London

London, the capital of the UK, is known as a multicultural city where various food cultures coexist. The city is also leading the way in gluten-free diets, with a wide range of gluten-free products available from specialty stores to regular supermarkets. Gluten-free is no longer a speciality, especially among health-conscious Londoners.

London Gluten Free Bread Features:

• Greater availability in larger supermarkets (Tesco, Sainsbury's, Waitrose, etc.) • The rise of gluten-free specialty bakeries
• Gluten-free options at cafes and restaurants • Use online delivery services

Although the price range is about 1.5 to 2 times that of regular bread, consumer satisfaction is increasing due to improved quality. Also, to suit the unique British sandwich culture, gluten-free bread is being actively developed.

The American gluten-free market

Diversity and Gluten-Free in New York

New York is a diverse city where people from all over the world gather. This diversity is reflected in its food culture, and the gluten-free market is also very active. There are many cafes, bakeries, and restaurants that cater to gluten-free needs, especially in Manhattan.

Gluten-free as a health conscious choice

In New York, gluten-free is not just considered an allergy-friendly diet, but is seen as part of a healthy lifestyle. There is almost always a gluten-free cafe near a yoga studio or fitness gym. A wide range of people, including business people, artists, and students, are choosing to go gluten-free.

Why gluten-free is popular in New York:

• Expectations for improved performance
• For weight management and dieting purposes • To improve digestive function
• Vegan and plant-based combinations

Rather than sticking to 100% gluten-free, a more gradual approach of "reducing gluten" is also accepted.

Available at cafes and bakeries

Gluten-free options are standard in New York City cafes and bakeries. Gluten-free products are displayed alongside regular wheat products, allowing customers to choose freely. Popular gluten-free bakeries include:

• Senza Gluten (Italian-style gluten-free)
• Modern Bread and Bagel (specializing in gluten-free bagels)
• Noglu (French gluten-free)
• By the Way Bakery (100% gluten-free, kosher)

These stores strive to provide high quality products that do not make you realize they are gluten-free.

Gluten-free options at fast food restaurants

American fast food restaurants are also becoming more gluten-free. Major chain restaurants offer gluten-free buns and salad options, creating an environment where busy modern people can easily practice gluten-free eating.

Major fast food chains offering gluten-free options:

Chain Name	Gluten-Free Options
In-N-Out Burger	Lettuce Wrap Burger
Chipotle	Bowl style, corn tortilla
Five Guys	Lettuce wrap, no bun option
Shake Shack	Gluten-free buns (some stores)
Subway	Gluten-free bread (some stores)

However, people with severe allergies should be careful as there is a possibility of contamination in the kitchen.

Characteristics of gluten-free bread available overseas

Differences in ingredients and manufacturing methods

How to use rice flour, buckwheat flour, and corn flour

Various alternative flours are used in gluten-free bread overseas. Each flour has its own characteristics and is used depending on the purpose and preference. The characteristics of the main alternative flours are summarized below:

• Rice flour: Chewy texture, slightly sweet, a taste familiar to Japanese people
• Buckwheat flour: unique flavor, nutritional value, allergy warning • Corn flour: crispy texture, yellow color, sweetness • Tapioca flour: chewy texture, acts as a binder
• Almond flour: Flavorful, protein, low in carbohydrates • Cassava flour: Light texture, paleo-friendly

These flours are used alone or in blends to achieve the ideal texture and taste.

Differences between European and Japanese

There are clear differences between gluten-free bread made in Europe and Japan. Comparing their characteristics reveals differences in culture and tastes. The manufacturing techniques and choice of ingredients also reflect the characteristics of each region.

European characteristics:

• A blend of various grains (rye, oats, etc.)
• Use of sourdough (natural yeast)
• Heavy texture
• Low preservative use • Commitment to organic

Characteristics of Japanese products:

• Rice flour-based manufacturing
• Fine milling technology
• Soft and fluffy texture
• Commitment to umami ingredients • Thorough quality control

Texture and taste characteristics

The common perception that it is "hard"

Many people have the impression that gluten-free bread is "hard." This is due to the difficulty of recreating the elasticity and water retention properties of gluten using alternative ingredients. However, recent technological innovations are gradually improving this issue.

Reasons why gluten-free bread tends to be stale:

• Cannot form a gluten-like network structure
• Difficulty retaining moisture • Starch retrogradation
• Quality deterioration during storage

Manufacturers are coming up with various solutions to address these issues.

Product development that takes advantage of the chewy texture

Gluten-free bread made with rice flour from Japan and other Asian countries is characterized by its chewy texture. This texture has been well-received in Europe and the United States as a new experience. In particular, the combination of Japanese bread-making techniques and the quality of rice flour creates a uniquely delicious taste.

Products that take advantage of the chewy texture:

• 100% rice flour bread • Chewy bagels • Chinese bun style bread • Asian sweet bread

These products represent new possibilities for gluten-free living.

Price range and availability

Assortment at an organic supermarket

Organic supermarkets are the most convenient place to buy gluten-free products. Major organic supermarkets in Europe and the United States have a dedicated gluten-free section. The price ranges and product lineup are as follows:

Major organic supermarket chains:

• Whole Foods Market (USA): High-end quality, wide selection
• Bio c' Bon (France): Affordable, for everyday use • NATURALIA (France): Mid-price range
• Planet Organic (UK): High quality, professional

Price guide (compared to regular products):

• Bread: 1.5 to 2.5 times • Pasta: 1.3 to 2 times • Cookies and snacks: 1.5 to 3 times • Flour: 2 to 4 times

Specialty stores and online stores

Gluten-free specialty stores offer more expert advice and personalized service. Their knowledgeable staff can help you choose the right products. The expansion of online retailers also makes it easier to find gluten-free products.

Benefits of selling online:

• Orders can be placed 24 hours a day
• Wide range of products to choose from
• Subscription discounts
• Check customer reviews • Convenient delivery

Popular online sites:

• Amazon (Global)
• Thrive Market (USA)
• Ocado (UK)
• La Vie Claire (France)

Expanding Japanese gluten-free technology overseas

The advantages of Japanese rice flour

High-quality milling technology

Japan's rice flour milling technology is extremely advanced even by global standards. In particular, it surpasses products from other countries in terms of particle size and uniformity. This technological capability has greatly contributed to improving the quality of gluten-free bread.

Characteristics of Japanese flour milling technology:

• Manufacturing of ultra-fine flour (less than 20 micrometers) • Prevention of starch damage caused by wet milling • Particle size distribution control technology • Development of rice flour for specific applications
• Stable quality control

These technologies have enhanced the functionality of rice flour for bread.

Extremely low gluten content

Another advantage of Japanese rice flour is its extremely low gluten content. Strict control during the manufacturing process minimizes the risk of contamination, which is extremely important for people with severe celiac disease.

Japan's quality control initiatives:

• Establishment of a dedicated production line • Production management in accordance with HACCP
• Regular gluten testing
• Traceability • Third-party certification

Impact of the Japan-EU Economic Partnership Agreement (EPA)

The Japan-EU Economic Partnership Agreement (EPA), which came into effect in 2019, has made it advantageous for Japanese rice flour to be exported to the EU. The elimination of tariffs and the relaxation of non-tariff barriers have improved price competitiveness. This is expected to lead to the spread of Japanese rice flour in the European market.

EPA Effects:

• Elimination of tariffs on rice flour • Simplification of quarantine procedures • Strengthening of intellectual property protection • Promotion of mutual recognition

These changes present a huge business opportunity for Japan's gluten-free industry.

Local evaluation and future possibilities

The reputation of Japanese rice flour in Europe is growing year by year. It is particularly valued for its contribution to improving the texture and taste of bread. Joint development with local bakeries and food manufacturers is also progressing, and market expansion is expected.

Locals love it:

• Fine grain for a smooth texture • Long shelf life
• Hypoallergenic safety • Potential for diverse uses • Stable supply

Possible future developments include:

• Establishing joint ventures with local companies • Expanding Japanese-style bakeries overseas • Providing technical guidance and training programs
• Collaborative development of new gluten-free products

Gluten-free tips when traveling abroad

How to order at a restaurant

Menu check points

When ordering gluten-free food at a restaurant overseas, it is very important to check the menu. Many restaurants mark their gluten-free dishes with special symbols. However, it is important to be careful as the method of labeling varies depending on the country or region.

Things to check on the menu:

• GF or gluten-free labeling
• Allergy information • Detailed description of ingredients • Contents of seasonings
• Batter for fried foods

Dishes to pay particular attention to:

• Sauces and dressings (wheat may be used to thicken them)
• Soup (roux or stock may contain wheat)
• Meat dishes (be careful of binders and batter)
• Desserts (contamination is possible even with ingredients other than wheat)

How to communicate with staff

Informing restaurant staff of your gluten-free diet is essential for a safe meal. Even if there is a language barrier, being prepared will help you communicate smoothly. It is a good idea to prepare the following phrases in the local language.

Useful phrases:

language	English	French	Spanish
I can't eat gluten	I cannot eat gluten	Je ne peux pas manger de gluten	No puedo comer gluten
I have celiac disease	I have celiac disease	J'ai la maladie coeliaque	Tengo enfermedad celíaca
No wheat, barley, or rye	No wheat, barley, or rye	Pas de blé, orge, ou seigle	Sin trigo, cebada, o centeno
Do you have gluten-free menus?	Do you have gluten-free options?	Avez-vous des options sans gluten?	¿ Tienen opciones sin gluten?

It is also a good idea to have an allergy card ready.

Supermarket Shopping Guide

NATURALIA

NATURALIA is a leading French organic supermarket chain. It has branches throughout France, with its main base in Paris, and offers a wide selection of gluten-free products. It is also tourist-friendly, and many stores have staff who can speak English.

Shopping tips at NATURALIA:

• Check the gluten-free section • Cost-effectiveness of private label products • Use frozen foods • Check for organic certification marks
• Payment method (credit card accepted)

Highly recommended products:

• Frozen rice flour bread • Gluten-free pasta • Crackers and snacks
• Rice or buckwheat flour for cooking

Bio c' Bon

Bio c' Bon is an organic supermarket that originated in France and has expanded to Japan. In Europe, you can purchase organic products at reasonable prices, and there are plenty of gluten-free options. The store is smaller than NATURALIA, but it is still sufficient for everyday shopping.

Bio c' Bon features:

• Compact store for easy shopping • Extensive private brand selection
• Regular sales and campaigns • Membership discounts • Eco-bag sales

How to enjoy with gluten-free companions

When traveling together with someone who practices gluten-free and someone who doesn't, it's important to find ways to make the trip enjoyable for both parties. For example, you could visit a regular bakery and a gluten-free specialty shop separately, and then eat together in a park or hotel. You can also choose a restaurant that caters to both, so everyone can enjoy their meal.

Ideas for coexistence:

• Choose a buffet-style restaurant
• Buy what you each like at the market. • Have tea at a cafe that has gluten-free options. • Choose a restaurant that allows you to share dishes. • Check the gluten-free section at your hotel breakfast.

The important thing is to understand and respect each other's dietary restrictions.

Points to note when considering expanding overseas

Differences in distribution structures between countries

France's direct trading culture

The French bread industry has a unique distribution structure: traditionally, flour manufacturers supply bakeries directly, often without the use of agents. This is a centuries-old practice that can sometimes be a barrier to entry for newcomers.

Characteristics of French distribution:

• Direct contract between manufacturer and bakery
• Regular deliveries once or twice a week
• Emphasis on long-term relationships of trust • Prices are kept low because there is no agency margin
• Introducing new products takes time.

Because of this structure, it is important for Japanese companies to secure local partners when they enter the market.

American agency system

Because the United States is a vast country, there are agents in each region. This system allows for efficient distribution, but it requires complex processes such as selecting an agent and negotiating contract terms.

Advantages and disadvantages of the American agency system:

merit:
• Wide distribution possible • Familiarity with local business practices • Marketing support available • Reduced inventory management burden

Cons:
• Price increases due to margins • Difficulty in brand control • Delays in information transmission
• Complexity of managing multiple agencies

Harmony with local food culture

To succeed in expanding overseas, it is necessary to understand the local food culture and develop products that harmonize with it. Rather than simply exporting Japanese products as is, localization to suit local tastes and customs is required. This involves a variety of elements, including seasoning, texture, and package design.

Considerations for food culture:

• Respect for local traditional flavors
• Consider eating style and time of day
• Product development according to the season and events • Combination suggestions with local ingredients • Setting price ranges

For example, in France, the baguette is a national dish, so even gluten-free products must have the same shape and texture.

How to identify your target audience

In the gluten-free market, the main target demographic varies depending on the country and region. Correctly identifying this will lead to business success. It is important to clarify your target through actual market research and local interviews.

Main target demographics in each country:

• Europe: Celiac disease sufferers, allergy sufferers
• America: Health-conscious, dieting purposes
• Asia: Beauty-conscious, premium-oriented

How to analyze your target audience:

• Collaboration with local medical institutions • Conducting consumer surveys
• Analysis of reactions on social media
• Analyze competitors' customers • Conduct test marketing

With this information, you can develop the best marketing strategy.

summary

The gluten-free bread situation overseas varies by country and region. In Europe, it began as a medical food to treat celiac disease, and in the United States it has spread as a health-conscious lifestyle. Some countries, like Finland, have adopted gluten-free bread as a society-wide approach, while others, like France, are evolving while maintaining a balance with tradition.

Japan's advanced rice flour milling technology is highly regarded in the global gluten-free market, and there is great potential for future overseas expansion. Business opportunities are expanding, aided by factors such as the Japan-EU Economic Partnership Agreement. However, the key to success is understanding the differences in each country's distribution structure and food culture, and adopting an approach that suits the local market.

For people who need gluten-free options, an environment is gradually being created where they can safely enjoy bread anywhere in the world. With technological advances and cultural exchange, it's likely that even tastier and healthier gluten-free bread will be available all over the world. We hope this article will be helpful for you when traveling, living abroad, or engaging in business.