The free-from food revolution. Why it s vital to meet the increasingly specific dietary requirements of your people

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Calvin Copeland
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1 The free-from food revolution Why it s vital to meet the increasingly specific dietary requirements of your people 1

Introduction AS SOCIETY CHANGES, SO DOES THE FOOD WE CHOOSE TO EAT In the past, food choices at various types of eateries tended to be more limited and there were far fewer speciality products

2 Introduction AS SOCIETY CHANGES, SO DOES THE FOOD WE CHOOSE TO EAT In the past, food choices at various types of eateries tended to be more limited and there were far fewer speciality products available. People typically paid far less attention to what they ate and where their food came from. Today, many customers are concerned with what they put on their plates. A trend that s driven by a number of factors, including growing awareness of allergens, concerns about heavily-processed food, people s commitment to a healthy lifestyle and environmental considerations related to modern food-production methods. 2 That s why people are now seeking out foods that better reflect their lifestyle choices, health concerns and commitment to ethical or environmental causes. The increasing prevalence of free-from foods is a clear example of this, as people avoid foods containing gluten and lactose. It s also clear to see in the rise of vegan, vegetarian and flexitarian diets. This white paper outlines the food trends and dietary changes affecting today s consumers explaining why it s so important that organisations make sure their people have access to the food they want in the workplace. 3

Free-from diets are increasing A BOOM IN SELECTIVE DIETS Allergies and religious diets used to be the only forms of restricted foods that retailers catered for (Webster, 2016).

3 Free-from diets are increasing A BOOM IN SELECTIVE DIETS Allergies and religious diets used to be the only forms of restricted foods that retailers catered for (Webster, 2016). But a short walk through any of today s supermarkets will show you that times have changed. Now, there s a huge market for free-from and other restricted-diet foods (Mintel, 2016). One in five people in the UK say that someone in their household avoids ingredients because of an allergy or intolerance and a quarter say they do so for general health reasons (Mintel, 2016). Meanwhile, 22 per cent of Brits have bought or eaten gluten-free products in the last year, with 19 per cent purchasing dairy substitutes and 16 per cent opting for lactose-free foods (Mintel, 2016). VEGAN AND VEGETARIAN OPTIONS ARE COMING TO THE FORE Another element to this move towards more thoughtful food choices is the rising number of people adopting vegan or vegetarian diets. The number of vegans in the UK grew by 360 per cent between 2004 and 2014 alone (The Telegraph, 2014). And around six per cent of Britain s population identifies as vegetarian that s almost four million people (Huffington Post, 2016). Not to mention the 40 per cent who are actively choosing to eat less meat (Huffington Post, 2016). OVER A THIRD OF PEOPLE IN BRITAIN SAY THEY RE SEMI-VEGETARIAN (Huffington Post, 2016). THE MARKET S GROWING TO MEET THIS DEMAND This seismic shift in eating habits means that healthy food is increasingly defined by what s left-out with things like gluten, lactose and animal products all off the ingredients list. And this market for free-from foods is set to hit 673 million by 2020 (The Guardian, 2013). To underline this point: 12 per cent of new products launched in the UK in 2015 carried a gluten-free claim (Mintel, 2016). Moving forward, the demand for meat-free food is also set to rise dramatically; almost a third of the country agrees that by 2025, my diet will probably be mostly meat-free (FoodBev, 2017). THE MARKET FOR FREE-FROM FOODS IS SET TO HIT 673 MILLION BY 2020 (The Guardian, 2013). 4 5

4 So what s driving these diet changes? WE RE PRIORITISING OUR HEALTH AND WELLBEING One of the drivers behind the growing demand for free-from foods, is our increasing desire to be more mindful about the food we consume in order to lead a healthier lifestyle. Around a quarter of people say they re avoiding certain ingredients for general health reasons (Mintel, 2016). And while it s important to note that free-from foods aren t automatically any healthier than their non-restricted counterparts, many people do feel significant health benefits from these types of diets. Take, for example, the significant number of people choosing to cut gluten out of their diet because it makes them feel healthier (Mintel, 2016). With a further one in four stating that they ve avoided at least one food for health reasons in the past year (Mintel, 2016). PEOPLE CARE ABOUT THE ENVIRONMENT In today s society food-related concerns extend further than just personal health. Cutting the amount of meat in your diet is seen as a way to decrease your carbon footprint (The Guardian, 2016). And people generally (younger generations in particular) are increasingly aware of the impact our modern lifestyles have on the planet over 12 per cent of millennials are vegetarian, compared to only one per cent of baby boomers. (Centre for Nutrition Studies, 2016). People want to minimise the negative effects their consumption has. That s why over 40 per cent of 16 to 24-year-olds believe that eating less meat is a better choice for environmental reasons (Centre for Nutrition Studies, 2016). PEOPLE ARE CONCERNED ABOUT WHAT S IN THEIR FOOD Along with the impact our food has on the environment, the environment food is produced in is also a concern for many. There s growing suspicion about how food is grown and produced, as well as what s added to it such as chemicals and preservatives. This is another reason that people are gravitating towards brands that are more mindful about what their products contain (Food Navigator, 2016). Organic, free-from and vegan foods are often regarded as being of higher-quality, less processed and more ethically produced, so a significant number of people are prepared to pay a premium for these types of products. Among millennials alone, 29 per cent are happy to pay more for a food product they consider healthier, more environmentally friendly or more ethically sourced than its cheaper counterparts (Shea, 2016). PEOPLE ARE INFLUENCED BY TV Partly responsible for the rise of free-from is its ubiquity in the media. From Miley Cyrus to Jessica Alba and Gwyneth Paltrow celebrities are endorsing a free-from lifestyle like never before. And there are plenty of chefs, cooks and recipe books out there which also extol the benefits of this type of diet. With more people taking an interest in celebrity lifestyles and the healthy food options they promote, it s clear these influential individuals are impacting our diets and eating habits. 6 7

Giving people free-from food options is good for business Free-from foods are more than just a trend they highlight a transformation in how we look at the food we eat.

5 Giving people free-from food options is good for business Free-from foods are more than just a trend they highlight a transformation in how we look at the food we eat. That s why it s important that businesses begin to consider offering free-from food in the workplace. Here s a look at the potential benefits. IT SHOWS THAT YOU VALUE ALL YOUR PEOPLE Giving your people access to meals that meet their dietary, religious and allergy requirements is a simple way of showing that you value individuals needs and beliefs, and that you want to create a workplace that encourages their contribution. It s a straightforward and easy way to make sure everyone feels appreciated; and it has a far lower cost to the business than a more mainstream bonus scheme. Plus, because people eat every day, access to foodservice that reflects their requirements will act as a daily reminder that their employer values and respects them as individuals. So, it ll be a regular boost to morale (The Guardian, 2014). Inclusivity has a powerful effect on the workplace, helping people to be more productive (Media Planet, 2017). And although employers aren t required by law to cater for religious diets, doing so can increase employee morale and boost retention rates (acas, 2014). IT CREATES A MORE SOCIAL ENVIRONMENT A workplace restaurant that provides food for all employees to enjoy helps foster social connections between co-workers. Providing such an eatery encourages people to spend lunchtime with their colleagues building bonds that then pay off in greater collaboration when they return to work. This also means that people don t have to bring their own food, or leave the workplace to eat so everyone has more opportunity to spend time with one another, reinforcing social connections and building team spirit. But why is all this important? Because a shared eating space and experience that feels welcoming to all workers is something with strong links to employee productivity, retention and job satisfaction (The Human Zone, 2016). Something that s great news for any business. HEALTHY WORKERS ARE AN ASSET Alongside the morale boost, giving people easy access to healthy food they can enjoy helps to improve nutrition and wellbeing, and a healthier workforce is less likely to require health-related leave. Plus, workers who have access to a nutritious diet find it easier to concentrate at work making them more efficient (The Guardian, 2014). So, creating a healthier workplace can actually help your organisation save money. This also means that if you re not catering to the people at your workplace who are committed to restricted diets, you re hampering their ability to work to their full potential. Supporting a diverse workforce by providing them with a wide range of food and beverage options is key to helping everyone achieve more. WORKERS WHO HAVE ACCESS TO A NUTRITIOUS DIET FIND IT EASIER TO CONCENTRATE AT WORK MAKING THEM MORE EFFICIENT (The Guardian, 2014) 8 9

Three steps to a more productive workplace Today, people are committing to more specific diets which means they re seeking out free-from foods alongside vegan, vegetarian and organic options.

6 Three steps to a more productive workplace Today, people are committing to more specific diets which means they re seeking out free-from foods alongside vegan, vegetarian and organic options. And these trends are set to increase (FoodBev, 2017). So, to keep your people as healthy and productive as possible, you ll need to keep pace with the new requirements of your workforce as they emerge. Luckily, keeping your workplace well-nourished, with a full range that caters for all key dietary requirements, is a simple three-step process. STEP ONE FIND OUT WHAT YOUR PEOPLE WANT FROM THEIR WORKPLACE RESTAURANT INVESTIGATE Carry out a customer survey and/or hold a listening group make your investigations as thorough and wide-ranging as possible. FOODSERVICE THAT S FREE-FROM As workplace restaurant specialists, Eurest backs this process, knowing that it delivers thriving workplace eateries that draw in the workforce. In fact, our discovery process mirrors the investigate-prioritise-deliver approach. We understand there are many different dietary groups and combinations to cater for, and we have the experience to make catering to these groups simple. We re familiar with how important a range of choices is for customers, so we make sure that your restaurant is always well-stocked, giving everyone plenty of options to choose from. Plus, with the backing of Compass Group UK & Ireland, we re ideally positioned to make sure there s always a large range of food available from gluten free, to vegan, and more. And as part of the Compass family, we re always up-to-date with the latest international and local food trends. That s why we put so much effort into regularly carrying out customer surveys to determine exactly what people want to eat, before updating our recipes and menus to cater for people s changing tastes. It s from these regular reviews that we re able to add exciting new foods to our menus and options like a buddah bowl and pop-up outlets (such as Istu and Hummus Brothers) to our offer. STEP TWO REVIEW THE FEEDBACK YOU RECEIVE AND THEN PRIORITISE THE GROUP S NEEDS PRIORITISE Incorporate these essentials into the catering stipulations you give to potential providers. Obviously, the more funding you have available, the more of your people s requirements you can include in your foodservice plans. STEP THREE SEEK OUT A VALUE-FOR-MONEY FOODSERVICE PROVIDER WHO CAN MEET THE DIVERSE NEEDS OF YOUR WORKFORCE DELIVER Your foodservice provider needs to do more than provide great food it needs to focus on knowing your organisation inside out, so that it can tailor its service to meet your unique needs

Conclusions Today, people are committing to more specific diets which means they re seeking out free-from foods alongside vegan, vegetarian and organic options.

7 Conclusions Today, people are committing to more specific diets which means they re seeking out free-from foods alongside vegan, vegetarian and organic options. As these trends increase, more and more members of your team will need free-from foods or other specific dietary requirements to be available at work. In order to keep your workplace well-nourished, in terms of both health and well-being, it s important that you have these different types of foods available. References By catering for everyone at work, no matter what their dietary restrictions, and making sure that everyone has a place to eat together you can improve morale and productivity. That s why you need a foodservice solution that keeps your people working to the best of their abilities making your business more productive and improving teamwork, retention and output. acas (2014). Religion or belief and the workplace. Available: Shea, J. (2016). 5 Food Trends Millennials Are Developing A Taste For. Available: Centre for Nutrition Studies (2016). Millennials and A Plant-Based Diet. Better Food, Better Choices. Available: The Guardian (2013). Are free-from diets really that good for you? Available: FoodBev Media (2017). Demand for gluten-free foods to rise dramatically, report says. Available: The Guardian (2014). Good food can improve workers health and their motivation. Available: Food Navigator (2016). Raw foods on the rise as clean-label consumers crave more. Available: Huffington Post (2016). The Rise of the Flexitarian. Available: html Media Planet (2017). Inclusivity is Crucial to UK growth in uncertain times. Available: Mintel (2016). Free-from gains momentum: Sales of free-from food products forecast to surpass half a billion in the UK in Available: 12 The Guardian (2016). Eat less meat to avoid dangerous global warming, scientists say. Available: The Human Zone (2016). Friendships in the Workplace: How close bonds can benefit your company. Available: The Telegraph (2014). Worried well: half of shoppers now buy free from produce for food intolerance. Available: Webster, R.W. (2016). Celiac Disease: A Chronology of Calamities and Celebrations. (Book) 13

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GLOBAL INSIGHT SERIES. Global Baking Insights: Gluten-Free Bread Consumption

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