Consumer attitudes to free from foods The case of gluten free and dairy free

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1 Consumer attitudes to free from foods The case of gluten free and dairy free Sinead Golley Behavioural Scientist 29 May 2018 HEALTH & BIOSECURITY Attitudinal Drivers of Food Choice Attitudes towards foods consist of 3 components a) Affective/Emotional: gut reactions to particular foods b) Behavioural tendencies - our wish to consume or avoid that food c) Cognitions (thoughts): what we believe the consequences of consuming that particular food will be. Cognitive = thoughts Affective = feeling Behaviour = actions Positive or Negative Attitude 2 Consumer attitudes to free from foods Sinéad Golley 1

2 Drivers of food choice: why do individuals eat what they do? Characteristics of the person Characteristics of the food Personal Values Mood Existing attitudes (health and wellbeing) Age Health and health concerns Individual difference characteristics Thinking style Taste Price Convenience Appearance Nutritional value Familiarity Attitudes towards the food Positive (+) Negative ( ) Behaviour Food choice, purchase or consumption 3 Consumer attitudes to free from foods Sinéad Golley What about free from foods: Who is consuming them and why? Free from foods tap into personal food or health ideals: Food integrity values: natural, organic (free from pesticides, GMO s) Food safety concerns: allergens (nuts, gluten, lactose) Health or weight concerns: fat, sugar, FODMAP Ethical concerns or moral values cruelty free, free from animal products (vegans) 4 Consumer attitudes to free from foods Sinéad Golley 2

3 Free from foods: why are they so attractive to consumers? Self identity Food choice may be used to flag personal strivings: health, slimness, environmental welfare Categorical thinking: good vs. bad If a food is free from something, then it must be healthier, right? Heuristics or cognitive shortcuts can make decisions easier Health beliefs or concerns Consumers are managing their health and wellbeing, particularly perceived food intolerances or digestive health, through the avoidance of specific foods: wheat and dairy 5 Consumer attitudes to free from foods Sinéad Golley Avoiding Wheat and Dairy: Insights into gluten and dairyfree food choice 6 Consumer attitudes to free from foods Sinéad Golley 3

4 Dietary modification for Gut Health and Wellbeing Why are so many Australians avoiding wheat and dairy containing foods? 1 in 7 Australian adults are managing GI and extra intestinal symptoms through the avoidance of foods containing wheat and/or dairy (see Table 1.). 2 in 3 symptomatic avoiders are women. Table 1: Frequency and type of symptoms reported by Australians avoiding wheat or dairy containing foods. Symptoms Wheat avoiders Dairy Avoiders (%) (%) Gastrointestinal* (e.g., bloating, wind cramps) Mucus** Sluggish, fatigue or tiredness* Mood changes (e.g., feeling anxious, irritable, restless or sad) Nausea or vomiting Head or body aches Skin problems or hives Breathing problems Sweating Significant differences in frequency of reported symptoms by group * p<0.05 ** p< Consumer attitudes to free from foods Sinéad Golley Dietary modification for Gut Health and Wellbeing: continued Overall 7% of (non coeliac) Australian adults are avoiding consuming products containing wheat and 12% are avoiding consuming products containing dairy. Significant numbers are avoiding both (see Figure 1). 3.5% 3.5% Avoiding wheat only Avoiding dairy only 15% of Australians avoiding foods to manage primarily GI symptoms 8.2% Avoiding wheat and dairy Most self-identify as partial avoiders Figure 1. 1 in 7 non coeliac Australian adults are avoiding wheat and/or dairy containing products for symptom control 8 Consumer attitudes to free from foods Sinéad Golley 4

5 Dietary modification for Gut Health and Wellbeing: continued Both wheat and dairy avoidance occur overwhelmingly in the absence of a formal medical diagnosis Only 16% of wheat avoiders had a formal diagnosis (3% reported gluten intolerance; 3% IBS) Only 23% of dairy avoiders has a formal diagnosis (4% reported lactose intolerance; 4.6% high cholesterol) Who or what is influencing the decision to avoid products containing wheat or dairy? Naturopath Other Alternative Practitioner Doctor Family or Friends Medical Specialist Media Sources Internet Frequency of responses (%) Very much Somewhat Not at all 9 Consumer attitudes to free from foods Sinéad Golley Going wheat free: Psychological drivers Predicted by gender (being female), lesser receptiveness to conventional medicine and a greater receptiveness to complementary medicine. 10 Consumer attitudes to free from foods Sinéad Golley 5

6 Summary In Australia there is a widespread tendency for people to manage their health and wellbeing through restriction of one or more dietary components without expert medical advice or dietary supervision Individual health related decision making is being influenced by friends, family, doctors, and alternative medical practitioners You don t need a prescription to go gluten or dairy free. But the risks of nutritional imbalances through deficiencies or what is eaten instead is something that needs to be considered especially as many people are avoiding multiple food components. 11 Consumer attitudes to free from foods Sinéad Golley Thank you Sinéad Golley Behavioural Scientist t e sinead.golley@csiro.au w and health NUTRITION AND HEALTH/HEALTH & BIOSECURITY 6