Will Free From Take Over The World?
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1 Will Free From Take Over The World? Simon Wright
2 Simon Wright Free From Credentials Worked with Free From Brands for many years eg Genius, Free & Easy Judge on Free From Awards Founder and Chair of Gluten Free Industry Association(GFIA) Chair and Content Programmer for Allergy Show B2B Free From Conference
3 Will Free From Take Over The World? SPOILER ALERT!!!!!!!
4 Will Free From Take Over The World? No
5 Will Free From Take Over The World? But it will continue to be important here is why
6 Market Performance UK Free From = 1.47bn at retail +37.5% year-on-year Kantar World Panel
7 Allergy Show London Olympia July 6th 2018 Two great presentations by futurethinking and Watch Me Think
8 This document is marked as Private RE-IMAGINING FREE FROM THE ORIGINS AND FUTURE OF FREE-FROM CATHERINE ELMS & NOREEN KINSEY FUTURE THINKING Date: July 2018 Ref: 11114/CE/NK
9 THE YOUNGER GENERATION IN PARTICULAR SEE THE HEALTH BENEFIT OF FREE FROM Yes No Total Do you consider free from products (gluten-free, dairy-free etc.) to be healthier than standard products? Q10. Do you consider free from products (gluten-free, dairy-free etc.) to be healthier than standard products? 9
10 THERE IS AN OPPORTUNITY FOR THE COHORT TO CARRY THIS BEHAVIOUR WITH THEM THROUGH THEIR LIFE STAGES Free from artificial flavours 27% 19% 31% 36% Free from artificial preservatives 26% 20% 26% 41% Free from artificial colours 25% 17% 28% 37% Vegetarian 11% 12% 10% 11% Gluten-free 9% 15% 6% 3% Dairy-free 8% 9% 7% 6% Vegan 6% 8% 4% 4% Wheat-free 4% 5% 3% 3% Actively check when buying food & drink products Q1. Which of these do you actively check or search for when buying food and drink products? 10
11 DIGESTION AND BEING HEALTHIER ALTERNATIVES ARE KEY MOTIVATORS FOR FREE FROM. Reasons to buy DAIRY-FREE food or drink alternatives Reasons to buy WHEAT-FREE OR GLUTEN-FREE alternatives They are healthier alternatives 36 % 52 % They are better for my digestion / less bloating They are better for my digestion / less bloating 33 % 39 % They are healthier alternatives They are better for my skin 21 % 24 % Better absorption of nutrients Among those who are not allergic to dairy or wheat/gluten Q9. Why do you choose to buy dairy-free food or drink alternatives? Q7. Why do you choose to buy wheat-free or gluten-free alternatives? 11
12 AND WITH MILLENNIALS MORE INFLUENCED BY TRENDS AND MEDIA, THIS ALSO RISKS SUSTAINED FREE FROM BEHAVIOUR CHANGE The hardest challenge for 55-64s is getting them to even CONTEMPLATE the change While for Millennials, ensuring they MAINTAIN their change is the most challenging Pre-Contemplation Contemplation Preparation Action Maintenance 12
13 AS WE LOOK TO THE FUTURE OF FREE FROM Convenience Variety Excitement Social Media Foods Trends BENEFITS Organic Fair Trade Plant-based High protein Join-in with other macro-trends, to build excitement, taste, variety, and convenience to the Free From future 13
14 WHAT WILL THE NEXT 5 YEARS BRING? I ll be eating less Free From products 2 % I ll be eating the same amount of Free From products I ll be eating a lot more Free From products 12 % 23 % the remainder don t know AGREE A lot more people will be diagnosed with food allergies and intolerances 19 % 8 % AGREE There will be separate restaurants/food outlets with just Free From products 14
15 WHAT COULD RETAILERS/ MANUFACTURERS DO? 36 % 24 % 22 % 18 % 16 % Bring the price in line with regular non-free From products Create more products, so choice increases 17 % Introduce more flavours/ varieties in to Free From categories Improve the taste so consumers don t feel like they re missing out 18 % Give more options when eating out Stop using Gluten when not needed, e.g. it s in some pasta sauces Make Free From more obvious on packaging 15
16 CONTACTS Catherine Elms, Senior Research Director Noreen Kinsey, Senior Research Director Tel: +44(0) Lavington Street, London, SE1 0NZ, United Kingdom T +44 (0) (0)
17 THE FUTURE OF FREE FROM July
18 MEET OUR FREE FROM THINKERS Sami 33 Family Kate 36 Family Jane 19 Single person household Rachel 21 Single person household Lauren 33 Family Lynne 40 Family Hannah 19 Single person household Jack 25 Living with partner, no kids Marta 33 Family Amanda 49 Single person household Dean 20 Single person household Jonathan 30 Family Dawn 35 Living with partner, no kids Nigel 66 Empty Nester 18
19 FOLLOW OUR THOUGHTS Shopping for Free From Free From Diets Uncovered Free From in the year 2030 was, is now & improvements 19
20 FOLLOW OUR THOUGHTS Shopping for Free From Free From Diets Uncovered Free From in the year 2030 was, is now & improvements 20
21 Lactose Free FREE FROM DIETS UNCOVERED hubby son Gluten or Wheat Free = intolerant or allergic 21 wheat
22 IRRESPECTIVE OF WHY FOOD TYPES ARE AVOIDED, THERE IS A STRONG DESIRE TO BE NORMAL AND NOT SEEN AS DIFFERENT FROM OTHERS Don t want others to define them by their diet Don t want others to view them as odd as they are eating or drinking something different I m a bit uncomfortable with the term vegan, I think it comes with some connotations that aren t particularly helpful. Don t want to appear difficult, awkward or high maintenance Don t want to feel different from others when eating & drinking Don t want their diet to affect the quality & enjoyment of what they eat & drink there s gluten free beer which has changed my life I don t look like a dork, like I m drinking something different. it just looks like normal spaghetti, It doesn t feel like you d be buying anything different. 22
23 FOLLOW OUR THOUGHTS Shopping for Free From Free From Diets Uncovered Free From in the year 2030 was, is now & improvements 23
24 THE FREE FROM JOURNEY OVER THE PAST FEW YEARS HAS BEEN A POSITIVE ONE it used to be a specialised thing It only tends to be things that aren t chilled that are in a dedicated aisle so easy enough to find Less specialist Easier to find Packaging improvements It s quite nice just to have a deliciously dairy free or gluten free thing on it straight away. so I can just pick it up & know its fine For those who have shopped Free From for some time, the Free From area in store feels less like a specialised area for those with severe allergies it is now for a broader range of customers The location of Free From areas and products has improved and it is now much more visible. Improved signage has also help Packaging feels less cheap and now longer feels like a basics range. Labelling is now clearer making shopping easier & quicker there s also a Free From freezer now, I ve noticed pretty much at every supermarket.. Increased presence The space dedicated to Free From in the store has increased across fresh, ambient and frozen. Even smaller stores tend to have a Free From area Improved range The range and variety of Free From products has increased there is now a Free From option for almost every product Less expensive Although it is still expensive, prices of Free From products have reduced over the past few years making it more accessible if you had asked me that a few years ago I would have said there s loads missing, but they seem to cover pretty much everything I can think of now. over a couple of years that price has come down which is really, really good. 24
25 BUT THERE IS STILL ROOM FOR FREE FROM IMPROVEMENTS It has quite a lot of basic products that you need, but I think it could do with quite a lot of expansion. I can t knock it because it s grown a lot I think its got a way to go though. Improve the range further and increase the space in store even more variety & choice is wanted these sections are mainly aimed at people with allergies rather than people who are trying to follow a specific chosen diet. A more consistent approach to merchandising across the store & across stores to make it easier to shop Desire to normalise products by no longer locating them in a separate Free From area, but instead locate them next to normal products Despite recognising how far Free From has come in a short space of time, consumers want more Clearers and more consistent labelling to make shopping for Free From products quicker & easier Broader reach of Free From products beyond gluten and dairy free, particularly egg free, suitable for vegans and soya free if you just integrate everything together then they re more likely to look at the products and then they might buy it. sometimes this stuff is quite expensive, so maybe if it was a bit cheaper. Reduce the price further to make it more affordable 25
26 OPPORTUNITIES FOR IMPROVED AND NEW FREE FROM PRODUCTS if there was a perfect cheese, I would be a vegan No one s really created a gluten free bread that s really nice as it is.. A great tasting gluten free bread A great tasting dairy free cheese An increased range of dairy free sweet food some supermarkets don t always have the greatest range of dairy free sweet foods which is a little bit annoying I ve yet to find gluten free pastry if you want people to be able to have sustainable Free From diets, I think there needs to be more basic cooking sauces I ve yet to find a Free From carbonara sauce I use Alpro milk to try and create a creamy sauce and I still can t get it to taste quite right. find it very frustrating how there s never any soya free, dairy free custard. Gluten free pastry Gluten, wheat, dairy & egg free cooking sauces A dairy free creamy carbonara sauce Dairy & soya free custard 26
27 FOLLOW OUR THOUGHTS Shopping for Free From was, is now Free From Diets Uncovered Free From in the year 2030 & improvements 27
28 BY 2030, FREE FROM WILL HAVE BECOME THE NORM By 2030, it will be more common to have dietary requirements as more people actively choose to exclude certain food types from their diet. A Free From diet will be more accepted and have less of a stigma Free From is the norm and pretty much everyone has something that they re Free From in their diet. I don t think it will be an issue anymore, I think there will be so many different accepted diets that people follow I think we ll be eating gluten free without really actually knowing in the future. Free From will just become something like how we have diet fizzy drinks, it s just an option Free From products will just be viewed as mainstream - with some believing that the majority of foods will be free from 28
29 OPINIONS ON HOW FREE FROM WILL BE DESCRIBED DIFFER, BUT ALL AGREE THAT IT WILL HAVE EVOLVED BY 2030 There will be large areas where there is no sugar, or there s no salt and there s no additives It s not going to be called anything; it s going to be the norm. Free From will become broader & more clearly segmented Free From won t exist as a category Contains will be more in vogue Free From gluten Free From wheat Free From sugar Free From salt Free From nuts Free From additives Free from e-numbers Free From won t have to be defined, as it will just be the norm It ll be better if it s just called food and Free From, kind of like the name will disintegrate in time, I believe. Products will need to indicate what they are not free from Contains gluten Contains soya Contains wheat I think the word contains will be more in vogue because most things won t have gluten in anymore and won t have milk. 29
30 AS TECHNOLOGY ADVANCES, SO TOO WILL PRODUCT DEVELOPMENT you ll have 10, 20 choices of different cereals - So gluten free no sugar, gluten free normal. what I do think will have changed is that the range of products will have increased significantly they ll just improve on what already exists; hopefully they do it with cheese because it s abysmal at the moment.. Broader range of Free From products Product improvements Increase in products beyond Food There will be a Free From alternative for the majority of products Every brand will be expected to offer a Free From product within the range There will be a range of Free From options to choose from Gluten Free Normal & Gluten Free No Sugar Free From products that already exist will be reformulated, improving the taste & the texture of the product Naturally Free From plant based alternatives will look more like normal food eg burgers Free From will also be more common place outside of food & drink More Free From options for Personal Care products shampoo, conditioner & soap Free From product alternative to every product that we already have, whether this is even shampoos, soaps, conditioner 30
31 THE FREE FROM AISLE WILL NO LONGER EXIST DUE TO THE INCREASED NUMBER OF PRODUCTS AND THE NORMALISATION OF THE CATEGORY Future 1: Free From sections in different categories Bakery, World Foods, Chilled there will be more Free From sections rather than just one big Free From section there will be one Free From section in the bakery Future 2: No Free From section in store, Free From products merchandised alongside normal products Normal pasta next to gluten free pasta Similar to diet fizzy drinks just an option within a category I don t think we ll have segregated spaces in the supermarket Free From, I think it will just be integrated in the entire supermarket. I d like Free From to just be integrated with all the other foods, whether it s Free From being the majority or just equal to the other foods Future 3: Supermarkets are flipped on their heads! The majority of the products are Free From No dedicated Free From section instead there are gluten free aisles & dairy free aisle A small section dedicated to products that include gluten, dairy or lactose It will just be aisles in supermarkets like, gluten free, dairy free, wheat free, then you ll just have a small section like we do at the moment that has stuff that has lactose in it and gluten in it, 31
32 IT WILL EVEN BE COMMON TO SEE FREE FROM BEYOND THE AISLES freshly made Free From deli counters. Just like now you can buy pizzas, you can buy already made dishes in the supermarkets. Free From meal idea recipes & inspiration Exclusively Free From stores FREE FROM STORE I would hope to find meal ideas Free From meat alternative, next to the rice, then next to the sauce I d like to see that there were supermarkets entirely full of Free From products so it s easier to access. I think I would like to see as well is a freshly baked gluten free bread Freshly made Free From on the deli, hot food and pizza counter Freshly baked gluten free bread at the bakery 32
33 THREE KEY THOUGHTS ON THE FUTURE OF FREE FROM Free From has evolved beyond its original meaning & will continue to evolve further are you future ready? Free From-ers just want to be normal, but this needs to be balanced with clarity for ease and speed when shopping It is not all about new product development there is a huge opportunity to improve Free From versions of staple products 33
34 Will Free From Take Over The World? Thank You! Simon Wright
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