The FreeFrom consumer. September 2016

Transcription

1 The FreeFrom consumer September 2016

2 Method 15 minute online survey conducted among YouGov panellists. Fieldwork was undertaken in August Research was conducted among a nationally representative sample of 1067 UK adults, with a further boost of 333 interviews were conducted with those cutting down on gluten and/or dairy. We then conducted some YouSay video selfies with respondents.

3 Who is the FreeFrom consumer?

4 Our research has highlighted two key audiences for FreeFrom foods... Those with a food allergy or intolerance and coeliacs (or living with a sufferer) Those choosing to cut down gluten, dairy or other foods 4

5 A quarter of UK households are affected by food sensitivities 1 in 6 (17%) of the UK population consider themselves to have a food allergy or intolerance most not diagnosed by a medical professional 5% have a sensitivity to gluten/wheat 6% have a sensitivity to dairy/lactose and nearly a quarter (23%) of UK households include at least one allergy or intolerance sufferer No change to these levels since last year 5 Base: Total natrep sample (1067) S1. Do you suffer from any food allergies or intolerances? Please select all that apply. householdq2. And which, if any, of these people in your household have a food allergy or intolerance? Please select all that apply.

6 13% of the population are cutting down gluten, while a further 8% would like to Completely avoid it Prefer to eat foods without it Try to limit amount 2% 2% 2% 4% 7% 6% 13% of the population are cutting down on gluten (up from 10%) Would like to cut down Have previously cut down, but don t any more Not trying to cut down Don t know what this is 8% 7% 5% 4% 13% 14% 63% 63% 16% of parents are cutting down the amount of gluten they give their kids (up from 14%) 6 Base: Total natrep sample (1067) / Parents (277) Q3B_1. Thinking about the following types of ingredients, which of these statements best describes your own eating habits? Q3_child_1. Thinking about the following types of ingredients, which of these statements best describes the foods you buy or prepare for your child(ren)?

7 1 in 7 are cutting down their intake of dairy Completely avoid it Prefer to eat foods without it Try to limit amount 2% 2% 3% 4% 7% 8% 14% of the population are cutting down on dairy (up from 13%) Would like to cut down 7% 8% Have previously cut down, but don t any more Not trying to cut down Don t know what this is 4% 6% 11% 10% 65% 62% 15% of parents are cutting down the amount of dairy they give their kids (no change) 7 Base: Total natrep sample (1067) / Parents (277) Q3B_1. Thinking about the following types of ingredients, which of these statements best describes your own eating habits? Q3_child_1. Thinking about the following types of ingredients, which of these statements best describes the foods you buy or prepare for your child(ren)?

8 The majority of those cutting down do not have a diagnosed sensitivity 13% are cutting down on gluten 14% are cutting down on dairy 7% of these have a diagnosed sensitivity to gluten 16% of these have a suspected sensitivity to gluten 7% of these have a diagnosed sensitivity to dairy 13% of these have a suspected sensitivity to dairy 8 77% do not have a sensitivity to gluten 80% do not have a sensitivity to dairy

9 There is very high crossover between gluten and dairy behaviour 55% of those with a sensitivity to gluten also have a sensitivity to dairy 58% of those who are cutting down on gluten are also cutting down on dairy 9 19% of UK adults are cutting down on gluten and/or dairy

10 Who is cutting down gluten/dairy? Via our Profiling tool, YouGov Profiles, we can see that compared to the population those who are cutting down on gluten/dairy are more likely to be: Female (59%) Aged (40%) and 65+ (24%) Vegetarian (15%) 71% describe diet as healthy 6 in 10 say they look out for advice on healthy living 2/3 say they pay more attention to the nutritional content than they used to 7 in 10 say they try to eat as cleanly and naturally as possible Don t mind paying more for organic Concerned about Free Range food Make an effort to buy FairTrade Like to look at where products made/grown Buy from companies whose ethics I agree with Exercisers (74% exercise at least once a week) Spirituality is important to my life Prefer going to places never been to before Surround myself with diverse range of cultures Tend to avoid High Street chains

11 Cutting down is a recent move for most, with a key age but over a quarter made the change aged 55+ When started to cut out/down gluten or dairy 55% Booked an 25% appointment Within the last 6 months 6-12 months ago 1-2 years ago 3-5 years ago More than 6 years ago I have never eaten it Don't know Age at which started to cut out/down gluten or dairy Under Over 65 Gluten 19% 18% 60% within last 2 years 24% 23% 13% Booked an appointment 9% 5% 12% 11% 14% 4% 0% 15% 14% 11% 20% Dairy 6% 25% 19% 66% within last 2 years 22% 10% 12% 3% 9% 18% 9% 5% 3% 11% 18% 15% 12% 28 Base: All cutting down gluten/dairy or have done in past (171/217) Q3b_1. How long ago did you start to cut out or down the amount of gluten/dairy you eat? Qxa_1. And how old were you when you started to cut out or down the amount of gluten/dairy you eat?

12 Those cutting out gluten are most likely to avoid it at home or work, while allowing themselves leeway when out of home Gluten habits Cut out completely Rarely Sometimes Often 53% don t worry if they do eat some gluten 21% limit the amount they eat at home/work but don t worry when they re eating out 30% 8% 62% 32% 30% 25% 6% 69% 26% 43% Meals at home At work 6% 28% 8% 24% 9% 26% 33% 60% 43% 51% 36% 55% 32% 25% 29% Eating on the go Other people s houses Eating out 38 Base: All cutting down gluten including boost (325) Q. You mentioned that you were trying to cut down or out gluten. How much of the time do you cut this out of your diet in the following situations?

13 The same is true for those cutting out dairy, who are more likely to avoid it at work in particular Dairy habits Cut out completely Rarely Sometimes Often 53% don t worry if they do eat some dairy 21% limit the amount they eat at home/work but don t worry when they re eating out 27% 8% 6% 17% 33% 51% 65% 77% 26% 32% Meals at home At work 30% 7% 63% 34% 38% 8% 54% 27% 36% 6% 57% 28% 29% Eating on the go 27% Other people s houses 29% Eating out 38 Base: All cutting down dairy including boost (380) Q. You mentioned that you were trying to cut down or out dairy. How much of the time do you cut this out of your diet in the following situations?

14 Is FreeFrom the new normal? 45% agree You see a lot of glutenfree and dairy-free products around these days 26% agree You see a lot of glutenfree and dairy-free options on restaurant menus these days 25% agree/28% disagree People who are gluten or dairy-free are still seen as unusual Base: Natrep sample (1067) Q. To what extent do you agree or disagree with these statements? but 47% agree I think being gluten or dairy-free is still pretty challenging 37% of UK adults agree Being gluten or dairyfree is pretty normal these days

15 How does FreeFrom fit into the wider health context?

16 Many are cutting down as part of general move towards a healthier lifestyle. Factors in deciding to cut down gluten/dairy Gluten Dairy Was the result of a specific concern about my health Was part of a general decision to lead a healthier lifestyle Suggested by my doctor or other health professional Read an article/saw a programme about it 18% 16% 29% 27% 24% 29% 22% 23% 44% made this change as part of a conscious effort to eat more healthily Recommended to do so by a friend or family member Tried an alternative product and preferred the taste Other family member didn t eat it My parents didn t give me food with this in it when I was growing up 10% 7% 5% 6% 6% 3% 4% 16% For 1 in 5 it also coincided with trying to lead a more active lifestyle 16 Base: All cutting down or have cut down gluten/dairy (141/192) Qxb_2. Thinking back to when you decided to cut out or down the amount of gluten/dairy you eat, which if any of the following influenced your decision?

17 Those who are cutting down are particularly looking for organic, vegetarian foods which don t contain artificial or GM ingredients Changes being made to diet Eating more fruit and vegetables Lowering my sugar intake 58% 56% Eating more freshly prepared and less processed food 50% Doing more cooking from scratch 44% Lowering my fat intake Choosing food which doesn t contain artificial ingredients 38% 38% 17 Lowering my salt intake Eating more naturally low fat foods Eating less meat/choosing more vegetarian options Lowering my calorie intake Eating more low fat versions of regular brands Lowering my carbohydrate intake Eating more organic food Choosing food which doesn t contain GM ingredients Eating more protein Base: All cutting down gluten/dairy (203) Q. Thinking about your diet, which of the following, if any, are you actively doing these days? Please select any that apply. 31% 30% 30% 27% 25% 24% 22% 21% 17% Over-indexes among those cutting down gluten/dairy

18 Sugar and fat are the key considerations when choosing what to eat Considerations when choosing what to include in diet Sugar content Fat content Salt content Calorie content Whether it is free of specific ingredients (e.g. gluten, dairy) Whether it contains genetically modified ingredients Carbohydrate content Whether it s organic Whether it s vegetarian or vegan Fibre content Protein content UK adults Cutting down gluten/dairy 53% 63% 45% 58% 35% 48% 35% 40% 8% 30% 16% 26% 12% 22% 9% 22% 11% 20% 14% 19% 8% 19% 24% of UK adults don t consider any of these but only 5% of those cutting down 18 Base: All cutting down gluten/dairy (134/159) Q. Which of these, if any, do you consider when choosing which foods to eat or drink and which products to buy? Please select all that apply.

19 Those cutting down are more likely to consider ethical aspects, particularly the environment Considerations when choosing what to include in diet (2) UK adults Cutting down gluten/dairy Whether it is produced or grown by a British company Whether it s Fairtrade The animal welfare policies of the company The ethics of the company Environmental aspects Whether it s produced by a small independent company or a larger company Air miles/how far it has travelled 36% 46% 24% 34% 27% 32% 19% 30% 16% 28% 18% 25% 14% 23% Over-indexes among those cutting down gluten/dairy 19 Base: All cutting down gluten/dairy (134/159) Q. Which of these, if any, do you consider when choosing which foods to eat or drink and which products to buy? Please select all that apply.

20 .. and 8 in 10 say they have experienced benefits of cutting down Perceived side benefits of cutting down gluten/dairy 55% fewer digestive issues 44% fewer digestive issues 34% less tired/more energy 36% easier to manage weight 32% easier to manage weight 30% less tired/more energy 20 18% improved skin 16% improved skin Base: All cutting down gluten/dairy (134/159) Qxf. Have you noticed any other changes since you cut down or out gluten/dairy, that you think is the result of doing so?

21 FreeFrom foods

22 Usage of FreeFrom foods has increased significantly among those cutting down Awareness and purchasing of FreeFrom foods Have bought Would consider buying Unaware % 16% % % % % 15% 16% 16% 16% 25% 26% 45% 47% 40% 55% 38% 54% 28% 27% 16% 18% 27% 22% 26% 16% Total population Allergy/ intolerance sufferers Cutting down on gluten Cutting down on dairy 22 Base: Total Nat Rep sample (1067) / Allergy/intolerance suffers (189) / Cutting down on gluten (134) / Cutting down on dairy (159) FF1. Before taking this survey, how aware, if at all, were you of FreeFrom branded foods? FF3new_3. Which of the statements below best describes your attitude towards 'Free From' foods?

23 Usage of FreeFrom foods has increased significantly among those cutting down Awareness and purchasing of FreeFrom foods Have bought Would consider buying Unaware % 16% % % % % 15% 16% 16% 16% 25% 26% 45% 47% 40% 55% 38% 54% 28% 27% 16% 18% 27% 22% 26% 16% Total population Allergy/ intolerance sufferers Cutting down on gluten Cutting down on dairy 23 Base: Total Nat Rep sample (1067) / Allergy/intolerance suffers (189) / Cutting down on gluten (134) / Cutting down on dairy (159) FF1. Before taking this survey, how aware, if at all, were you of FreeFrom branded foods? FF3new_3. Which of the statements below best describes your attitude towards 'Free From' foods?

24 Point of sale is the main route into discovering FreeFrom, but advertising by supermarkets has had an impact Source of awareness of FreeFrom foods Seeing the products instore remains the key source of awareness 8 in 10 mention supermarkets and 1 in 6 mention specialist food shops Advertising is mentioned by 3 in 10 significantly up from 2015 Word of mouth remains an important source, mentioned by a quarter 24 Base: Aware of FreeFrom foods (792) FFnew_1. How did you FIRST become aware of 'Free From' foods? Fnew_2. Where else have you heard or seen of 'Free From' foods?

25 Despite their interest in healthy eating, many buyers are unclear about the nutritional profile of Gluten Free foods. Nutritional perceptions of gluten free products among buyers 28% believe gluten free products tend to be higher in sugar (32% disagree) 16% believe gluten free products tend to be higher in fat (42% disagree) 30% believe gluten free products tend to be more processed (31% disagree) 22% believe gluten free products have a better overall nutritional profile (40% disagree) 25 Base: buyers of gluten free foods (171) FFxc_6. Thinking specifically about gluten free food products, how do you think these compare to non-gluten free equivalents?

26 but healthiness is well-rated, while cost, choice and availability remain the main areas for improvement Rating of gluten / dairy free products Poor Excellent/Good Quality 7% 57% 5% 61% Healthiness 12% 46% 7% 49% Availability where I usually shop 16% 44% 17% 44% Taste 13% 43% 6% 52% Choice of different products 20% 39% 24% 29% Availability of own label options 29% 33% 33% 22% Choice of different brands 30% 25% 35% 22% Value for money 46% 15% 32% 19% Availability at convenience/smaller shops 59% 14% 63% 11% 26 Base: Have bought gluten free products (308) / dairy/lactose free products (299) FFnew_10_1. Thinking about the gluten/dairy/lactose 'Free From' ranges that are available across the categories you buy, how would you rate them on each of the following aspects?

27 Natural products are appealing, as are those with additional fortification and vegetarian options Appeal of gluten free products Appeal of dairy free products 67% 64% Without artificial ingredients Naturally gluten free 63% Naturally dairy free 54% 43% 42% With additional protein Gluten and Dairy Free With added vitamins/minerals Vegetarian 56% 50% 47% 42% Without artificial ingredients With additional protein Gluten and Dairy Free With additional calcium With added vitamins/minerals Vegetarian 31% Vegan 36% Vegan 27 Base: All cutting down gluten/dairy (134/159) FFxb. How appealing would each of the following be to you?

28 Key Considerations FreeFrom is becoming increasingly mainstream - a fifth of UK adults are cutting down the amount of gluten and/or dairy they are eating (with many cutting down both). Consumers of all ages are doing so not just millennials! Those who are cutting down are often doing so as part of a general bid to live more healthy lives. They re likely to be interested in other nutritional benefits and they re also interested in ethical and environmental aspects There is interest in naturally FreeFrom products which don t have artificial ingredients, as well as fortified and vegetarian options 28

29 For further information please contact: Louise Vacher Consulting Director Consumer T: +44 (0) E: