Michelle Berriedale-Johnson What next on the horizon for FreeFrom
So, who currently eats freefrom food? The medically diagnosed Genuine food allergy sufferers (max 5% adult population, 7 8% in children) Coeliacs & those who are gluten intolerant (1 in 100 now thought to be coeliac but no one knows how many may be gluten intolerant to some degree.)
The medically diagnosed Those suffering from Irritable Bowel syndrome and other health conditions In the UK up to 50% of the population suffer from IBS at some point in their lives and elimination of wheat & dairy is the most common and effective treatment Crohn s Disease, ulcerative colitis, arthritis, migraine etc Behavioural & mental health conditions NHS mental health costs now exceed cancer & heart conditions combined. Dietary manipulation is a cheap & increasingly successful approach.
Who else eats freefrom food? Self diagnosed food intolerants Those suffering from low level health problems estimated at 7% of UK population* digestive disorders, bloating, headache, fatigue etc self-diagnose as being gluten or dairy intolerant. * Mintel 2014
Who else eats freefrom food? The life-stylers Those who believe that freefrom food is healthier, less processed, less polluted, more environmentally friendly, more ethically acceptable and therefore choose to eat freefrom. Estimated at 8%* of UK population. * Mintel 2014
A few very rough totals. 5% allergic 5 10% (?) gluten sensitive 20% (?) other health conditions, digestive, immune related, mental health 7% self diagnosed intolerants 8% choosing to buy freefrom Right now 50% of the population are a potential market for freefrom food!!!
How well are they provided for? Availability still quite postcode dependent but It is now relatively easy for those who either need or choose to eat freefrom to do so, moreover The quality of freefrom foods has improved dramatically to the point that the freefrom alternative is often as good, if not better, than the non-ff original Both aspects specially important for those who do not need to eat freefrom and who are therefore much more likely to stick with freefrom if it is relatively easy and enjoyable to do so.
Regulations how important are they for the growth of the sector? Allergy has always been covered under general food law: Food Safety Act 1990 Food Safety Regulations 1995 Consumer Protection Act 1987 e.g. A purveyor of food must be able to give accurate information about their food to a customer who asks, and could be seen as selling a defective products if accurate information, including information about allergens, was not provided. However, that information could be to say that they do not know what allergens are in their foods.
New regulations as from December 2014 For the retail sector, the new regulations have only refined what was already there. For food service they have dramatically changed the landscape more anon Far more important for the growth of the sector were the gluten free regulations which came into effect in 2012 establishing a threshold of 20 parts of gluten per million as a safe level for manufacturers to work to, below which coeliacs would not react.
Other allergens Action Levels There has been a massive European research project over last 10 years to establish similar thresholds for other allergens dairy, nuts, soya, celery etc Will establishing levels thresholds for other allergens have as dramatic effect on dairy/nut/soya etc free foods and the establishment of the 20ppm for gluten had gluten free foods?
So what else is holding freefrom back? 1. Poor distribution The desire to eat freefrom is there but the product is all too often not. 2. Price A small price premium up to 10 or even 15% is seen as acceptable; 50 100 200% simply is not! 3. Nutritional profile To genuinely improve the health of those who need it and to keep the lifestyle freefrom-ers on board. Freefrom needs to deliver the health benefits that they are looking for. All too often it does not.
The future Developing existing markets
The life-stylers & self diagnosed Bringing freefrom food into the wider market place could dramatically increase take up: Into the main aisles in supermarkets Into non-foodie/health conscious environments county shows, football matches, motorway service stations The healthfood and vegetarian communities
Food service & eating out The freefrom food market in food service is potentially huge and is just being opened up by the new regulations. Great opportunities for: manufacturers of ready made freefrom foods chefs and caterers to develop their own offer
Family catering Number of families with at least one member on some sort of restricted diet growing. Provided freefrom versions of normal foods (pastas, breads, breakfast cereals etc) are as good as, and are not much more expensive than, normal foods whole family will eat freefrom.
Food to go Increasingly we eat on the move. If freefrom can increase the volume, quality and distribution of freefrom food to go, it will tap into a lucrative market.
The future Extending the market
Health conditions that require a restricted diet continue to rise fast Food allergy/intolerance Coeliac disease/gluten sensitivity Irritable Bowel syndrome, related digestive and other disorders FreeFrom needs to fulfill all their needs so they do not need to look further afield
Other ingredients implicated in health Sugar salt Omega 6 fats Sugar particularly relevant in obesity more anon Salt already to some extent addressed in the UK but still a cardiovascular issue Bad fats not saturated but excess proinflammatory Omega 6 fatty acids from seeds
Obesity & Diabetes FreeFrom foods especially gluten-free already seen as helpful in weight control. If freefrom can develop this aspect will massively expand its potential market.
World wide Europe and North America the first to develop the medical problems that require free from foods and to create freefrom foods But Allergy, coeliac disease/gluten sensitivity, diabetes and obesity all rapidly growing problems in India, Middle East, China, Africa and South America.
Michelle Berriedale-Johnson www.freefromfoodawards.co.uk michelle@foodsmatter.com