Assessing consumer demand for FreeFrom in...
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Assessing consumer demand for FreeFrom in Foodservice Emma Read Director of Marketing & Business Development 17 November 2015
Transcript of Assessing consumer demand for FreeFrom in...
Assessing consumer demand for FreeFrom in Foodservice
Emma ReadDirector of Marketing & Business Development17 November 2015
• Is FreeFrom the same as healthy, and does it matter?
• What’s on menus
• How are operators responding?
• What next?
What I’ll be covering
Horizons work in and define the Foodservice Universe
And offer a range of Services giving data and insights
www.hrzns.com
Is FreeFrom the same as healthy, and does it matter?
FreeFrom is a part of Health, but there is more as well
Source: Eating Out-Look Consumer Survey June 2015
0%
2%
4%
6%
8%
10%
12%
14%
Vegetarianoptions
Calorieinformation
Low/ reducedfat options
Low/ reducedsugar
Reduced/ lowsalt options
‘Free From’ foods in general
Gluten/ glutenfree options
Lowcarbohydrate
options
Dairy free/lactose
intolerance
Vegan options
52% of consumers mention at least one health/lifestyle factor affecting choice of where or what to eat
0
20
40
60
80
100
120
140
160
180
200
‘Free From’ foods in general
Dairy free/lactose
intolerance
Gluten/ glutenfree options
Calorieinformation
Reduced/ lowsalt options
Lowcarbohydrate
options
Low/ reducedfat options
Vegetarianoptions
Vegan options Low/ reducedsugar
Index on Total
Men Women
Source: Eating Out-Look Consumer Survey June 2015
Health/lifestyle issues affecting where/what eaten
Women are more engaged on dietary issues than men
Consumer interest in allergen legislation change grows again
16% 19%
17%20%
37%33%
30% 28%
0%
20%
40%
60%
80%
100%
June 2014 June 2015
Unaware & not bothered
Unaware but welcome
Aware & not bothered
Aware & welcome
70%72%
Source: Eating Out-Look Consumer Survey July 2015
What’s on menus
What menus?
Source: Menurama Summer 2015
Brands with gluten free menu options on the increase
Source: Horizons Menurama Summer 2015
• 50% of brands in Menurama now have gluten free options
• Up from 30% a year ago
10%
20%
30%
40%
50%
60%
Summer Winter Summer Winter Summer Winter Summer Winter Summer
2011 2012 2013 2014 2015
As are the number of lines available
Brands offering GF dishes
• Over 600% increase since Summer 2011
• Over 135% increase YOY
Source: Horizons Menurama Summer 2015
0
200
400
600
800
1000
1200
1400
1600
Summer 2011 Winter 2011 Summer 2012 Winter 2012 Summer 2013 Winter 2013 Summer 2014 Winter 2014 Summer 2015
Number of GL Listings on Menu’sWetherspoon
Revolution
Hilton
Flaming Grill
Goose
Papa Johns
Yates's
Bill's
Holiday Inn
Strada
Le Pain Quotidien
Toby Carvery
The Slug & Lettuce
Sainsbury's Café
Costa Coffee
Food To Go
Premier Inn
Marriott
Patisserie Valerie
The Place To Eat
Little Chef
Starbucks
Pizza Hut
Peyton & Byrne
Best Western
Caffè Nero
Taylor Walker
Zizzi
Bhs Café / Restaurant
Pitcher & Piano
Handmade Burger Co
Ed's Diner
Abokado
Chiquito
Chef & Brewer
La Tasca
Marstons Carvery (formerly
Taverners Carvery)
Two For One (Marston's)
Carluccio's
Fayre & Square
Hungry Horse
Greene King Local Pubs
Giraffe
Domino's Pizza
Jamie's Italian
Old English Inns
T.G.I. Friday's
Las Iguanas
Farmhouse Inns
Pod
Bella Italia
Eating Inn
Café Zest
Leon
Ping Pong
Prezzo
ASK
Gourmet Burger Kitchen
Frankie & Benny's
PizzaExpress
0
10
20
30
40
50
60
70
80
Num
ber of Foodservice Brand
s
Summer 2014
Summer 2015
‘Healthy/lifestyle’ factors Dietary requirements
‘Allergens’ and ‘Gluten Free’ are now the ‘norm’ on menus
Source: Menurama Summer 2015
0
10
20
30
40
50
60
70
Num
ber of Foodservice Brand
s
Summer 2014
Summer 2015
And people are seeking more information about their food
Source: Menurama Summer 2015
Brands offering Gluten
Free Dishes
• Abokodo
• Carluccio's
• Chef & Brewer
• Chiquito
• Ed’s Diner
• Jamie’s Italian
• Handmade Burger Co
• La Tasca
• Marstons
• Hungry Horse
Gluten Free continues to lead with separate menus (and www)
Source: Menurama Summer 2015
JD Wetherspoon Website
• Pizza Express
• Ask
• Zizzi
• Prezzo
• Bella Italia
• Harvester
• Gusto
• Beefeater
• Abokado
• Yo Sushi
There are also “Healthy Sections” appearing on menus
The option of a Healthier alternative has proven particularly popular on Casual Italian Menu’s
Source: Menurama Summer 2015
• LEON
• TGI Fridays
• Pizza Express
• Zizzi
• Little Chef
• Thistle
• EAT
‘Lactose/dairy free’ is increasingly an option on menus
TGI Fridays use a colour code system to identify foods that are free from common allergens. This can be used as a filter on their website menu’s.
LEON include a “DF” code to highlight the dairy free options
Source: Menurama Summer 2015
• All Bar One
• ASK
• La Tasca
• Las Iguanas
• Toby Carvery
• Ping Pong
• Pizza Express
• Crown Carvery
• Zizzi’s
As is ‘vegetarian/vegan’
Source: Menurama Summer 2015
How else are operators responding? It’s not just about menus
8 8 8 8 out 10 out 10 out 10 out 10 have made have made have made have made changes changes changes changes since the legislation came into since the legislation came into since the legislation came into since the legislation came into forceforceforceforce
Source: Eating Out-Look Operator Survey: Spring 2015
Operators have responded positively to allergen legislation
Operators are responding to wider health trends - and consumer and government pressures
Others catching up quickly through partnerships…
Pressure on industry to ‘do the right thing’….
Take a (vegetarian) leaf out of Pret’s book?
• Best-selling vegetarian SuperBowlof beetroot, butternut squash and feta
• Falafel and Halloumi wrap now the fastest selling hot wrap
• UK’s healthiest and fastest fast-casual restaurant…
Operators catering for a variety of dietary requirements
…or lifestyle choices!
Healthy Quick Service Restaurants are the 2nd fastest growing outlets
Rank Type Of Offer UK
Outlets2015
Growth Brands Sector
1Italian casual dining
105 81%Caffe Concerto, Cibo Ristorante Bar & Grill, Gusto, La Bottega, La Porchetta, Polpo, San Carlo, Wildwood, Wildwood Kitchen, Zaza
R
2222Healthy Healthy Healthy Healthy quick quick quick quick service service service service
88888888 83%83%83%83%AbokadoAbokadoAbokadoAbokado, , , , Chop'dChop'dChop'dChop'd, Planet Organic [Food To , Planet Organic [Food To , Planet Organic [Food To , Planet Organic [Food To Go], Pure, Tossed, Vital Ingredient, Whole Foods Go], Pure, Tossed, Vital Ingredient, Whole Foods Go], Pure, Tossed, Vital Ingredient, Whole Foods Go], Pure, Tossed, Vital Ingredient, Whole Foods Market Market Market Market
Q Q Q Q
3Mexican burrito fast casual
83 98%Barburrito, Benito's Hat Mexican Kitchen, Chilango, Chipotle Mexican Grill, El Mexicana, FreebirdsWorld Burrito, Mission Burrito, Poncho No 8, Tortilla Mexican Grill
Q
4Sandwich bar quick service
79 55%Bagel Nash, Birley Sandwiches, Camden Food Co., Delice de France, Pita Pit, Simply Eat, Wrap It Up
Q
5 Coffee shop 74 64%
Benugo Cafe Deli, Cafe Grounded, Ca'puccino, DP Cappuccino Espresso, Fait Maison, Fernandez & Wells, Filmore & Union, Ground Espresso Bars, Rhode Island Coffee, Small Batch Coffee Company
Q
Source: Horizons Ones To Watch - April 2015
How they look
Source: Horizons Ones To Watch - April 2015
It’s on the move! Healthy at Motorway Service Stations
Tossed now available in 6
Motorway Service Stations
“Even we were gob-smacked by
the PR,” he said. “Customers are
walking the talk (on healthy food).”
McKie
McKie also revealed that the
fastest growing line at the
Waitrose stores located with
Welcome Break is sushi. “It’s
growing by 35% year-on-year,”
he said.
What’s next?
Source: lunch! Show 2015
Clean, Raw, Paleo, Birch Water, Egg White Bites, Super Yogurt
Source: lunch! Show 2015
Healthy Food for Kids continues to innovate
• Changing from:
• To:
• To:
Last year I talked about the evolution of Free From
It’s a marketing message
It’s what consumers want (& expect)
It’s an active reason for choosing a location
• Changing from:
• To:
• To:
• And now:
This year it’s moved on even further
It’s a marketing message
It’s what consumers want (& expect)
It’s an active reason for
choosing a location
FF is a part of the wider health debate for us all
In summary
• This is not a fad, it’s here to stay. Consumers are voting with their feet!
• Consumers are more educated and are expecting and looking for more choice of healthy options
• Operators are actively making changes to their offer to meet consumer needs
• With plenty of evidence on menus and on the high street, and new operators entering the sector
• FreeFrom is a part of the wider heath debate
In summary
