Free From Food Expo, Barcelona, June 2017Cruise diet approved. It is only made from hand-harvested,...

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A Diet Revolution Free From Food Expo, Barcelona, June 2017

2

Healthy eating used to be so simple…

1980s Calories on the

hot list

1990s Fat takes over from calories

Fibre becomes a focus

Now Protein mainstreaming

Growth in vegetarian, vegan and

flexitarian diets

Gluten-free and dairy-free in the

mainstream

2000s Carbs come and

(largely) go

Wholegrain a new

focus

3

But consumers diets are more complex nowadays…

Source: Mintel Consumer Data Charts

6 7 6

43

24 22

5 7 7

32

16 18

6 8 9

48

30 29

5 5 8

36

22

28

7 8 10

32

19 17

I am a vegan I am avegetarian

I am following agluten-free diet

I am activelyreducing my

consumption of,or avoiding, red

meat

I am activelyreducing my

consumption of,or avoiding, dairy

I amincorporating

more vegetarianfoods into my

diet compared toa year ago

France - All % Germany - All % Italy - All % Spain - All % Poland - All %

Attitudes towards diet, Q1-20017

4

Millennials especially look to veganism, vegetarianism


6

12

5

10

6

9

5

8 7

10

7

13

7

14

8

11

5

8 8

12

All % 16-24 % All % 16-24 % All % 16-24 % All % 16-24 % All % 16-24 %

France Germany Italy Spain Poland

I am a vegan I am a vegetarian

I am a vegan/vegetarian, Q1-20017

5

Non-vegetarian Millennials are eating more vegetarian foods


22

28

18

31

29 30

28

37

17

24



I am incorporating more vegetarian foods into my diet compared to a year ago, Q1-20017

6

And they’re also more likely to follow a gluten-free diet


6

10

7 7

9

11

8

10 10

14



I am following a gluten-free diet, Q1-20017

7

‘Healthy lifestyle’ is increasingly the key driver

Source: Mintel Reports

29%

24%

19%

49%

Avoid for other reasons (e.g. ethical, vegetarian)

Avoid as part of a healthy lifestyle

Avoid due to allergy/intolerance

Any avoidance

UK, avoidance of foods/ingredients, by respondent or

household members, by reason, September 2016

8

And industry focus now is on free-from & healthy lifestyle foods

Source: Mintel GNPD

European food & drink NPD by selected claims, as % total

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017to date

Low/No Allergen

Vegetarian

Gluten-Free

Vegan

Low/No Lactose

What do consumers look for?

How does industry respond?

10

Consumers recognise the healthiness of plant proteins, but may

doubt the taste…


56

24

50

17

65

29

60

28

56

28

Plant protein is just as nutritious as animal protein Plant protein tastes better than animal protein

France - All % Germany - All % Italy - All % Spain - All % Poland - All %

Attitudes towards plant/animal protein, Q1-20017

11

Taste and texture have to become the focus

Meat alternative Non-dairy yogurt

Vegaïa Quinoa Vegetable Steak, “delicious,

balanced and quick to prepare” (France)

Lucy Wagner Foods’ Pudology Yogs Coconut

Yogurt, “beautifully indulgent and delicious”

(UK)

12 Source: Mintel Reports

Consumers look for clean label, natural, healthy values

33

40

42

43

43

47

49

52

58

61

Contains superfood ingredients

Added vitamins/minerals

Low salt

High in protein

High in fibre

Provides 1 of your 5-a-day

Low fat

Free from additives

Low sugar

Made with all-natural ingredients

%

UK, important qualities looked for in new

free-from foods, September 2016

13

Clean label and free-from, two concepts increasingly blurred

100% natural meat alternative 100% natural, free-from cookies

Risenta Hazelnut & Almond Chickpea Patties,

100% natural (Sweden)

Angelic Gluten Free Double Chocolate

Cookies, all-natural, free from gluten, wheat,

dairy, eggs and nuts, 30% less fat (UK)

What’s next?

15

Ancient grains continue to grow and take share

Source: Mintel GNPD

Udi's Gluten Free Soft & Nutritious

Millet-Chia Ancient Grain Bread (US)

16

Wide range of naturally gluten-free alternatives gain traction

Source: Mintel GNPD

17

• Heirloom wheats (e.g. einkorn, emmer/farro,

kamut/khorasan, spelt) potentially provide non-

coeliac gluten avoiders with an alternative to

gluten-free foods

• The idea that these pre-industrialisation wheat

varieties provide greater nourishment and are

more easily digestible than ‘modern’ wheat has

become prevalent

• ‘In Tradition We Trust’ – consumers seek comfort

in modernised updates of age-old formulations

• But take care! Heirloom wheats contain gluten!

Popularisation of heirloom wheats could impact gluten-free

Source: Mintel GNPD

Said to have been found in the ancient tombs

of Egyptian pharaohs and queens, khorasan

wheat forms the foundation of our most

majestic ancient grain bread creation. With its

sweet, nutty taste and a texture so delightful it

will certainly reign supreme in your kingdom

Sliver Hills Sprouted Organic Ancient

Grains The Queen's Khorasan (Canada)

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Paleo and ‘raw’ diets popularise grain alternatives

Julian Bakery Paleo Wraps (US)

100% paleo and raw product is

suitable for vegans, and Jorge

Cruise diet approved. It is only made

from hand-harvested, unadulterated

coconut meat, water, and oil

Hail Merry Bites Caramel Sea Salt

Macaroon (US

Made with organic maple syrup from

Vermont, organic virgin coconut oil

and sustainable organic coconut

sugar

Cravings Gluten Free Sugar Free

Bakery Macadamia and Coconut

Flour Bagels (South Africa)

Suitable for those on Paleo and

Banting diets

• Coconut and almond flours increasingly appear as baking ingredients, following the high

exposure of grain-free recipes and cookbooks

• Trend slowly spreading to ready-to-eat retail products

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Grain-free: The new gluten-free?

• Nut, fruit and vegetable ingredients are being used. Almond and coconut flours/ingredients

are particularly trendy and will likely see more growth

Source: Mintel GNPD

20

Grain-free bakery attracts (Millennial) consumer interest


16 18

21

24

39

35

20 21

29

19

24 25

31 32 31

All % 16-24%

25-34%

All % 16-24%

25-34%

All % 16-24%

25-34%

All % 16-24%

25-34%

All % 16-24%

25-34%


Interest in trying grain-free bread/baked goods, 2016

21

FODMAP

Friendly

40% reduction in

FODMAP carbohydrates

Fodmapped For You!

Lamb + Vegetable Soup

(Australia)

Fazer Stomach-

Friendly Rye Bread

(Finland)

FODMAP diets are emerging

as an alternative therapy for

digestive discomfort.

Gluten may not always be

the offending ingredient.

FODMAPs (Fermentable

Oligosaccharides,

Disaccharides,

Monosaccharides and

Polyols) could be.

In sensitive individuals,

these FODMAP molecules

are not well tolerated. The

FODMAP-friendly logo from

Australia provides an

example of how products are

identifying themselves as

low in FODMAPs.

FODMAP diets could also impact gluten-free

FODMAPs are found in a variety of fruits and vegetables and also in milk and wheat

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Personalised Nutrition could revolutionise free from market

Source: Lightspeed/Mintel

Barriers to using self-diagnostics, US, February 2016

• uBiome is a US biotech company that

provides users with information on their

microbiomes, particularly gut flora. The

SmartGut test kit uses advanced DNA

sequencing technology to identify key

microorganisms in the users gut (both

pathogenic and ‘friendly’).

• uBiome claim that users will be able to

monitor their overall gut health, and use

the kit to identify common gut symptoms

such as abdominal pain and irritable bowel

syndrome.

More people are recognizing that there might be a diet plan or

specific rules that work best for their personal lifestyle, biology

or medical history. Advances in technology further these

personal quests as wearable fitness devices and high-tech

tests collect and analyse body data.

However, the science supporting personalised nutrition and

nutritional genomics is still very elementary, and there are

obstacles for DNA kits to overcome.

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Conclusions and points for the future

A fundamental shift in consumer behaviour – free-from

foods are a choice for the majority

A diet

revolution

Millennials adopt healthy lifestyle habits, and buy from

a broader (and different) repertoire than ever before

We are all flexitarians!

No going

back?

In the mainstream, taste and price are always the key factors that determine purchase

Emphasize the goodness (and taste) of ingredients

Winning in

the free-

from space

mintel.com

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David Jago

Director, Innovation & Insight

+44 20 3416 4266

[email protected]

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Free From Food Expo, Barcelona, June 2017Cruise diet approved. It is only made from hand-harvested,...

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