Research on „Free From‟ foods - Bord Bia · opportune to undertake consumer and category...

Growing the success of Irish food & horticulture

AIDAN COTTER

CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009


December 2010 /January 2011

Research on „Free From‟ foods


Research Background & Objectives

The „Free-From‟ sector is one of the fastest growing in niche

foods. In certain respects it has the potential to supplant

vegetarianism and veganism as a market driver and, as an

often clinical based food choice, to move into the mainstream

of food provision and purchase.

Given this dynamic, Bord Bia considered the timing

opportune to undertake consumer and category research of

the „free-form‟ category with a focus on the bakery and

confectionery sectors. Behaviour and Attitudes conducted the

research. The data gathered provides benchmark

intelligence on „free-from‟ consumers perceptions and

behaviour and can be used to identify opportunities,

stimulate growth and to leverage relationships with retailers.


Research Background & Objectives

The key areas of investigation for the research can be summarized as follows:-

• The ‘free-from’ shopper – the consumer and the market.

A comprehensive benchmark understanding of the „free-from‟ shopper was conducted to

develop a thorough understanding of the broad marketplace.

• Category: Meaning and Experience.

Appreciate how the category is defined by consumers and what its meaning is to them

• Marketing Communications

Deliver benchmark measures of awareness and evaluation on various forms of

marketing communications and channels.

• Trade Perspective

To provide insights from Trade buyers into perceived trends and opportunities for the

Free From category

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Research Approach

A phased research programme was employed to address these

objectives:

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Phase 1 The Consumer and the Market

A national benchmark survey via Behaviour & Attitudes Barometer

survey.

Phase 2 The Category - Meaning and Experience

Qualitative research involving Re-Convened group discussions

where respondents were brought in-store as part of a group

accompanied shopping trip.

Phase 3 The Trade Perspective

A series of individual in-depth interviews with Trade Buyers

Research was conducted in December 2010 and January 2011.


Research Background & ObjectivesThe national survey was conducted via Behaviour & Attitudes Barometer survey.

Each Barometer survey is based on a nationally representative quota sample of 1,000 adults

(aged 16 years and over) with a fresh sample used for each survey over a two year period.

All interviewing is carried out face-to-face in respondents‟ homes and care is taken to ensure that

the overall interview length does not exceed 35/40 minutes duration.

Interviewing is conducted across 60 separate sampling points for each survey and all aspects of

this Barometer survey are identical to using a bespoke, ad hoc survey approach.

Within each sampling point, respondents are selected on the basis of quota controls relating to

gender, age and social class within region – to ensure that the resultant sample is microcosm of

the national adult population.

All interviewing is conducted by fully trained and experienced members of our field-force, who

work under direct supervision and are subject to rigorous quality controls (personal, postal and

telephone checks). All aspects of our Barometer survey operate within the guidelines set out by

the MRS and ESOMAR (the international industry representative body).

Fieldwork took place between the 16th and 29th November, 2010.

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Free From Foods – Frequency of

Purchase

Base: All Respondents 99878% – never purchased

12 – purchased regularly

5 – purchased occasionally

3 – purchased from time to time

2 – purchased in the past

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%

12

532

78


Free From Foods – Frequency of

Purchase

Base: All Respondents 998

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Total Gender AGESOCIAL

CLASSREGION AREA

Users MenWo-

men<34 35-49 50+ ABC1 C2DE Dublin

Lein-

ster

Mun-

ster

Conn/

UlsterUrban Rural

Base: 998 488 510 367 284 347 428 570 287 255 281 175 161 833

% % % % % % % % % % % % % %

I buy them regularly

(weekly or more)12 8 15 9 14 12 13 10 20 10 6 10 13 9

I buy them occasionally

(monthly or more)5 4 5 4 7 4 7 3 7 2 3 8 5 4

I buy them from time to

time (once every 3

months or longer)

3 2 3 3 4 2 4 2 2 2 4 4 3 2

I have bought them in

the past but I no longer

do so

2 1 3 1 3 3 3 1 2 1 2 5 2 3

Ever bought 22 16 27 18 28 21 28 17 31 16 15 27 24 18


Attitudes to Free-From FoodsBase: Ever bought Free-From products - 208

16

12

19

31

9

15

I have to eat certain 'free from' foods as I suffer from a condition such as coeliac disease, dairy intolerance

etc.

One or more family members must eat certain 'free from' foods as they suffer from a condition such as

coeliac disease, are dairy intolerant

I like these products because I prefer to remove certain ingredients from my diet

I like these products because they are generally healthier for me.

One or more family members like these products as they prefer to remove certain ingredients from their

diet

One or more family members like these products because they are generally healthier

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%


„Free From‟ Consumers – Attitudes

to… & Frequency of PurchaseBase: Ever bought Free-From products - 208

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%

‘Healthy’ / Infrequent

25

75

‘Must Eat’/ Frequent purchaser

(186,000)


„Free From‟ Consumers – Attitudes to… & Frequency

of PurchaseBase: Ever bought Free-From products - 208

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TOTAL GENDER AGESOCIAL

CLASSREGION AREA

MenWo-

men<34 35-49 50+ ABC1 C2DEF Dublin

Lein-

ster

Mun-

ster

Conn/

UlsterUrban Rural

Base: 208 75 133 65 76 67 111 97 83 40 41 44 142 66

% % % % % % % % % % % % % %

‘Must Eat’/

Frequent

purchaser

25 28 23 31 21 23 20 30 26 36 21 16 26 23

‘Healthy’ /

Infrequent75 72 77 69 79 77 80 70 74 64 79 84 74 77


„Free From‟ Products Ever

PurchasedBase: Ever bought Free-From products - 208

68

29

24

18

1

Sugar Free products

Gluten Free products

Dairy Free products

Wheat Free products

Don’t know

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%


„Free From‟ Products Ever PurchasedBase: Ever bought Free-From products - 208

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TOTAL FF CONSUMERS

‘Must Eat’ ‘Healthy’

Base: 208 75 133

% % %

Sugar free products 68 35 79

Gluten Free products 29 56 20

Dairy free products 24 28 23

Wheat free products 18 28 15


Purchase Most Often Base: Ever bought Free-From products - 208

59

18

12

7

4

Sugar free products

Gluten Free products

Dairy free products

Wheat free products

Don't know

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%


Purchase Most Often Base: Ever bought Free-From products - 208

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TOTAL FF CONSUMERS

‘Must Eat’ ‘Healthy’

Base: 208 75 133

% % %

Sugar free products 59 24 70

Gluten Free products 18 45 9

Dairy free products 12 17 10

Wheat free products 7 8 7

Don't know 4 5 4


Bakery/Confectionary „Free From‟ –

Ever PurchasedBase: Ever bought Free-From products - 208 39

31

29

20

19

18

16

14

10

10

9

9

8

7

28

14

Breads

Breakfast Cereals

Rice cakes

Sweet biscuits

Chocolate

Sweets

Cakes

Bread products

Cookies

Savoury crackers

Bread mixes

Pastries

Hand held snacks

Cake slices

Other

None

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%


Bakery/Confectionary „Free From‟ -

Regular PurchaseBase: Ever bought Bakery/Confectionery Free-From products - 179

34

22

20

17

12

10

10

9

8

7

6

6

6

4

3

3

2

Breads

Breakfast Cereals

Rice cakes

Drinks

Sweet biscuits

Chocolate

Sweets

Bread products

Cakes

Hand held snacks

Bread mixes

Cookies

Savoury crackers

Pastries

Yogurts

Cake slices

Don’t know

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%

All other mentions 1% or less


Bakery/Confectionary „Free From‟ - Regular PurchaseBase: Ever bought Bakery/Confectionery Free-From products - 179

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TOTAL FF CONSUMERS

„Must Eat‟ „Healthy‟

Base: 179 49 130

% % %

Breads 34 59 25

Breakfast Cereals 22 17 23

Rice cakes 20 21 20

Sweet biscuits 12 14 12

Chocolate 10 22 6

Sweets 10 15 9

Bread products 9 22 4

Cakes 8 17 5

Hand held snacks 7 9 6

Bread mixes 6 10 4

Cookies 6 13 3

Savoury crackers 6 4 7

Pastries 4 6 3

Cake slices 3 2 3

Other 26 21 28


Bakery/Confectionary „Free From‟ - Purchase More of/

Less ofBase: Ever bought Bakery/Confectionery Free-From products - 179

-3

0

-2

-2

-3

-2

-2

-3

-3

0

-5

-2

-6

-5

-2

-47

-23

13

4

3

12

1

1

1

5

1

2

5

2

3

2

12

4

13

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%Breads

Bread products

Bread mixes

Breakfast Cereals

Cakes

Pastries

Cake slices

Sweet biscuits

Cookies

Savoury crackers

Rice cakes

Hand held snacks

Chocolate

Sweets

Other

NoneDon’t know


Retail Outlets Purchased FromBase: Ever bought bakery/confectionery „Free From‟ products - 179

41

37

13

12

9

6

3

1

8

3

Tesco

Dunnes Stores

SuperValu

Other supermarket

Superquinn

Other specialist store

Pharmacist

Holland & Barrett

Other

Don’t know

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%


Retail Outlets Purchased FromBase: Ever bought bakery/confectionery Free From Products

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TOTAL REGION FF CONSUMERS

Users Dublin Outside Dublin ‘Must Eat’ ‘Healthy’

Base: 179 78 101 141 38

% % %

Tesco 41 35 45 46 39

Dunnes Stores 37 45 31 37 37

SuperValu 13 9 15 19 10

Other Supermarket 12 12 13 11 13

Superquinn 9 19 2 8 10

Other Specialist Store 6 4 8 10 5

Pharmacist 3 3 3 10

Holland & Barrett 1 1 1 3

Other 8 6 10 15 5

Don't know 3 2 3 - 3


Brand AwarenessBase: Ever bought bakery/confectionery Free From products - 179

52

6

5

5

3

3

3

2

2

1

86

20

13

25

9

5

5

10

14

10

5

Kelkin

Mulligans Gluten free bread

Delicious Gluten Free Bakery

Celtic Chocolates

Barkat

Sowans Organic Bread Mix

Ballybrado Spelt Flour

Aine's Chocolate

Virginia Harvest

Blazing Salads Bakery

Heron Foods

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%

Spontaneous

Total Awareness


Brands Trial and PreferenceBase: Ever bought bakery/confectionery Free From products - 179

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%

Preference Trial

50

6

7

0

4

1

1

1

0

66

14

12

6

6

5

4

4

3

1

0

Kelkin

Celtic Chocolates

Mulligans Gluten free bread

Virginia Harvest

Delicious Gluten Free Bakery

Barkat

Blazing Salads Bakery

Aine's Chocolate

Ballybrado Spelt Flour

Sowans Organic Bread Mix

Heron Foods


Advertising AwarenessBase: Ever bought bread/baked goods/crackers/confectionery… „Free

From‟ - 179

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%

8

91

1Yes

No

Don’t know

8

16

4

Total

Must Eat

Healthy

%

FF CONSUMERS

Overall SatisfactionBase: Ever bought bakery/confectionery Free From products - 179

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Average: 7.8

7.4

1921

36

36

2821

9 -10

7-8

1-6

Q.12a

On a scale of 1-10 how satisfied or otherwise are you with the quality of the Bread, Baked goods, Crackers and Confectionary free

from foods you have purchased. The more satisfied you are, the higher the score you should give. The more dissatisfied you are,

the lower the score you should give.

Bread, Baked Goods

& CrackersConfectionery

Information Provided

Base: Ever bought bakery/confectionery Free From products -

179

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Average: 7.7

7.5

1823

3631

29 269 -10

7-8

1-6

Q.12bOn a scale of 1-10 how satisfied or otherwise are you with the information provided on the labelling of the Bread, Baked goods,

Crackers and Confectionary free from foods you have purchased?

Bread, Baked Goods


Value for Money


179

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Average: 6.4

6.3

43 43

30 29

9 7

9 -10

7-8

1-6

Q.12cOn a scale of 1-10 how satisfied or otherwise are you with the value for money of the Bread, Baked goods, Crackers and

Confectionary free from foods you have purchased?

% %

Bread, Baked Goods


Availability of Product


179

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Average: 7.0

6.8

2933

3627

19 199 -10

7-8

1-6

Q.12dOn a scale of 1-10 how satisfied or otherwise are you with the availability of Bread, Baked goods, Crackers and

Confectionary free from foods ?

% %

Bread, Baked Goods



Headline Measures: Baked GoodsBase: Ever bought bakery/confectionery Free From products - 179

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TOTAL MUST EAT HEALTHY

(1-10) (1-10) (1-10)

Overall satisfaction 7.8 8.0 7.7

Information promised 7.7 7.8 7.7

Value for money 6.4 6.3 6.5

Availability 7.0 6.5 7.2


Headline Measures: ConfectioneryBase: Ever bought bakery/confectionery Free From products - 179

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TOTAL MUST EATS HEALTHY

(1-10) (1-10) (1-10)

Overall satisfaction 7.4 7.6 7.4

Information promised 7.5 7.6 7.4

Value for money 6.3 6.1 6.3

Availability 6.8 6.3 7.0


Suggested ImprovementsBase: Ever bought bakery/confectionery Free From products - 179

23

9

8

4

2

2

2

2

9

39

Cheaper price

Wider selection

Availability

Better taste

Better labelling

Fresher

Longer life/long lasting

Less salt

Nothing at all

Don't know

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%

19

11

8

9

2

1

1

1

7

41

%Baked Goods Confectionery


„Ideal‟ „Free From‟ Product Base: Ever bought bakery/confectionery Free From products - 179

50

49

51

23

22

9

2

15

Clear ingredient information on labelling

Low price

Great taste

Texture

Calorie count

Crumbliness

Other

Don't know

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%

53

48

47

23

25

8

2

16

%Baked Goods Confectionery


„Ideal‟ „Free From‟ Product – ConfectioneryBase: Ever bought bakery/confectionery Free From products - 179

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TOTAL FF CONSUMERS

Users ‘Must Eat’ ‘Healthy’

Base: 179 49 130

% % %

Clear ingredient information on labelling 53 56 52

Low price 48 50 47

Great taste 47 52 46

Texture 23 29 21

Crumbliness 8 12 6

Calorie Count 25 33 22

Other 2 2 2

Don't know 16 8 19


Ideal Store Position for „Free From‟ Base: Ever bought bakery/confectionery Free From products - 179

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%

Other

59

28

1

12

In a

specific

‘Free

From’

section

With

mainstream

non ‘Free

From’

products

Don’t know


Ideal Store Position for „Free From‟ Base: Ever bought bakery/confectionery Free From products - 179

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TOTAL FF CONSUMERS

Users ‘Must Eat’ ‘Healthy’

Base: 179 49 130

% % %

In a specific 'free from' section 59 75 53

With mainstream non 'free from' products 28 18 32

Other 1 1

Don't know 12 7 14


National Survey Summary & Conclusions

Just under 200,000 adults purchase Free From foods regularly

because they or a family member have a clinical need to do so. This

group only constitute 1 in 4 of those who purchase Free From foods.

Only one in three of the „Must Eat‟ group ever purchase sugar free

products.

Gluten free and Dairy free are key products for „Must Eat‟ while sugar

free is dominant product for „Healthy‟.

The dominant food category for the „must eat‟ group is bread.

Clear labelling, competitive pricing and taste are the key components

of the ideal Free From product.

In terms of overall evaluation, general feedback is reasonable albeit

reservations particularly exist in relation to value for money.


In Depth Trade InterviewsBackground & Objectives

The in-depth trade interviews were designed to provide insights into

opportunities and trends in the „Free From‟ marketplace as a

complement to the consumer findings from the Barometer survey and

qualitative study.

The informational areas covered in the interview included: relative size

and importance of category at a market level; general dynamics of the

bakery and confectionary sectors; Free From supplier overview; key

brands and category best practice; Free From opportunities and

innovation.

Given the limited Universe of „Free From‟ buyers from the multiples,

four interviews with Trade buyers were conducted for this element of the

research.


In Depth Trade InterviewsHeadline Findings

The current trade view of „Free From‟ is of a small category with potential, currently accounting for

a maximum of 1% of turnover.

While Free From consumers are often considered to be high spend, the key potential for the

category relates to the possible size of the hidden/undiagnosed Free From market.

Free From products are beginning to receive more attention from the trade, albeit that they are

grouped within the broader wellbeing or health category.

Dominant category within Free From is bread and baked goods, with recent „fresh‟ product

developments warmly received by the trade. The greatest scope for further product developments

is also envisaged to be in the bread area.

Not a category that is particularly well branded in the trade view, however Kelkin is recognised and

appreciated as a strong performer.

Little promotional activity to date in a premium priced category but traders are open to the potential

of information based promotional activity.


In Depth Trade InterviewsHeadline Findings

The Free From sector is recognised as growing year on year and

traders are facilitating that growth through some investment activity.

However, current trade strategy might be viewed as wait and see –

with the appreciation that this market may grow rapidly in the coming

years.


Trade Interviews

Bread products are also seen to be developing strongly in an attempt to address historic and

existing issues around taste.

Technical improvements enabling fresh bread products are appreciated by trade and consumers

and typically possess a reasonable and practical shelf life.

Traders found it difficult to provide a detailed percentage breakdown between gas flushed and

fresh, but it is clear that fresh is in the ascendency. In this regard, developments by the Genius

brand are readily acknowledged.

The introduction of new types of speciality breads, such as naan and pitta are seen as exciting

and the initial feedback on taste is typically positive.

Rice cakes are also a key product which are seen to be maintaining their development through the

introduction of new flavours and toppings.

Product developments are viewed as less evident in other Free From product areas with some

suppliers broadly noted as being „quite stagnant‟.


Trade Interviews

The range of Free From suppliers is generally perceived as being broad. Most distributors are

described as being UK based and relationships with these appear largely logistical with sales reps

executing effectively.

Attractive commercial terms appear the norm on products that are largely premium priced.

Promotional activity is also rarely evident in a category where purchasing is often driven by clinical

needs.

However, it is suggested that there is plenty of opportunity to develop promotional activity,

particularly in relation to information and dietary advice based promotions.

Advertising support is considered to be growing but still relatively minor.

Kelkin is the principal Irish brand mentioned and is affirmed as efficient, responsive and

supportive.

The Kelkin brand is generally perceived to have room to develop its offering further in the Free

From category. Indeed trade buyers can suggest that consumers would appreciate and be

reassured by the entry of more well established brands (e.g. Heinz, Knorr) into the Free From

category.


Trade Interviews

Ultimately, the broad trade strategy might be described as being both

optimistic but also somewhat „wait and see‟.

Trade led developments around enhanced in-store positioning and

promotions (information based) are likely to help maintain consistent

growth of a „small‟ category.

The market is also considered likely to go through supplier led

developments that continue to enhance the taste and convenience of

Free From products.

However, a much greater potential can be envisaged through the entry

of a „hidden‟/undiagnosed consumer market which would likely trigger

significantly enhanced trade and established brand activity.


Background & Objectives

The „free from‟ sector represents one of the fastest growing in niche

foods, with the potential to expand into the provision and purchase of

„mainstream‟ food.

As such, Bord Bia decided to conduct consumer and category

research of the „free from‟ category, with a focus on bakery and

confectionery.

Ultimate aim of the research was to gather benchmark information

on consumer behaviour and attitudes regarding free from food

category, with a view to verifying opportunities, stimulating growth

and fostering manufacturer relationships with retailers.

A modular research approach was adopted, incorporating

qualitative and quantitative consumer research, along with trade

depth interviews.

This section of the report covers the consumer qualitative module.


Background & Objectives

Specific objectives of this module were to explore:

• Consumer definition and meaning of category

• Analyse how decisions are made

• Consumer led segmentation and labelling of bakery and

confectionery sectors

• In-depth understanding of the in-store experience

• Explore drivers and barriers to the category as a whole

and the bakery and confectionery sectors in particular


Methodology

A series of focus groups was conducted, to the following

specification:

Group No. Gender Age Disposition Location

1 Male/Female As falls ‘Must eat’ Dublin

2 Male/Female As falls ‘Must eat’ Dublin

3 Male/Female 25-40 Healthier Dublin

4 Male/Female +40 Healthier Cork

Fieldwork was conducted during the week commencing Monday, 13th

December, 2010.


Free From Food: A Multi-Faceted

Category

In the main, the term „free from‟ for this broad category does seem

to be a familiar one to most consumers.

The category does however tend to be sub-categorised in

accordance with a number of differing yet integrated variables,

including:

• Nature of condition suffered from

• Chilled versus dry foods

• Specially produced versus mass produced products

The above distinctions, which co-exist in the mind of the consumer,

have practical and emotive implications as to how free from products

are marketed and merchandised , as is discussed in subsequent

sections of this report.


Free-From Consumer Segments

All in all, sufferers appear reasonably

satisfied with the range and quality (but

not price) of products available, and

the dietary solution often appears to be

simply to eat „very plain‟ (non-

specialist) food.

Specialist foods most often

purchased/consumed include:

- soya milk

- soya yogurts

- goat‟s milk

- flour-based products

LACTOSE INTOLERANCE COELIAC DIABETES

Arguably the product area with the

greatest commercial potential given

that coeliacs tend to point to the fact

that they have to be careful of

practically all products they consume:

“You are talking about lactose. Try

eating gluten free which is

everything!”

Products particular attention need to

be paid to by coeliacs includes:

- bread - biscuits

- soup - sauces

- pasta

NB: many point out that many

gluten-free products have a very

high fat/saturated fat content

The onset of diabetes seems to be

particularly traumatic, not least due

to the sense in which sufferers

perceive there to be an inevitable

degenerative element to the

condition.

The sense of trauma tends to be

greater amongst type 2 diabetics,

who will often have been diagnosed

quite late in life, and will thus need

more „hand-holding‟ as they adapt

to their new dietary regime.

Products particularly sought after

for this segment include:

- Biscuits

- Confectionery

Although of course the entire diet

is affected


Free From Category Purchaser: A

Key Distinction

Adult purchasers

This segment can be further broken down into

those who have had special dietary needs for

all/most of their life, and those who have

developed ailments (e.g. diabetes) in later life.

The latter are often characterised by a deep

FRUSTRATION with the need to change their

lifestyles „overnight‟.

The notion of the consumption of free from

foods as a means of PREVENTING the onset

of further dietary conditions also begins to

emerge amongst middle aged and older

consumers, and this could represent a

significant opportunity for the category in the

future.

BOTH CONSUMER & PURCHASERPURCHASER ONLY

Purchasing for a child (from birth to adult

children living at home), although also

includes some female consumers shopping

for their husband.

Can display acute signs of ANXIETY due to

their desire to protect their charge‟s physical

welfare on the one hand, and a fear that

he/she may be unable to lead a „normal‟ life

on the other.


Free From Food Categories

As identified on the previous chart, the most commonly spoken of

Free From Foods are more likely to be staples, with confectionery

tending to be primarily referred to in relation to diabetics.

With the exception of rice cakes (which fulfil the role of semi-sweet

snacks for some – as a potential substitute for confectionery),

specialist sweets and chocolate are deemed to be inordinately

expensive, and not particularly gratifying from a product consumption

perspective.

Confectionery products/brands mentioned spontaneously included

Weight Watchers, (although not strictly viewed as a „free from‟

brand), Kelkin, Mrs. Crimbles.

One key segment representing potential for the Free From

confectionery sub-category is the children‟s gluten-free market, with

some acknowledgement that there has been significant NPD in the

area in recent years.


Free From Food Consumers: Key

Challenges TodayEating Out:

Whether for themselves or their partner/children/dependents, eating out in

restaurants is invariable described as a „nightmare‟ for those in need of „Free From‟

food products.

Out of home eating behaviour varies depending on the nature and severity of the

sufferer‟s complaint, and can range from an avoidance of eating out altogether (e.g.

some people with nut allergies) to eliminating certain types of restaurants from the

equation (e.g. Indian/ Italian restaurants for lactose intolerant individuals), to

establishing a personal list of restaurants which are proven to cater for the individual‟s

dietary needs (e.g. clear labelling on the menu, type of food specialised in, etc.)

Lack of Adequate Food Labelling System

Food manufacturers are consistently criticised for a perceived lack of clear labelling

of both ingredients (e.g. nuts/traces of nuts) and/or suitability of products (e.g. coeliac

logo) for specific conditions.



Challenges TodayFood Gratification:

Free From Foods (in general) are often described as „tasteless‟, „dry‟, „unsatisfying‟,

and generally uninspired from a gratification perspective.

Particular food types singled out in this regard include chocolate/confectionery,

bread, sauces and soups.

Striking the Right Dietary ‘Balance’

Whether concerned with their own, or a dependent‟s dietary requirements, many

point out that “no two people are the same” when it comes to devising the most

appropriate food plan for their specific needs. A significant amount of trial and error is

often required in doing so, often over the course of a number of years.

The optimum solution is often a mix of everyday food products, specialist free from

brands/products and, more often than not, the elimination of certain food categories

from the diet altogether.



Challenges TodayMaintaining a Normal Lifestyle:

Understandably, those with special dietary requirements would like to live as normal

a lifestyle as possible, from being able to eat outside the home, when and where they

want, to being able to avail of suitable easy-to-prepare/convenient foods in the home.

This theme of „normalcy‟ will be an important one from both an NPD, and a

communications point of view as the broad Free From category continues to grow.

Free From Food Information Support Systems

A number of respondents made reference to (with some being members of) the

Coeliac Society of Ireland. A key benefit of membership of the Society is clearly

access to its food list of suitable manufactured products, with some describing it as a

„Godsend‟.

Discussion of the listing prompted others in the focus groups to wonder aloud as to

why the food retailers and manufacturers do not co-operate closely with such bodies in

the labelling, signposting and general communication of products suited to sufferers of

various conditions.


Free From Food: Where Purchased

Most acknowledge that “all the main

supermarkets” carry a range of „Free

From‟ products, with Tesco praised by

some in this regard for its free from

bread range.

Superquinn was nevertheless praised

by some as having forged links with

the Irish Coeliac Society.

While SuperValu and Dunnes were

mentioned by others as having

improved the range and display of Free

From products recently.

MAIN MULTIPLES SPECIALIST HEALTH SHOPS/

ARTISAN PRODUCERSONLINE

Many consumers speak of having to

purchase particular products in

specialist food outlets, because

they simply are not available in the

main supermarkets.

A number of consumers have

begun to purchase certain products

through specialist websites (the

same price as in the shops, but with

everything under the one „roof‟).

Interestingly, one or two spoke of

attempting to search the „Free

From‟ products on main retailer

websites, only to draw a complete

blank or to be presented with dairy

free products only.


Free From Food: Key Brands (Top

of Mind)As mentioned, many „main brand‟ products are spoken of within the

context of the „free from‟ category (e.g. pastries and wine gums for

lactose intolerant children) with brand less of an issue here than it would

be for specialist free from products.

Key free from brands mentioned spontaneously in all four focus

groups included:

http://www.dovesfarm.co.uk/


Pricing & Promotional Activity

As mentioned previously many automatically refer to „free from‟ foods as being „very expensive‟

compared to their „main brand‟ alternatives.

Crucially, the vast majority feel they are being taken advantage of in this regard, and are paying

well over the odds even allowing for the high costs they assume are involved in producing specialist

goods of any type.

Typically, a gluten free loaf of bread or bag of flour is deemed to be up to three times the price of a

regular alternative, driving many consumers to prepare as many free from foods themselves, „from

scratch‟!

To compound the issue, few can recall specific promotional activity in the general Free From

category, although any type of special offers would clearly be appreciated.


NPD Opportunities: Spontaneous

Before being presented with any design test material, respondents were asked what their priorities

would be for new Free From Food products.

The type of products most frequently mentioned included:

• Ready made bread. Specifically, bread that does not need to be toasted/microwaved, is

soft in texture, and tastes like „real bread‟

• Lactose free ice cream (for kids, but also an opportunity for adults)

• Gluten free pastry/frozen pastry

• Gluten free soups and sauces (made from potato or corn starch?)

• Muesli/breakfast cereal

• Gluten free products that aren‟t high in calories!

• Good quality pizza base


NPD Opportunities: Specialist

versus Main BrandWhile most Free From products are perceived to be produced by specialist manufacturers, there is

a low level awareness of emerging main brand propositions.

Specifically, Avonmore Lactose Free Milk, McCambridges Gluten Free Bread and Knorr Gluten

Free Gravy and Soup were all mentioned by respondents as the conversation unfolded.

While some queried the practicalities of mass produced Free From products (due to the often-

stated need to produce such products in a „sterile‟ environment, free from cross contamination),

most assumed that this could be readily resolved in practice.

Indeed, Free From products produced by major brands are likely to assume the values of the

mother brand, and help dissipate the underlying feeling expressed by such consumers that they are

not being taken seriously.

Note, these consumers will expect main brand Free From products to be less expensive than

specialist brand alternatives.

A significant growth in such main brand products would also have implications from an in-store

category management perspective.


Key Conclusions

The Free From Food category is a multi-faceted one, incorporating a range of savoury, sweet,

dried and chilled goods, both „specialist‟ and mainstream.

Key consumer needs are dictated first and foremost by consumer segment, and these break out

into three main groupings:

• Coeliacs (the „core‟ driver of the Free From market)

• Lactose intolerant (an important segment, often overlapping with the above)

• Diabetics

A fourth „latent‟ segment also arguably exists. That is, the section of the population which currently

suffers from food intolerances, but are heretofore undiagnosed.


Key Conclusions

Furthermore, there is a significant opportunity in stretching the Free From Food category to

incorporate non-food intolerant family members who wish to eat the same foods as sufferers in the

home, and indeed, the broader „health conscious‟ population who may wish to introduce a limited

number (most likely gluten free) of healthier products to their diet at a broad market level.

In addition, people in the early stages of a food intolerance/medical condition may be convinced to

consume more Free From products as a means of preventing a deterioration in their condition,

and/or the contraction of another.

While it is generally acknowledged that the range and (to a lesser extent) the quality of Free From

products has improved in recent years (including bakery and confectionery products) there is still

seen to be an insufficient number of such products in existence. This limitation in product range is

compounded by the fact that the multiples are seen to be generally providing a poor and

inconsistent range of foodstuffs, with the category in general deemed to be exorbitantly expensive.

Slide 55 lists the products which respondents suggested would benefit from new product

development. There may of course be others which, when presented, to the consumer, would be

received just as enthusiastically.


Key Conclusions

No one brand is seen to dominate the Free From market, regardless of product sub-category in

question.

A whole range of brands was however mentioned with quite some consistency across the four

consumer focus groups, with the vast majority of them deemed to be „specialist‟ food producers,

skilled in the manufacture of such products, and produced in particularly clinical production facilities.

This is not, however, to say that the marketing of Free From product ranges from mainstream

brands would be rejected. In fact, the notion was received quite positively by most respondents, on

the basis that main brand manufacturers are likely to have the resources required to mass produce

specialist products to the highest of standards and, presumably, on a more cost effective basis.

The in-store merchandising/category management of Free From Foods emerges as quite a bone

of contention for these individuals.


Key Conclusions

Apart from the perceived problems with consistent stocking of products and an inadequate mix

and range of goods to begin with, the following issues are noted:

• Free From fixtures are often located at a number of differing, often far-flung, positions

within the store.

• Thus, gluten free, lactose free, sugar free, etc. products may be situated at different

points across the store.

• Even where a single/main free from fixture exists, it is often located in an out-of-the-way

location in the store, and can by definition be missed by any shoppers other than regular

users of the outlet.

• Where single/main Free From fixtures exist, they are often brand-blocked, whereby the

potential to pick up an inappropriate product (e.g. a food with wheat content for coeliacs)

is heightened.

With regard to layout of the fixture, the shopper requires that manufacturers raise their game with

regard to the clear labelling of „mainstream‟ brands which may nevertheless be suitable for coeliacs,

diabetics, etc.


Key Conclusions

With regard to communications messaging, tone and style, the following pointers might be noted:

• Consumers are likely to respond positively to any messaging built around the

convenience of pre-prepared Free From products.

Many of these individuals are spending an inordinate amount of time preparing foods

„from scratch‟ in the kitchen, due to the fact that they do not trust current labelling and

merchandising practices in-store.

• The marketing of Free From products as appropriate for both sufferers of food

allergies/intolerances and other members of their family as healthier alternatives is also

likely to strike a chord, particularly in families with small/teenage children.

• Any sensorial cues (whether on marketing communications material, packaging, etc.)

which „dials up‟ the taste, flavour, aroma, etc. of the products are likely to resonate,

assuming of course that the product can actually deliver on these properties in reality!


Key Conclusions

The introduction of in-store promotions and price offers can only serve to address the issue of

Free From Food price premia, as well as begin to position the broader category as one which is a

more mainstream/‟normal‟ one.

Finally, all of these individuals are in need of regular information and up dates on the types of food

stuffs available to suit their, and their dependents conditions. A more focused programme of

partnership between bodies such as the Coeliac Society of Ireland and the Food Retailers and

Manufacturers would assist in reassuring the consumer of the seriousness with which their needs

are being addressed, thereby engendering greater consumer loyalty in the long run.


Please see www.bordbiavantage.ie for more

information for small business and join our new

online Forum

For more information please contact

Linda Cullen at [email protected]

Tel: 01-6142278

http://www.bordbiavantage.ie/

mailto:[email protected]

Research on „Free From‟ foods - Bord Bia · opportune to undertake consumer and category...

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