free from foods n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Free From Foods PowerPoint Presentation
Download Presentation
Free From Foods

Loading in 2 Seconds...

play fullscreen
1 / 32

Free From Foods - PowerPoint PPT Presentation


  • 81 Views
  • Uploaded on

Free From Foods. FDIN seminar, 22 nd September 2011. Contact details. The presentation will be uploaded to the FDIN site, but if you really need something sooner: Email: djago@mintel.com. Today’s presentation. Brief market perspective Some topline points on the consumer

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Free From Foods' - ria-phelps


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
free from foods

Free From Foods

FDIN seminar, 22nd September 2011

contact details
Contact details
  • The presentation will be uploaded to the FDIN site, but if you really need something sooner:

Email: djago@mintel.com

today s presentation
Today’s presentation
  • Brief market perspective
  • Some topline points on the consumer
  • Look at two main segments:
    • Wheat-/gluten-free
    • Lactose-free/-reduced
  • Focus on new product development
    • Leading categories, growth areas
    • The UK versus other markets
    • Positioning of Free From foods
  • Some thoughts for the future
why is free from important
Why is “free from” important?
  • Up to 45% of the UK population now have a food allergy or intolerance (Allergy UK report, October 2009)
    • Women, children and the ethnic population are most affected
  • According to the British Nutrition Foundation (BNF) and Allergy UK, 1-2% of adults suffer from an allergy, compared to 5-8% of children
    • Estimated 1% of the population have coeliac disease
    • But a further 10% follow a gluten-free diet as a lifestyle choice, according to Coeliac UK
  • BNF estimates that 5% of the British white population are lactose-intolerant, with higher incidence among the ethnic population
  • One in ten consumers will avoid certain foods just ‘to be on the safe side’, according to Mintel’s consumer research…
it s a growing market
It’s a growing market

Gluten-free, dairy-free and other free-from foods, estimated UK retail sales value

32% growth 2009-2011

Source: Mintel, based on Symphony IRI Group InfoScan

a market dominated by two main segments
A market dominated by two main segments

Gluten-free, dairy-free and other free-from foods, estimated UK retail sales value

£m

Source: Mintel

a handful of leading brands
A handful of leading brands
  • Estimated value of UK brands in the gluten-free, dairy-free and other free-from foods sector, 2010

Source: Mintel

consumer high levels of avoidance for dairy lactose and wheat gluten
Consumer: High levels of avoidance for dairy/lactose and wheat/gluten
  • Types of food/ingredients avoided, July 2011

Source: Toluna/Mintel

consumer motivation more than a need to basis
Consumer motivation: more than a “need to” basis
  • Food sensitivity and dietary limitations in households, July 2011

Source: Toluna/Mintel

consumer attitudes to free from foods
Consumer attitudes to “free from” foods
  • Attitudes towards specialist dietary food, July 2011

Source: Toluna/Mintel

gluten wheat free foods
Gluten-/wheat-free foods
  • Traditionally the largest market segment
  • Estimated retail value of £135 million in 2011, with 10% growth year on year
  • Factors for growth:
    • Increased distribution
    • Entry of new brands and high levels of new product activity
    • Private label range expansion
    • And the “Djokovic factor”…!
in npd uk leads in gluten free
In NPD, UK leads in gluten-free…
  • European new product introductions of gluten-free bakery, pasta and breakfast cereals, January 2009 to June 2011
npd in gluten free foods is generally strong in europe
NPD in gluten-free foods is generally strong in Europe
  • European new product introductions of gluten-free bakery, pasta and breakfast cereals
  • Growth in all segments except pasta
npd in gluten free foods is more sporadic in the uk
NPD in gluten-free foods is more sporadic in the UK
  • UK new product introductions of gluten-free bakery, pasta and breakfast cereals
  • Significant growth in cereals, cakes and baking mixes
private label takes an important share of gluten free npd
Private label takes an important share of gluten-free NPD
  • UK new product introductions of gluten-free bakery, pasta and breakfast cereals
  • Note c. 30% share of gluten-free NPD taken by private label, versus 50% in total categories
gluten free bread focus on quality freshness
Gluten-free bread: focus on quality, freshness
  • 10% of consumers ate/bought specialist free-from bread in 2010; on a par with functional/enriched bread (11%)

Warburtons Gluten- and Wheat-Free range

Genius Gluten-Free Fresh Bread

gluten free cereals polarisation of positioning
Gluten-free cereals: polarisation of positioning

Focus on natural/organic

Focus on the familiar

Kallo Foods’ Free To Enjoy Honey Nut Flakes

Doves Farm Organic Gluten-Free Cocoa Rice

gluten free home baking covering all the angles
Gluten-free home-baking: covering all the angles

Everyday favourites

Speciality bread mixes

Isabel's Naturally Free From Cheese Bread Mix

Mrs Crimble's Home Bake range including this Pancake Mix

wider potential in gluten free meal solutions
Wider potential in gluten-free meal solutions?

Frozen convenience foods

Sauces

Seitz gluten-free pasta sauces, Germany

Bofrost Free pizza and pasta range, Germany

dairy lactose free foods
Dairy-/lactose-free foods
  • Estimated £143 million retail sales in 2011, overtaking the gluten-/wheat-free segment
  • 8% growth in the last year, but nearly 40% growth since 2009
  • Soy-based products a key driver:
    • Initially sought by lactose-intolerant consumers, now appeal to a broader market as part of a healthy balanced diet
    • Command increasing shelf space in multiple retailers
    • Soy milk is now consumed by as many adults as organic milk (3%), and a higher number than enriched or functional milk (1%)
  • Soy dominates in dairy-free, but the choice of alternatives is ever expanding: rice, oats, coconut, almonds, hazelnuts, hemp and more…
uk only a small player in lactose free npd
UK only a small player in lactose-free NPD
  • European new product introductions of lactose-free and lactose-reduced foods, January 2009 to June 2011
npd in lactose free recovers in europe
NPD in lactose-free recovers in Europe
  • European new product introductions of lactose-free and lactose-reduced foods
  • Dairy category accounts for 40% of total
npd in lactose free in the uk appears to grow but limited activity
NPD in lactose-free in the UK appears to grow, but limited activity
  • UK new product introductions of lactose-free and lactose-reduced foods
  • Dairy accounts for more than half of all NPD
private label npd in lactose free is low
Private label NPD in lactose-free is low…
  • UK new product introductions of lactose-free and lactose-reduced foods
  • Private label activity is low, and shrinking
lactose free dairy not just soy
Lactose-free dairy – not just soy

Purity, health

Firmly health positioned

Braham & Murray’s Good Hemp dairy-free alternative, a natural source of omega-3

Oatly Healthy Oat Dairy-Free Alternative to Cream, UK

positioning of lactose free dairy products
Positioning of lactose-free dairy products

Soy, organic, BFY

Easily digestible

Arla’s Lactofree yogurts

Provamel Bio organic soy yogurts

recent activity noted in cheese segment
Recent activity noted in cheese segment

Dairy-based

Soy-based

Dairy-based

Lactofree semi-hard cheese, UK

Life Free From Parmazano, UK

Milram Burlander cheese slices, Germany

strong development in german desserts market
Strong development in German desserts market

Specialist supplier

Retailer

Mainstream supplier

Lupinesse “ice cream”, dairy-free and entirely plant-based

Bofrost Free lactose-free frozen tart

Coppenrath & Wiese Cafeteria frozen desserts

conclusions and points for the future
Conclusions and points for the future
  • Strengths
  • Weaknesses
  • Free from foods can capitalise on healthy eating trends
  • Free from fits with rise in “natural” healthy eating, and greater transparency over ingredients and formulation
  • Growing interest from mainstream brands that invest in the market
  • Limited consumer resistance to new brands and private label – good news for evolution of the category
  • Recessionary impact affects a third of consumers
  • Negative taste perceptions persist in some segments
  • High pricing is an obstacle to trial for consumers buying in to the “healthy lifestyle”
  • “Field support” works for the dedicated core market, but lack of promotional activity restricts wider potential
  • Separate fixtures similarly a potential weakness
where next
Where next?
  • Future potential depends largely on the ability to tap into the “healthy lifestyle” mindset
    • Which is controversial, for some
  • Free from foods, like all other foods in the mainstream, need to adopt additional values:
    • Health attributes
    • Environmental benefits
    • Convenience
    • As well as taste and texture
david jago

David Jago

Director of Innovation & Insight

0207-606-4533

djago@mintel.com