assessing consumer demand for free from products in...

Assessing consumer demand for free from products in Foodservice

Emma Read

Director of Marketing & Business Development

18 November 2014

• Some context

• What consumers tell us they want

• The Operator perspective

• FreeFrom on menus

• What next?

FreeFrom in Foodservice

Some context

Not a new topic?!

The Foodservice market is a big opportunity!

• 7.8m meals

• Served from 260,000 outlets

• £44.9bn of sales

Source: Horizons Market Structure and Trends 2013

A variety of outlets to communicate the message

Market Structure by Number of Outlets Market Structure by Food and Beverage Sales


Greater independent presence in some sectors - a challenge

4.8% 4.4%

1.5%

4.7% 2.9%

-2.5%

-0.5% -0.3%

1.9%

-50%

-40%

-30%

-20%

-10%

0%

10%

£0

£2

£4

£6

£8

£10

£12

£14

Food S

ales

£Bill

ion 2

013

Ind. Sales £Bn 2013

Gp. Sales £Bn 2013

% change 2012-13

F&B Sales

Total £44.9 Bn

Group 58%

2012-13 3.4%


What consumers tell us they want

A third of consumers mention at least one health/lifestyle factor affecting choice of where or what to eat

Source: Eating Out-Look Consumer Survey July 2014. Base: Adults who eat out (2,214)

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

December 2013

June 2014

More than one in ten are looking for vegetarian options

Women generally more interested in these issues than men

(particularly calorie, low fat, vegetarian)

Awareness of allergens labelling legislation gradually increasing

Source: Eating Out-Look Consumer Survey July 2014. Base: Total sample (2,366)

13% 16%

13% 17%

41% 37%

33% 30%

0%

20%

40%

60%

80%

100%

December 2013 June 2014

Unaware & not bothered

Unaware but welcome

Aware & not bothered

Aware & welcome

Majority (67%) unaware of changes

53% welcome the changes though

26% 33%

Awareness of changing legislation in relation to labelling

of allergens

The operator perspective

Issues impacting dishes you serve now or in future

61

43

22

19

12

7

73

50

24

26

20

7

78

60

21

27

28

10

0 20 40 60 80 100

Gluten Free

Dairy Free/Lactose Intolerance

Salt Levels

Calorie Info

Free from..in general

None

%

Autumn 2013

Spring 2014

Autumn 2014

9 in 10 claim specific issues affected dishes served/will serve in the future

Gluten Free tops the list, with dairy / lactose free also increasingly influential

Source: Eating Out-Look Operator Survey Base: All Respondents: Autumn 2013: (230), Spring 2014: (296),

Autumn 2014 (292)

Much greater awareness within the industry

BUT almost 1 in 4 still not

aware

27 34

23

26

31

30

46

34

47

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Autumn 2013 Spring 2014 Autumn 2014

Aware and already made changes

Aware but no action yet

Not aware

Source: Eating Out-Look Operator Survey Base: All Respondents: Autumn 2013: (230), Spring 2014: (296),

Autumn 2014 (292)

Awareness of changing legislation in relation to

labelling of food allergens

FreeFrom on menus

What menus?

Source: Horizons Menurama Summer 2014

0

5

10

15

20

25

30

Num

ber

of Fo

odse

rvic

e B

rands

Winter 2012

Summer 2013

Winter 2013

Summer 2014

‘Healthy/lifestyle’ factors Dietary requirements

Healthy/Lifestyle eating increasingly sophisticated

• FreeFrom foods on the increase

• Other lifestyle factors continue to be important, but FF driving the

growth Source: Horizons Menurama Summer 2014

Brands with gluten free menu options on the increase


• 23% brands in Menurama now have gluten free options

• Up from 21% in Summer 2010

• Expected to increase significantly by December 2014

10%

20%

30%

Summer Winter Summer Winter Summer Winter Summer Winter Summer

2010 2011 2012 2013 2014

As are the number of lines available

Brands offering GF

dishes

Asda

ASK

Bella Italia

Caffe Nero

Café Zest

Carluccios

Costa Coffee

Domino's Pizza

EAT

Eating Inn

Fayre & Square

Flaming Grill

Frankie & Benny's

Giraffe

Greene King Local Pubs

Hungry Horse

Itsu

John Barras

La Tasca

Las Iguanas

Le Pain Quotidien

Leon

Little Chef

Old English Inns

Patisserie Valerie

Piccolino

PizzaExpress

Pitcher & Piano

Sainsbury's Café

Starbucks

Strada

T.G.I. Fridays

Tesco Café

Wetherspoon

• 300% increase since Summer 2011

• Over 135% increase YOY and season on season


Carluccio’s Gluten Free menu

Filmore & Union Free From menu


Las Iguanas Gluten Free menu


Pizza Express


Frankie & Benny’s

The messaging is not always so clear…

‘All our food is prepared in a kitchen where nuts,

gluten & other allergens are present. Our menu

descriptions do not include ingredients - if you have a

food allergy, please let us know before ordering. Full

allergen information is available from a team member.’


What next?

• Changing from:

• To:

• And now:

Free From is evolving

It’s a marketing

message

It’s what consumers

want (& expect)

It’s an active reason for

choosing a location

In summary

• Foodservice is a large market with plenty of opportunities

• Consumers are saying they want FF

• Operators are actively making changes to their offer

• With plenty of evidence on menus

• FreeFrom is an active reason for consumers to choose a location

• Don’t miss out!

In summary

Thank you!

[email protected]

assessing consumer demand for free from products in...

Documents