September 2016

The FreeFrom consumer

• 15 minute online survey conducted among YouGov panellists.

• Fieldwork was undertaken in August 2016.

• Research was conducted among a nationally representative sample of 1067 UK adults, with a further boost of 333 interviews were conducted with those cutting down on gluten and/or dairy.

• We then conducted some YouSayvideo selfies with respondents.

Method

Who is the FreeFrom consumer?

Our research has highlighted two key audiences for FreeFrom foods.....

4

Those with a food allergy or intolerance and coeliacs (or

living with a sufferer)

Those choosing to cut down gluten, dairy or other foods

A quarter of UK households are affected by food sensitivities

5

1 in 6 (17%) of the UK population consider themselves

to have a food allergy or intolerance – most not diagnosed by a medical professional

Base: Total natrep sample (1067)S1. Do you suffer from any food allergies or intolerances? Please select all that apply.householdQ2. And which, if any, of these people in your household have a food allergy or intolerance? Please select all that apply.

…and nearly a quarter (23%) of UK households include at least one allergy or intolerance sufferer

No change to these levels since last year

5% have a sensitivity to gluten/wheat

6% have a sensitivity to dairy/lactose

13% of the population are cutting down gluten, while a further 8% would like to

6Base: Total natrep sample (1067) / Parents (277)Q3B_1. Thinking about the following types of ingredients, which of these statements best describes your own eating habits? Q3_child_1. Thinking about the following types of ingredients, which of these statements best describes the foods you buy or prepare for your child(ren)?

2%

2%

7%

8%

5%

63%

13%

2%

4%

6%

7%

4%

63%

14%

Completely avoid it

Prefer to eat foods without it

Try to limit amount

Would like to cut down

Have previously cut down, but don’t any more

Not trying to cut down

Don’t know what this is

2015 2016

13% of the population are

cutting down on gluten (up from 10%)

16% of parents are cutting down the amount of

gluten they give their kids (up from 14%)

1 in 7 are cutting down their intake of dairy

7Base: Total natrep sample (1067) / Parents (277)Q3B_1. Thinking about the following types of ingredients, which of these statements best describes your own eating habits? Q3_child_1. Thinking about the following types of ingredients, which of these statements best describes the foods you buy or prepare for your child(ren)?

2%

3%

7%

7%

4%

65%

11%

2%

4%

8%

8%

6%

62%

10%

Completely avoid it

Prefer to eat foods without it

Try to limit amount

Would like to cut down

Have previously cut down, but don’t any more

Not trying to cut down

Don’t know what this is

2015 2016

14% of the population are

cutting down on dairy (up from 13%)

15% of parents are cutting down the amount of

dairy they give their kids (no change)

The majority of those cutting down do not have a diagnosed sensitivity

8

7% of these have a diagnosed sensitivity to gluten

77% do not have a sensitivity to gluten

13%are cutting down on gluten

14% are cutting down on dairy

16% of these have a suspected sensitivity to gluten

7% of these have a diagnosed sensitivity to dairy

80% do not have a sensitivity to dairy

13% of these have a suspected sensitivity to dairy

There is very high crossover between gluten and dairy behaviour

9

55% of those with a sensitivity to gluten also have a sensitivity to dairy

58% of those who are cutting down on gluten are also cutting down on dairy

19% of UK adults are cutting down on gluten and/or dairy

Via our Profiling tool, YouGov Profiles, we can see that compared to the population those who are cutting down on gluten/dairy are more likely to be:

Who is cutting down gluten/dairy?

Female(59%)

Aged 25-44(40%) and 65+ (24%)

Exercisers(74% exercise at least once a week)

• Don’t mind paying more for organic

• Concerned about Free Range food

• Make an effort to buy FairTrade

• Like to look at where products made/grown

• Buy from companies whose ethics I agree with

• Spirituality is important to my life• Prefer going to places never been to before• Surround myself with diverse range of cultures• Tend to avoid High Street chains

• 71% describe diet as healthy

• 6 in 10 say they look out for advice on healthy living

• 2/3 say they pay more attention to the nutritional content than they used to

• 7 in 10 say they try to eat as cleanly and naturally as possible

Vegetarian(15%)

0%4%

15%

20%

11%14%

11%

14%

Under 12 13-17 18-2425-34 35-44 45-5455-64 Over 65

Age at which started to cut out/down gluten or dairy

Cutting down is a recent move for most, with 18-34 a key age – but over a quarter made the change aged 55+

6%

55%Booked an appointment25%

24%Booked an appointment19%

25%

18%

19%

23%

22%

13%

10%

9%

12%

5%

3%

12%

9%

Gluten

Dairy

Within the last 6 months 6-12 months ago 1-2 years ago

3-5 years ago More than 6 years ago I have never eaten it

Don't know

28

60% within last 2 years

66% within last 2 years

Base: All cutting down gluten/dairy or have done in past (171/217)Q3b_1. How long ago did you start to cut out or down the amount of gluten/dairy you eat? Qxa_1. And how old were you when you started to cut out or down the amount of gluten/dairy you eat?

When started to cut out/down gluten or dairy

5%3%

11%

18%

12%15%

18%

9%

Those cutting out gluten are most likely to avoid it at home or work, while allowing themselves leeway when out of home

38

Meals at home

30%

32%

30%

8%

62%

Cut out completely Rarely Sometimes Often

43%

26%

25%

6%

69%

At work

24%

25%

43%

8%

51%

28%

32%

33%

6%

60%

26%

29%

36%

9%

55%

Eating outOther people’s housesEating on the go

Base: All cutting down gluten including boost (325)Q. You mentioned that you were trying to cut down or out gluten. How much of the time do you cut this out of your diet in the following situations?

Gluten habits

53% don’t worry if they do eat some gluten

21% limit the amount they eat at home/work but don’t worry when

they’re eating out

27%

27%

38%

8%

54%34%

29%

30%

7%

63%

The same is true for those cutting out dairy, who are more likely to avoid it at work in particular

38

28%

29%

36%

6%

57%

Eating outOther people’s houses

33%

32%

27%

8%

65% 51%

26%

17%

6%

77%

Meals at home

Cut out completely Rarely Sometimes Often

At work

Eating on the go

Base: All cutting down dairy including boost (380)Q. You mentioned that you were trying to cut down or out dairy. How much of the time do you cut this out of your diet in the following situations?

Dairy habits

53% don’t worry if they do eat some dairy

21% limit the amount they eat at home/work but don’t worry when

they’re eating out

Is FreeFrom the “new normal”?

37% of UK adults agree

“Being gluten or dairy-free is pretty normal

these days”

25% agree/28% disagree

“People who are gluten or dairy-free are still seen as

unusual” …but 47% agree

“I think being gluten or dairy-free is still pretty challenging”

45% agree

“You see a lot of gluten-free and dairy-free

products around these days”

26% agree

“You see a lot of gluten-free and dairy-free

options on restaurant menus these days”

Base: Natrep sample (1067) Q. To what extent do you agree or disagree with these statements?

How does FreeFrom fit into the wider health context?

Many are cutting down as part of general move towards a healthier lifestyle….

16 Base: All cutting down or have cut down gluten/dairy (141/192)Qxb_2. Thinking back to when you decided to cut out or down the amount of gluten/dairy you eat, which if any of the following influenced your decision?

29%

24%

22%

18%

16%

7%

6%

3%

27%

29%

23%

16%

10%

5%

6%

4%

Gluten Dairy

Factors in deciding to cut down gluten/dairy

Was the result of a specific concern about my health

Was part of a general decision to lead a healthier lifestyle

Suggested by my doctor or other health professional

Read an article/saw a programme about it

Recommended to do so by a friend or family member

Tried an alternative product and preferred the taste

Other family member didn’t eat it

My parents didn’t give me food with this in it when I was growing up

44% made this change as part of a conscious effort to eat

more healthily

For 1 in 5 it also coincided with trying to lead a more

active lifestyle

Those who are cutting down are particularly looking for organic, vegetarian foods which don’t contain artificial or GM ingredients

17

58%

56%

50%

44%

38%

38%

31%

30%

30%

27%

25%

24%

22%

21%

17%

Eating more fruit and vegetables

Lowering my sugar intake

Eating more freshly prepared and less processed food

Doing more cooking from scratch

Lowering my fat intake

Choosing food which doesn’t contain artificial ingredients

Lowering my salt intake

Eating more naturally low fat foods

Eating less meat/choosing more vegetarian options

Lowering my calorie intake

Eating more low fat versions of regular brands

Lowering my carbohydrate intake

Eating more organic food

Choosing food which doesn’t contain GM ingredients

Eating more protein

Changes being made to diet

Base: All cutting down gluten/dairy (203)Q. Thinking about your diet, which of the following, if any, are you actively doing these days? Please select any that apply.

Over-indexes among those cutting down

gluten/dairy

Sugar and fat are the key considerations when choosing what to eat

18

53%

45%

35%

35%

8%

16%

12%

9%

11%

14%

8%

63%

58%

48%

40%

30%

26%

22%

22%

20%

19%

19%

Sugar content

Fat content

Salt content

Calorie content

Whether it is free of specific ingredients (e.g.gluten, dairy)

Whether it contains genetically modifiedingredients

Carbohydrate content

Whether it’s organic

Whether it’s vegetarian or vegan

Fibre content

Protein content

UK adults Cutting down gluten/dairy

Considerations when choosing what to include in diet

24% of UK adults don’t consider any of these – but only

5% of those cutting down

Base: All cutting down gluten/dairy (134/159)Q. Which of these, if any, do you consider when choosing which foods to eat or drink and which products to buy? Please select all that apply.

Those cutting down are more likely to consider ethical aspects, particularly the environment

19

36%

24%

27%

19%

16%

18%

14%

46%

34%

32%

30%

28%

25%

23%

Whether it is produced or grown by a Britishcompany

Whether it’s Fairtrade

The animal welfare policies of the company

The ethics of the company

Environmental aspects

Whether it’s produced by a small independent company or a larger company

Air miles/how far it has travelled

UK adults Cutting down gluten/dairy

Considerations when choosing what to include in diet (2)

Base: All cutting down gluten/dairy (134/159)Q. Which of these, if any, do you consider when choosing which foods to eat or drink and which products to buy? Please select all that apply.

Over-indexes among those cutting down

gluten/dairy

.. and 8 in 10 say they have experienced benefits of cutting down

20

55% fewer digestive

issues

34% less tired/more

energy

32% easier to manage

weight

18% improved skin

Base: All cutting down gluten/dairy (134/159)Qxf. Have you noticed any other changes since you cut down or out gluten/dairy, that you think is the result of doing so?

Perceived side benefits of cutting down gluten/dairy

44% fewer digestive

issues

36% easier to manage

weight

30% less tired/more

energy

16% improved skin

FreeFrom foods

Usage of FreeFrom foods has increased significantly among those cutting down

22

25% 26%

45% 47%40%

55%

38%

54%16% 16%

17% 16%23%

24%

23%

26%

28% 27%16% 18%

27% 22% 26%16%

Have bought

Would consider buying

Unaware

Awareness and purchasing of FreeFrom foods

Base: Total Nat Rep sample (1067) / Allergy/intolerance suffers (189) / Cutting down on gluten (134) / Cutting down on dairy (159)FF1. Before taking this survey, how aware, if at all, were you of ‘FreeFrom’ branded foods?FF3new_3. Which of the statements below best describes your attitude towards 'Free From' foods?

Totalpopulation

Allergy/ intolerance

sufferers

Cutting down on gluten

Cutting down on dairy

2015

201520152015

2016

20162016

2016

15% 16%

Usage of FreeFrom foods has increased significantly among those cutting down

23

25% 26%

45% 47%40%

55%

38%

54%16% 16%

17% 16%23%

24%

23%

26%

28% 27%16% 18%

27% 22% 26%16%

Have bought

Would consider buying

Unaware

Awareness and purchasing of FreeFrom foods

Base: Total Nat Rep sample (1067) / Allergy/intolerance suffers (189) / Cutting down on gluten (134) / Cutting down on dairy (159)FF1. Before taking this survey, how aware, if at all, were you of ‘FreeFrom’ branded foods?FF3new_3. Which of the statements below best describes your attitude towards 'Free From' foods?

Totalpopulation

Allergy/ intolerance

sufferers

Cutting down on gluten

Cutting down on dairy

2015

201520152015

2016

20162016

2016

15% 16%

Point of sale is the main route into discovering FreeFrom, but advertising by supermarkets has had an impact

24

Source of awareness of FreeFrom foods

Base: Aware of FreeFrom foods (792)FFnew_1. How did you FIRST become aware of 'Free From' foods? Fnew_2. Where else have you heard or seen of 'Free From' foods?

Seeing the products instore remains the key source of

awareness – 8 in 10 mention supermarkets and 1 in 6 mention specialist food shops

Advertising is mentioned by 3 in 10

– significantly up from 2015

Word of mouth remains an important source,

mentioned by a quarter

Despite their interest in healthy eating, many buyers are unclear about the nutritional profile of Gluten Free foods….

25

28% believe gluten free products tend

to be higher in sugar (32% disagree)

30% believe gluten free products tend

to be more processed (31% disagree)

16% believe gluten free products tend

to be higher in fat (42% disagree)

22% believe gluten free products have a better

overall nutritional profile (40% disagree)

Base: buyers of gluten free foods (171)FFxc_6. Thinking specifically about gluten free food products, how do you think these compare to non-gluten free equivalents?

Nutritional perceptions of gluten free products among buyers

7%

12%

16%

13%

20%

29%

30%

46%

59%

57%

46%

44%

43%

39%

33%

25%

15%

14%

Poor Excellent/Good

… but healthiness is well-rated, while cost, choice and availability remain the main areas for improvement

26Base: Have bought gluten free products (308) / dairy/lactose free products (299)FFnew_10_1. Thinking about the gluten/dairy/lactose 'Free From' ranges that are available across the categories you buy, how would you rate them on each of the following aspects?

Quality

Healthiness

Availability where I usually shop

Taste

Choice of different products

Availability of own label options

Choice of different brands

Value for money

Availability at convenience/smaller shops

Rating of gluten / dairy free products

5%

7%

17%

6%

24%

33%

35%

32%

63%

61%

49%

44%

52%

29%

22%

22%

19%

11%

Natural products are appealing, as are those with additional fortification and vegetarian options

27

Appeal of gluten free products…

Without artificial ingredients

Naturally gluten free

With additional protein

Gluten and Dairy Free

With added vitamins/minerals

Vegetarian

Vegan

67%

64%

54%

43%42%

31%

Base: All cutting down gluten/dairy (134/159)FFxb. How appealing would each of the following be to you?

Appeal of dairy free products…

Without artificial ingredients

Naturally dairy free

With additional protein

Gluten and Dairy Free

Vegetarian

Vegan

56%

63%

50%

42%

36%

47%With added vitamins/mineralsWith additional calcium

Key Considerations

28

FreeFrom is becoming increasingly mainstream - a fifth of UK adults are cutting down the amount of gluten and/or dairy they are eating (with many cutting down both). Consumers of all ages are doing so – not just millennials!

Those who are cutting down are often doing so as part of a general bid to live more healthy lives. They’re likely to be interested in other nutritional benefits

… and they’re also interested in ethical and environmental aspects

There is interest in naturally FreeFrom products which don’t have artificial ingredients, as well as fortified and vegetarian options

For further information please contact:

Louise Vacher

Consulting Director – Consumer

T: +44 (0) 207 012 6156

E: louise.vacher@yougov.com