thrive presentation at fdin freefrom allergy & intolerance summit 2013

FDIN Annual FreeFrom Allergy and Intolerance Summit

Update on UK FreeFrom Consumers

18th September 2013

Accelerating growth & innovation

Please note: This presentation contains video files which cannot be viewed in this format, to watch the full version email Thrive who will be happy to share it with you:

[email protected]


Our approach


• Mixed sample of 28 medically diagnosed intolerants, active allergen avoiders and healthy lifestylers

• Self recorded 30-45 minute qualitative interviews with pre set questions, all undertaken in the comfort of their own homes

• Themes and gaps to be addressed identified, key opportunity platformsbased on insight identified for growth

Broad Category Insights….


• Keeping costs down – the 20% price hike for the privilege

• Missing categories, multiple store shopping

• Inferior flavour and texture

• Labels lacking clarity and precision to shop quickly and easily

Specific Insight Areas for Growth

A number of possible platforms have been identified as having potential…

Insight 1. All in one would make life easier

Insight 2. Snacking out of home is hard

Insight 3. Food service need to up their game

Insight 4. Kids want to belong, not feel special needs

Insight 5: Shopping freefrom is far from normal

Insight 6: Freefrom is not always the healthiest choice.

There are charlatan categories and brands…


Insight 1:All in one would make life easier

• Consider both GF&DF choices…

• People aren't just thinking about one allergen, it broadens appeal…

• All in one good for generally health conscious people as well as intolerants…

• If you do both GF and DF, it would still have to taste great…

Insight 1:All in one would make life easier


Insight 2:Snacking out of home is hard

• Taking food out takes real planning and is inconvenient

• Convenience is a key driver in all food categories, yet few choices if you choose free from

• Savoury snacking and variety are issues for the snack category

• What is there that is really handbag friendly? Convenience again…

Insight 2:Snacking out of home is hard


Insight 3:Food service need to up their game, although there are a couple of star players

• Wagamamas have hit the spot…

• Normal places lack choice and alienate

• Service stations lag seriously behind...

Insight 3:Food service need to up their game,

although there are a couple of star players


Insight 4:Kids want to belong, not feel special needs

• A few new choices, although quite polarising…

• Normal brands are what's missing for kids…

• Parties are a nightmare as mums are out of control

Insight 4:Kids want to belong, not feel special needs


Insight 5:Shopping freefrom is far from normal. It takes moretime and the trade are not keeping up with demand, unless you shop online

• Online is far better than going from store to store for each category you want to shop

• One shop simply does not provide all...

• Stocks are always low, better stock control a real issue

Insight 5:Shopping freefrom is far from normal. It takes

more time and the trade are not keeping up with demand, unless you shop online


Insight 6:Freefrom is not always the healthiest choice. There are charlatan categories and brands…

• Sugar and sat fats are the challenge

• Is free from really as nutritious is a question too?

• Brands have been spotted as culprits….

• Categories have been singled out as less healthy

• People do not want to take the consequence of reduced health, unless they are in the 1-2%

• Free from sounds trustworthy, yet isn't always and this needs to be addressed

Insight 6:Freefrom is not always the healthiest choice.

There are charlatan categories and brands…


Key Take Outs


A category ripe for growth

New audiences will grow the sector, convenience will drive sales

Better quality product and brand experiences will deepen trust and broaden appeal

Trade / retail improvements could encourage more destination shopping

Appealing to the worried well, with free from will grow frequency and penetration and help free from brands scale


We look forward to making your business thrive.

To watch this presentation in full please contact Claire and we will happily share it with you.

Why not set up a meeting with Thrive to discuss the growing freefrom market and opportunities for your business.

Claire Nuttall+44 (0)7721 784 [email protected]

thriveunlimited.co.uk

Alistair Vince Watch Me [email protected]

thrive presentation at fdin freefrom allergy & intolerance summit 2013

Health & Medicine