trends in free-from: consumer motivations & innovation...
TRANSCRIPT
Trends in Free-From: Consumer Motivations & Innovation
Snapshot
Tanvi Savara
Consumer Insight Analyst
Food Matters Live, 22nd November 2016
Canadean’s primary consumer research
2
In 2016, we surveyed over 50,000 respondents
in 51 countries worldwide
Countries surveyed via online mode / countries surveyed via mobile mode
…and Innovation Tracking
Discover trends and inspire new innovation
There are 8 mega-trends, broken down into 63 sub-trends
Free-From aligns with multiple TrendSights
trends
Free-From overview
Consumer motivations for Free-From
Global Innovation Snapshot
ForeSights
Agenda
No longer a niche
Milk alternatives will take the lead
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
Soymilk + Grain, Rice, Nut, Seed Drinks White milk
CAGR Volume Growth 2016-21
Africa Asia MENA
North
America
East
Europe
Latin
America
West
Europe Australasia
Profiling the “Free-From” consumer
31% 36% 41% 26% 23% 28%
Consumers most likely to limit or avoid their intake of the following, 2016
Images: Shutterstock.com Source: Canadean’s Q3 global survey, 2016
Free-From overview
Consumer motivations for Free-From
Global Innovation Snapshot
ForeSights
Agenda
“Free-From” motivations vary
Chosen avoidance Forced avoidance
Images: Shutterstock.com
Forced avoidance: opting for medical
reasons
21% are limiting or avoiding gluten
for allergy or intolerance
reasons1
23% are limiting or avoiding dairy
for allergy or intolerance
reasons1
Source: [1] Canadean’s global survey, 2013
Chosen avoidance: lifestyle choices
Healthy living Weight management
46% limiting or avoiding dairy
proactively seek products
which improve their health1
50% limiting or avoiding gluten
proactively seek products
which improve their health1
45% limiting or avoiding dairy are
actively trying to lose weight2
45% limiting or gluten are actively
trying to lose weight2
Source: [1] Canadean’s global survey, 2014 [2] Canadean’s Q3 global survey, 2016
Free-From overview
Consumer motivations for Free-From
Global Innovation Snapshot
ForeSights
Agenda
Global Innovation Snapshot
Positioning
Coconuts Nuts Vegetables &
Pulses
Ingredients
Simplicity Healthy
Indulgence
Images: Shutterstock.com
Ingredients Focus: Coconut Branches Out
Consumers’ health
perception of coconut1
66%
4%
Go Veggie Lactose & Soy Free
Snack Bars
• 50% lesser fat than ordinary
cheese
• Stretches and melts just like
ordinary cheese
• Siracha flavor first in the
market
Siete Cassava & Coconut
Tortillas
• Made using coconut flour
• “Crafted with high-quality
pastured pork lard, used in
traditional, handmade flour
tortillas”
• Paleo-friendly
Source: [1] Canadean’s Q2 global survey, 2015
Ingredients Focus: Nuts for Nuts!
Consumers who think the
following have a positive
impact on health1
79% Almonds
72% Hazelnuts
Milkadamia
• Made from Australian-sourced
macadamia nuts that grow
from “ground zero”
• Targeted specifically at
baristas
• “Better taste and texture than
other milk alternatives”
Simple Mills Pizza Dough Mix
• Made with almond flour,
coconut flour, and ground flax
• Paleo-friendly
• “Less than half the sugar and
carbs of leading baking mix
brands”
Source: [1] Canadean’s Q2 global survey, 2015
Ingredients Focus: Green Delight
56% are trying to eat
vegetables as much as
possible1
32% are trying to eat pulses
as much as possible1
Veggemo
• Claims to be first and only
non-dairy cow’s alternative to
“originate from vegetables”
• Pea protein, tapioca from
cassava roots, and starch
from white potatoes
Really Healthy Pasta Mung
Bean Fusilli
• “Single ingredient” pasta
range
• Grain-free, organic, vegan
• 1 cup = 1 cup of vegetables
Source: [1] Canadean’s Q3 global survey, 2016
Positioning Focus: Simplicity
58% focus on one or two
key things when
reading the labels on
food and drink products1
70% find products formulated
with the lowest number
of ingredients
appealing2
Images: shutterstock.com Source: [1] Canadean’s Q2 global survey, 2015 [2] Canadean’s global survey, 2014
Simplicity: examples we like
One brand, one message Short ingredient lists
Oatly
• Oat-based milk drinks
• Packaging cues reinforces
product applications
RxBar Protein Bar • Calls out short ingredient list
“upfront”
• “No B.S.” + dairy-free
• Brand name has a healthy
connotation
Positioning Focus: Healthy Indulgence
Top 5 priorities when shopping for
food and drink
22%
25%
27%
35%
41%
Trust/familiarity with themanufacturer or brand
The ingredient listgenerally
Price versus comparableoptions
Nutrition information
The flavour
Image: shutterstock.com Source: Canadean’s global survey, 2013
Healthy Indulgence: examples we like
Booja Booja • “Takes cues from premium dairy
ice creams”
• Made with cashew
• Sweetened with agave or coconut
syrup
• “Carefully sourced organic
ingredients”
Pure Genius Brownies • “Good for you treat that actually
tastes good!”
• <200 calories
• Made with chickpeas
• Gluten-, soy-, and nut-free
• “Excellent source of protein and
fiber”
Free-From overview
Consumer motivations for Free-From
Global Innovation Snapshot
ForeSights
Agenda
Concepts that could shape free-from in
the future
Kebari Banana flour
Kebari
Source: [1] CSIRO, April 14, 2016;
What is it? • World’s first gluten-free barley
approved by WHO
• Gluten content less than 5 ppm (below
WHO cut-off for 20ppm for “gluten-
free” products)
So what? • German brewer Radeberger first beer
brand to use Kebari barley in its
Pionier gluten-free beer
• Scientists are working on a hull-less
version of Kebari for application
outside of beer, suitable for breakfast
cereals, soup, pasta, and bread
Banana Flour
What is it? • Flour made from green bananas
• Resistant starch – controls blood sugar levels
and helps keep fuller for longer
• Rich in potassium and minerals
• Slightly nutty, nearly “clean” flavor
So what?
Crek Crek Biscoito
de Polviho
Source: Canadean’s Product Launch Analytics
Please keep in touch…
Tanvi Savara [email protected]
Follow me on twitter: @tanvi_canadean
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