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FDIN Annual Free From Allergy and Intolerance Summit Update on UK Free From Consumers

FDIN Annual Free From Allergy and Intolerance Summit Update on UK Free From Consumers 18 th September 2013. Accelerating growth & innovation. Our approach. Mixed sample of 28 medically diagnosed intolerants, active allergen avoiders and healthy lifestylers

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FDIN Annual Free From Allergy and Intolerance Summit Update on UK Free From Consumers

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  1. FDIN Annual Free From Allergy and Intolerance Summit Update on UK Free From Consumers 18th September 2013 Accelerating growth & innovation

  2. 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 Accelerating growth & innovation

  3. 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 Accelerating growth & innovation

  4. 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 free from is far from normal Insight 6: Free from is not always the healthiest choice. There are charlatan categories and brands… Accelerating growth & innovation

  5. 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…

  6. Insight 1:All in one would make life easier Accelerating growth & innovation

  7. 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…

  8. Insight 2:Snacking out of home is hard Accelerating growth & innovation

  9. 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...

  10. Insight 3:Food service need to up their game, although there are a couple of star players Accelerating growth & innovation

  11. 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

  12. Insight 4:Kids want to belong, not feel special needs Accelerating growth & innovation

  13. Insight 5:Shopping free from is far from normal. It takes more time and the trade are not keeping up with demand • 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

  14. 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 Accelerating growth & innovation

  15. Insight 6:Free from 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

  16. Insight 6:Freefrom is not always the healthiest choice. There are charlatan categories and brands… Accelerating growth & innovation

  17. 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 Accelerating growth & innovation

  18. We look forward to making your business thrive. Claire Nuttall+44 (0)7721 784 301claire.nuttall@thriveunlimited.co.uk Alistair Vince Watch Me Think alistair@watchmethink.com thriveunlimited.co.uk Accelerating growth & innovation

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