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What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary
What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary
What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary
What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary
What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary
What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary
What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary
What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary
What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary
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What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary

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Understand worldwide perspectives from gluten and allergen free consumers, hospitality and food service providers conducted by Kim Koeller and her team at Gluten Free Passport. …

Understand worldwide perspectives from gluten and allergen free consumers, hospitality and food service providers conducted by Kim Koeller and her team at Gluten Free Passport.

Discover 6 key global market research highlights including:

* Top priorities for future advancement
* Guests as a profitable and loyal market
* Eating out and traveling trends
* Taste is top consideration
* Tremendous gap in perspectives of understanding special diets
* Quality of life impacts

The GlutenFree Passport<sup>®</sup> and AllergyFree Passport teams are internationally recognized speakers, consultants and authors of the 9-time award winning book series Let’s Eat Out with Celiac/Coeliac and Food Allergies! Kim Koeller, President and CEO led the team to conduct this leading edge research to educate individuals and businesses worldwide on gluten and allergen free lifestyles.

Kim and her team are also the creators of innovative iPhone, iPod touch and iPad applications – iEatOut Gluten & Allergen Free and iCanEat OnTheGo Gluten & Allergen Free purchased in over 60 countries worldwide.

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  • 1. Understanding Gluten and Allergen-Free Experiences Worldwide Executive Summary of: Landmark research sponsored and funded exclusively by AllergyFree Passport® and GlutenFree Passport® © 2010 AllergyFree Passport. All Rights Reserved. Global Perspectives of Consumers, Hospitality & Food Service Market Research
  • 2. Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide AllergyFree Passport® and GlutenFree Passport® would like to thank all of the individuals, businesses, associations & quality assurance experts that shared their valuable time and ideas to help make this market research possible.p p The level of commitment, motivation and desire to make a difference is evident in the quality, integrity and openness of responses received, all of which are sincerely appreciated! A special thanks to the organizations listed below for supporting this initiative to deliver the broad geographic audience, high quality representative sample and comprehensive understanding of today’s global gluten and allergen-free environment. • Action Against Allergy - UK • Allergic Living • Allergy Moms • Allergy New Zealand • AllergyKids • Coeliac New Zealand • Coeliac UK • Dietitians & Gluten Intolerance • Food Allergy Connection • Food Allergy InitiativeAllergyKids • American Celiac Disease Alliance • Anaphylaxis Australia • Arico Natural Foods • Association of European Coeliac Societies • Canadian Celiac Association • Case Consulting • Celiac Disease Foundation Food Allergy Initiative • Foods Matter • Gluten Free Classes • GlutenFreeda • Gluten Free Food and Allergy Shows • Gluten Intolerance Group • Kids with Food Allergies • National Foundation for Celiac Awareness On a worldwide basis, there are currently over 300 million individuals managing special diets resulting in: • Celiac Disease Foundation • Celiac Sprue Association • Celinal Foods • Coeliac Australia • National Foundation for Celiac Awareness • Parents of Kids with Food Allergies • Shepherd Works Australia • Various Consumer Support Groups g • Decreased quality of life • Ever-rising number of gluten and allergen-free lifestyles • Lack of empirical market data & general public awareness To help address these market challenges, AllergyFree Passport® and its affiliate GlutenFree Passport®, leading global health consulting firms, exclusively sponsored and funded this unique three-dimensional research study. The international market research scope included compiling data & analyzing results from three key target groups: 1. Individuals living with celiac / coeliac disease and gluten-free diets 2. People managing food allergies, anaphylaxis and intolerances 3 H it lit & f d i f i l t i t th d f i l di t t Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 2 3. Hospitality & food service professionals catering to the needs of special diets guests
  • 3. Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide The international findings from 35 countries deliver an innovative 360 degree view of market trends and expectations based on quantitative & qualitative insights from: • Over 2,500 gluten & allergen-free consumers, g g • Almost 200 hospitality respondents representing 2,000+ establishments As more and more individuals require gluten and allergen-free diets, the demand for higher levels of awareness and knowledge is needed in the global marketplace. There are tremendous business opportunities for increased revenues from this potentially loyal, repeat and profitable consumer segment once special diet customers feel safe eating both inside and outside their This executive summary highlights 6 of the key market research findings: own homes. Widespread global understanding of gluten and allergen-free needs by family, friends, schools, work and business is crucial to increasing the quality of life desired by all! This executive summary highlights 6 of the key market research findings: 1. Food service, products and medical are top priorities for a global call to action! 2. Gluten & allergen-free guests are a profitable and loyal market globally. 3. Majority of consumers eat out less representing significant opportunities. 4. Taste of food is the top consideration in purchasing decisions. 5. Tremendous gap exists in perspectives of understanding special diets. 6. Quality of life and society are significantly impacted by gluten & allergen-free diets. Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 3
  • 4. Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide #1 Food Service, Products and Medical Are Top Priorities For a Global Call to Action! In order for individuals to regain their quality of life, the following key initiatives are identified asg q y , g y priorities throughout the next 1 – 2 years across the globe. While some dramatic gaps exist between guests & hospitality, consumers and businesses alike agree upon the recommended call to action to remedy the current challenges associated with gluten and allergen-free living. Gluten & Allergen-Free Awareness Initiatives Products - Wider Selection & Better Taste Expanded Training - Food Service Providers 59% 44% 72% 48% 73% 78% Increased Training - Medical Professionals 48% Response Only Applicable for Gluten & Allergen-Free Consumers Gluten & Allergen-Free Guests (N=2,536 ) Hospitality & Food Service (N=176) Key: 62% of the hospitality and food service respondents #2 Gluten & Allergen-Free Guests Represent a Profitable and Loyal Market Globally consider gluten & allergen-free guests as a new and profitable consumer segment translating into potential increased revenue streams for food service providers. In addition, once gluten & allergen-free guests feel f d ti fi d ith th i ti i thsafe and satisfied with their eating experience, they return to the same establishments over 80% of the time, reflecting an extremely loyal and repeat customer base! Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 4
  • 5. Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide 100% #3 Majority of Consumers Eat Out Less Representing Significant Opportunities Guests 50% 0% 50% 100% 20% Gluten and allergen-free guests indicate that some of the reasons for eating out less throughout the past year include: • Lack of knowledgeable personnel • Safety of meals • Fear of gluten / allergic reaction Significant Dining Out Same/More Guests Dining Out Less -100% -50% -80% Guests are also traveling less than one year ago due to a number of concerns including: • Eating out in restaurants • Availability of special meals and/or snacks Gluten & Allergen-Free Guests (N=2,536 ) g Opportunity for Consumers & Business and/or snacks Although guests managing special dietary concerns are currently eating out less worldwide, food service is experiencing a rising demand for gluten and allergen-free meals due to the increased consumer population managing gluten & allergen-free lifestyles. The demand for new, delicious gluten and allergen-free products has been increasing dramatically on a worldwide basis. Although there have been continual improvements, special diet consumers are still an under-represented market segment. #4 Taste of Food Products is the Top Consideration in Purchasing Decisions 90% of gluten and allergen-free customers rank taste as their top priority above nutrition, convenience and even price. Businesses need to consider these key factors while developing manufacturing distributing and selectingdeveloping, manufacturing, distributing and selecting new special dietary food products to offer customers and guests. The majority of gluten and allergen-free individuals rely on books, support groups and the internet as valuable informational sources for adapting to their Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 5 p g special dietary lifestyles.
  • 6. Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide Consumers’ perceptions of food service providers’ knowledge of gluten and allergen-free diets is quite different than the industry’s viewpoint of its own level of understanding. # 5 Tremendous Gap Exists in Perspectives of Understanding Special Diets The gap depicted below, indicates that consumers believe less than 10% of eating establishments have a ‘very good’ or ‘good’ understanding of gluten and allergen-free diets. However, hospitality and food service believe that up to 40% of establishments understand these requirements. There is also a vast disconnect in priorities for eating out between guests and food service. 10% 30% 40% 15% Significant Gap Between Consumers & Gluten& Allergen-Free Consumers (N=2,536 ) Hospitality & Food Service Key reflecting ‘very good’ or ‘good’ understanding of diet: >1% >1% #6 Quality of Life and Society are Significantly Impacted by Gluten & Allergen-Free Diets Fine & Casual Dining Restaurants, Fast Food & Caterers Cafeterias, Hospitals, and Healthcare Travel Providers & Specialists (1) Business Hospitality & Food Service (N=176) (1) Reflects Airline Food Service Providers, Airports, Cruise Ships, Resorts, Spas & Travel Agents Social Gatherings 77% #6 Quality of Life and Society are Significantly Impacted by Gluten & Allergen-Free Diets Managing gluten and allergen-free diets impacts overall quality of life – social, physical well-being and emotional! Family, friends, schoolmates, business colleagues and even children’s playmates are also significantly affected. Family Life Health Travel Daily Foods Eating Out Social Gatherings 23% 24% 37% 40% 73% 77% Work Schools & Camps Family Life 9% 18% 23% Gluten & Allergen-Free Consumers (N=2,536 ) In summary, this innovative market research shows that the quality of life for those impacted by special diets around the world can be improved and enhanced by increased awareness and Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 6 understanding of dietary needs. At the same time, it illustrates that hospitality and business, in general, are missing opportunities to capture this untapped and under-represented segment of the global population that could lead to greater financial return!
  • 7. Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide High Level Demographic Profiles of Guest and Hospitality Respondents Over 125,000 questions were answered, resulting in 3,500+ qualitative comments, from the 2,700-plus global respondents from 24 May – 16 November 2007. The following attributes and characteristics reflect each of the three target groups Gluten-Free Survey Respondents Allergen-Free Survey Respondents Number of Participants 1,955 581 Overview of 2,536 Gluten and Allergen-Free Consumer Respondents characteristics reflect each of the three target groups. Health Considerations 82% Celiac/Coeliac 79% Anaphylaxis Years of Age 48% over 45 56% under 15 The majority of consumer respondents are female and have been managing their special dietary lifestyles for over 3 years. There is a cross-over between groups as over 40% of gluten-free respondents have other food allergies or sensitivities while over 40% of allergen-free consumers are allergic or anaphylactic to wheat or gluten Overview of 176 Hospitality Respondents Representing 2,000-Plus Eating Establishments Casual Dining Restaurants Quick Service/ Respondents by Type of Eating Establishment• Cross section of positions including owners, chefs, managers and staff are allergic or anaphylactic to wheat or gluten. 3% 1% 39% 18% 13% 12% 8% 6% Cafeterias/ Institutional Airlines/Airport Food Shops Resorts/Spas Banquets/Caterers Fine Dining Restaurants Quick Service/ Fast Food • 52% multi-site establishments • 43% with seating capacity for 100+ guests • Varying levels of understanding 6% Hospitals/Healthcare Varying levels of understanding and experiences in gluten & allergen-free meal preparation 2,700-Plus Total Respondents from 35 Countries (g) = Gluten-Free Respondents (a) = Allergen-Free Respondents (h) = Hospitality Respondents 1. Algeria(g/h) 2. Argentina(g/h) 3. Australia(g/a/h) 4. Austria(a) 5. Bahamas(a) 6. Barbados(g) 7 Belarus(a) 10. Canada(g/a/h) 11. China(a) 12. Czech Republic(g/a) 13. Denmark(a) 14. Finland(g) 15. France(g) 16 Germany(g/a) 19. Ireland(g) 20. Italy(g) 21. Luxembourg(g) 22. Malta(g) 23. Mexico(a) 24. Netherlands(g) 25 New Zealand(g/a) 28. Spain(g) 29. Switzerland(g) 30. United Kingdom(g/a/h) 31. United States(g/a/h) 32. Uruguay(g/a) 33. Uzbekistan(g/a) 34 Vanuatu(g/a) Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 7 7. Belarus(a) 8. Belgium(g/a) 9. Brazil(g/a) 16. Germany(g/a) 17. Hungary(g) 18. India(g) 25. New Zealand(g/a) 26. Portugal(g) 27. South Africa(g/a) 34. Vanuatu(g/a) 35. Vatican City(g)
  • 8. Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide Knowledge is Power! By increasing further awareness of special dietary needs, we believe that this landmark globaly g p y g market research will encourage and help justify new business offerings addressing the ever- rising portion of the world population managing gluten and allergen-free diets. At the same time, we hope that these findings empower individuals with additional knowledge to live a better quality of life around the world. Evolving WorldwideEvolving Worldwide Special Diets LandscapeSpecial Diets Landscape Offerings Enriched Quality of Life Awareness Acceptance Support Understanding Research & Continued Worldwide Educational Initiatives & Universally Accepted Working Together- We Can Enrich Gluten and Allergen-Free Lifestyles Worldwide! Prevalence Improvements Way of Life To access the Detailed Report Table of Contents and ordering information, visit one of our websites below. For additional information, consultations or tailored presentations, please contact: Virginia Beauchamp Director of Research vbeauchamp@allergyfreepassport.com Or contact us via phone at one of our global offices: Chicago IL USA: 312 952 4900 ● London UK: 44 0800 011 2542 Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 8 Chicago, IL USA: 312 952 4900 ● London UK: 44 0800 011 2542 Sydney, NSW Australia: 61 1800 451 637
  • 9. Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide 9. AllergyFree® Passport and GlutenFree Passport® Worldwide Capabilities Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 9

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