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

    • Executive Summary of: Understanding Gluten and Allergen-Free Experiences Worldwide Global Perspectives of Consumers, Hospitality & Food Service Market Research Landmark research sponsored and funded exclusively by AllergyFree Passport® and GlutenFree Passport® © 2010 AllergyFree Passport. All Rights Reserved.
    • 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 • Coeliac New Zealand • Allergic Living • Coeliac UK • Allergy Moms • Dietitians & Gluten Intolerance • Allergy New Zealand • Food Allergy Connection • AllergyKids • Food Allergy Initiative • American Celiac Disease Alliance • Foods Matter • Anaphylaxis Australia • Gluten Free Classes • Arico Natural Foods • GlutenFreeda • Association of European Coeliac Societies • Gluten Free Food and Allergy Shows • Canadian Celiac Association • Gluten Intolerance Group • Case Consulting • Kids with Food Allergies • Celiac Disease Foundation • National Foundation for Celiac Awareness • Celiac Sprue Association • Parents of Kids with Food Allergies • Celinal Foods • Shepherd Works Australia • Coeliac Australia • Various Consumer Support Groups On a worldwide basis, there are currently over 300 million individuals managing special diets resulting in: 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. Hospitality & f d service professionals catering t th needs of special di t guests 3 H it lit food i f i l t i to the d f i l diets t Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 2
    • 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 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
    • 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 as g 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. 78% Expanded Training - Food Service Providers 72% 73% Products - Wider Selection & Better Taste 44% 48% Gluten & Allergen-Free Awareness Initiatives 59% Key: Gluten & Allergen-Free Guests Response Only Applicable for Gluten & Allergen-Free Consumers (N=2,536 ) 48% Hospitality & Food Service Increased Training - Medical Professionals (N=176) #2 Gluten & Allergen-Free Guests Represent a Profitable and Loyal Market Globally 62% of the hospitality and food service respondents 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 safe and satisfied with th i eating experience, th f d ti fi d ith their ti i 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
    • Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide #3 Majority of Consumers Eat Out Less Representing Significant Opportunities Guests Gluten and allergen-free guests indicate 100% Dining Out that some of the reasons for eating out Same/More less throughout the past year include: 50% Guests 20% Dining Out • Lack of knowledgeable personnel Less • Safety of meals 0% • Fear of gluten / allergic reaction 50% -50% Significant g Opportunity Guests are also traveling less than one for Consumers year ago due to a number of concerns -100% -80% & Business including: • Eating out in restaurants Gluten & Allergen-Free Guests • Availability of special meals (N=2,536 ) 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. #4 Taste of Food Products is the Top Consideration in Purchasing Decisions 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. 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, developing 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 p g special dietary lifestyles. Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 5
    • Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide # 5 Tremendous Gap Exists in Perspectives of Understanding Special Diets 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. 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. 40% 30% Key reflecting ‘very good’ or ‘good’ understanding of diet: Significant Gap 15% Gluten& Allergen-Free Consumers 10% Between (N=2,536 ) Consumers & Hospitality & Food Service >1% Business (N=176) >1% Fine & Casual Dining (1) Reflects Airline Food Service Restaurants, Fast Cafeterias, Providers, Airports, Cruise Ships, Travel Providers & Food & Caterers Hospitals, and Resorts, Spas & Travel Agents Specialists (1) Healthcare #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. Social Gatherings 77% Eating Out 73% Daily Foods 40% Travel 37% Health 24% Family Life 23% Schools & Camps 18% Gluten & Allergen-Free Consumers (N=2,536 ) Work 9% 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 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! Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 6
    • 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 groups. Overview of 2,536 Gluten and Allergen-Free Consumer Respondents Gluten-Free Survey Allergen-Free Survey Respondents Respondents Number of Participants 1,955 581 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 gluten. Overview of 176 Hospitality Respondents Representing 2,000-Plus Eating Establishments • Cross section of positions Respondents by Type of Eating Establishment including owners, chefs, managers and staff Casual Dining Restaurants Quick Service/ Fast Food • 52% multi-site establishments Airlines/Airport 18% Food Shops 39% 1% 13% Cafeterias/ Institutional • 43% with seating capacity for 12% 100+ guests 8% Resorts/Spas Banquets/Caterers 3% Fine Dining Restaurants • Varying levels of understanding 6% and experiences in gluten & Hospitals/Healthcare 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) 10. Canada(g/a/h) 19. Ireland(g) 28. Spain(g) 2. Argentina(g/h) 11. China(a) 20. Italy(g) 29. Switzerland(g) 3. Australia(g/a/h) 12. Czech Republic(g/a) 21. Luxembourg(g) 30. United Kingdom(g/a/h) 4. Austria(a) 13. Denmark(a) 22. Malta(g) 31. United States(g/a/h) 5. Bahamas(a) 14. Finland(g) 23. Mexico(a) 32. Uruguay(g/a) 6. Barbados(g) 15. France(g) 24. Netherlands(g) 33. Uzbekistan(g/a) 7. 7 Belarus(a) 16. 16 Germany(g/a) 25. 25 New Zealand(g/a) 34. 34 Vanuatu(g/a) 8. Belgium(g/a) 17. Hungary(g) 26. Portugal(g) 35. Vatican City(g) 9. Brazil(g/a) 18. India(g) 27. South Africa(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
    • 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 global y 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 Worldwide Special Diets Landscape Enriched Quality of Life Offerings Support Acceptance Awareness Understanding Research Continued Worldwide Universally & Educational Initiatives & Accepted Prevalence Improvements Way of Life Working Together- We Can Enrich Gluten and Allergen-Free Lifestyles Worldwide! 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, Chicago IL USA: 312 952 4900 ● London UK: 44 0800 011 2542 Sydney, NSW Australia: 61 1800 451 637 Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved. www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 8
    • 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