1. Gluten Free & Food Allergies Update
THE TARGET DEMOGRAPHIC
I D E N T I T Y B E H A V I O U R
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
20
40
60
80
100
120
140
160
18-24 25-39 40-59 60+
PROPORTION INDEX
MILLENNIALS
40% 40% 31%
MORE LIKELY
TO AVOID DAIRY
OR LACTOSE
MORE LIKELY
TO AVOID WHEAT
OR GLUTEN
MORE LIKELY TO
AVOID RED MEAT
OR POULTRY
UK 16-34 year olds are more influenced
by new ‘free from’ lifestyles
56%
SOCIAL
GRADE ABC1
(ix103)
39%
HOUSEHOLD
INCOME £20K-£50K
(ix103)
25%
SINGLE
(ix115)
51%
DON’T LET THEIR FAMILIES
EAT JUNK FOOD
(ix103)
64%
OFTEN SNACK
BETWEEN MEALS
(ix113)
48%
RARELY ORDER
TAKEAWAYS
(ix121)
52%
ARE THE SOLE HOUSEHOLD
GROCERY SHOPPER
(ix122)
24%
MALE
76%
FEMALE
To find out more about your consumers and how to reach them through your communications, contact
MDs Stuart Feather or Simon Crunden • 0131 230 0110 • www.republicofmedia.co.uk • @wearerom
Over 960,000 adults in the UK now have a wheat or gluten
intolerance with younger audiences over-indexing
£
Source: Yougov.
N.B. Consumer & Lifestyle
- Allergies and food
intolerances: Wheat/gluten
equal to YesSample: 1,305
Source: Yougov.
Source: Mintel Reports