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FDIN Annual FreeFrom Allergy and
Intolerance Summit
Update on UK FreeFrom
Consumers
18th
September 2013
Accelerating growt...
Please note: This presentation contains
video files which cannot be viewed in
this format, to watch the full version
email...
Our approach
Accelerating growth & innovation
• Mixed sample of 28 medically diagnosed intolerants,
active allergen avoide...
Broad Category Insights….
Accelerating growth & innovation
• Keeping costs down – the 20% price hike for the privilege
• M...
Specific Insight Areas for Growth
A number of possible platforms have been identified as having potential…
Insight 1. All ...
Insight 1:
All in one would make life easier
• Consider both GF&DF choices…
• People aren't just thinking about one allerg...
Insight 1:
All in one would make life easier
Accelerating growth & innovation
Insight 2:
Snacking out of home is hard
• Taking food out takes real planning and is inconvenient
• Convenience is a key d...
Insight 2:
Snacking out of home is hard
Accelerating growth & innovation
Insight 3:
Food service need to up their game,
although there are a couple of star players
• Wagamamas have hit the spot…
...
Insight 3:
Food service need to up their game,
although there are a couple of
star players
Accelerating growth & innovation
Insight 4:
Kids want to belong, not feel special needs
• A few new choices, although quite polarising…
• Normal brands are...
Insight 4:
Kids want to belong, not feel special needs
Accelerating growth & innovation
Insight 5:
Shopping freefrom is far from normal. It takes more
time and the trade are not keeping up with demand,
unless y...
Insight 5:
Shopping freefrom is far from normal. It takes
more time and the trade are not keeping up with
demand, unless y...
Insight 6:
Freefrom is not always the healthiest choice.
There are charlatan categories and brands…
• Sugar and sat fats a...
Insight 6:
Freefrom is not always the healthiest choice.
There are charlatan categories and
brands…
Accelerating growth & ...
Key Take Outs
Accelerating growth & innovation
A category ripe for growth
New audiences will grow the sector, convenience ...
Accelerating growth & innovation
We look forward
to making your
business thrive.To watch this presentation in full please ...
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Thrive presentation at FDIN FreeFrom Allergy & Intolerance Summit 2013

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Claire Nuttall from Thrive Unlimited presents the gaps & insights that will fuel category growth in FreeFrom at the FDIN FreeFrom Allergy & Intolerance Summit 2013.

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Thrive presentation at FDIN FreeFrom Allergy & Intolerance Summit 2013

  1. 1. FDIN Annual FreeFrom Allergy and Intolerance Summit Update on UK FreeFrom Consumers 18th September 2013 Accelerating growth & innovation
  2. 2. Please note: This presentation contains video files which cannot be viewed in this format, to watch the full version email Thrive who will be happy to share it with you: Claire.Nuttall@thriveunlimited.co.uk Accelerating growth & innovation
  3. 3. Our approach Accelerating growth & innovation • 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 platforms based on insight identified for growth
  4. 4. Broad Category Insights…. Accelerating growth & innovation • 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
  5. 5. 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 freefrom is far from normal Insight 6: Freefrom is not always the healthiest choice. There are charlatan categories and brands… Accelerating growth & innovation
  6. 6. 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…
  7. 7. Insight 1: All in one would make life easier Accelerating growth & innovation
  8. 8. 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…
  9. 9. Insight 2: Snacking out of home is hard Accelerating growth & innovation
  10. 10. 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...
  11. 11. Insight 3: Food service need to up their game, although there are a couple of star players Accelerating growth & innovation
  12. 12. 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
  13. 13. Insight 4: Kids want to belong, not feel special needs Accelerating growth & innovation
  14. 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 • 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
  15. 15. 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
  16. 16. Insight 6: Freefrom 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
  17. 17. Insight 6: Freefrom is not always the healthiest choice. There are charlatan categories and brands… Accelerating growth & innovation
  18. 18. Key Take Outs Accelerating growth & innovation 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
  19. 19. Accelerating growth & innovation We look forward to making your business thrive.To watch this presentation in full please contact Claire and we will happily share it with you. Why not set up a meeting with Thrive to discuss the growing freefrom market and opportunities for your business. Claire Nuttall +44 (0)7721 784 301 claire.nuttall@thriveunlimited.co.uk thriveunlimited.co.uk Alistair Vince Watch Me Think alistair@watchmethink.com

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