Food Intolerance and Allergies - UK - October 2007

Table of Contents

• Issues in the MarketDefinitions
• Free-from foods
• Excluded
• Key themes
• Market in Brief
• Healthy growth
• Confusion and mis-diagnosis reigns...
• ... but this is helping the market
• A playing field for all
• The future
• Internal Market Environment
• Key Points
• Growing awareness
• Food intolerance and allergies
  • Figure 1: Percentage of Hypersensitivity sufferers, 2007
• Rising awareness is key factor
• Product labelling
  • Figure 2: Agreement with selected lifestyle statements, 2005-07
• Growing media interest equals increased awareness
• Raising awareness = greater propensity to self-diagnose
• The new way to diet
  • Figure 3: Adults who are trying to slim, 2002-06
• Healthy eating and nutrition
  • Figure 4: Agreement with selected lifestyle statements 2003-07
• Ethical issues
  • Figure 5: Agreement with selected lifestyle statements 2003-07
• In-store fixtures
• Championing food intolerance and allergy
• Broader Market Environment
• Key Points
• Demographic changes
• AB socio-economic status growing
  • Figure 6: Changes in socio-economic status, 2002-2012
• Ageing population
  • Figure 7: Changes in UK population by age, 2002-2012
• Children are more pre-disposed to food hypersensitivity
  • Figure 8: Hypersensitivities split by adults and children
• Ethnic diversity a boon to growth
  • Figure 9: Ethnic population, 2001
• Increased intolerances
  • Figure 10: Types of intolerances, 2007
• Food labelling
• Greater importance of food labelling
• More stringent...
  • Figure 11: Major allergenic foods for which there is mandatory labelling in the EU directive *, November 2005
• .... and wider in scope
• And tighter
• Competitive Context
• Key Points
• Abstinence
  • Figure 12: The Abstinence options for a gluten-free diet, 2007
• Traditional versus trendy dieting
• Prescription sales
• Strengths and Weaknesses
• Strengths
• Weaknesses
• Market Value and Forecast
• Key Points
  • Figure 13: Estimated UK retail sales* of gluten-free, dairy-free and other free-from foods, by value, 2002-07
• Market growth....
• ...but price pressure is rising
• No premium options
• Lack of chilled options
• Segment Performance
• Key Points
• Growth abounds
  • Figure 14: Estimated value of UK retail sales of free-from foods, by sector, 2004-07
• Dairy-free is booming
• Consumer going dairy-free
• Mammalian -- sourced dairy-free milk
• Non-mammalian sourced dairy-free milk
  • Figure 15: Dairy-free market, allergens and permissible free from foods, 2007
• Soya market growth from mainstream
• Soya = Alpro
• Soya-free remains niche
• Wheat-free and gluten-free
• Wheat-free
• Gluten-free
• Cereals are growing
• Pasta and bread on prescription
• Others
• Nut-free
• Egg-free
• The future
• Growing trend for self diagnosis
• Compromise of avoidance diet
• More product differentiation and branding
• Forecast
• Continued growth
  • Figure 16: Forecast of the gluten-free, dairy-free and other free-from foods, by value, at current and constant prices, 2002-12
• Free-from foods growth fuelled by a growing AB population
• More individuals swapping into free-from foods
• Factors used in the forecast
• Market Share
• Key Points
  • Figure 17: Estimated value of UK brands in the free-from sector, 2005-07
• The key players come to the fore-front
• Producers are carving out their own section
• Wheat/gluten-free -- when two becomes one
• Own label making a significant impact
• Specialist category producers move into the market
• Product Positioning
• Key Points
  • Figure 18: Price comparisons of free-from foods to rest of market offerings, September 2007
• Companies and Products
• Key Points
  • Figure 19: Brand positioning -- free-from foods, June 2007
• Company profiles
• Alpro
• So Good International
• Nutrition Point
• Dietary Specials
• Trufree
• Orgran
• Gluten Free Foods
• Kallo Foods
• General Dietary (Ener-G)
• Doves Farm
• The Village Bakery
• St Helens Farm
• Yorkshire Farm Bakery
• Others
• Own label
• Brand Communication and Promotion
• Key Points
  • Figure 20: Main monitored media adspend on free-from foods, 2003-07
• Alpro dominates
  • Figure 21: Main monitored media ad spend by brand on free-from foods, 2003-07
• A healthy start...
• Endorsement
• Expertise
• Channels to Market
• Key Points
  • Figure 22: Retail channels of distribution for free-from food, 2005-07*
• Grocery multiples own the market
• Health food shops stunted
• Increase the convenience
• Consumer 1 -- Who -- Usage and Frequency?
• Key Points
• Allergy alert
  • Figure 23: Food intolerance and allergies, August 2007
• Four in ten are affected
• Consumers don' t take risks with children
• Avoiding peanuts is most common amongst whole families
• Non sufferers
  • Figure 24: Agreement with statement food intolerance or allergies do not affect me/my family, by gender, age and socio-economic status, August 2007
• Consumer 2 -- Purchasing Behaviour
• Key Points
• Health not hypersensitivity
  • Figure 25: Purchase of food for allergy intolerances, August 2007
• A healthy choice
• ABs are the key target market
• A lower price offering
  • Figure 26: Purchasing habits of free from foods by gender, socio-economic status and age, August 2007
• Targeting children
  • Figure 27: Agreement with statement I do not buy these products by presence of children in household, August 2007
• Supermarket correlation
  • Figure 28: Correlation of supermarket usage by free from purchasing habits, August 2007
• Appendix
• Abbreviations
• Internal market environment
• Cultural factors
• Increased focus on the management of food hypersensitivity
  • Figure 31: Agreement with selected lifestyle statements, by demographic sub-group, 2007
  • Figure 32: Agreement with selected attitude statements and adults who are trying to slim, by demographic sub-group, 2006
• Broader market environment
  • Figure 33: Population changes, 2002-12
• Consumer 1 -- Detailed demographics
  • Figure 35: Food intolernaces and allergies, August 2007
• Consumer 2 -- Detailed demographics
  • Figure 36: Purchase of food for allergy/intolerances, August 2007
• Consumer 3 -- Attitudes towards foods for food intolerances
  • Figure 37: Frequency of purchase and attitudes to food for food intolerances/allergies, August 2007
  • Figure 38: Food allergies and intolerances by attitudes to foods for intolerances and allergies, August 2007
  • Figure 39: Motivations for purchasing foods for allergies and intolerances by attitudes and frequency of purchase, August 2007
  • Figure 40: Motivations for purchasing foods for allergies and intolerances by attitudes and frequency of purchase, August 2007
  • Figure 41: Food allergies and intolerances by frequency of purchase and attitudes to foods for intolerances and allergies, August 2007
  • Figure 42: Food allergies and intolerances by attitudes to foods for intolerances and allergies, August 2007
  • Figure 43: Cross-tabs of attitudes to free-from foods by attitudes to free-from foods, August 2007
  • Figure 44: Cross-tabs of attitudes to free from foods by attitudes to free from foods, august 2007