Assessing consumer demand for free from products in...
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Assessing consumer demand for free from products in Foodservice
Emma Read
Director of Marketing & Business Development
18 November 2014
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• Some context
• What consumers tell us they want
• The Operator perspective
• FreeFrom on menus
• What next?
FreeFrom in Foodservice
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Some context
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Not a new topic?!
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The Foodservice market is a big opportunity!
• 7.8m meals
• Served from 260,000 outlets
• £44.9bn of sales
Source: Horizons Market Structure and Trends 2013
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A variety of outlets to communicate the message
Market Structure by Number of Outlets Market Structure by Food and Beverage Sales
Source: Horizons Market Structure and Trends 2013
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Greater independent presence in some sectors - a challenge
4.8% 4.4%
1.5%
4.7% 2.9%
-2.5%
-0.5% -0.3%
1.9%
-50%
-40%
-30%
-20%
-10%
0%
10%
£0
£2
£4
£6
£8
£10
£12
£14
Food S
ales
£Bill
ion 2
013
Ind. Sales £Bn 2013
Gp. Sales £Bn 2013
% change 2012-13
F&B Sales
Total £44.9 Bn
Group 58%
2012-13 3.4%
Source: Horizons Market Structure and Trends 2013
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What consumers tell us they want
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A third of consumers mention at least one health/lifestyle factor affecting choice of where or what to eat
Source: Eating Out-Look Consumer Survey July 2014. Base: Adults who eat out (2,214)
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
December 2013
June 2014
More than one in ten are looking for vegetarian options
Women generally more interested in these issues than men
(particularly calorie, low fat, vegetarian)
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Awareness of allergens labelling legislation gradually increasing
Source: Eating Out-Look Consumer Survey July 2014. Base: Total sample (2,366)
13% 16%
13% 17%
41% 37%
33% 30%
0%
20%
40%
60%
80%
100%
December 2013 June 2014
Unaware & not bothered
Unaware but welcome
Aware & not bothered
Aware & welcome
Majority (67%) unaware of changes
53% welcome the changes though
26% 33%
Awareness of changing legislation in relation to labelling
of allergens
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The operator perspective
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Issues impacting dishes you serve now or in future
61
43
22
19
12
7
73
50
24
26
20
7
78
60
21
27
28
10
0 20 40 60 80 100
Gluten Free
Dairy Free/Lactose Intolerance
Salt Levels
Calorie Info
Free from..in general
None
%
Autumn 2013
Spring 2014
Autumn 2014
9 in 10 claim specific issues affected dishes served/will serve in the future
Gluten Free tops the list, with dairy / lactose free also increasingly influential
Source: Eating Out-Look Operator Survey Base: All Respondents: Autumn 2013: (230), Spring 2014: (296),
Autumn 2014 (292)
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Much greater awareness within the industry
BUT almost 1 in 4 still not
aware
27 34
23
26
31
30
46
34
47
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Autumn 2013 Spring 2014 Autumn 2014
Aware and already made changes
Aware but no action yet
Not aware
Source: Eating Out-Look Operator Survey Base: All Respondents: Autumn 2013: (230), Spring 2014: (296),
Autumn 2014 (292)
Awareness of changing legislation in relation to
labelling of food allergens
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FreeFrom on menus
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What menus?
Source: Horizons Menurama Summer 2014
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0
5
10
15
20
25
30
Num
ber
of Fo
odse
rvic
e B
rands
Winter 2012
Summer 2013
Winter 2013
Summer 2014
‘Healthy/lifestyle’ factors Dietary requirements
Healthy/Lifestyle eating increasingly sophisticated
• FreeFrom foods on the increase
• Other lifestyle factors continue to be important, but FF driving the
growth Source: Horizons Menurama Summer 2014
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Brands with gluten free menu options on the increase
Source: Horizons Menurama Summer 2014
• 23% brands in Menurama now have gluten free options
• Up from 21% in Summer 2010
• Expected to increase significantly by December 2014
10%
20%
30%
Summer Winter Summer Winter Summer Winter Summer Winter Summer
2010 2011 2012 2013 2014
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As are the number of lines available
Brands offering GF
dishes
Asda
ASK
Bella Italia
Caffe Nero
Café Zest
Carluccios
Costa Coffee
Domino's Pizza
EAT
Eating Inn
Fayre & Square
Flaming Grill
Frankie & Benny's
Giraffe
Greene King Local Pubs
Hungry Horse
Itsu
John Barras
La Tasca
Las Iguanas
Le Pain Quotidien
Leon
Little Chef
Old English Inns
Patisserie Valerie
Piccolino
PizzaExpress
Pitcher & Piano
Sainsbury's Café
Starbucks
Strada
T.G.I. Fridays
Tesco Café
Wetherspoon
• 300% increase since Summer 2011
• Over 135% increase YOY and season on season
Source: Horizons Menurama Summer 2014
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Carluccio’s Gluten Free menu
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Filmore & Union Free From menu
Source: Horizons Menurama Summer 2014
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Las Iguanas Gluten Free menu
Source: Horizons Menurama Summer 2014
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Pizza Express
Source: Horizons Menurama Summer 2014
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Frankie & Benny’s
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The messaging is not always so clear…
‘All our food is prepared in a kitchen where nuts,
gluten & other allergens are present. Our menu
descriptions do not include ingredients - if you have a
food allergy, please let us know before ordering. Full
allergen information is available from a team member.’
Source: Horizons Menurama Summer 2014
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What next?
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• Changing from:
• To:
• And now:
Free From is evolving
It’s a marketing
message
It’s what consumers
want (& expect)
It’s an active reason for
choosing a location
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In summary
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• Foodservice is a large market with plenty of opportunities
• Consumers are saying they want FF
• Operators are actively making changes to their offer
• With plenty of evidence on menus
• FreeFrom is an active reason for consumers to choose a location
• Don’t miss out!
In summary