Research on „Free From‟ foods
December 2010 /January 2011
Growing the success of Irish food & horticulture
AIDAN COTTER
Growing
the success
CHIEF
EXECUTIVE
BORD BIA
of Irish28food
& horticulture
JANUARY
2009
Research Background & Objectives
The „Free-From‟ sector is one of the fastest growing in niche
foods. In certain respects it has the potential to supplant
vegetarianism and veganism as a market driver and, as an
often clinical based food choice, to move into the mainstream
of food provision and purchase.
Given this dynamic, Bord Bia considered the timing
opportune to undertake consumer and category research of
the „free-form‟ category with a focus on the bakery and
confectionery sectors. Behaviour and Attitudes conducted the
research. The data gathered provides benchmark
intelligence on „free-from‟ consumers perceptions and
behaviour and can be used to identify opportunities,
stimulate growth and to leverage relationships with retailers.
Growing the success of Irish food & horticulture
Research Background & Objectives
The key areas of investigation for the research can be summarized as follows:-
•
The ‘free-from’ shopper – the consumer and the market.
A comprehensive benchmark understanding of the „free-from‟ shopper was conducted to
develop a thorough understanding of the broad marketplace.
•
Category: Meaning and Experience.
Appreciate how the category is defined by consumers and what its meaning is to them
•
Marketing Communications
Deliver benchmark measures of awareness and evaluation on various forms of
marketing communications and channels.
•
Trade Perspective
To provide insights from Trade buyers into perceived trends and opportunities for the
Free From category
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Research Approach
A phased research programme was employed to address these
objectives:
Phase 1
The Consumer and the Market
A national benchmark survey via Behaviour & Attitudes Barometer
survey.
Phase 2
The Category - Meaning and Experience
Qualitative research involving Re-Convened group discussions
where respondents were brought in-store as part of a group
accompanied shopping trip.
Phase 3
The Trade Perspective
A series of individual in-depth interviews with Trade Buyers

Research was conducted in December 2010 and January 2011.
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Research Background & Objectives
The national survey was conducted via Behaviour & Attitudes Barometer survey.
Each Barometer survey is based on a nationally representative quota sample of 1,000 adults
(aged 16 years and over) with a fresh sample used for each survey over a two year period.
All interviewing is carried out face-to-face in respondents‟ homes and care is taken to ensure that
the overall interview length does not exceed 35/40 minutes duration.
Interviewing is conducted across 60 separate sampling points for each survey and all aspects of
this Barometer survey are identical to using a bespoke, ad hoc survey approach.
Within each sampling point, respondents are selected on the basis of quota controls relating to
gender, age and social class within region – to ensure that the resultant sample is microcosm of
the national adult population.
All interviewing is conducted by fully trained and experienced members of our field-force, who
work under direct supervision and are subject to rigorous quality controls (personal, postal and
telephone checks). All aspects of our Barometer survey operate within the guidelines set out by
the MRS and ESOMAR (the international industry representative body).
Fieldwork took place between the 16th and 29th November, 2010.
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Free From Foods – Frequency of
Purchase
%
Base: All Respondents 998
78% – never purchased
12 – purchased regularly
5 – purchased occasionally
12
3 – purchased from time to time
5
2 – purchased in the past
3
2
78
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Free From Foods – Frequency of
Purchase
Base: All Respondents 998
Total
Base:
I buy them regularly
(weekly or more)
I buy them occasionally
(monthly or more)
I buy them from time to
time (once every 3
months or longer)
I have bought them in
the past but I no longer
do so
Ever bought
Gender
SOCIAL
CLASS
AGE
REGION
AREA
Users
Men
Women
<34
35-49
50+
ABC1
C2DE
Dublin
Leinster
Munster
Conn/
Ulster
Urban
Rural
998
488
510
367
284
347
428
570
287
255
281
175
161
833
%
%
%
%
%
%
%
%
%
%
%
%
%
%
12
8
15
9
14
12
13
10
20
10
6
10
13
9
5
4
5
4
7
4
7
3
7
2
3
8
5
4
3
2
3
3
4
2
4
2
2
2
4
4
3
2
2
1
3
1
3
3
3
1
2
1
2
5
2
3
22
16
27
18
28
21
28
17
31
16
15
27
24
18
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Attitudes to Free-From Foods
Base: Ever bought Free-From products - 208
%
I have to eat certain 'free from' foods as I suffer from a
condition such as coeliac disease, dairy intolerance
etc.
16
One or more family members must eat certain 'free
from' foods as they suffer from a condition such as
coeliac disease, are dairy intolerant
12
I like these products because I prefer to remove
certain ingredients from my diet
19
I like these products because they are generally
healthier for me.
One or more family members like these products as
they prefer to remove certain ingredients from their
diet
One or more family members like these products
because they are generally healthier
Growing the success of Irish food & horticulture
31
9
15
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„Free From‟ Consumers – Attitudes
to… & Frequency of Purchase
Base: Ever bought Free-From products - 208
%
‘Must Eat’/ Frequent purchaser
25
‘Healthy’ / Infrequent
(186,000)
75
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„Free From‟ Consumers – Attitudes to… & Frequency
of Purchase
Base: Ever bought Free-From products - 208
TOTAL
GENDER
SOCIAL
CLASS
AGE
Men
Women
<34
35-49
50+
ABC1
208
75
133
65
76
67
111
97
%
%
%
%
%
%
%
‘Must Eat’/
Frequent
purchaser
25
28
23
31
21
23
‘Healthy’ /
Infrequent
75
72
77
69
79
77
Base:
Growing the success of Irish food & horticulture
REGION
AREA
Leinster
Munster
Conn/
Ulster
Urban
Rural
83
40
41
44
142
66
%
%
%
%
%
%
%
20
30
26
36
21
16
26
23
80
70
74
64
79
84
74
77
C2DEF Dublin
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„Free From‟ Products Ever
Purchased
Base: Ever bought Free-From products - 208
%
68
Sugar Free products
29
Gluten Free products
24
Dairy Free products
18
Wheat Free products
Don’t know
1
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„Free From‟ Products Ever Purchased
Base: Ever bought Free-From products - 208
TOTAL
FF CONSUMERS
‘Must Eat’
‘Healthy’
208
75
133
%
%
%
Sugar free products
68
35
79
Gluten Free products
29
56
20
Dairy free products
24
28
23
Wheat free products
18
28
15
Base:
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Purchase Most Often
Base: Ever bought Free-From products - 208
%
59
Sugar free products
18
Gluten Free products
12
Dairy free products
7
Wheat free products
Don't know
4
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Purchase Most Often
Base: Ever bought Free-From products - 208
TOTAL
FF CONSUMERS
‘Must Eat’
‘Healthy’
208
75
133
%
%
%
Sugar free products
59
24
70
Gluten Free products
18
45
9
Dairy free products
12
17
10
Wheat free products
7
8
7
Don't know
4
5
4
Base:
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Bakery/Confectionary „Free From‟ –
Ever Purchased
%
Breads
Base: Ever bought Free-From products
- 208
39
31
Breakfast Cereals
29
Rice cakes
20
Sweet biscuits
19
Chocolate
18
Sweets
16
Cakes
14
Bread products
Cookies
10
Savoury crackers
10
Bread mixes
9
Pastries
9
Hand held snacks
Cake slices
8
7
28
Other
None
14
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Bakery/Confectionary „Free From‟ Regular Purchase
%
Base: Ever bought Bakery/Confectionery Free-From products - 179
34
Breads
22
Breakfast Cereals
20
Rice cakes
17
Drinks
12
Sweet biscuits
Chocolate
10
Sweets
10
9
Bread products
8
Cakes
7
Hand held snacks
Bread mixes
6
Cookies
6
Savoury crackers
6
4
Pastries
Yogurts
3
Cake slices
3
Don’t know
2
All other mentions 1% or less
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Bakery/Confectionary „Free From‟ - Regular Purchase
Base: Ever bought Bakery/Confectionery Free-From products - 179
TOTAL
FF CONSUMERS
„Must Eat‟
„Healthy‟
179
49
130
%
%
%
Breads
34
59
25
Breakfast Cereals
22
17
23
Rice cakes
20
21
20
Sweet biscuits
12
14
12
Chocolate
10
22
6
Sweets
10
15
9
Bread products
9
22
4
Cakes
8
17
5
Hand held snacks
7
9
6
Bread mixes
6
10
4
Cookies
6
13
3
Savoury crackers
6
4
7
Pastries
4
6
3
Cake slices
3
2
3
Other
26
21
28
Base:
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Bakery/Confectionary „Free From‟ - Purchase More of/
Less of
Base: Ever bought Bakery/Confectionery Free-From products - 179
%
-3
Breads
4
0
Bread products
Bread mixes
-2
Breakfast Cereals
-2
Cakes
-3
1
Pastries
-2
1
Cake slices
-2
1
Sweet biscuits
-3
Cookies
-3
Rice cakes
Sweets
Other
12
5
1
2
-5
5
-2
Hand held snacks
Chocolate
3
0
Savoury crackers
None
13
-6
2
3
2
-5
-2
12
4
-47
Don’t know-23
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Retail Outlets Purchased From
Base: Ever bought bakery/confectionery „Free From‟ products - 179
%
41
Tesco
37
Dunnes Stores
13
SuperValu
12
Other supermarket
9
Superquinn
6
Other specialist store
3
Pharmacist
Holland & Barrett
1
8
Other
Don’t know
3
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Retail Outlets Purchased From
Base: Ever bought bakery/confectionery Free From Products
TOTAL
REGION
FF CONSUMERS
Users
Dublin
Outside Dublin
‘Must Eat’
‘Healthy’
179
78
101
141
38
%
%
%
Tesco
41
35
45
46
39
Dunnes Stores
37
45
31
37
37
SuperValu
13
9
15
19
10
Other Supermarket
12
12
13
11
13
Superquinn
9
19
2
8
10
Other Specialist Store
6
4
8
10
5
Pharmacist
3
3
3
10
Holland & Barrett
1
1
1
3
Other
8
6
10
15
5
Don't know
3
2
3
-
3
Base:
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Brand Awareness
Base: Ever bought bakery/confectionery Free From products - 179
Spontaneous
52
Kelkin
Mulligans Gluten free bread
6
Delicious Gluten Free Bakery
5
Celtic Chocolates
5
Total Awareness
86
20
13
25
Barkat 3
9
Sowans Organic Bread Mix 3
5
Ballybrado Spelt Flour 3
5
Aine's Chocolate 2
10
Virginia Harvest 2
14
Blazing Salads Bakery 1
Heron Foods
%
10
5
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Brands Trial and Preference
Base: Ever bought bakery/confectionery Free From products - 179
Preference
50
Kelkin
Celtic Chocolates
6
Mulligans Gluten free bread
7
%
66
14
12
6
Virginia Harvest 0
Delicious Gluten Free Bakery 4
6
5
Barkat
Blazing Salads Bakery 1
4
Aine's Chocolate 1
4
Ballybrado Spelt Flour 1
Sowans Organic Bread Mix
Trial
3
1
Heron Foods 0 0
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Advertising Awareness
Base: Ever bought bread/baked goods/crackers/confectionery… „Free
From‟ - 179
%
Don’t know
1 8
Yes
FF CONSUMERS
%
Total
8
Must Eat
Healthy
16
4
91
No
Growing the success of Irish food & horticulture
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Overall Satisfaction
Base: Ever bought bakery/confectionery Free From products - 179
Bread, Baked Goods
& Crackers
9 -10
Confectionery
21
28
36
7-8
36
1-6
19
21
Average:
Q.12a
7.8
7.4
On a scale of 1-10 how satisfied or otherwise are you with the quality of the Bread, Baked goods, Crackers and Confectionary free
from foods you have purchased. The more satisfied you are, the higher the score you should give. The more dissatisfied you are,
the lower the score you should give.
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Information Provided
Base: Ever bought bakery/confectionery Free From products Bread, Baked Goods 179
Confectionery
& Crackers
9 -10
26
29
7-8
36
1-6
18
31
23
Average:
Q.12b
7.7
7.5
On a scale of 1-10 how satisfied or otherwise are you with the information provided on the labelling of the Bread, Baked goods,
Crackers and Confectionary free from foods you have purchased?
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Value for Money
Base: Ever bought bakery/confectionery Free From products 179
Bread, Baked Goods
Confectionery
& Crackers
%
%
9 -10
7-8
1-6
7
9
29
30
43
43
Average:
Q.12c
6.4
6.3
On a scale of 1-10 how satisfied or otherwise are you with the value for money of the Bread, Baked goods, Crackers and
Confectionary free from foods you have purchased?
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Availability of Product
Base: Ever bought bakery/confectionery Free From products 179
Bread, Baked Goods
Confectionery
& Crackers
%
%
9 -10
7-8
1-6
19
19
27
36
33
29
Average:
Q.12d
7.0
6.8
On a scale of 1-10 how satisfied or otherwise are you with the availability of Bread, Baked goods, Crackers and
Confectionary free from foods ?
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Headline Measures: Baked Goods
Base: Ever bought bakery/confectionery Free From products - 179
TOTAL
MUST EAT
HEALTHY
(1-10)
(1-10)
(1-10)
Overall satisfaction
7.8
8.0
7.7
Information promised
7.7
7.8
7.7
Value for money
6.4
6.3
6.5
Availability
7.0
6.5
7.2
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Headline Measures: Confectionery
Base: Ever bought bakery/confectionery Free From products - 179
TOTAL
MUST EATS
HEALTHY
(1-10)
(1-10)
(1-10)
Overall satisfaction
7.4
7.6
7.4
Information promised
7.5
7.6
7.4
Value for money
6.3
6.1
6.3
Availability
6.8
6.3
7.0
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Suggested Improvements
Base: Ever bought bakery/confectionery Free From products - 179
Baked Goods
Cheaper price
23
Wider selection
19
9
Availability
11
8
Better taste
8
4
9
Better labelling
2
Fresher
2
1
Longer life/long lasting
2
1
Less salt
2
1
Nothing at all
%
Confectionery
%
2
9
Don't know
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7
39
41
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„Ideal‟ „Free From‟ Product
Base: Ever bought bakery/confectionery Free From products - 179
Baked Goods
Clear ingredient information on labelling
50
Low price
48
51
Texture
47
23
Calorie count
23
22
Crumbliness
Don't know
53
49
Great taste
Other
%
Confectionery
%
25
9
8
2
2
15
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„Ideal‟ „Free From‟ Product – Confectionery
Base: Ever bought bakery/confectionery Free From products - 179
TOTAL
FF CONSUMERS
Users
‘Must Eat’
‘Healthy’
179
49
130
%
%
%
Clear ingredient information on labelling
53
56
52
Low price
48
50
47
Great taste
47
52
46
Texture
23
29
21
Crumbliness
8
12
6
Calorie Count
25
33
22
Other
2
2
2
Don't know
16
8
19
Base:
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Ideal Store Position for „Free From‟
Base: Ever bought bakery/confectionery Free From products - 179
%
Don’t know
12
Other
1
With
mainstream
non ‘Free
From’
products
28
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59
In a
specific
‘Free
From’
section
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Ideal Store Position for „Free From‟
Base: Ever bought bakery/confectionery Free From products - 179
TOTAL
FF CONSUMERS
Users
‘Must Eat’
‘Healthy’
179
49
130
%
%
%
In a specific 'free from' section
59
75
53
With mainstream non 'free from' products
28
18
32
Other
1
Don't know
12
Base:
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7
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National Survey
Summary & Conclusions
Just under 200,000 adults purchase Free From foods regularly
because they or a family member have a clinical need to do so. This
group only constitute 1 in 4 of those who purchase Free From foods.
Only one in three of the „Must Eat‟ group ever purchase sugar free
products.
Gluten free and Dairy free are key products for „Must Eat‟ while sugar
free is dominant product for „Healthy‟.
The dominant food category for the „must eat‟ group is bread.
Clear labelling, competitive pricing and taste are the key components
of the ideal Free From product.
In terms of overall evaluation, general feedback is reasonable albeit
reservations particularly exist in relation to value for money.
Growing the success of Irish food & horticulture
In Depth Trade Interviews
Background & Objectives
The in-depth trade interviews were designed to provide insights into
opportunities and trends in the „Free From‟ marketplace as a
complement to the consumer findings from the Barometer survey and
qualitative study.
The informational areas covered in the interview included: relative size
and importance of category at a market level; general dynamics of the
bakery and confectionary sectors; Free From supplier overview; key
brands and category best practice; Free From opportunities and
innovation.
Given the limited Universe of „Free From‟ buyers from the multiples,
four interviews with Trade buyers were conducted for this element of the
research.
Growing the success of Irish food & horticulture
In Depth Trade Interviews
Headline Findings
The current trade view of „Free From‟ is of a small category with potential, currently accounting for
a maximum of 1% of turnover.
While Free From consumers are often considered to be high spend, the key potential for the
category relates to the possible size of the hidden/undiagnosed Free From market.
Free From products are beginning to receive more attention from the trade, albeit that they are
grouped within the broader wellbeing or health category.
Dominant category within Free From is bread and baked goods, with recent „fresh‟ product
developments warmly received by the trade. The greatest scope for further product developments
is also envisaged to be in the bread area.
Not a category that is particularly well branded in the trade view, however Kelkin is recognised and
appreciated as a strong performer.
Little promotional activity to date in a premium priced category but traders are open to the potential
of information based promotional activity.
Growing the success of Irish food & horticulture
In Depth Trade Interviews
Headline Findings
The Free From sector is recognised as growing year on year and
traders are facilitating that growth through some investment activity.
However, current trade strategy might be viewed as wait and see –
with the appreciation that this market may grow rapidly in the coming
years.
Growing the success of Irish food & horticulture
Trade Interviews
Bread products are also seen to be developing strongly in an attempt to address historic and
existing issues around taste.
Technical improvements enabling fresh bread products are appreciated by trade and consumers
and typically possess a reasonable and practical shelf life.
Traders found it difficult to provide a detailed percentage breakdown between gas flushed and
fresh, but it is clear that fresh is in the ascendency. In this regard, developments by the Genius
brand are readily acknowledged.
The introduction of new types of speciality breads, such as naan and pitta are seen as exciting
and the initial feedback on taste is typically positive.
Rice cakes are also a key product which are seen to be maintaining their development through the
introduction of new flavours and toppings.
Product developments are viewed as less evident in other Free From product areas with some
suppliers broadly noted as being „quite stagnant‟.
Growing the success of Irish food & horticulture
Trade Interviews
The range of Free From suppliers is generally perceived as being broad. Most distributors are
described as being UK based and relationships with these appear largely logistical with sales reps
executing effectively.
Attractive commercial terms appear the norm on products that are largely premium priced.
Promotional activity is also rarely evident in a category where purchasing is often driven by clinical
needs.
However, it is suggested that there is plenty of opportunity to develop promotional activity,
particularly in relation to information and dietary advice based promotions.
Advertising support is considered to be growing but still relatively minor.
Kelkin is the principal Irish brand mentioned and is affirmed as efficient, responsive and
supportive.
The Kelkin brand is generally perceived to have room to develop its offering further in the Free
From category. Indeed trade buyers can suggest that consumers would appreciate and be
reassured by the entry of more well established brands (e.g. Heinz, Knorr) into the Free From
category.
Growing the success of Irish food & horticulture
Trade Interviews
Ultimately, the broad trade strategy might be described as being both
optimistic but also somewhat „wait and see‟.
Trade led developments around enhanced in-store positioning and
promotions (information based) are likely to help maintain consistent
growth of a „small‟ category.
The market is also considered likely to go through supplier led
developments that continue to enhance the taste and convenience of
Free From products.
However, a much greater potential can be envisaged through the entry
of a „hidden‟/undiagnosed consumer market which would likely trigger
significantly enhanced trade and established brand activity.
Growing the success of Irish food & horticulture
Background & Objectives
The „free from‟ sector represents one of the fastest growing in niche
foods, with the potential to expand into the provision and purchase of
„mainstream‟ food.
As such, Bord Bia decided to conduct consumer and category
research of the „free from‟ category, with a focus on bakery and
confectionery.
Ultimate aim of the research was to gather benchmark information
on consumer behaviour and attitudes regarding free from food
category, with a view to verifying opportunities, stimulating growth
and fostering manufacturer relationships with retailers.
A modular research approach was adopted, incorporating
qualitative and quantitative consumer research, along with trade
depth interviews.
This section of the report covers the consumer qualitative module.
Growing the success of Irish food & horticulture
Background & Objectives
Specific objectives of this module were to explore:
•
•
•
•
•
Consumer definition and meaning of category
Analyse how decisions are made
Consumer led segmentation and labelling of bakery and
confectionery sectors
In-depth understanding of the in-store experience
Explore drivers and barriers to the category as a whole
and the bakery and confectionery sectors in particular
Growing the success of Irish food & horticulture
Methodology
A series of focus groups was conducted, to the following
specification:

Group No.
Gender
Age
Disposition
Location
1
Male/Female
As falls
‘Must eat’
Dublin
2
Male/Female
As falls
‘Must eat’
Dublin
3
Male/Female
25-40
Healthier
Dublin
4
Male/Female
+40
Healthier
Cork
Fieldwork was conducted during the week commencing Monday, 13th
December, 2010.
Growing the success of Irish food & horticulture
Free From Food: A Multi-Faceted
Category
In the main, the term „free from‟ for this broad category does seem
to be a familiar one to most consumers.
The category does however tend to be sub-categorised in
accordance with a number of differing yet integrated variables,
including:
•
•
•
Nature of condition suffered from
Chilled versus dry foods
Specially produced versus mass produced products
The above distinctions, which co-exist in the mind of the consumer,
have practical and emotive implications as to how free from products
are marketed and merchandised , as is discussed in subsequent
sections of this report.
Growing the success of Irish food & horticulture
Free-From Consumer Segments
LACTOSE INTOLERANCE
All in all, sufferers appear reasonably
satisfied with the range and quality (but
not price) of products available, and
the dietary solution often appears to be
simply to eat „very plain‟ (nonspecialist) food.
Specialist foods most often
purchased/consumed include:
- soya milk
- soya yogurts
- goat‟s milk
- flour-based products
COELIAC

Arguably the product area with the
greatest commercial potential given
that coeliacs tend to point to the fact
that they have to be careful of
practically all products they consume:
“You are talking about lactose. Try
eating gluten free which is
everything!”
DIABETES

The onset of diabetes seems to be
particularly traumatic, not least due
to the sense in which sufferers
perceive there to be an inevitable
degenerative element to the
condition.

The sense of trauma tends to be
greater amongst type 2 diabetics,
who will often have been diagnosed
quite late in life, and will thus need
more „hand-holding‟ as they adapt
to their new dietary regime.

Products particularly sought after
for this segment include:
Products particular attention need to
be paid to by coeliacs includes:

- bread
- soup

- biscuits
- sauces
- pasta
NB: many point out that many
gluten-free products have a very
high fat/saturated fat content
- Biscuits
- Confectionery

Growing the success of Irish food & horticulture
Although of course the entire diet
is affected
Free From Category Purchaser: A
Key Distinction
PURCHASER ONLY
BOTH CONSUMER & PURCHASER
Adult purchasers
This segment can be further broken down into
those who have had special dietary needs for
all/most of their life, and those who have
developed ailments (e.g. diabetes) in later life.
The latter are often characterised by a deep
FRUSTRATION with the need to change their
lifestyles „overnight‟.
The notion of the consumption of free from
foods as a means of PREVENTING the onset
of further dietary conditions also begins to
emerge amongst middle aged and older
consumers, and this could represent a
significant opportunity for the category in the
future.
Growing the success of Irish food & horticulture

Purchasing for a child (from birth to adult
children living at home), although also
includes some female consumers shopping
for their husband.

Can display acute signs of ANXIETY due to
their desire to protect their charge‟s physical
welfare on the one hand, and a fear that
he/she may be unable to lead a „normal‟ life
on the other.
Free From Food Categories
As identified on the previous chart, the most commonly spoken of
Free From Foods are more likely to be staples, with confectionery
tending to be primarily referred to in relation to diabetics.
With the exception of rice cakes (which fulfil the role of semi-sweet
snacks for some – as a potential substitute for confectionery),
specialist sweets and chocolate are deemed to be inordinately
expensive, and not particularly gratifying from a product consumption
perspective.
Confectionery products/brands mentioned spontaneously included
Weight Watchers, (although not strictly viewed as a „free from‟
brand), Kelkin, Mrs. Crimbles.
One key segment representing potential for the Free From
confectionery sub-category is the children‟s gluten-free market, with
some acknowledgement that there has been significant NPD in the
area in recent years.
Growing the success of Irish food & horticulture
Free From Food Consumers: Key
Challenges Today
Eating Out:
Whether for themselves or their partner/children/dependents, eating out in
restaurants is invariable described as a „nightmare‟ for those in need of „Free From‟
food products.
Out of home eating behaviour varies depending on the nature and severity of the
sufferer‟s complaint, and can range from an avoidance of eating out altogether (e.g.
some people with nut allergies) to eliminating certain types of restaurants from the
equation (e.g. Indian/ Italian restaurants for lactose intolerant individuals), to
establishing a personal list of restaurants which are proven to cater for the individual‟s
dietary needs (e.g. clear labelling on the menu, type of food specialised in, etc.)
Lack of Adequate Food Labelling System
Food manufacturers are consistently criticised for a perceived lack of clear labelling
of both ingredients (e.g. nuts/traces of nuts) and/or suitability of products (e.g. coeliac
logo) for specific conditions.
Growing the success of Irish food & horticulture
Free From Food Consumers: Key
Challenges Today
Food Gratification:
Free From Foods (in general) are often described as „tasteless‟, „dry‟, „unsatisfying‟,
and generally uninspired from a gratification perspective.
Particular food types singled out in this regard include chocolate/confectionery,
bread, sauces and soups.
Striking the Right Dietary ‘Balance’
Whether concerned with their own, or a dependent‟s dietary requirements, many
point out that “no two people are the same” when it comes to devising the most
appropriate food plan for their specific needs. A significant amount of trial and error is
often required in doing so, often over the course of a number of years.
The optimum solution is often a mix of everyday food products, specialist free from
brands/products and, more often than not, the elimination of certain food categories
from the diet altogether.
Growing the success of Irish food & horticulture
Free From Food Consumers: Key
Challenges Today
Maintaining a Normal Lifestyle:
Understandably, those with special dietary requirements would like to live as normal
a lifestyle as possible, from being able to eat outside the home, when and where they
want, to being able to avail of suitable easy-to-prepare/convenient foods in the home.
This theme of „normalcy‟ will be an important one from both an NPD, and a
communications point of view as the broad Free From category continues to grow.
Free From Food Information Support Systems
A number of respondents made reference to (with some being members of) the
Coeliac Society of Ireland. A key benefit of membership of the Society is clearly
access to its food list of suitable manufactured products, with some describing it as a
„Godsend‟.
Discussion of the listing prompted others in the focus groups to wonder aloud as to
why the food retailers and manufacturers do not co-operate closely with such bodies in
the labelling, signposting and general communication of products suited to sufferers of
various conditions.
Growing the success of Irish food & horticulture
Free From Food: Where Purchased
MAIN MULTIPLES
Most acknowledge that “all the main
supermarkets” carry a range of „Free
From‟ products, with Tesco praised by
some in this regard for its free from
bread range.
SPECIALIST HEALTH SHOPS/
ARTISAN PRODUCERS

Many consumers speak of having to
purchase particular products in
specialist food outlets, because
they simply are not available in the
main supermarkets.
Superquinn was nevertheless praised
by some as having forged links with
the Irish Coeliac Society.
While SuperValu and Dunnes were
mentioned by others as having
improved the range and display of Free
From products recently.
Growing the success of Irish food & horticulture
ONLINE

A number of consumers have
begun to purchase certain products
through specialist websites (the
same price as in the shops, but with
everything under the one „roof‟).

Interestingly, one or two spoke of
attempting to search the „Free
From‟ products on main retailer
websites, only to draw a complete
blank or to be presented with dairy
free products only.
Free From Food: Key Brands (Top
of Mind)
As mentioned, many „main brand‟ products are spoken of within the
context of the „free from‟ category (e.g. pastries and wine gums for
lactose intolerant children) with brand less of an issue here than it would
be for specialist free from products.
Key free from brands mentioned spontaneously in all four focus
groups included:
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Pricing & Promotional Activity
As mentioned previously many automatically refer to „free from‟ foods as being „very expensive‟
compared to their „main brand‟ alternatives.
Crucially, the vast majority feel they are being taken advantage of in this regard, and are paying
well over the odds even allowing for the high costs they assume are involved in producing specialist
goods of any type.
Typically, a gluten free loaf of bread or bag of flour is deemed to be up to three times the price of a
regular alternative, driving many consumers to prepare as many free from foods themselves, „from
scratch‟!
To compound the issue, few can recall specific promotional activity in the general Free From
category, although any type of special offers would clearly be appreciated.
Growing the success of Irish food & horticulture
NPD Opportunities: Spontaneous
Before being presented with any design test material, respondents were asked what their priorities
would be for new Free From Food products.
The type of products most frequently mentioned included:
•
•
•
•
•
•
•
Ready made bread. Specifically, bread that does not need to be toasted/microwaved, is
soft in texture, and tastes like „real bread‟
Lactose free ice cream (for kids, but also an opportunity for adults)
Gluten free pastry/frozen pastry
Gluten free soups and sauces (made from potato or corn starch?)
Muesli/breakfast cereal
Gluten free products that aren‟t high in calories!
Good quality pizza base
Growing the success of Irish food & horticulture
NPD Opportunities: Specialist
versus
Main
Brand
While most Free From products are perceived to be produced by specialist manufacturers, there is
a low level awareness of emerging main brand propositions.
Specifically, Avonmore Lactose Free Milk, McCambridges Gluten Free Bread and Knorr Gluten
Free Gravy and Soup were all mentioned by respondents as the conversation unfolded.
While some queried the practicalities of mass produced Free From products (due to the oftenstated need to produce such products in a „sterile‟ environment, free from cross contamination),
most assumed that this could be readily resolved in practice.
Indeed, Free From products produced by major brands are likely to assume the values of the
mother brand, and help dissipate the underlying feeling expressed by such consumers that they are
not being taken seriously.
Note, these consumers will expect main brand Free From products to be less expensive than
specialist brand alternatives.
A significant growth in such main brand products would also have implications from an in-store
category management perspective.
Growing the success of Irish food & horticulture
Key Conclusions
The Free From Food category is a multi-faceted one, incorporating a range of savoury, sweet,
dried and chilled goods, both „specialist‟ and mainstream.
Key consumer needs are dictated first and foremost by consumer segment, and these break out
into three main groupings:
•
•
•
Coeliacs (the „core‟ driver of the Free From market)
Lactose intolerant (an important segment, often overlapping with the above)
Diabetics
A fourth „latent‟ segment also arguably exists. That is, the section of the population which currently
suffers from food intolerances, but are heretofore undiagnosed.
Growing the success of Irish food & horticulture
Key Conclusions
Furthermore, there is a significant opportunity in stretching the Free From Food category to
incorporate non-food intolerant family members who wish to eat the same foods as sufferers in the
home, and indeed, the broader „health conscious‟ population who may wish to introduce a limited
number (most likely gluten free) of healthier products to their diet at a broad market level.
In addition, people in the early stages of a food intolerance/medical condition may be convinced to
consume more Free From products as a means of preventing a deterioration in their condition,
and/or the contraction of another.
While it is generally acknowledged that the range and (to a lesser extent) the quality of Free From
products has improved in recent years (including bakery and confectionery products) there is still
seen to be an insufficient number of such products in existence. This limitation in product range is
compounded by the fact that the multiples are seen to be generally providing a poor and
inconsistent range of foodstuffs, with the category in general deemed to be exorbitantly expensive.
Slide 55 lists the products which respondents suggested would benefit from new product
development. There may of course be others which, when presented, to the consumer, would be
received just as enthusiastically.
Growing the success of Irish food & horticulture
Key Conclusions
No one brand is seen to dominate the Free From market, regardless of product sub-category in
question.
A whole range of brands was however mentioned with quite some consistency across the four
consumer focus groups, with the vast majority of them deemed to be „specialist‟ food producers,
skilled in the manufacture of such products, and produced in particularly clinical production facilities.
This is not, however, to say that the marketing of Free From product ranges from mainstream
brands would be rejected. In fact, the notion was received quite positively by most respondents, on
the basis that main brand manufacturers are likely to have the resources required to mass produce
specialist products to the highest of standards and, presumably, on a more cost effective basis.
The in-store merchandising/category management of Free From Foods emerges as quite a bone
of contention for these individuals.
Growing the success of Irish food & horticulture
Key Conclusions
Apart from the perceived problems with consistent stocking of products and an inadequate mix
and range of goods to begin with, the following issues are noted:
•
•
•
•
Free From fixtures are often located at a number of differing, often far-flung, positions
within the store.
Thus, gluten free, lactose free, sugar free, etc. products may be situated at different
points across the store.
Even where a single/main free from fixture exists, it is often located in an out-of-the-way
location in the store, and can by definition be missed by any shoppers other than regular
users of the outlet.
Where single/main Free From fixtures exist, they are often brand-blocked, whereby the
potential to pick up an inappropriate product (e.g. a food with wheat content for coeliacs)
is heightened.
With regard to layout of the fixture, the shopper requires that manufacturers raise their game with
regard to the clear labelling of „mainstream‟ brands which may nevertheless be suitable for coeliacs,
diabetics, etc.
Growing the success of Irish food & horticulture
Key Conclusions
With regard to communications messaging, tone and style, the following pointers might be noted:
•
Consumers are likely to respond positively to any messaging built around the
convenience of pre-prepared Free From products.
Many of these individuals are spending an inordinate amount of time preparing foods
„from scratch‟ in the kitchen, due to the fact that they do not trust current labelling and
merchandising practices in-store.
•
•
The marketing of Free From products as appropriate for both sufferers of food
allergies/intolerances and other members of their family as healthier alternatives is also
likely to strike a chord, particularly in families with small/teenage children.
Any sensorial cues (whether on marketing communications material, packaging, etc.)
which „dials up‟ the taste, flavour, aroma, etc. of the products are likely to resonate,
assuming of course that the product can actually deliver on these properties in reality!
Growing the success of Irish food & horticulture
Key Conclusions
The introduction of in-store promotions and price offers can only serve to address the issue of
Free From Food price premia, as well as begin to position the broader category as one which is a
more mainstream/‟normal‟ one.
Finally, all of these individuals are in need of regular information and up dates on the types of food
stuffs available to suit their, and their dependents conditions. A more focused programme of
partnership between bodies such as the Coeliac Society of Ireland and the Food Retailers and
Manufacturers would assist in reassuring the consumer of the seriousness with which their needs
are being addressed, thereby engendering greater consumer loyalty in the long run.
Growing the success of Irish food & horticulture
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Tel: 01-6142278
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