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

1. FDIN Annual FreeFrom Allergy and
Intolerance Summit
Update on UK FreeFrom
Consumers
18th
September 2013
Accelerating growth & innovation

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. 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. 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. 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. 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. Insight 1:
All in one would make life easier
Accelerating growth & innovation

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. Insight 2:
Snacking out of home is hard
Accelerating growth & innovation

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. Insight 3:
Food service need to up their game,
although there are a couple of
star players
Accelerating growth & innovation

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. Insight 4:
Kids want to belong, not feel special needs
Accelerating growth & innovation

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. 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. 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. Insight 6:
Freefrom is not always the healthiest choice.
There are charlatan categories and
brands…
Accelerating growth & innovation

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. 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