consumer viewpoint Louise Vacher, Consulting Director, YouGov [PDF]

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Louise Vacher, Consulting Director, YouGov

Understanding food allergies and intolerances – the consumer viewpoint

September 2014

SLIDE 2

Agenda

What we did
Who suffers from an allergy/intolerance?
How do sufferers manage their allergies/intolerances?
Who is buying FreeFrom foods?
Conclusions

2

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15-minute online survey conducted among YouGov panellists. Fieldwork was undertaken between 12th–18th August 2014. Research was conducted among a nationally representative sample of 1039 UK adults and carried out online using the YouGov panel. A boost was included to ensure we had robust numbers for key consumer groups including:

Wheat/Gluten intolerant or allergic
Dairy intolerant or allergic
Egg intolerant or allergic
Shellfish intolerant or allergic
‘Free from’ buyers
Parents with children with food

intolerances/allergies

Methodology

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The context

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The growth of “FreeFrom”

Massive growth in “FreeFrom” foods
UK market up 72% in last 5 years
Number of new products launched in Europe up by

140% in last 5 years

50% of all baby food launches in Europe in 2014 are

gluten free

300% increase in the number of gluten-free items on

restaurant menus since 2011

New regulations mean restaurants have to provide

information on allergens from December 2014

5

And even:

Source: Mintel/Horizons

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Who suffers from an allergy/intolerance?

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A third of UK households are affected

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Over 1 in 5 (22%) of the UK population consider themselves to have a food allergy or intolerance

7% have a diagnosed or

suspected food allergy

16% have a diagnosed or

suspected food intolerance

And almost 1/3 (31%) of UK households include at least one allergy or intolerance sufferer

Base: Total UK Nat Rep (1039)

S1. Do you suffer from any food allergies or intolerances? Please select all that apply.
householdQ2. And which, if any, of these people in your household have a food allergy or intolerance? Please select all that apply.

An increase of 5% compared to 2011

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Dairy and gluten are the most common

8

Dairy

f the UK population

8% 12% of UK households

Gluten

7% 10%

f the UK population

12% suspected allergy 4% diagnosed allergy 50% suspected intolerance 33% diagnosed intolerance

f UK households

13% suspected allergy 6% diagnosed allergy 61% suspected intolerance 20% diagnosed intolerance

Base: Total UK Nat Rep (1039)

Q1. Which, if any, of the following food allergies/intolerances do you have? If you have both an allergy or intolerance to the same category, please select the condition (allergy
r intolerance) that causes the most severe symptoms.

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Other allergy/intolerance incidences in household

1% of UK

households

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Who suffers from an allergy/intolerance?

10

ABC1, 58% C2DE, 42%

Base: Total UK Nat Rep (1039) / Allergy/intolerance suffers (219)

+11% 37%

2% 6% 5% 26% 12% 11% 19% 19%

32%

18 - 24 25 - 34 35 - 44 45 - 54 55+

19% 23% 15% 12%

+x% = Difference compared to UK population

4%
+4%

+1%

11%

63%

+3%

3%
5%
1%

+3%

+4%
2%

+2%

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Incidences among children

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Base: Parents of children with allergies in household (includes boost) (119)

householdQ2. And which, if any, of these people in your household have a food allergy or intolerance? Please select all that apply.

Q2_C_1. You said a child in your household suffers from a food allergy or intolerance. Which of the following do(es) the child/children in your household suffer from? -

5% of all UK households

have a child with a food intolerance or allergy

17% of UK households including

children have at least one child with a food allergy or intolerance Which allergies/intolerances do they have?

39%

Dairy

28%

Gluten/ Wheat

33%

Peanuts

24%

Nuts

23%

Egg

Top 5

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Attitudes towards allergies/intolerances

12

28% believe a

‘good deal of food intolerance/allergies are just in people’s minds’

77%

believe there seem to be more people with food allergies and intolerances nowadays than there used to be

36%

f sufferers say “food allergies/

intolerances restrict my life”

57%

f sufferers think there is still a lot of

negativity around food allergies/intolerances

Base: Total UK Nat Rep (1039) / allergy/intolerance sufferers (732) Q3 On a scale of 1 to 5, where 1 is 'strongly disagree' and 5 is 'strongly agree', to what extent do you agree or disagree with the following statements about food allergies and intolerances?

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How are allergies/intolerances managed?

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How are households affected?

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Everyone in the household avoids the foods the household member is allergic/intolerant to at all times

12% 19%

Household members avoid these foods when they’re with the allergy/intolerance sufferer

63%

Household members still eat these foods when with the sufferer

Are different meals prepared for allergy sufferers?

9%

All of the time

45%

Some of the time

43%

Never

Base: All with sufferer in household (excluding those that live alone) (278) T4_A. Which, if any, of the following best describes how you manage this allergy/intolerance in the household? Please select one answer. T4_B. In your household, does the allergy/intolerance sufferer eat different meals from the rest of the household? Please select one answer.

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Avoidance is the main way of managing their sensitivities. Labelling plays an important role

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Avoidance

 Keep to a strict diet and avoid all products sensitive to  Stick to safe foods that they know will not trigger a reaction  Only eat small amounts of the food they are sensitive to

Information

Read ingredient labels

Medication

Use anti-histamines/OTC medicines Use prescribed medication Those with an intolerance

22% 42% 42%

Base: All allergy sufferers (70) T1_allergies. And which, if any, of the following describes how you tend to manage your food allergies? Please select all that apply. Base: All intolerance sufferers (166) T1_allergies. And which, if any, of the following describes how you tend to manage your food allergies? Please select all that apply.

45% 42% 22% 38%

Those with an allergy

34% Alternatives

 Cook everything from scratch  Buy specially designed ‘FreeFrom’ products

15% 7% 15% 21% 29% 16% 6% 13%

How allergies/intolerances are managed

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Dealing with children’s allergies

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Sticking to safe foods (58%), reading ingredient labels

(57%), and cooking

everything from scratch

(37%) are the top 3

treatments for kids

33% discuss their

child’s dietary requirements with teachers/child minders and other parents

48% of parents

agree there are not enough allergy/intolerance products specially designed for children

40% of parents send

their child to school with a packed lunch due to their allergies/intolerances

28% of parents buy

specially designed ‘FreeFrom’ products

Base: Parents of children with allergies in household (includes boost) (119) T1_Children. And which, if any, of the following describes how you tend to manage the child/children’s food allergies or intolerances? Please select all that apply.

C1. You mentioned earlier that your child(ren) suffer(s) from a food allergy or intolerance. On a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree, to what

extent do you agree with the following statements about managing your child’s allergies

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Most find it relatively easy to find & understand information on labels

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Find information about the following allergens on food products?

Base: Total UK population

Q3. On a scale of 1 to 5, where 1 is 'strongly disagree' and 5 is 'strongly agree', to what extent do you agree or disagree with the following statements about food allergies and intolerances?

Base: Allergy/intolerance sufferers or parents of children sufferers (inc boost): Gluten sufferers (299) Peanuts sufferers (175) Nut sufferers (164) Egg sufferers (176) Dairy (328) Soya (53) Sesame (58) Fish (69) Crustaceans (119) Molluscs (121) Sulphur dioxide (85) T2_A_1. And how easy or difficult is it to find the allergy/intolerance information you need on food products?

18% 19% 22% 25% 27% 26% 29% 33% 29% 45% 47% 71% 68% 68% 68% 59% 58% 56% 53% 53% 44% 42% Peanuts Nuts Dairy/Lactose Gluten/Wheat Crustacean Fish Molluscs Sesame seeds Egg Soya beans Sulphur dioxide Difficult Easy Understand the information about the allergens on food products? 17% 17% 19% 22% 26% 26% 27% 25% 25% 40% 34% 72% 71% 70% 70% 60% 60% 60% 62% 55% 54% 53% Peanuts Nuts Dairy/Lactose Gluten/Wheat Crustacean Fish Molluscs Sesame seeds Egg Soya beans Sulphur dioxide Difficult Easy How easy is it to….

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Coping with situations outside the home

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Eating out is problematic for a fifth of sufferers

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Base: Total allergy/intolerance sufferers (732) R3. On a scale of 1-5 where 1 is very difficult and 5 is very easy, how easy or difficult is it for you to find foods that meet your dietary requirements?

C2. On a scale of 1-5 where 1 is very easy and 5 is very difficult, how easy is it to find things for your child to eat in the following situations?
R2. Which, if any, of the following statements BEST describes your general experiences when ordering food in restaurants? Please select one answer.

21% 25% 36% 37% 42% 45% 43% 34% 33% 26% Eating out at restaurants Meals/snacks at work Day trips Travelling Buying from vending machines

Difficult Easy

Ease of finding foods that meet your requirements (allergy/intolerance sufferers)

Sufferers and non-sufferers alike agree that restaurants should cater for allergies – only

1 in 4 agree that “restaurants should not have to cater for allergies – it should be the responsibility of the individual to choose appropriate food”

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Foodservice is missing out on potential visits, while “on the go” situations present the biggest challenges

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Base: Total allergy/intolerance sufferers (732) / Total with child with allergy/intolerance (119) (includes boost)

R3. On a scale of 1-5 where 1 is very difficult and 5 is very easy, how easy or difficult is it for you to find foods that meet your dietary requirements?
C2. On a scale of 1-5 where 1 is very easy and 5 is very difficult, how easy is it to find things for your child to eat in the following situations?

32% 30% 33% 21% 22% 16% 33% 34% 35% 41% 39% 38%

Children's parties Day trips Travelling Eating out at restaurants School trips School meals Difficult Easy

CHILDREN: Ease of finding foods that meet your child’s requirements (those with a child with an allergy/intolerance)

25% of parents eat

ut less often due to

their child’s allergies

48% of parents stick

to the same restaurants

42% of parents

avoid takeaways

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13% 38% 31% 17%

Generally catered for and well signposted on menus Generally catered for but I usually have to ask a member

f staff as the menus are not

well signposted Generally not catered for Other / don't know

There is general agreement that restaurants could do more to help, particularly more readily available information

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Base: Total sample (1039) / Total allergy/intolerance sufferers (219) R1_3. On a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree, to what extent do you agree with the following statements about visiting restaurants. - I don’t think the restaurant should have to cater for allergies – it should be the responsibility of the individual to choose appropriate food / Chain restaurants are better at catering for allergies/intolerances than independent restaurants

26%

Of allergy sufferers think “Allergens and intolerance warnings are clearly displayed on most menus” Of allergy sufferers agree that “restaurants do not offer sufficient information or support to allergy sufferers” – only 14% think they do

54%

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Who is buying FreeFrom foods?

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There is a considerable awareness gap even among sufferers

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Total population Allergy/intolerance sufferers

Aware and have bought , 18% Aware but not bought, 32% Not aware, 51% Aware and have bought , 33% Aware but not bought, 28% Not aware, 39%

Base: Total UK Nat Rep (1039) / Allergy/intolerance suffers (219)

FF1. Before taking this survey, how aware, if at all, were you of ‘FreeFrom’ branded foods?

Awareness and purchasing of FreeFrom foods

Rises to 46% of those suffering from gluten and 45% of those suffering from dairy/lactose

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Who buys FreeFrom foods?

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Base: Have bought FreeFrom foods (182)

53%

live in the South/East

(cf. 44% of the population)

69% of purchasers are women 40%

are aged 25-44

(cf. 33% of the population)

55%

f purchasers do not suffer from,
r live with anyone who suffers

from, an allergy or intolerance

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Supermarkets are the main port of call for FreeFrom foods

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Where FreeFrom foods bought

Base: Buy Free From foods(448)

FF9. And from which of the following grocery stores do you tend to buy your 'FreeFrom' products? Please select all that apply.

50% 50% 26% 17% 15% 12% 10% 11% 13% 3% 2% 3% 3% 2%

Sainsbury’s Tesco ASDA Morrisons Waitrose Marks & Spencer Co-op Other supermarket Holland & Barrett Wholefoods market Boots Health food shop website On prescription Mail order

Sainsburys, Co-op and Marks & Spencer over-index compared to those using it for their main shop

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FreeFrom foods provide more choice, with a proportion believing they are generally healthier

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Reasons for buying FreeFrom foods

Base: Allergy/intolerance sufferers/those with a sufferer in their household who have bought Free From foods (331) /Those without any sufferer in their household who have bought Free From foods (117) (includes boost) FF2_E_2. Which, if any, of the following explains why you purchased 'FreeFrom' products? / F2_D. You said you have purchased 'FreeFrom' products in the past. Which, if any, of the following explains why you purchased 'FreeFrom' products even though no one in your house suffers from an allergy/intolerance?

22% 20% 17% 15% 13% 11% 8%

It’s generally healthier/better for you Thought I’d give it a try Thought someone in my household may be allergic/intolerant Recommendations from friends/family Think it’s the right thing to do ethically Help me/someone in my household lose weight Recommendations from a health expert/professional

30% 29% 23% 21% 18% 16% 15% 10%

Gives more choice to eat products I can't otherwise eat Required by a diagnosed health condition Can enjoy foods I am otherwise allergic/intolerant to Someone in my household has a food-related health condition Recommendations from a health expert/professional I think it’s generally healthier/better for you Required by a self-diagnosed health condition Recommendations from friends/family Those with an allergy/intolerance sufferer in the household Those without an allergy/intolerance sufferer in the household

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While many believe there has been improvement, expense and poor taste are still an issue

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80% 51% 41% 67%

Base: All bought Free From foods (182) FF4 And on a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree, to what extent do you agree or disagree with the following statements about 'FreeFrom' foods?

FFSpont. Thinking now about **'FreeFrom' branded foods**, what do you associate with these products? Please write in the box below. Base; Aware of FreeFrom foods (51()

Spontaneous associations (total sample) consider ‘FreeFrom’ food expensive compared to regular food agree that there is not a great deal of choice agree that ‘FreeFrom’ products don’t taste very good compared to regular foods are noticing more ‘FreeFrom’ products in grocery stores nowadays believe ‘FreeFrom’ products have really improved in the last couple of years

59%

Buyer beliefs

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.. While the main barrier to buying is a lack of perceived need

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Barriers to buying Free From foods

Base: Allergy/intolerance suffurers who have not bought Free From foods (431) (includes boost) FF2_F_2. You said you have a food allergy or intolerance but have never bought any 'FreeFrom' products. Why is this?

70%

Only use if no

ther option

38% find it easier to completely avoid the food 21% cook everything from scratch Found alternative ways to cope with their allergy/ intolerance

1 2

Cost 23% say they are too expensive

3

Limited range 12% say the range is limited 9% say there are no products for their allergy

4

Lack of saliency/availability 9% tend to forget about them 8% say they’re not sold in their supermarket

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Key take-outs

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Nearly a third of households contain someone who has a food allergy or intolerance, the majority

being self-diagnosed.

Sufferers use a variety of methods to manage their allergies/intolerances, but avoidance is the main
ne. Reading food labels is important, with most finding it relatively easy to find and understand the

information they need – particularly for the more common allergies.

A fifth of those affected find it difficult to eat out in restaurants, and would like restaurant menus to

provide more information. “On the go” situations are even more challenging and those with children have the same issues, with children’s parties and day trips difficult to negotiate. School meals are

nly found to be difficult by 1 in 6 parents, perhaps because 40% use packed lunches.
There is a clear awareness gap for FreeFrom foods, with 4 in 10 sufferers unaware of their existence.

Interestingly, over half of buyers are not doing so because they have an allergy or intolerance but because they think they are generally healthier.

While many believe there has been improvement in FreeFrom foods, expense and poor taste are still

an issue. However, the main barrier is that people have found a way to manage without them – suggesting that increasing saliency and understanding would be beneficial.

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About YouGov

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Who are we and what do we do?

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SLIDE 32

Our panel centric approach takes us to a new era of research

NOW BEFORE

We are continually collecting data on each of our c.440,000 panellists to build an ever-increasing

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By carrying out continuous pre-screening we can identify the number of people who meet certain

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Our panel is a powerful tool which we put at our clients disposal to ensure greater speed,

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SLIDE 33

From big data to the niche groups – we can find your audience

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We don't need to go out looking for respondents, meaning we can significantly reduce the time

and costs associated with free sourcing respondents. YouGov are continually pre-screening

ur panel to find niche audiences…

…for example we know we have:

c.168,000 consumers who have a food

allergy or intolerance

c.4,000 who are gluten intolerant

SLIDE 34

YouGov maintains a continuous consumer conversation across 33 countries.

Now with offices in the UK, USA, Europe, the Middle East, Asia and Africa, YouGov is one of the world’s top 25 research firms.

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SLIDE 35

YouGov’s custom research and consulting services provide a 360º perspective on your market, your brand and your customers

1 2 3 4 5 6

1. MARKET

Category intelligence and market assessment

2. PRODUCT

Concept testing, pricing, packaging

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Monitoring product introduction

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Pre- and post- testing campaigns

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Perception tracking

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Customer satisfaction

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SLIDE 36

Food & drink is a key specialism: examples include….

Tracking & Range evaluation

As well as conducting ongoing tracking for Costa Coffee, we have undertaken evaluations of their summer and winter promotional campaigns and conducted TURF studies to identify which new products to introduce to the range.

Qual & Quant Pack Testing

A qualitative and quantitative study to identify reactions to current and new packaging formats. Respondents were sent packs of cheese to evaluate at home.

Product Testing

In-home testing of a new recipe for all flavours of Shloer. Respondents were sent bottles of the current and new formulations to assess at home, to identify the acceptability or otherwise of the new formulations among loyal consumers.

Market Assessment & Segmentation

Major study conducted for Twinings to understand purchasing and consumption patterns in the Hot Chocolate and Malted Drink market, including a needs-based segmentation exercise to identify different types of shoppers.

Launch Monitor

Post-launch tracking of Parrot Bay Frozen Cocktails, involving fortnightly tracking and fast feedback to evaluate the impact of advertising and other launch activity, allowing adjustments to the marketing mix to be made.

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Contact

37

Please contact YouGov for more information or if you wish to use the data from this report:

Louise Vacher Consulting Director, YouGov T: 0207 012 6156 E: Louise.Vacher@yougov.com Helen Pilmer Business Development Manager- Consumer division T: +44 (0) 207 012 6149 E: Helen.pilmer@yougov.com