innovation opportunities in gluten-free bread in usa and uk · the majority of consumers also eat...
Post on 08-Aug-2020
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The majority of consumers also eat regular bread
Innovation opportunities in gluten-free bread in USA and UK
23%
46%
31%19%
56%
25%
Most consumers are not yet positive about the value-for-money
How often people eat gluten-free bread
varies strongly
2/3 of consumers would consider buying gluten-reduced bread
Consumers think gluten-free bread
should be improved
7% 16% 40% 24% 13%
17% 16% 40% 13% 3%
moistness
63%59%
softness
66%63%
77% 81%
35% 37%
38% 43%
17%11%
11% 8%
Daily MonthlyWeekly Less than monthly
‘All natural’ most appealing claim
Health benefits are the key driver for gluten-free consumption
Health benefits
Easier to digest
Gluten intolerance /sensitivity
A family member
eats it
More nutritional
value
Losing weight /
diet
Irritable Bowel
Syndrome
Celiac disease
Better taste
42%37%20%
31%
13%15% 16%
12%
6%
12%10%10%
7%9% 10%
4%
8%
2%5% 4%
Only gluten-free bread
Mos
tly o
ther
bread
Mostly gluten-free
Only gluten-free bread
Mos
tly o
ther
bread
Mostly gluten-free
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