what gluten and allergen free consumers want - global market research executive summary

Understanding Gluten and Allergen-Free Experiences Worldwide

Executive Summary of:

Landmark research sponsored and funded exclusively by AllergyFree Passport® and GlutenFree Passport®

© 2010 AllergyFree Passport. All Rights Reserved.

Global Perspectives of Consumers, Hospitality & Food Service

Market Research

Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide

AllergyFree Passport® and GlutenFree Passport® would like to thank all of the individuals,businesses, associations & quality assurance experts that shared their valuable time and ideasto help make this market research possible.p p

The level of commitment, motivation and desire to make a difference is evident in the quality,integrity and openness of responses received, all of which are sincerely appreciated! A specialthanks to the organizations listed below for supporting this initiative to deliver the broadgeographic audience, high quality representative sample and comprehensive understanding oftoday’s global gluten and allergen-free environment.

• Action Against Allergy - UK• Allergic Living • Allergy Moms• Allergy New Zealand• AllergyKids

• Coeliac New Zealand• Coeliac UK• Dietitians & Gluten Intolerance• Food Allergy Connection• Food Allergy InitiativeAllergyKids

• American Celiac Disease Alliance• Anaphylaxis Australia• Arico Natural Foods• Association of European Coeliac Societies• Canadian Celiac Association• Case Consulting• Celiac Disease Foundation

Food Allergy Initiative• Foods Matter• Gluten Free Classes• GlutenFreeda• Gluten Free Food and Allergy Shows• Gluten Intolerance Group• Kids with Food Allergies• National Foundation for Celiac Awareness

On a worldwide basis, there are currently over 300 million individuals managing special dietsresulting in:

• Celiac Disease Foundation• Celiac Sprue Association• Celinal Foods• Coeliac Australia

• National Foundation for Celiac Awareness• Parents of Kids with Food Allergies• Shepherd Works Australia• Various Consumer Support Groups

g• Decreased quality of life• Ever-rising number of gluten and allergen-free lifestyles• Lack of empirical market data & general public awareness

To help address these market challenges, AllergyFree Passport® and its affiliate GlutenFreePassport®, leading global health consulting firms, exclusively sponsored and funded this uniquethree-dimensional research study.

The international market research scope included compiling data & analyzing results from threekey target groups:

1. Individuals living with celiac / coeliac disease and gluten-free diets2. People managing food allergies, anaphylaxis and intolerances3 H it lit & f d i f i l t i t th d f i l di t t

Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved.

www.allergyfreepassport.com www.glutenfreepassport.com www.glutenfreeonthego.com 2

3. Hospitality & food service professionals catering to the needs of special diets guests


The international findings from 35 countries deliver an innovative 360 degree view of markettrends and expectations based on quantitative & qualitative insights from:

• Over 2,500 gluten & allergen-free consumers, g g• Almost 200 hospitality respondents representing 2,000+ establishments

As more and more individuals require gluten and allergen-free diets, the demand for higherlevels of awareness and knowledge is needed in the global marketplace. There are tremendousbusiness opportunities for increased revenues from this potentially loyal, repeat and profitableconsumer segment once special diet customers feel safe eating both inside and outside their

This executive summary highlights 6 of the key market research findings:

own homes.

Widespread global understanding of gluten and allergen-free needs by family, friends, schools, work and business is crucial to increasing the quality of life desired by all!

This executive summary highlights 6 of the key market research findings:

1. Food service, products and medical are top priorities for a global call to action!

2. Gluten & allergen-free guests are a profitable and loyal market globally.

3. Majority of consumers eat out less representing significant opportunities.

4. Taste of food is the top consideration in purchasing decisions.

5. Tremendous gap exists in perspectives of understanding special diets.

6. Quality of life and society are significantly impacted by gluten & allergen-free diets.




#1 Food Service, Products and Medical Are Top Priorities For a Global Call to Action!

In order for individuals to regain their quality of life, the following key initiatives are identified asg q y , g ypriorities throughout the next 1 – 2 years across the globe.

While some dramatic gaps exist between guests & hospitality, consumers and businesses alikeagree upon the recommended call to action to remedy the current challenges associated withgluten and allergen-free living.

Gluten & Allergen-Free Awareness Initiatives

Products - Wider Selection & Better Taste

Expanded Training - Food Service Providers

59%

44%

72%

48%

73%

78%

Increased Training - Medical Professionals48%

Response Only Applicable for Gluten & Allergen-Free Consumers Gluten & Allergen-Free Guests(N=2,536 )

Hospitality & Food Service(N=176)

Key:

62% of the hospitality and food service respondents

#2 Gluten & Allergen-Free Guests Represent a Profitable and Loyal Market Globally

consider gluten & allergen-free guests as a new andprofitable consumer segment translating intopotential increased revenue streams for food serviceproviders.

In addition, once gluten & allergen-free guests feelf d ti fi d ith th i ti i thsafe and satisfied with their eating experience, they

return to the same establishments over 80% of thetime, reflecting an extremely loyal and repeatcustomer base!




100%

#3 Majority of Consumers Eat Out Less Representing Significant Opportunities

Guests

50%

0%

50%

100%

20%

Gluten and allergen-free guests indicatethat some of the reasons for eating outless throughout the past year include:

• Lack of knowledgeable personnel• Safety of meals• Fear of gluten / allergic reaction

Significant

Dining Out Same/More

Guests Dining Out

Less

-100%

-50%

-80%Guests are also traveling less than oneyear ago due to a number of concernsincluding:

• Eating out in restaurants• Availability of special meals

and/or snacks

Gluten & Allergen-Free Guests (N=2,536 )

gOpportunity

for Consumers & Business

and/or snacks

Although guests managing special dietary concerns are currently eating out less worldwide,food service is experiencing a rising demand for gluten and allergen-free meals due to theincreased consumer population managing gluten & allergen-free lifestyles.

The demand for new, delicious gluten and allergen-free products has been increasingdramatically on a worldwide basis. Although there have been continual improvements, specialdiet consumers are still an under-represented market segment.

#4 Taste of Food Products is the Top Consideration in Purchasing Decisions

90% of gluten and allergen-free customers rank tasteas their top priority above nutrition, convenience andeven price.

Businesses need to consider these key factors whiledeveloping manufacturing distributing and selectingdeveloping, manufacturing, distributing and selectingnew special dietary food products to offer customersand guests.

The majority of gluten and allergen-free individualsrely on books, support groups and the internet asvaluable informational sources for adapting to their



p gspecial dietary lifestyles.


Consumers’ perceptions of food service providers’ knowledge of gluten and allergen-free diets isquite different than the industry’s viewpoint of its own level of understanding.

# 5 Tremendous Gap Exists in Perspectives of Understanding Special Diets

The gap depicted below, indicates that consumers believe less than 10% of eatingestablishments have a ‘very good’ or ‘good’ understanding of gluten and allergen-free diets.However, hospitality and food service believe that up to 40% of establishments understandthese requirements. There is also a vast disconnect in priorities for eating out between guestsand food service.

10%

30%40%

15%Significant Gap

Between Consumers &

Gluten& Allergen-Free Consumers(N=2,536 )

Hospitality & Food Service

Key reflecting ‘very good’ or ‘good’ understanding of diet:

>1% >1%

#6 Quality of Life and Society are Significantly Impacted by Gluten & Allergen-Free Diets

Fine & Casual Dining Restaurants, Fast Food & Caterers

Cafeterias, Hospitals, and

Healthcare

Travel Providers & Specialists (1)

BusinessHospitality & Food Service(N=176)

(1) Reflects Airline Food Service Providers, Airports, Cruise Ships, Resorts, Spas & Travel Agents

Social Gatherings 77%

#6 Quality of Life and Society are Significantly Impacted by Gluten & Allergen-Free Diets

Managing gluten and allergen-free diets impacts overall quality of life – social, physical well-beingand emotional! Family, friends, schoolmates, business colleagues and even children’s playmatesare also significantly affected.

Family Life

Health

Travel

Daily Foods

Eating Out

Social Gatherings

23%

24%

37%

40%

73%

77%

Work

Schools & Camps

Family Life

9%

18%

23%

Gluten & Allergen-Free Consumers(N=2,536 )

In summary, this innovative market research shows that the quality of life for those impacted byspecial diets around the world can be improved and enhanced by increased awareness and



understanding of dietary needs. At the same time, it illustrates that hospitality and business, ingeneral, are missing opportunities to capture this untapped and under-represented segment ofthe global population that could lead to greater financial return!


High Level Demographic Profiles of Guest and Hospitality Respondents

Over 125,000 questions were answered, resulting in 3,500+ qualitative comments, from the2,700-plus global respondents from 24 May – 16 November 2007. The following attributes andcharacteristics reflect each of the three target groups

Gluten-Free Survey Respondents

Allergen-Free Survey Respondents

Number of Participants 1,955 581

Overview of 2,536 Gluten and Allergen-Free Consumer Respondents

characteristics reflect each of the three target groups.

Health Considerations 82% Celiac/Coeliac 79% Anaphylaxis

Years of Age 48% over 45 56% under 15

The majority of consumer respondents are female and have been managing their special dietarylifestyles for over 3 years. There is a cross-over between groups as over 40% of gluten-freerespondents have other food allergies or sensitivities while over 40% of allergen-free consumersare allergic or anaphylactic to wheat or gluten

Overview of 176 Hospitality Respondents Representing 2,000-Plus Eating Establishments

Casual Dining Restaurants Quick Service/

Respondents by Type of Eating Establishment• Cross section of positions including owners, chefs, managers and staff

are allergic or anaphylactic to wheat or gluten.

3%

1%

39% 18%

13%12%

8%

6%

Cafeterias/ Institutional

Airlines/Airport Food Shops

Resorts/Spas Banquets/Caterers

Fine Dining Restaurants

Quick Service/ Fast Food

• 52% multi-site establishments

• 43% with seating capacity for 100+ guests

• Varying levels of understanding 6%

Hospitals/Healthcare

Varying levels of understanding and experiences in gluten & allergen-free meal preparation

2,700-Plus Total Respondents from 35 Countries

(g) = Gluten-Free Respondents (a) = Allergen-Free Respondents (h) = Hospitality Respondents

1. Algeria(g/h)

2. Argentina(g/h)

3. Australia(g/a/h)

4. Austria(a)

5. Bahamas(a)

6. Barbados(g)

7 Belarus(a)

10. Canada(g/a/h)

11. China(a)

12. Czech Republic(g/a)

13. Denmark(a)

14. Finland(g)

15. France(g)

16 Germany(g/a)

19. Ireland(g)

20. Italy(g)

21. Luxembourg(g)

22. Malta(g)

23. Mexico(a)

24. Netherlands(g)

25 New Zealand(g/a)

28. Spain(g)

29. Switzerland(g)

30. United Kingdom(g/a/h)

31. United States(g/a/h)

32. Uruguay(g/a)

33. Uzbekistan(g/a)

34 Vanuatu(g/a)



7. Belarus(a)

8. Belgium(g/a)

9. Brazil(g/a)

16. Germany(g/a)

17. Hungary(g)

18. India(g)

25. New Zealand(g/a)

26. Portugal(g)

27. South Africa(g/a)

34. Vanuatu(g/a)

35. Vatican City(g)


Knowledge is Power!

By increasing further awareness of special dietary needs, we believe that this landmark globaly g p y gmarket research will encourage and help justify new business offerings addressing the ever-rising portion of the world population managing gluten and allergen-free diets. At the sametime, we hope that these findings empower individuals with additional knowledge to live abetter quality of life around the world.

Evolving Worldwide Evolving Worldwide Special Diets LandscapeSpecial Diets Landscape

Offerings

Enriched Quality of Life

Awareness

Acceptance

Support

Understanding

Research &

Continued Worldwide Educational Initiatives &

Universally Accepted

Working Together-We Can Enrich Gluten and Allergen-Free Lifestyles Worldwide!

Prevalence Improvements Way of Life

To access the Detailed Report Table of Contents and ordering information, visit one of our websites below.

For additional information, consultations or tailored presentations, please contact:

Virginia BeauchampDirector of Research

[email protected]

Or contact us via phone at one of our global offices:Chicago IL USA: 312 952 4900 ● London UK: 44 0800 011 2542



Chicago, IL USA: 312 952 4900 ● London UK: 44 0800 011 2542Sydney, NSW Australia: 61 1800 451 637


9. AllergyFree® Passport and GlutenFree Passport® Worldwide Capabilities



what gluten and allergen free consumers want - global market research executive summary

Health & Medicine