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What’s happening with FreeFrom on menus?
Emma ReadDirector of marketing & business development19 September 2013
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• Some context• The Foodservice market and trends• Consumer evidence
• What FreeFrom is available on menus• Frequency• Descriptions
• What are operators doing to change?
What’s happening with FreeFrom on menus?
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Some context
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The Foodservice market
2012
•Food & drink sales to consumers £43.4 bn
• Excludes drink not served with food
•Food sales to consumers £32.2 bn
•Food sales to operators / operator purchases £10.2 bn•Meals served 7.8 bn
Source: Horizons Market Structure and Trends 2012
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Diverse and with variable trends
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Plenty of outlets to communicate messages
Market Structure by Number of OutletsMarket Structure by Food and Beverage Sales
Source: Horizons Market Structure and Trends 2012
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What about consumers?
• Environmental factors
• Life stage
• Time of day, day of week
• Available spend
Health consciousHealth consciousEthically awareEthically aware
24/7 culture24/7 culture
High expectationsHigh expectations
Used to rewardUsed to reward
Technologically savvyTechnologically savvy
Used to choiceUsed to choice
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Penetration of people eating out
Source: Horizons QuickBite July 2013
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Where consumers are eating out
Source: Horizons QuickBite July 2013
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And when - Day parts are changing
Source: Horizons Market Structure and Trends 2012
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What FreeFrom is available on menus?
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What menus?
Source: Horizons Menurama Summer 2013
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Changing from...
Source: Horizons Managed Pub Context Report March 2013
to this...this...
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Ethical Sourcing, Responsible Production and Quality Assurance
Source: Horizons Menurama
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Healthy Eating
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Brands with Gluten Free menu options
Source: Horizons Menurama
• 27% brands in Menurama now have gluten free options• Up from 21% in Summer 2010• 30% increase in 3 years
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‘All of the pasta dishes above can be made with our gluten-free (NG) fusilli pasta’
‘NG’ logo
The small print: ‘NG – no gluten containing agents in this dish… Unfortunately it is not possible to guarantee our busy kitchens are not 100% allergen free. Please inform waiting staff before ordering so we can take extra care preparing your dish.’
Gluten Free menu examples
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Good menu examples
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Good GF menu examples
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Good GF menu examples
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Not so good GF menu example
‘All our food is prepared in a kitchen where nuts, gluten & other allergens are present & our menu descriptions do not include all ingredients – if you have a food allergy, please let us know before ordering. Full allergen information is available.’
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What are Operators doingto change?
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• Changing from:
• To:
Why?
It’s a marketing message
It’s a marketing message
It’s what consumers want
(& expect)
It’s what consumers want
(& expect)
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Brands where healthy eating is their ethos - evolving to FF
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Brands where healthy eating is their ethos – evolving to FF
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• Foodservice is big, diverse and with plenty of opportunities
• Eating out is here to stay
• Consumers needs are changing, and operators are starting to respond
• FreeFrom has evolved from e.g. Low Saturated fat, to e.g. Gluten free. Others will follow
• More still needs to be done:• Communicating about FreeFrom
• On Menus• On Point Of Sale• On Websites
• Product development
In summary