Michelle Berriedale-Johnson

FreeFrom –

a healthy future

The stats

All the statistics tell us that the freefrom market is the fastest growing sector in the food industry – quote Mintel last month:

• Around £400 million in 2015 and

• Estimated to top the half billion by 2018/9

FreeFrom Food Awards

From macro to micro:

• Since we started the awards in 2008 there has been a steady growth of around 30% year on year in the number of products entered – and…

• In most years 40–50% of the products entered are from companies newly into ‘freefrom’.

All lovely but…….

If this growth is to be sustained there are three issues we urgently need to address.

1. Who is it that is driving the growth in the market?

2. What is it that they are really looking for?

3. How do we give it to them?

So, first - who is buying freefrom?

• Mintel tell us that in the UK 39% of population say that they avoid at least 1 food

• 21% of them because they have or believe they have a medical condition

• 18% because they believe that freefrom in ‘healthier’

• That is 18% of the whole UK population!

That is around 11 million people!!

The fastest growing sector

And not only Mintel but every other market research company tells us that the fastest growing sector of those who buy or eat ‘freefrom’ is those who are choosing to do so, not those who have to.

Recent Foods Matter survey

Again from macro to micro –

• In our survey we asked whether respondents avoided certain food for medical reason or as a lifestyle choice.

• And - of those who said ‘lifestyle choice’, 75% based their decision on fact that food was ‘healthier’.

So, who actually are these people who are choosing to eat freefrom?

• Mintel tell us that they are likely to be aged between 16 and 40 and internet savvy but that does not really tell us all that much.

• YouGov has just given a further insight into who they might be.

• This is very important… If we are to continue to give them what they want we need to know who they are.

As important as who they are is what they want. They say ‘healthier’ but what do they mean by ‘healthier?

What do they want?

• Do they all have this vague concept that if they give up gluten they will all look like Gwyneth Paltrow?

• Or do they have some specific health benefit in mind?

Traditional ‘healthier’

• Low fat, low salt, low sugar?

• Low carbs?

• But low fat is rapidly falling out of favour as medical thinking about fats changes – so maybe not low fat

Low sugar? Low Carbs?

• Low salt is now a given throughout the food chain so no particular virtue for freefrom

• Low sugar – ah yes! Sugar is the new baddie so definitely low sugar

• And what about carbs?... In or out?

But while finding out about exactly what this health aware market wants is hugely important….. We also need to be looking at what we are producing now – • How healthy is it? - and – • How can we make it healthier?

Clean label – clean ingredients

In terms of ingredients there has been a significant improvement over the last ten years - but….

Manufacturing aids

To create seriously look-a-like gluten-free, dairy-free or egg free foods such as bread, croissants or donuts which depend for their existence on fine wheat flours and gluten…

You are always going to have to rely on science to get you there – • raising agents • thickeners • emulsifiers • humectants etc

‘Naturally’ freefrom

• There are hundreds, if not thousands of naturally gluten, dairy and egg free ingredients

• Increasingly brands such as Ilumi are offering ‘naturally freefrom’ as their USP

• Non-ff brands examining their portfolio and discovering products which can be (or could be with very minor tweaks) marketed as Freefrom

Boosting the nutritional content

• Superfoods are all the rage these days – show me a breakfast cereal or snack bar without without a chia seed…

• So should we be incorporating more of these superfoods into freefrom products?

Fortification

• Finally, should we be looking at fortifying free from foods?

• Well established companies like Alpro and Rice Dream have been fortifying their milks with calcium for some years but should we also be fortifying other staple foods.

• ‘Ordinary bread’ is always fortified with iron, B vitamins and calcium – why not freefrom breads?

Many options Many ways to go…..

Onwards and upwards, FreeFrom!

If you want to talk to me further you can find me at

michelle@foodsmatter.com