what’s happening with freefrom on menus? emma read director of marketing & business...
TRANSCRIPT
What’s happening with FreeFrom on menus?
Emma ReadDirector of marketing & business development19 September 2013
• 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?
Some context
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
Diverse and with variable trends
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
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
Penetration of people eating out
Source: Horizons QuickBite July 2013
Where consumers are eating out
Source: Horizons QuickBite July 2013
And when - Day parts are changing
Source: Horizons Market Structure and Trends 2012
What FreeFrom is available on menus?
What menus?
Source: Horizons Menurama Summer 2013
Changing from...
Source: Horizons Managed Pub Context Report March 2013
to this...this...
Ethical Sourcing, Responsible Production and Quality Assurance
Source: Horizons Menurama
Healthy Eating
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
‘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
Good menu examples
Good GF menu examples
Good GF menu examples
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.’
What are Operators doingto change?
• 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)
Brands where healthy eating is their ethos - evolving to FF
Brands where healthy eating is their ethos – evolving to FF
• 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
