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 ideas
to 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 special
thanks to the organizations listed below for supporting this initiative to deliver the broad
geographic audience, high quality representative sample and comprehensive understanding of
today’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 diets
resulting 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 GlutenFree
Passport®, leading global health consulting firms, exclusively sponsored and funded this unique
three-dimensional research study.
The international market research scope included compiling data & analyzing results from three
key target groups:
1. Individuals living with celiac / coeliac disease and gluten-free diets
2. People managing food allergies, anaphylaxis and intolerances
3 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 market
trends 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 higher
levels of awareness and knowledge is needed in the global marketplace. There are tremendous
business opportunities for increased revenues from this potentially loyal, repeat and profitable
consumer 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.
3

#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 y
priorities throughout the next 1 – 2 years across the globe.
While some dramatic gaps exist between guests & hospitality, consumers and businesses alike
agree upon the recommended call to action to remedy the current challenges associated with
gluten 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 Professionals
48%
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 and
profitable consumer segment translating into
potential increased revenue streams for food service
providers.
In addition, once gluten & allergen-free guests feel
f 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 the
time, reflecting an extremely loyal and repeat
customer base!
4

100%
#3 Majority of Consumers Eat Out Less Representing Significant Opportunities
Guests
50%
0%
50%
100%
20%
Gluten and allergen-free guests indicate
that some of the reasons for eating out
less 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 one
year ago due to a number of concerns
including:
• Eating out in restaurants
• Availability of special meals
and/or snacks
Gluten & Allergen-Free Guests
(N=2,536 )
g
Opportunity
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 the
increased consumer population managing gluten & allergen-free lifestyles.
The demand for new, delicious gluten and allergen-free products has been increasing
dramatically on a worldwide basis. Although there have been continual improvements, special
diet 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 taste
as their top priority above nutrition, convenience and
even price.
Businesses need to consider these key factors while
developing manufacturing distributing and selectingdeveloping, manufacturing, distributing and selecting
new special dietary food products to offer customers
and guests.
The majority of gluten and allergen-free individuals
rely on books, support groups and the internet as
valuable informational sources for adapting to their
5
p g
special dietary lifestyles.

Consumers’ perceptions of food service providers’ knowledge of gluten and allergen-free diets is
quite 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 eating
establishments 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 understand
these requirements. There is also a vast disconnect in priorities for eating out between guests
and food service.
10%
30%
40%
15%
Significant Gap
Between
Consumers &
Gluten& Allergen-Free Consumers
(N=2,536 )
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)
Business
(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-being
and emotional! Family, friends, schoolmates, business colleagues and even children’s playmates
are 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 by
special diets around the world can be improved and enhanced by increased awareness and
6
understanding of dietary needs. At the same time, it illustrates that hospitality and business, in
general, are missing opportunities to capture this untapped and under-represented segment of
the 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 the
2,700-plus global respondents from 24 May – 16 November 2007. The following attributes and
characteristics 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 dietary
lifestyles for over 3 years. There is a cross-over between groups as over 40% of gluten-free
respondents have other food allergies or sensitivities while over 40% of allergen-free consumers
are 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
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 g
market 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 same
time, we hope that these findings empower individuals with additional knowledge to live a
better quality of life around the world.
Evolving WorldwideEvolving 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 Beauchamp
Director of Research
vbeauchamp@allergyfreepassport.com
Or contact us via phone at one of our global offices:
Chicago IL USA: 312 952 4900 ● London UK: 44 0800 011 2542
8
Chicago, IL USA: 312 952 4900 ● London UK: 44 0800 011 2542
Sydney, NSW Australia: 61 1800 451 637

9. AllergyFree® Passport and GlutenFree Passport® Worldwide Capabilities
9

What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Empfohlen

Empfohlen (20)

What Gluten and Allergen Free Consumers Want - Global Market Research Executive Summary