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Louise Vacher, Consulting Director, YouGov
Understanding food allergies and intolerances – the consumer viewpoint
September 2014
Agenda
What we did
Who suffers from an allergy/intolerance?
How do sufferers manage their allergies/intolerances?
Who is buying FreeFrom foods?
Conclusions
2
15-minute online survey conducted among YouGov
panellists.
Fieldwork was undertaken between 12th–18th
August 2014.
Research was conducted among a nationally representative sample of 1039 UK adults and carried out online using the YouGov panel.
A boost was included to ensure we had robust numbers for key consumer groups including:
- Wheat/Gluten intolerant or allergic
- Dairy intolerant or allergic
- Egg intolerant or allergic
- Shellfish intolerant or allergic
- ‘Free from’ buyers
- Parents with children with food intolerances/allergies
Methodology
The context
The growth of “FreeFrom”
Massive growth in “FreeFrom” foods
UK market up 72% in last 5 years
Number of new products launched in Europe up by 140% in last 5 years
50% of all baby food launches in Europe in 2014 are gluten free
300% increase in the number of gluten-free items on restaurant menus since 2011
New regulations mean restaurants have to provide information on allergens from December 2014
5
And even:
Source: Mintel/Horizons
Who suffers from an allergy/intolerance?
A third of UK households are affected
7
Over 1 in 5 (22%) of the UK population consider
themselves to have a food allergy or intolerance
7% have a diagnosed or
suspected food allergy
16% have a diagnosed or
suspected food intolerance
And almost 1/3 (31%) of UK
households include at least one allergy or intolerance sufferer
Base: Total UK Nat Rep (1039)S1. Do you suffer from any food allergies or intolerances? Please select all that apply.householdQ2. And which, if any, of these people in your household have a food allergy or intolerance? Please select all that apply.
An increase of 5% compared to 2011
Dairy and gluten are the most common
8
Dairy
of the UK population8%
12% of UK households
Gluten
7%
10%
of the UK population
12% suspected allergy
4% diagnosed allergy
50% suspected intolerance
33% diagnosed intolerance
of UK households
13% suspected allergy
6% diagnosed allergy
61% suspected intolerance
20% diagnosed intolerance
Base: Total UK Nat Rep (1039)Q1. Which, if any, of the following food allergies/intolerances do you have? If you have both an allergy or intolerance to the same category, please select the condition (allergy or intolerance) that causes the most severe symptoms.
Other allergy/intolerance incidences in household
9
Peanuts
5% of UK
households
Nuts
5% of UK
households
Molluscs
5% of UK
households
Egg
5% of UK
households
Crustaceans
5% of UK
households
Fish
3% of UK
households
Sulphur dioxide
3% of UK
households
Soy beans
2% of UK
households
Sesame seeds
2% of UK
households
Mustard Celery
1% of UK
households
Lupine
1% of UK
households
Base: Total UK Nat Rep (1039)Q1. Which, if any, of the following food allergies/intolerances do you have? If you have both an allergy or intolerance to the same category, please select the condition (allergy or intolerance) that causes the most severe symptoms.
1% of UK
households
Who suffers from an allergy/intolerance?
10
ABC1, 58%
C2DE, 42%
Base: Total UK Nat Rep (1039) / Allergy/intolerance suffers (219)
+11%37%
2%
6%
5%
26%
12%
11%19%
19%
32%
18 - 24
25 - 34
35 - 44
45 - 54
55+
19%
23%
15%
12%
+x% = Difference compared to UK population
-4%
-
+4%
+1%
-
-11%63%
+3%
-3%
-5%-1%
+3%
- -
+4%
-2%
+2%
Incidences among children
11Base: Parents of children with allergies in household (includes boost) (119)householdQ2. And which, if any, of these people in your household have a food allergy or intolerance? Please select all that apply.Q2_C_1. You said a child in your household suffers from a food allergy or intolerance. Which of the following do(es) the child/children in your household suffer from? -
5% of all UK households
have a child with a food intolerance or allergy
17% of UK households including
children have at least one child with a food allergy or intolerance
Which allergies/intolerances do they have?
39%
Dairy
28%
Gluten/Wheat
33%
Peanuts
24%
Nuts
23%
Egg
Top 5
Attitudes towards allergies/intolerances
12
28% believe a
‘good deal of food intolerance/allergies are just in people’s minds’77%
believe there seem to be morepeople with food allergies and intolerances nowadays than there used to be
36% of sufferers say “food allergies/
intolerances restrict my life”
57% of sufferers think there is still a lot of
negativity around food allergies/intolerances
Base: Total UK Nat Rep (1039) / allergy/intolerance sufferers (732)Q3 On a scale of 1 to 5, where 1 is 'strongly disagree' and 5 is 'strongly agree', to what extent do you agree or disagree with the following statements about food allergies and intolerances?
How are allergies/intolerances managed?
How are households affected?
14
Everyone in the household avoids the foods the householdmember is allergic/intolerant to at all times
12% 19%
Household members avoid these foods when they’re with the allergy/intolerance sufferer
63%
Household members still eat these foods when with the sufferer
Are different meals prepared for allergy sufferers?
9%
All of the time
45%
Some of the time
43%
Never
Base: All with sufferer in household (excluding those that live alone) (278)T4_A. Which, if any, of the following best describes how you manage this allergy/intolerance in the household? Please select one answer.T4_B. In your household, does the allergy/intolerance sufferer eat different meals from the rest of the household? Please select one answer.
Avoidance is the main way of managing their sensitivities. Labelling plays an important role
15
Avoidance Keep to a strict diet and avoid all products sensitive to Stick to safe foods that they know will not trigger a reaction Only eat small amounts of the food they are sensitive to
InformationRead ingredient labels
MedicationUse anti-histamines/OTC medicinesUse prescribed medication
Those with an intolerance
22%42%42%
Base: All allergy sufferers (70) T1_allergies. And which, if any, of the following describes how you tend to manage your food allergies? Please select all that apply.Base: All intolerance sufferers (166) T1_allergies. And which, if any, of the following describes how you tend to manage your food allergies? Please select all that apply.
45%42%22%
38%
Those with an allergy
34%
Alternatives Cook everything from scratch Buy specially designed ‘FreeFrom’ products
15%7%
15%21%
29%16%
6%13%
How allergies/intolerances are managed
Dealing with children’s allergies
16
Sticking to safe foods (58%),
reading ingredient labels
(57%), and cooking everything from scratch
(37%) are the top 3 treatments for kids
33% discuss their child’s dietary
requirements with teachers/child
minders and other parents
48% of parents agree there are not
enough allergy/intolerance products specially
designed for children
40% of parents send their child to school with a packed lunch
due to their allergies/intolerances
28% of parents buy specially designed
‘FreeFrom’ products
Base: Parents of children with allergies in household (includes boost) (119)T1_Children. And which, if any, of the following describes how you tend to manage the child/children’s food allergies or intolerances? Please select all that apply.C1. You mentioned earlier that your child(ren) suffer(s) from a food allergy or intolerance. On a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree, to what extent do you agree with the following statements about managing your child’s allergies
Most find it relatively easy to find & understand information on labels
17
Find information about the following allergens on food products?
Base: Total UK populationQ3. On a scale of 1 to 5, where 1 is 'strongly disagree' and 5 is 'strongly agree', to what extent do you agree or disagree with the following statements about food allergies and intolerances?Base: Allergy/intolerance sufferers or parents of children sufferers (inc boost): Gluten sufferers (299) Peanuts sufferers (175) Nut sufferers (164) Egg sufferers (176) Dairy (328) Soya (53) Sesame (58) Fish (69) Crustaceans (119) Molluscs (121) Sulphur dioxide (85) T2_A_1. And how easy or difficult is it to find the allergy/intolerance information you need on food products?
18%
19%
22%
25%
27%
26%
29%
33%
29%
45%
47%
71%
68%
68%
68%
59%
58%
56%
53%
53%
44%
42%
Peanuts
Nuts
Dairy/Lactose
Gluten/Wheat
Crustacean
Fish
Molluscs
Sesame seeds
Egg
Soya beans
Sulphur dioxide
Difficult Easy
Understand the information about the allergens on food products?
17%
17%
19%
22%
26%
26%
27%
25%
25%
40%
34%
72%
71%
70%
70%
60%
60%
60%
62%
55%
54%
53%
Peanuts
Nuts
Dairy/Lactose
Gluten/Wheat
Crustacean
Fish
Molluscs
Sesame seeds
Egg
Soya beans
Sulphur dioxide
Difficult Easy
How easy is it to….
Coping with situations outside the home
Eating out is problematic for a fifth of sufferers
19 Base: Total allergy/intolerance sufferers (732) R3. On a scale of 1-5 where 1 is very difficult and 5 is very easy, how easy or difficult is it for you to find foods that meet your dietary requirements?C2. On a scale of 1-5 where 1 is very easy and 5 is very difficult, how easy is it to find things for your child to eat in the following situations?R2. Which, if any, of the following statements BEST describes your general experiences when ordering food in restaurants? Please select one answer.
21%
25%
36%
37%
42%
45%
43%
34%
33%
26%
Eating out at restaurants
Meals/snacks at work
Day trips
Travelling
Buying from vending machines
Difficult Easy
Ease of finding foods that meet your requirements (allergy/intolerance sufferers)
Sufferers and non-sufferers alike agree that restaurants
should cater for allergies – only
1 in 4 agree that “restaurants should not have to cater for allergies – it should be the responsibility of the individual to choose appropriate
food”
Foodservice is missing out on potential visits, while “on the go” situations present the biggest challenges
20 Base: Total allergy/intolerance sufferers (732) / Total with child with allergy/intolerance (119) (includes boost)R3. On a scale of 1-5 where 1 is very difficult and 5 is very easy, how easy or difficult is it for you to find foods that meet your dietary requirements?C2. On a scale of 1-5 where 1 is very easy and 5 is very difficult, how easy is it to find things for your child to eat in the following situations?
32%
30%
33%
21%
22%
16%
33%
34%
35%
41%
39%
38%
Children's parties
Day trips
Travelling
Eating out at restaurants
School trips
School meals
Difficult Easy
CHILDREN:Ease of finding foods that meet your child’s requirements
(those with a child with an allergy/intolerance)
25% of parents eat
out less often due to their child’s allergies
48% of parents stick
to the same restaurants
42% of parents
avoid takeaways
13%
38%
31%
17%
Generally catered for and wellsignposted on menus
Generally catered for but Iusually have to ask a memberof staff as the menus are not
well signposted
Generally not catered for
Other / don't know
There is general agreement that restaurants could do more to help, particularly more readily available information
21Base: Total sample (1039) / Total allergy/intolerance sufferers (219)R1_3. On a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree, to what extent do you agree with the following statements about visiting restaurants. - I don’t think the restaurant should have to cater for allergies – it should be the responsibility of the individual to choose appropriate food / Chain restaurants are better at catering for allergies/intolerances than independent restaurants
26%
Of allergy sufferers think “Allergens and intolerance warnings are clearly displayed on most menus”
Of allergy sufferers agree that “restaurants do not offer sufficient information or support to allergy sufferers” – only 14% think they do
54%
Who is buying FreeFrom foods?
There is a considerable awareness gap even among sufferers
23
Total population Allergy/intolerance sufferers
Aware and have bought ,
18%
Aware but not
bought, 32%
Not aware,
51%
Aware and have bought ,
33%
Aware but not
bought, 28%
Not aware,
39%
Base: Total UK Nat Rep (1039) / Allergy/intolerance suffers (219)FF1. Before taking this survey, how aware, if at all, were you of ‘FreeFrom’ branded foods?
Awareness and purchasing of FreeFrom foods
Rises to 46% of those suffering from gluten and
45% of those suffering from dairy/lactose
Who buys FreeFrom foods?
24Base: Have bought FreeFrom foods (182)
53% live in the South/East(cf. 44% of the population)
69% of purchasers are women
40% are aged 25-44
(cf. 33% of the population)
55% of purchasers do not suffer from, or live with anyone who suffers from, an allergy or intolerance
Supermarkets are the main port of call for FreeFrom foods
25
Where FreeFrom foods bought
Base: Buy Free From foods(448)FF9. And from which of the following grocery stores do you tend to buy your 'FreeFrom' products? Please select all that apply.
50%
50%
26%
17%
15%
12%
10%
11%
13%
3%
2%
3%
3%
2%
Sainsbury’s
Tesco
ASDA
Morrisons
Waitrose
Marks & Spencer
Co-op
Other supermarket
Holland & Barrett
Wholefoods market
Boots
Health food shop website
On prescription
Mail order
Sainsburys, Co-op and Marks & Spencer over-index compared to those using it for their main shop
FreeFrom foods provide more choice, with a proportion believing they are generally healthier
26
Reasons for buying FreeFrom foods
Base: Allergy/intolerance sufferers/those with a sufferer in their household who have bought Free From foods (331) /Those without any sufferer in their household who have bought Free From foods (117) (includes boost)FF2_E_2. Which, if any, of the following explains why you purchased 'FreeFrom' products? / F2_D. You said you have purchased 'FreeFrom' products in the past. Which, if any, of the following explains why you purchased 'FreeFrom' products even though no one in your house suffers from an allergy/intolerance?
22%
20%
17%
15%
13%
11%
8%
It’s generally healthier/better for you
Thought I’d give it a try
Thought someone in myhousehold may beallergic/intolerant
Recommendations fromfriends/family
Think it’s the right thing to do ethically
Help me/someone in myhousehold lose weight
Recommendations from ahealth expert/professional
30%
29%
23%
21%
18%
16%
15%
10%
Gives more choice to eat productsI can't otherwise eat
Required by a diagnosed healthcondition
Can enjoy foods I am otherwiseallergic/intolerant to
Someone in my household has afood-related health condition
Recommendations from a healthexpert/professional
I think it’s generally healthier/better for you
Required by a self-diagnosedhealth condition
Recommendations fromfriends/family
Those with an allergy/intolerance sufferer in the household
Those without an allergy/intolerance sufferer in the household
While many believe there has been improvement, expense and poor taste are still an issue
27
80%
51%
41%
67%
Base: All bought Free From foods (182)FF4 And on a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree, to what extent do you agree or disagree with the following statements about 'FreeFrom' foods?FFSpont. Thinking now about **'FreeFrom' branded foods**, what do you associate with these products? Please write in the box below. Base; Aware of FreeFrom foods (51()
Spontaneous associations(total sample)
consider ‘FreeFrom’ food expensivecompared to regular food
agree that there is not a great deal of choice
agree that ‘FreeFrom’ products don’t taste very good compared to regular foods
are noticing more ‘FreeFrom’ products in grocery stores nowadays
believe ‘FreeFrom’ products have really improved in the last couple of years59%
Buyer beliefs
.. While the main barrier to buying is a lack of perceived need
28
Barriers to buying Free From foods
Base: Allergy/intolerance suffurers who have not bought Free From foods (431) (includes boost)FF2_F_2. You said you have a food allergy or intolerance but have never bought any 'FreeFrom' products. Why is this?
70%Only use if no other option
38% find it easier to completely avoid the food
21% cook everything from scratch
Found alternative ways to cope with their allergy/ intolerance
1
2 Cost 23% say they are too expensive
3 Limited range 12% say the range is limited9% say there are no products for
their allergy
4 Lack of saliency/availability9% tend to forget about them8% say they’re not sold in their
supermarket
Key take-outs
29
Nearly a third of households contain someone who has a food allergy or intolerance, the majority being self-diagnosed.
Sufferers use a variety of methods to manage their allergies/intolerances, but avoidance is the main one. Reading food labels is important, with most finding it relatively easy to find and understand the information they need – particularly for the more common allergies.
A fifth of those affected find it difficult to eat out in restaurants, and would like restaurant menus to provide more information. “On the go” situations are even more challenging and those with children have the same issues, with children’s parties and day trips difficult to negotiate. School meals are only found to be difficult by 1 in 6 parents, perhaps because 40% use packed lunches.
There is a clear awareness gap for FreeFrom foods, with 4 in 10 sufferers unaware of their existence. Interestingly, over half of buyers are not doing so because they have an allergy or intolerance but because they think they are generally healthier.
While many believe there has been improvement in FreeFrom foods, expense and poor taste are still an issue. However, the main barrier is that people have found a way to manage without them –suggesting that increasing saliency and understanding would be beneficial.
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• We are continually collecting data on each of our c.440,000 panellists to build an ever-increasing bank of knowledge. We know far more about them than simply their answers to your specific questions
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…for example we know we have:
• c.168,000 consumers who have a food allergy or intolerance
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61. MARKET
Category intelligence and market assessment
2. PRODUCTConcept testing,
pricing, packaging
3. LAUNCHMonitoring
product introduction
4. COMMSPre- and post-
testing campaigns
5. BRANDPerception
tracking
6. LOYALTYCustomer
satisfaction
YouGov Consulting consists of sector specialists supported by our data products, plus custom quantitative and qualitative analytics.
Food & drink is a key specialism: examples include….
Tracking & Range evaluation
As well as conducting ongoing tracking for Costa Coffee, we have undertaken evaluations of their summer and winter promotional campaigns and conducted TURF studies to identify which new products to introduce to the range.
Qual & QuantPack Testing
A qualitative and quantitative study to identify reactions to current and new packaging formats. Respondents were sent packs of cheese to evaluate at home.
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Contact
37
Please contact YouGov for more information or if you wish to use the data from this report:
Louise VacherConsulting Director, YouGovT: 0207 012 6156E: Louise.Vacher@yougov.com
Helen PilmerBusiness Development Manager- Consumer divisionT: +44 (0) 207 012 6149E: Helen.pilmer@yougov.com
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