Understanding food allergies and intolerances the consumer viewpoint. Louise Vacher, Consulting Director, YouGov

Transcription

1 Understanding food allergies and intolerances the consumer viewpoint Louise Vacher, Consulting Director, YouGov September 2014

2 Agenda What we did Who suffers from an allergy/intolerance? How do sufferers manage their allergies/intolerances? Who is buying FreeFrom foods? Conclusions 2

3 Overview of YouGov A full-service market research agency with a specialist consumer division Customised Research Solutions Our sector experts draw upon our existing data and combine with quantitative and qualitative bespoke research to provide tailored insights Multi-Channel Audience Segmentation Our media and planning product for agencies and brands powered by data collected in the YouGov Cube which holds over 120,000 data points from 190,000 UK YouGov panellists Opinion poll the nation Within 24/48 hours see what the country thinks of your key issue Online Consumer Behaviour Capturing real time in-depth actual online consumer behaviour across smartphones, tablets and PC s Market Intelligence Delivering insights into the latest market trends and conditions to help understand the broader market environment Daily Brand Tracking The authoritative measure of brand perception across thousands of brands in the UK and across the world Social Media Identifying and profiling exactly who social media audiences are across Facebook and Twitter and tracking the reach of brands and campaigns amongst target segments SoMA 3

4 Methodology 15-minute online survey conducted among YouGov panellists. Fieldwork was undertaken between 12 th 18 th August 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

5 Who suffers from an allergy/intolerance?

6 A third of UK households are affected Over 1 in 5 (22%) of the UK population consider themselves to have a food allergy or intolerance An increase of 5% compared to % 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 6 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.

7 Dairy and gluten are the most common Dairy 8% 12% of the UK population of UK households 12% suspected allergy 4% diagnosed allergy 50% suspected intolerance 33% diagnosed intolerance Gluten/wheat 7% 10% of the UK population of UK households 13% suspected allergy 6% diagnosed allergy 61% suspected intolerance 20% diagnosed intolerance 7 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.

8 Other allergy/intolerance incidences in household Peanuts 5% of UK households Nuts 5% of UK households Egg 5% of UK households Crustaceans 5% of UK households Sulphur dioxide 3% of UK households Mustard 1% of UK households Molluscs 5% of UK households Soy beans 2% of UK households Celery 1% of UK households Fish 3% of UK households Sesame seeds 2% of UK households Lupine 1% of UK households 8 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.

9 Who suffers from an allergy/intolerance? 63% +11% 37% -11% 6% -2% % - 2% -1% 19% -5% % +1% 5% - 26% 19% 12% +4% +3% - 11% +2% % +4% C2DE, 42% -3% % - ABC1, 58% +3% % -4% +x% = Difference compared to UK population 9 Base: Total UK Nat Rep (1039) / Allergy/intolerance suffers (219)

10 Incidences among children 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? Top 5 Dairy 39% Peanuts 33% Gluten/ Wheat 28% Nuts 24% Egg 23% Base: Parents of children with allergies in household (includes boost) (119) 10householdQ2. 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? -

11 Attitudes towards allergies/intolerances 77% believe there seem to be more people with food allergies and intolerances nowadays than there used to be A food intolerance is just a less severe form of food allergy 40% believe this to be true 42% consider there to still be a lot of negativity expressed by people about allergies 62% 28% believe a good deal of food intolerance/allergies are just in people s minds 39% believe people don t take food intolerances seriously enough believe too many people self diagnose their food allergies and intolerances 11 Base: Total UK Nat Rep (1039) 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?

12 How are allergies/intolerances managed?

13 How are households affected? 12% 19% 63% Everyone in the household avoids the foods the household member is allergic/intolerant to at all times Household members avoid these foods when they re with the allergy/intolerance sufferer Household members still eat these foods when with the sufferer Are different meals prepared for allergy sufferers? 9% 45% 43% All of the time Some of the time Never 13 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.

14 Avoidance is the main way of managing their sensitivities. Labelling plays an important role How allergies/intolerances are managed Those with an allergy Those with an intolerance 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 45% 42% 22% 22% 42% 42% Information Read ingredient labels Alternatives Cook everything from scratch Buy specially designed FreeFrom products 38% 15% 7% 34% 15% 21% Medication Use anti-histamines/otc medicines Use prescribed medication 29% 16% 6% 13% 14 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.

15 Dealing with children s allergies 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 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 48% of parents agree there are not enough allergy/intolerance products specially designed for children 15 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

16 Most find it relatively easy to find and understand information on labels, but a quarter struggle How easy is it to. Find information about the following allergens on food products? Understand the information about the allergens on food products? Peanuts 18% 71% Peanuts 17% 72% Nuts 19% 68% Nuts 17% 71% Dairy/Lactose 22% 68% Dairy/Lactose 19% 70% Gluten/Wheat 25% 68% Gluten/Wheat 22% 70% Crustacean 27% 59% Crustacean 26% 60% Fish 26% 58% Fish 26% 60% Molluscs 29% 56% Molluscs 27% 60% Sesame seeds 33% 53% Sesame seeds 25% 62% Egg 29% 53% Egg 25% 55% Soya beans 45% 44% Soya beans 40% 54% Sulphur dioxide 47% 42% Sulphur dioxide 34% 53% Difficult Easy Difficult Easy 16 Base: Total UK population 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? 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?

17 Coping with situations outside the home

18 On the go situations present the biggest challenges, along with children s parties Ease of finding foods that meet your requirements (allergy/intolerance sufferers) Ease of finding foods that meet your child s requirements (those with a child with an allergy/intolerance) Difficult Easy Difficult Easy Eating out at restaurants 21% 45% Eating out at restaurants 21% 41% Meals/snacks at work 25% 43% School trips 22% 39% School meals 16% 38% Day trips 36% 34% Travelling 33% 35% Travelling 37% 33% Day trips 30% 34% Buying from vending machines 42% 26% Children's parties 32% 33% 18 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?

19 There is general agreement that restaurants could do more to help 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 In particular, improved menu information would be welcomed by sufferers Allergies and intolerances are. 38% 31% 13% 17% Generally catered for and well signposted on menus Generally catered for but I usually have to ask a member of staff as the menus are not well signposted Generally not catered for Other / don't know 19 Base: Total sample (1039) R1_3. On a scale of 1 to 5, 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 Base: Total allergy/intolerance sufferers (732) (Includes boost) R2. Which, if any, of the following statements BEST describes your general experiences when ordering food in restaurants? Please select one answer.

20 Who is buying FreeFrom foods?

21 There is a considerable awareness gap even among sufferers Awareness and purchasing of FreeFrom foods Total population Allergy/intolerance sufferers Rises to 46% of those suffering from gluten and 45% of those suffering from dairy/lactose Not aware, 51% Aware and have bought, 18% Aware but not bought, 32% Not aware, 39% Aware but not bought, 28% Aware and have bought, 33% 21 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?

22 Who buys FreeFrom foods? 69% of purchasers are women 40% are aged (cf. 33% of the population) 53% live in the South/East (cf. 44% of the population) 55% of purchasers do not suffer from, or live with anyone who suffers from, an allergy or intolerance 22 Base: Have bought FreeFrom foods (182)

23 Supermarkets are the main port of call for FreeFrom foods Where FreeFrom foods bought Sainsbury s Tesco ASDA 26% 50% 50% Sainsburys, Co-op and Marks & Spencer over-index compared to those using it for their main shop Morrisons 17% Waitrose 15% Marks & Spencer 12% Co-op 10% Other supermarket 11% Holland & Barrett 13% Wholefoods market 3% Boots 2% Health food shop website 3% On prescription 3% Mail order 2% 23 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.

24 FreeFrom foods provide more choice, with a proportion believing they are generally healthier Reasons for buying FreeFrom foods Those with an allergy/intolerance sufferer in the household Those without an allergy/intolerance sufferer in the household Gives more choice to eat products I can't otherwise eat 30% It s generally healthier/better for you 22% Required by a diagnosed health condition 29% Thought I d give it a try 20% Can enjoy foods I am otherwise allergic/intolerant to Someone in my household has a food-related health condition Recommendations from a health expert/professional I think it s generally healthier/better for you Required by a self-diagnosed health condition Recommendations from friends/family 23% 21% 18% 16% 15% 10% Thought someone in my household may be allergic/intolerant Recommendations from friends/family Think it s the right thing to do ethically Help me/someone in my household lose weight Recommendations from a health expert/professional 17% 15% 13% 11% 8% 24 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?

25 While many believe there has been improvement, expense and poor taste are still an issue Buyer beliefs 59% 67% 80% 51% 41% believe FreeFrom products have really improved in the last couple of years are noticing more FreeFrom products in grocery stores nowadays consider FreeFrom food expensive compared 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 Spontaneous associations (total sample) 25 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()

26 .. While the main barrier to buying is a lack of perceived need Barriers to buying Free From foods 1 Found alternative ways to cope with their allergy/ intolerance 38% find it easier to completely avoid the food 21% cook everything from scratch 2 Cost 23% say they are too expensive 70% Only use if no 3 Limited rangeother option 12% say the range is limited 9% say there are no products for their allergy 4 Lack of saliency/availability 9% tend to forget about them 8% say they re not sold in their supermarket 26 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?

27 Key take-outs 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. 27

28 Contact Please contact YouGov for more information or if you wish to use the data from this report: Louise Vacher Consulting Director, YouGov T: E: Helen Pilmer Business Development Manager- Consumer division T: +44 (0) E: 28