Trends in Free-From: Consumer Motivations & Innovation Snapshot

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1 Trends in Free-From: Consumer Motivations & Innovation Snapshot Tanvi Savara Consumer Insight Analyst Food Matters Live, 22 nd November 2016

2 Canadean s primary consumer research In 2016, we surveyed over 50,000 respondents in 51 countries worldwide Countries surveyed via online mode / countries surveyed via mobile mode 2

3 and Innovation Tracking Discover trends and inspire new innovation

4 Free-From aligns with multiple TrendSights trends There are 8 mega-trends, broken down into 63 sub-trends

5 Agenda Free-From overview Consumer motivations for Free-From Global Innovation Snapshot ForeSights

6 No longer a niche

7 Milk alternatives will take the lead CAGR Volume Growth % 8.0% 6.0% 4.0% 2.0% Soymilk + Grain, Rice, Nut, Seed Drinks White milk 0.0% -2.0% -4.0% Africa Asia MENA North America East Europe Latin America West Europe Australasia

8 Profiling the Free-From consumer Consumers most likely to limit or avoid their intake of the following, % 36% 31% 28% 26% 23% Images: Shutterstock.com Source: Canadean s Q3 global survey, 2016

9 Agenda Free-From overview Consumer motivations for Free-From Global Innovation Snapshot ForeSights

10 Free-From motivations vary Forced avoidance Chosen avoidance Images: Shutterstock.com

11 Forced avoidance: opting for medical reasons 21% are limiting or avoiding gluten for allergy or intolerance reasons 1 23% are limiting or avoiding dairy for allergy or intolerance reasons 1 Source: [1] Canadean s global survey, 2013

12 Chosen avoidance: lifestyle choices Healthy living Weight management 46% limiting or avoiding dairy proactively seek products which improve their health 1 45% limiting or avoiding dairy are actively trying to lose weight 2 50% limiting or avoiding gluten proactively seek products which improve their health 1 45% limiting or gluten are actively trying to lose weight 2 Source: [1] Canadean s global survey, 2014 [2] Canadean s Q3 global survey, 2016

13 Agenda Free-From overview Consumer motivations for Free-From Global Innovation Snapshot ForeSights

14 Global Innovation Snapshot Ingredients Coconuts Nuts Vegetables & Pulses Positioning Simplicity Healthy Indulgence Images: Shutterstock.com

15 Ingredients Focus: Coconut Branches Out Go Veggie Lactose & Soy Free Snack Bars 50% lesser fat than ordinary cheese Stretches and melts just like ordinary cheese Siracha flavor first in the market Consumers health perception of coconut 1 66% 4% Siete Cassava & Coconut Tortillas Made using coconut flour Crafted with high-quality pastured pork lard, used in traditional, handmade flour tortillas Paleo-friendly Source: [1] Canadean s Q2 global survey, 2015

16 Ingredients Focus: Nuts for Nuts! Consumers who think the following have a positive impact on health 1 79% Almonds Milkadamia Made from Australian-sourced macadamia nuts that grow from ground zero Targeted specifically at baristas Better taste and texture than other milk alternatives Simple Mills Pizza Dough Mix 72% Hazelnuts Made with almond flour, coconut flour, and ground flax Paleo-friendly Less than half the sugar and carbs of leading baking mix brands Source: [1] Canadean s Q2 global survey, 2015

17 Ingredients Focus: Green Delight 32% are trying to eat pulses as much as possible 1 Veggemo Claims to be first and only non-dairy cow s alternative to originate from vegetables Pea protein, tapioca from cassava roots, and starch from white potatoes 56% are trying to eat vegetables as much as possible 1 Really Healthy Pasta Mung Bean Fusilli Single ingredient pasta range Grain-free, organic, vegan 1 cup = 1 cup of vegetables Source: [1] Canadean s Q3 global survey, 2016

18 Positioning Focus: Simplicity 58% focus on one or two key things when reading the labels on food and drink products 1 70% find products formulated with the lowest number of ingredients appealing 2 Images: shutterstock.com Source: [1] Canadean s Q2 global survey, 2015 [2] Canadean s global survey, 2014

19 Simplicity: examples we like One brand, one message Short ingredient lists Oatly Oat-based milk drinks Packaging cues reinforces product applications RxBar Protein Bar Calls out short ingredient list upfront No B.S. + dairy-free Brand name has a healthy connotation

20 Positioning Focus: Healthy Indulgence Top 5 priorities when shopping for food and drink The flavour 41% Nutrition information 35% Price versus comparable options The ingredient list generally Trust/familiarity with the manufacturer or brand 25% 22% 27% Image: shutterstock.com Source: Canadean s global survey, 2013

21 Healthy Indulgence: examples we like Pure Genius Brownies Good for you treat that actually tastes good! <200 calories Made with chickpeas Gluten-, soy-, and nut-free Excellent source of protein and fiber Booja Booja Takes cues from premium dairy ice creams Made with cashew Sweetened with agave or coconut syrup Carefully sourced organic ingredients

22 Agenda Free-From overview Consumer motivations for Free-From Global Innovation Snapshot ForeSights

23 Concepts that could shape free-from in the future Kebari Banana flour

24 Kebari What is it? World s first gluten-free barley approved by WHO Gluten content less than 5 ppm (below WHO cut-off for 20ppm for glutenfree products) So what? German brewer Radeberger first beer brand to use Kebari barley in its Pionier gluten-free beer Scientists are working on a hull-less version of Kebari for application outside of beer, suitable for breakfast cereals, soup, pasta, and bread Source: [1] CSIRO, April 14, 2016;

25 Banana Flour What is it? Flour made from green bananas Resistant starch controls blood sugar levels and helps keep fuller for longer Rich in potassium and minerals Slightly nutty, nearly clean flavor So what? Crek Crek Biscoito de Polviho Source: Canadean s Product Launch Analytics

26 Please keep in touch Tanvi Savara Follow me on To find out more about Canadean and other related content we offer please contact