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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 p p and ideas to help make this market research possible. 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 American Celiac Disease Alliance Anaphylaxis Australia Arico Natural Foods Association of European Coeliac Societies Canadian Celiac Association Case Consulting Celiac Disease Foundation Celiac Sprue Association Celinal Foods Coeliac Australia

• • • • • • • • • • • • • • •

Coeliac New Zealand Coeliac UK Dietitians & Gluten Intolerance Food Allergy Connection 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 Parents of Kids with Food Allergies Shepherd Works Australia Various Consumer Support Groups

On a worldwide basis, there are currently over 300 million individuals managing special diets resulting in: 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. Hospitality & f d service professionals catering t th needs of special di t guests 3 H it lit food i f i l t i to the d f i l diets t

Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved.


Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide

The international findings from 35 countries deliver an innovative 360 degree view of market trends and expectations based on quantitative & qualitative insights from: , g g • Over 2,500 gluten & allergen-free consumers • 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 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.

Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved.


Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide

#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 as g 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.
Expanded Training - Food Service Providers Products - Wider Selection & Better Taste Gluten & Allergen-Free Awareness Initiatives

78% 72% 73% 48%

Gluten & Allergen-Free Guests (N=2,536 )

Response Only Applicable for Gluten & Allergen-Free Consumers
Increased Training - Medical Professionals 48%

Hospitality & Food Service (N=176)

#2 Gluten & Allergen-Free Guests Represent a Profitable and Loyal Market Globally 62% of the hospitality and food service respondents 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 safe and satisfied with th i eating experience, th f d ti fi d ith their ti i they return to the same establishments over 80% of the time, reflecting an extremely loyal and repeat customer base!

Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved.


Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide

#3 Majority of Consumers Eat Out Less Representing Significant Opportunities 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 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
100% 50% 0% 50% -50% -100%

Guests Dining Out Same/More


Guests Dining Out Less Significant g Opportunity for Consumers & Business


Gluten & Allergen-Free Guests (N=2,536 )

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.

#4 Taste of Food Products is the Top Consideration in Purchasing Decisions 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. 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, developing 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 p g special dietary lifestyles.

Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved.


Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide

# 5 Tremendous Gap Exists in Perspectives of Understanding Special Diets 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. 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.

30% 10% >1%
Fine & Casual Dining Restaurants, Fast Food & Caterers

Significant Gap Between Consumers & Business
Key reflecting ‘very good’ or ‘good’ understanding of diet: Gluten& Allergen-Free Consumers (N=2,536 ) Hospitality & Food Service (N=176) (1) Reflects Airline Food Service Providers, Airports, Cruise Ships, Resorts, Spas & Travel Agents

15% >1%
Travel Providers & Specialists (1)

Cafeterias, Hospitals, and Healthcare

#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.
Social Gatherings Eating Out Daily Foods Travel Health Family Life Schools & Camps Work

77% 73% 40% 37% 24% 23% 18% 9%

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 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!
Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved.


Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide

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 groups. Overview of 2,536 Gluten and Allergen-Free Consumer Respondents
Gluten-Free Survey Respondents Number of Participants Health Considerations Years of Age 1,955 82% Celiac/Coeliac 48% over 45 Allergen-Free Survey Respondents 581 79% Anaphylaxis 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 gluten. Overview of 176 Hospitality Respondents Representing 2,000-Plus Eating Establishments • Cross section of positions including owners, chefs, managers and staff • 52% multi-site establishments • 43% with seating capacity for 100+ guests • Varying levels of understanding and experiences in gluten & allergen-free meal preparation
Respondents by Type of Eating Establishment
Casual Dining Restaurants Airlines/Airport Food Shops Quick Service/ Fast Food Cafeterias/ Institutional

39% 8% 6%



13% 12%



Fine Dining Restaurants


2,700-Plus Total Respondents from 35 Countries
(g) = Gluten-Free Respondents (a) = Allergen-Free Respondents (h) = Hospitality Respondents

1. 2. 3. 4. 5. 6. 7. 7 8. 9.

Algeria(g/h) Argentina(g/h) Australia(g/a/h) Austria(a) Bahamas(a) Barbados(g) Belarus(a) Belgium(g/a) Brazil(g/a)

10. 11. 12. 13. 14. 15. 16. 16 17. 18.

Canada(g/a/h) China(a) Czech Republic(g/a) Denmark(a) Finland(g) France(g) Germany(g/a) Hungary(g) India(g)

19. 20. 21. 22. 23. 24. 25. 25 26. 27.

Ireland(g) Italy(g) Luxembourg(g) Malta(g) Mexico(a) Netherlands(g) New Zealand(g/a) Portugal(g) South Africa(g/a)

28. 29. 30. 31. 32. 33. 34. 34 35.

Spain(g) Switzerland(g) United Kingdom(g/a/h) United States(g/a/h) Uruguay(g/a) Uzbekistan(g/a) Vanuatu(g/a) Vatican City(g)

Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved.


Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide

Knowledge is Power!
By increasing further awareness of special dietary needs, we believe that this landmark global y g p y g market research will encourage and help justify new business offerings addressing the everrising 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 Worldwide Special Diets Landscape
Enriched Quality of Life

Offerings Support Acceptance Awareness
Research & Prevalence

Continued Worldwide Educational Initiatives & Improvements Universally Accepted Way of Life

Working TogetherWe Can Enrich Gluten and Allergen-Free Lifestyles Worldwide!
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 Or contact us via phone at one of our global offices: Chicago, Chicago IL USA: 312 952 4900 ● London UK: 44 0800 011 2542 Sydney, NSW Australia: 61 1800 451 637
Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved.


Executive Summary: Understanding Gluten and Allergen-Free Experiences Worldwide

9. AllergyFree® Passport and GlutenFree Passport® Worldwide Capabilities

Industry Leading 2008 Global Market Research Trends. © 2009 AllergyFree Passport. All Rights Reserved.