Posted by: Truth & Spectacle | Date added: Tue 31 Jul 2018
New research into UK shoppers’ attitudes towards free-from food and drink reveals marketers would be advised to focus on younger consumers in this category. The findings reveal Millennials choose it as part of a healthy lifestyle choice, rather than due to allergies or intolerances.
The study, conducted by research agency Future Thinking, questioned a representative sample of 2,000 Brits and found that almost half (43%) of 16-34-year olds consider free-from foods to be healthier options. By comparison, only a fifth (22%) of 55-64-year olds share this opinion.
When questioned on why they buy free-from products, perceived health benefits were cited as the greatest sales drivers. Notably, more than half (52%) feel wheat/gluten-free is better for digestion, while a quarter (24%) believe it offers better absorption of nutrients.
Moreover, 36% suggested dairy-free foods are healthier alternatives, a fifth (21%) feel they are better for the skin than products containing dairy.
The free-from sector has grown exponentially, increasing 40% in 2017 (£230m) alone. However, Future Thinking’s research suggests there’s still a lot more the sector needs to do to maintain this level of success.
The research offers some points for consideration here: 36% of Brits believe the pricing of free-from alternatives needs to be brought into line with regular counterparts; a quarter (24%) are looking for a wider variety of choice and 22% feel manufacturers need to improve the taste so consumers don’t feel like they’re missing out when choosing free-from options.
Catherine Elms, senior research director at Future Thinking, said: “There are a huge number of brands operating in the free-from category already, with new entrants every month. This makes it a very noisy marketing environment and we’re seeing conflicting information about how they contribute to a healthy diet and lifestyle.
"Consumer confusion damages growth prospects when all players should be building upon the health-halo around free-from foods. The messages conveyed by brand marketers must be consistent and in-tune with the health benefits consumers are looking for if today’s Millennials are to factor free-from options in their weekly shop for the longer term.”
Creative industry veterans Ivan Pols (ex-adam&eveDDB), and Alex Mecklenburg (ex-Ogilvy) have joined forces to launch Truth & Spectacle, a creative business consultancy which aims to reframe how companies think about their corporate truth while also freeing them from existing agency processes to enable them to reinvent their creative efforts.
Date added: Thu 28 Mar 2019
New research from Future Thinking has found that the consumer response to the recent iPhone launch remains underwhelming amid a growing backlash against smartphone evolution.
Date added: Thu 14 Sep 2017
Market research agency SPA Future Thinking has boosted its senior team with the hiring of Jörg Höhner as its global head of automotive.
Date added: Tue 07 Feb 2012
Market research agency SPA Future Thinking has made five new appointments to develop and strengthen its senior team.
Date added: Tue 22 Nov 2011
Market research consultancy SPA Future Thinking has revamped the way it measures response to packaging by integrating behavioural and emotional techniques to its more traditional methodologies.
Date added: Wed 09 Nov 2011