A changing market …

FreeFrom

September 2012 Julia Horlov

Qualitative Research

Qualitative ResearchOn-streetvox pops

In-storeintercepts

Web buzz

Quantitative Research

Quantitative Research

Online survey

51 members

Medically diagnosed 86%

Self-diagnosed 80%

Healthy lifestyle choice 75%

Target market?

“Oh please! It’s pandering to some people’s need to be different and ‘special.’ Twenty years ago, who can honestly say they’d ever heard of gluten intolerance? How did we all survive without a long list of ‘ailments’ to choose from?

“I think intolerances are exaggerated. I’ve started buying wheat-free bread and definitely don’t feel as bloated but I don’t think I have an allergy or intolerance. So, yes, I am one of the people responsible for the increase in FreeFrom sales!”

From disease to lifestyle

Why FreeFrom?

From ‘medicine’ to healthy choice

84% say that the proportion of self-diagnosed consumers has increased

76% say that those eating FreeFrom as a lifestyle choice has increased

Today’s customer profile?

Healthy lifestyle choice 45%

Self-diagnosed 37%

Greatest opportunity?

94% say better product availability (i.e. wider range of products) is driving appeal

80% say mainstream consumers are becoming more aware of the health benefits

51% say new approaches to branding and packaging are having a positive effect

What’s changed?

Focus for FreeFrom?

Positioning

82% feel that it is important for FreeFrom to be positioned as a healthy lifestyle choice

Importance of positioning

Focus for FreeFrom?

Shopping

61% feel that the high cost of FreeFrom products is the biggest barrier

Increasing sales?

Value

Focus for FreeFrom?

:

defining a clear direction for

FreeFrom