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LONDON OXFORD PARIS SOFIA DUBAI

COMMUNICATING & GROWING THE FREE-FROM OPPORTUNITY

DAIRYFREE

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The role of free-from foods within a healthy diet has, and will continue to be, subject to this scenario; with increased communication, from retailers, brands, and the media, not all of it consistent in the messaging.

However, there is certainly a health-halo around free-from foods, and it’s important that the messages conveyed are consistent, clear, and in-tune with what consumers need and want from free-from. Alignment to their attitudes and beliefs in order to drive and maintain the growth of the category is key.

SO WHO SHOULD WE BE TARGETING AND HOW?

It is well-reported that the growth of free-from has come from those who are buying into the category for health benefits – lifestylers, as they are commonly known – rather than those with diagnosed intolerances or allergies. *Lifestylers make up almost 9 in 10 of those buying into free-from products of one type or another despite not having a medical need for the product. While the contribution of their spend in the category is not as large, it still accounts for more than half of sales value.

As these lifestyle consumers are making a self-informed, self-determined choice, it is of key importance that the messages and communications they see and hear are consistent with their beliefs and motivations for purchase, in order to continue to drive increased free-from choice on a more consistent and broader basis.

SO WE KNOW LIFESTYLERS ARE KEY FOR GROWTH, THOUGH WHICH DEMOGRAPHIC IN PARTICULAR ARE THE MOST RECEPTIVE?

Our annual Grocery Eye study asked a general population sample about attitudes to free-from foods, to what extent they thought free-from foods were beneficial or relevant to the population as a whole, or whether they are for more specific subgroups who suffer with intolerances and allergies.

Our findings show that 16-34 year olds are most likely to say that free-from foods have health properties that can benefit everyone, even those without allergies or intolerances.

On the other hand, those aged 55 or over, who tend to be less receptive to the widespread benefits of free-from foods, are most likely to believe that free-from is only relevant to those with diagnosed intolerances or allergies.

With this is mind, we can see that millennials, with their greater belief in the broader health benefits of free-from foods, are an important demographic for growing the category.

Indeed, their importance within free-from is also highlighted by their current buying behaviours. Millennials are more likely than those aged 35-54 and 55+ to actively check or search for free-from categories when buying food and drink products, in particular gluten-free, wheat-free, and dairy-free leading behaviours.

So not only do they have the greatest positive attitudes to free-from foods, we also want to encourage more of them to buy into the category and, crucially, to continue that behaviour through their life-stages; as maintenance of the behaviour of buying into free-from is key for category growth.

WHERE TO START...THERE ARE PLENTY OF BRANDS AND INCREASINGLY MORE NEW ENTRANTS IN THE GROWING AND COMPETITIVE FREE-FROM CATEGORY. THERE’S ALSO A GREAT DEAL OF CONFLICTING INFORMATION ABOUT WHAT MAKES A HEALTHY DIET AND LIFESTYLE. FURTHERMORE, DIFFERENT CONSUMERS WILL INTERPRET THIS INFORMATION IN DIFFERENT WAYS FOR BENCHMARKING AND DRIVING THEIR OWN BEHAVIOUR.

SO WHAT CAN BRANDS DO TO MAXIMISE THIS OPPORTUNITY?

*Kantar data

9/10 FREE-FROM

BUYERS DON’T HAVE AN

INTOLLERANCE

THEY ACCOUNT FOR

55% OF SPEND

MILLENNIALS ARE MOST RECEPTIVE IN THEIR ATTITUDES TO FREE-FROM FOODS

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30

25

16

28

22

20

16

21

28

8

14

20

16-34

35-54

55+

Some or all of these free-from foods have health benefits that can benefit everyone

Some or all of these free-from foods have health benefits that can benefit some people (even if they are not allergic or intolerant to gluten, lactose, etc)

These f ree-f rom foods are only relevant to those with intolerances or allergies to gluten, lactose, etc

These f ree-f rom foods are only relevant to those with diagnosed allergies to gluten, lactose, etc

16-34

35-54

55+

WITH REFERENCE TO LACTOSE, DAIRY, WHEAT AND GLUTEN

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Our Behav iour Change Model l ing framework offers a unique psychological approach to quantify, predict and explain a consumer’s likelihood to change behaviour, to in turn powerfully guide strategic decision making.

By measuring where consumer behaviour is currently, and overlaying our unique analytical modelling on top, we can see where the behaviour trend is heading – and provide specific strategic direction on which interventions and approaches will encourage the adoption of certain behaviours. For example, beginning to purchase within the free-from category or increased, more regular, broader purchasing.

HOW DOES BEHAVIOUR CHANGE MODELLING WORK?

Within the Behaviour Change Model, respondents self-segment into 1 of 5 ‘fact-based’ stages, depending on their current behaviour. We then apply our blend of data science techniques to understand which sorts of interventions or ‘nudges’ people need, to encourage them to move from one stage to the next.

By understanding where people are on the journey, we can then profile demographically and attitudinally, to inform strategies which will resonate and drive change.

Using this model, our research has shown that, for both gluten-free and dairy-free, about half of the population say that they are not currently considering buying into these categories – but that certainly doesn’t mean they never will. However, it does mean that they need compelling, clear, and consistent communication to make the case for them to start considering it as an alternative, that will be beneficial to them. We need to move these people further along the journey, into contemplation (consideration), preparation (planning to buy) and into action (they’ve bought it), and then maintenance – the ultimate goal of continued free-from purchasing.

For both gluten-free and dairy-free, while there’s a lot of potential to convert people who are not yet considering the category, we also need to move the 20% of people currently buying, but not regularly, into more consistent, maintenance buying behaviour.

AT FUTURE THINKING, WE HAVE A PROPRIETARY QUESTIONING TECHNIQUE, CALLED THE BEHAVIOUR CHANGE MODEL (BCM) THAT CAN BE USED TO MORE DEEPLY UNDERSTAND THE MECHANICS AND OPPORTUNITIES.

CURRENT BEHAVIOUR

AND HOW TO CHANGE IT

Don’t do it, don’t plan to

Don’t do it, but open to it

Don’t do it, planning to start

Do it but not consistently

Do it regularly

1 2 3 4 5Don’t do it, don’t

plan toDon’t do it, but

open to itDon’t do it,

planning to startDo it, but not consistently

Do it regularly

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AROUND 50% OF THE POPULATION AREN’T

CURRENTLY CONSIDERING BUYING INTO THESE CATEGORIES - BUT THAT DOESN’T MEAN THEY NEVER WILL. WHAT THEY NEED IS COMPELLING, CLEAR AND CONSISTENT COMMUNICATION.

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Let’s come back to our millennials again. We know this age group have most potential, attitudinally and behaviourally, to grow the free-from category.

Looking at the 5 stages of behaviour from our BCM research for dairy-free, there are fewer of our 16-34s at the ‘not considering’ stage, i.e. pre-contemplation, and more at the ‘maintenance’ stage (vs general population), meaning more are buying dairy-free and have been for some time (in line with current purchasing data).

However, there’s still a clear opportunity to move nearly a quarter from having bought it occasionally (action), into more regular, sustained, maintained, purchase – and drive category value growth.

Understanding how best to do this is a key element of BCM. As a general rule, we need more emotional levers to drive us from pre-contemplation to consideration, as often these are core, internal, emotional barriers in place that need to be overcome

(such as ‘it’s not relevant to me’ or ‘the outcome of the behaviour change won’t be what I want’ or ‘I’ve tried it before and I can’t do it’).

Once we’re on the path to considering and making the behaviour change, that’s when societal factors are most compelling – consumers are ready and committed to change, but need the wider factors to enable it, including availability, price, and positive, compelling advertising communications to reinforce purchase benefits.

Finally, we want that behav iour to continue and grow, which is where reinforcement from their close circle is key; with motivation and encouragement to sustain their new behaviour. Here it’s all about positive reinforcement (you’ve made the right decision!), and where social media can play a big role.

DRIVING MILLENNIALS

TO MAINTAIN THEIR FREE-FROM BEHAVIOUR

Pre-contemplation Contemplation Preparation Action Maintenance

12%

12%4%

5% 22%

21%10%

5%

56%

49%

MILLENNIALS ON OUR BCM JOURNEY

Interventions that are effective in driving behaviour change at different stages of the journey tend to fall into one of three categories - emotional, societal and close circle.

Let’s take going dairy-free as an example.

You may have no interest in the idea of going dairy-free as you have no medical need to do so. But then you over-hear colleagues talking about how reducing their dairy intake has resulted in clearer skin. Now you’re listening! Then you watch a programme about animal cruelty and it sparks a slight feeling of guilt within you.

Additionally you read some social media posts about other benefits that plant-based drinks can provide, and see a special offer in the supermarket.

Now dairy-free options are on your radar and you’re contemplating your options. You may not immediately dispose of all dairy and re-stock your cupboards, but you have begun a journey towards a new behaviour. And when you do, you’ll find your friends are also interested and supportive, as they’ve seen the benefits it’s given to you!

INTERVENTIONS TO NUDGE CONSUMER BEHAVIOUR

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CHANGING ‘FREE-FROM’ FROM LESS OF A TREND

TO MORE OF A MAINTENANCE BEHAVIOUR WILL BE KEY FOR CATEGORY GROWTH

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In fact our millennials are the most likely to say they are inf luenced by media coverage, and as a generation they do tend to be most trend-led.

While they are most likely to be trying to be more healthy (as we’ve seen by their interest in free-from foods and drinks), in contrast they are also least likely to describe their diet as healthy.

So, for this demographic more than any other, being clear and consistent in communication and messaging is paramount for their continued and broader uptake of free-from foods. Making their choices more obvious and their decision-making easy, and enabling them to feel that they’ve made healthy choices within the constant bombardment of health communication.

Additionally, it needs to be easy for today’s 16-34 year olds to follow-through on their attitudes and desires.

Today’s millennials are significantly more likely than those older than them to feel time-poor (62%), on a tight budget (49%), and they’re more likely to be looking for food and drink packaging that fits with their lifestyle (39%).

Not only does free-from need clear, consistent, credible communication to reinforce the healthy choices that millennials are looking to make, but it needs to do this in a way that addresses the t ime-poor, budget-conscious , convenience-seek ing l i festy les of millennials.

IN SUMMARY

Communications need to be clear and consistent on the health benefits of free-from – there is lots of information out there, and the more of it that reinforces our beliefs and sends the same message, the more likely it’s going to stick.

Millennials are the key audience, both in their attitudes to the benefits the category can bring, as well as their current buying behaviour.

The opportunity is out there to drive more of an engrained pu rch a s ing b eh av iou r, to encourage those who have bought to do so on a more regular basis by reinforcing the positive benefits.

We need to do this while also meeting the needs of millennials, namely addressing their time poor, on-the-go lifestyle, on a tight budget.

… BECAUSE WHILE THEY ARE INFLUENCED BY THE MEDIA AND ARE INTERESTED IN HEALTH WE ARE NOT NECESSARILY MAXIMISING THE OPPORTUNITY FOR ACTION.

BUT IS IT REALLY

THAT STRAIGHTFORWARD?WHAT ABOUT THE INFLUENCE OF MEDIA COVERAGE AND CONFLICTING COMMUNICATIONS?

Behaviour Change Modelling provides a unique psychological approach to quantify, predict and explain a consumer’s likelihood to change behaviour.

Future Thinking takes a consultative approach to market research with commercial focus driving everything we do. That’s why we focus our attention on the three key areas that drive competitive advantage: Launch, Communicate, Experience.

Our mission is to deliver consumer and business insights that tells stories, inspires action and travels within an organisation, long after the debrief.

For more information on maximising the free-from opportunity please contact Catherine Elms on +44 (0) 3333 208 220 or by email: catherine.elms@futurethinking.com

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