Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- GMOs receive regulatory approval but consumer scorn
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- Figure 1: Purchase of free-from foods, by Hispanic origin, February 2015
- Cost impacts interest in free-from foods
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- Figure 2: Opinions of free-from claims, by generation, February 2015
- Consumers expect controversial ingredients in snacks, frozen meals
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- Figure 3: Foods most likely to include potentially controversial ingredients, by age, February 2015
- The opportunities
- Health issues compel most free-from food purchasers
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- Figure 4: Importance of free-from food claims, February 2015
- Artificial-free a selling point
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- Figure 5: Claims consumers would like to see more, by generation, February 2015
- Millennial parents particularly interested in free-from claims
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- Figure 6: Reasons for purchase of free-from foods, by Millennial parents, February 2015
- What it means
Key Players – What You Need to Know
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- GMOs finding regulatory favor but consumer backlash
- Antibiotics prove not to be the cure
- Allergen awareness expands beyond gluten
What’s Working?
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- GMOs grow...and wane
- Brands reformulating to remove artificial ingredients
- Antibiotic use declines
What’s Next?
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- Consumers looking for details on all major allergens
- Casein-free tied to gluten-free
The Consumer – What You Need to Know
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- Free-from claims and clean labels resonating with consumers
- Environmental impact’s role in product claims
- Consumers expand their awareness of allergens
Clean Labels Capitalize on Interest in Less-processed Foods
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- Allergen-free claims prove popular with Millennials
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- Figure 7: Purchase of foods/drinks with any free-from claim, for any household member, by age
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- Figure 8: Food launches by claim, 2010-14
Cleaner Label Related to Healthy Perception
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- Cost impacts interest in free-from foods
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- Figure 9: Opinions of free-from claims, Any agree, by generation, February 2015
Health Issues Compel Most Free-from Food Purchasers
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- Health issues may be personal or environmental
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- Figure 10: Importance of free-from food claims, February 2015
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- Figure 11: Importance of free-from food claims, any top five ranking, by age, February 2015
Allergen-free of Most Interest to Younger Consumers
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- Soy not the protein alternative of choice for Millennials
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- Figure 12: Purchase of free-from foods for any household member, by age, February 2015
Free-from Equates with Health
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- Millennial parents particularly interested in free-from claims
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- Figure 13: Reasons for purchase of free-from foods, by Millennial parents, February 2015
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- Figure 14: Reasons for purchase of free-from foods, by Millennial parents, February 2015
Emerging Free-from Claims
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- Claims with relatively few followers can have an impact
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- Figure 15: Claims consumers would like to see more, by presence/age of children in household, February 2015
Expectations Translating into Introductions
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- Consumer expectations appear to be impacting free-from introductions
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- Figure 16: Foods most likely to include potentially controversial ingredients, by gender, February 2015
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- Figure 17: New food products introduced in 2014 featuring free-from claims, by category
Artificial-free a Selling Point
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- Consumers equate cleaner labels with natural
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- Figure 18: Claims consumers would like to see more, by generation, February 2015
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- Figure 19: Claims consumers would like to see more, By household income, February 2015
Consumers Expect Controversial Ingredients in Snacks, Frozen Meals
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- Further regulatory approval for GMOs could dramatically change the perception of many food categories
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- Figure 20: Foods most likely to include potentially controversial ingredients, by age, February 2015
Sesame, Casein Emerging Among Younger Consumers
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- Allergens beyond gluten and soy gain prominence
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- Figure 21: Claims consumers would like to see more, by presence/age of children in household, February 2015
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- Figure 22: Claims consumers would like to see more, by generation, February 2015
Consumer Segmentation
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- Figure 23: Consumers of foods with free-from claims, February 2015
- Group one: Clean consumers
- Opportunities
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- Figure 24: Opinions of free-from food claims, by target groups, February 2015
- Group two: Distrusting doubters
- Opportunities
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- Figure 25: Opinions of free-from food claims, by target groups, February 2015
- Group three: Eyes on the price
- Opportunities
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- Figure 26: Opinions of free-from food claims, by target groups, February 2015
- Group four: Status quo stickers
- Opportunities
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- Figure 27: Opinions of free-from food claims, by target groups, February 2015
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Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Sales data
- Abbreviations and terms
- Abbreviations
- Terms
Market
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- Sales of milk/cream/buttermilk with free-from/organic claims
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- Figure 28: Sales* of milk and creams/buttermilk with hormone free/not administered claim, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 29: Sales* of milk and creams/buttermilk with hormone free/not administered claim, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 30: Sales* of milk and creams/buttermilk, with antibiotic free/not added claim, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
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- Figure 31: Sales* of milk and creams/buttermilk, with antibiotic free/not added claim, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 32: Sales* of milk and creams/buttermilk labeled lactose free, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
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- Figure 33: Sales* of milk and creams/buttermilk labeled lactose free, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 34: Sales* of non-GMO project verified milk and creams/buttermilk, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
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- Figure 35: Sales* of non-GMO project verified milk and creams/buttermilk, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 36: Sales* of organic dairy milk and creams/buttermilk, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
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- Figure 37: Sales* of organic dairy milk and creams/buttermilk, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Sales of cheese with free-from/organic claims
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- Figure 38: Sales* of cheese with hormone free/not administered claim, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 39: Sales* of cheese with antibiotic free/not added claim, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 40: Sales* of cheese with antibiotic free/not added claim, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
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- Figure 41: Sales* of cheese with hormone free/not administered claim, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 42: Sales* of cheese and cheese alternatives labeled lactose free, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
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- Figure 43: Sales* of cheese and cheese alternatives labeled lactose free, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 44: Sales* of non-GMO project verified cheese and cheese alternatives, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
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- Figure 45: Sales* of non-GMO project verified cheese and cheese alternatives, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 46: Sales* of organic** cheese, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
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- Figure 47: Sales* of organic cheese, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
- Sales of candy with free-from/organic claims
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- Figure 48: Sales* of non-GMO project verified candy, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 49: Sales* of non-GMO project verified candy, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
- Figure 50: Sales* of organic candy, by type, rolling 52-weeks ending 2/24/13 and 2/22/15
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- Figure 51: Sales* of organic candy, by retail channel, rolling 52-weeks ending 2/24/13 and 2/22/15
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