FDBusiness.com

One in Five Irish People are Regular Gluten Free Shoppers

 Breaking News
  • Fane Valley and ABP to Extend Joint Venture Arrangement Northern Ireland-based Fane Valley Co-op and ABP Food Group, the Irish and international meat processor, are to extend their joint venture relationship to include Linden Foods, the UK-based meat processing business of Fane Valley. The partnership will see Republic of Ireland-based ABP Food Group take a 50% stake in the Linden Foods company. An agreement in [...]...
  • Walsh Whiskey Distillery Agrees French Distribution Deal Walsh Whiskey Distillery, the independent Irish distillery, has signed an exclusive agreement with Dugas of Paris, for the distribution, throughout France, of its range of Writers’ Tears premium Irish whiskeys from the 1st September 2017. Established in 1980 by Francois-Xavier Dugas, the Dugas company is a renowned distributor of leading spirits with a particular emphasis on [...]...
  • IRI Launches New Growth Solutions Team to Unlock Opportunities for Manufacturers IRI, the global provider of big data and predictive analytics for FMCG manufacturers and retailers, has launched a new Growth Solutions team providing specialist assistance for manufacturers. The Growth Solutions team is being set up to support IRI’s clients across five specific focus areas: Media Strategy and Optimisation, Shopper Marketing Effectiveness, Price and Promotions, In-Store Activation [...]...
  • CROWN Food Europe Wins Gold Award in 29th DuPont Awards For Packaging Innovation CROWN Food Europe, a business unit of Crown Holdings, has been honored with a Gold Award in the 29th DuPont Awards for Packaging Innovation for its easy-open foil sealed can. The Peelfit™ can, which enhances convenience, lightweighting and product protection, was highlighted as a standout product in the ‘technological advancement’ and ‘responsible packaging’ categories of [...]...
  • Patak’s Paste Pots Unleash Indian Flavours Easily With Design by Hornall Anderson A new range of spice Paste Pots by Patak’s has launched into Morrison’s with contemporary packaging design by Hornall Anderson. To showcase the intense aromas and flavours generated by the paste pots and forge a sensory experience for the consumer, graphic squirls feature on the front of pack. Patak’s wanted to communicate the benefits of its [...]...
  • Ishida RVE Multihead Weighers Raise the Bar Ishida is launching a new series of mid-range multihead weighers for the high performance weighing of free-flowing and semi-sticky products for a large number of dry, fresh and frozen food applications. The new Ishida RVE range is available in a wide choice of models – including 10, 14, 16 and 20 head models – together with [...]...

One in Five Irish People are Regular Gluten Free Shoppers

One in Five Irish People are Regular Gluten Free Shoppers
April 21
10:29 2017

According to new Bord Bia research, gluten free has now gone mainstream with one in five (20%) Irish people shopping for gluten free food regularly. The gluten free market in Ireland is estimated to be worth some €66 million, experiencing a 36% increase since last year (Kantar Worldpanel).

Highlighting where the growth has come from, Paula Donoghue, Bord Bia’s Consumer Insight Manager, says: “Traditionally, gluten free offerings were only available in pharmacies or health food stores, whereas now there is proliferation right across the retail chain. The market has experienced an increase in the number of available products as well as double digit growth in supermarkets. There is a lot of noise around the topic, whether it is from celebrity advocates such as Gwyneth Paltrow and Novak Djokovic, or chefs, nutritionists and bloggers.”

Despite only 1% of the Irish population having been medically diagnosed with coeliac disease, the research found that a gluten free diet is particularly popular amongst the upper and middle class earners, over indexing in the Munster area and amongst pre and older families. The desire for a healthy lifestyle is the key driver according to the research. Paula Donohue explains: “As a nation, we’re increasingly conscious of our diet with 87% believing we have a healthy diet. Some 78% of Irish people who follow a gluten free diet are not diagnosed as coeliac. Nearly half of these (38%) do not have any intolerance to wheat or sensitivities, but perceive gluten free to be a healthier lifestyle choice.”

The need for education has come to the fore in the study as many respondents could not articulate what gluten was; however, they were confident about where to both find and avoid it. Those that don’t follow a gluten free diet believe it is a fad, expensive and that it doesn’t taste as good, as well as determining that gluten free products may have higher sugar and fat content. Paula says that Irish food companies can help play a part in addressing any confusion on their specific product offerings.

Some additional findings include:

  • The main reasons people choose to follow a gluten free diet relate to Lifestyle (38%) encompassing those with no symptoms, those that are Gluten Intolerant / Sensitive (40%) with moderate symptoms and those with Coeliac Disease or a Wheat Allergy (22%).
  • When asked what is important to them when shopping, respondents ranked clear information, ingredients and taste; followed by price and Irish-ness.
  • One in four gluten free shoppers strongly agree they are conscious in terms of what they eat and drink, significantly more than non-gluten free shoppers.
  • Words associated with ‘gluten free’ by gluten free shoppers were allergies, a combination of cereals and dry texture meaning there is need to negate these viewpoints.
  • Some 65% of shoppers want to see gluten free products in one specific area of a store.

Recommendations For the Irish food industry

Bord Bia believes a huge opportunity exists for the Irish food industry in the gluten free sector. Bord Bia’s research found that baking and cooking ingredients such as sauces, frozen foods, noodles and alcoholic drinks were the areas shoppers indicated as poor offerings. Paula Donoghue adds: “Now is the time for food producers to increase availability as demand is there.Consumers have high expectations around quality so we recommend that companies work towards positioning products and brands that are natural and taste great but just happen to be gluten free.Bread is the barometer product for gluten free as fresh bread is the product they miss most.”

There is considerable scope to move beyond ambient offerings and to expand snacking and convenience lines in particular. Consumers are also wary of what is lost in terms of nutritional content and what replaces gluten. This presents an opportunity for food manufacturers to meet long-term dietary needs of these shoppers through fortification in calcium or fibre.

The full research is available at www.bordbia.ie/reports.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • June 25, 2017Summer Fancy Food Show
  • June 27, 2017Allergens – challenges facing the food industry
  • July 4, 2017BRC compliance – top non–conformances
  • July 21, 2017Snackex
AEC v1.0.4

The Magazine

F&D Business Preferred Suppliers

Advertisements