My ChoiceThe new diet

In 2018, the FreeFrom category alone saw a 37.5% rise and is now worth over

£1.4bn*

* Kantar for The Grocer: Focus on FreeFrom July 2018

https://www.thegrocer.co.uk/reports/features-list/focus-on-free-from-7-july/567205.article

What’s driving this change?

What’s happening and why?

It starts with emotion.

Decode categories. Spot emerging trends. Uncover fresh insight

Global analysis of 5000 articles

and 96,000 consumer reviews.

These are the drivers that sit behind dietary alternatives.

16 Big Themes

16 Big Themes

How are consumers reacting and speaking about FreeFrom?

Range of food

4%

From ‘as good as meat’ to vegetable heroes

Why I eat what I eat

16%

How people define their diet

Breadth of allergens

1%

Huge range of allergens

Ingredients

4%

Our consciousness of what we put in our bodies

Inside: Outside

1%

The influence of what we eat on how we look

Following through

7%

How we apply our food choices to other areas of our lives

Gluten free beauty

5%

A step too far?Frustration

3%

Perception of those with coeliacs

Scary food

4%

Conflicting advice, unknown impacts and scaremongering make choices hard

Innovation

21%

Convenience, dessert and snacking dominate new launches

Diet alone won’t make

you thin

4%

Not eating gluten or meat in and of itself wont make you lose weight

Feeling healthy

5%

Can vegan/ free-from lifestyles promote healthy eating

Industry investment

5%

What impact has this trend had on the food manufacturing industry?

Retail and restaurants

8%

How have these trends impacted food retailers and restaurants?

Guilt-free indulgence

5%

Are vegan/ free-from treats really good for you?

Future

11%

We must preserve our planet

Range of food

4%

From ‘as good as meat’ to vegetable heroes

Breadth of allergens

1%

Huge range of allergens

Ingredients

4%

Our consciousness of what we put in our bodies

Inside: Outside

1%

The influence of what we eat on how we look

Gluten free beauty

5%

A step too far?Frustration

3%

Perception of those with coeliacs

Scary food

4%

Conflicting advice, unknown impacts and scaremongering make choices hard

Innovation

21%

Convenience, dessert and snacking dominate new launches

Diet alone won’t make

you thin

4%

Not eating gluten or meat in and of itself wont make you lose weight

Feeling healthy

5%

Can vegan/ free-from lifestyles promote healthy eating

Industry investment

5%

What impact has this trend had on the food manufacturing industry?

Guilt-free indulgence

5%

Are vegan/ free-from treats really good for you?

How are consumers reacting and speaking about FreeFrom?

There is a diverse array of principles by which people determine what they will and will not eat.

Why I eat what I eat

Ethical VeganEnvironmental Vegan

Dietary Vegan

Plant-based Diet Clean EatingLabels

Medical Grounds Feel Better To Lose WeightHealth

The Vegan Spectrum

FlexitariansVersatility

We’re seeing dietary principals follow through into other areas of our lives.

Following through

The sale of vegan beauty products in the UK has increased by around 38% in the past year.

What are the cues?

The NPD Group*

https://www.npdgroup.co.uk/wps/portal/npd/uk/news/press-releases/vegan-boost-to-prestige-beauty-market/

“I have just recently switched to all organic make up to try

and fix my skin issues that convenience store makeup has

caused all these years… I am pregnant and wanted to

ensure that I use only safe makeup products since our skin

absorbs around 18% of everything you put on it.”

“No problems with

irritation. Easy to

apply and it stays

on. Easy to

remove. Terrific

product.”

“Like others have

stated, finally I found

a safe, natural

deodorant that works!”

“This cream quenches my skin and leaves it feeling

dewy and supple for 8+ hours! Great base for make up,

or just rockin’ your beautiful fresh face. Better than the

higher end moisturizers such as Clinique.”

“I feel comfortable knowing that if

happen to accidentally fall

asleep in this makeup, it is not

filled with poison and won't clog

my pores.”

“I was really excited

waiting for this foundation

to show up in the mail since

I was sick of toxic

chemicals in my makeup.”

Make me feel safe | Protect me

“Wow! I just

received this

mascara today

and I'm so happy

with it. First of all,

I love how it is

vegan, natural

and organic.”

“As I dried my hair it was

smooth and lustrous.

The fragrance is great

and so is the

consistency. Looking at

the ingredients it's a

relief to see all natural

things listed. Awesome

mask!”

“Amazing deodorant. I

actually don't even need to

use this every day. Once

every few days after a

shower and I have no

odour at all. Best part is

that it doesn't have an

overwhelming chemical

scent or ingredients and it

actually works really well."

“Wow, this is great! I love the

scent (fresh citrus), and it

WORKS! Actually, it's the first

one that *does* work, at least

to my best recollection. I love

that it's earth- and animal-

friendly, too. (I wouldn't buy

it if it weren't!) I'm going to

order more.”

Taking care to take care | Investing in myself

“Wow. This stuff is awesome. Completely removed the gunk our of my skin. It did stink somewhatwhen I peeled it off, bit nothing bad.”

“WOW best eyeliner ever!!!!! For years

I have bought hundreds of eyeliners

cheap and expensive but this has to be

the best one it's so creamy and easy

to use it just glides across my lid on

the past I struggle on eyeliner as it

usually doesn't go on my lids black just

looks grey and awful tbh but this is

amazing I have found my new love.

The jar is so pretty also and delivery

was so quick”

“Wow. This is simply some of the best soap I've

ever bathed with! I don't normally get excited by

bath soap. But this soap is THAT good. I highly

recommend it for the great and fresh smell, the

great lathering effect, the smoothness of the feel

of the soap and lather on your body, and the lasting

pleasant smell on your skin after the bath or

shower...”

“Terrific chapstick!

Smells wonderful, yet

doesn't have a taste,

so it doesn't make

water, soda, or food

taste funky.

Moisturizes nicely.

Slick but not waxy

or greasy. Just what I

need in a lip balm!”

Surprise Efficacy | The power of wow

Grocers and restaurants have increased their vegan and free from offering, but what are the main drivers of excitement for dietary alternatives?

Retail and Restaurants

Flavour | Good food is still good food

“I came here with my family with no real expectations, it's a vegan restaurant that we were eating at for its novelty. Well we were thoroughly surprised how good our food was.”

“Wow, these are all delicious. Vanilla is definitely my favoriteflavor followed the dark chocolate peanut butter. The fruit flavoredones are also excellent. I was honestly surprised just how good these were and I'd be happy eat any flavor. Saving lives is just a nice bonus”

“I tried the basic chocolate and the pumpkin chocolate chip cupcakes. They are so awesome, it's unbelievable. The frosting is so good too ... mmm. I've had vegans, vegetarians, and non-vegetarians eat them, and they've all unanimously said that they were moist, delicious, and you couldn't even tell there were no dairy products used.”

“This is a wonderfulrestaurant! I'm not a vegetarian, but I could be if all my meals tasted like this.”

“These bars are PHENOMENAL! You will not find a better tasting bar that has anywhere near the cleanliness of ingredients and nutritional content. 1g of sugar, USDA certified organic, Non-GMO project verified- can't beat it.”

“Omg wow texture and taste of raw sweet chewy cookie dough while acting as a protein shake and at 140 calories 6grams of fiber - usdaorganic- unheard of!...I had 2 today to get the protein I need.”

“I love these vegan friendly, high fiber and low net carbohydrate protein bars! I heat them up slightly and it tastes just like a peanut butter cookie! The chia seeds are a great fiber and omega 3 source, and the ingredients list is phenomenal!”

“Have only tried one flavor, the Peanut Butter Chocolate. It arrived today and I've eaten two, which adds up to 30 grams of protein with only 2 grams of sugar. This is terrific for my needs.”

“this is a protein bar, not a candy bar so my expectations are set at that. They are a bit chalky in taste but I look past that because of the levels of protein AND fiber they have. 19g!!! That's over half of my daily fiber intake that I try and maintain (35g+). I have not seen a product that has both of these and manages to also be dairy free, gluten free, vegan and low sugar.”

Nutrition | Focus on sources of fibre and protein, coupled with low sugar

“This jerky is really good and packed with flavor... As I opened it up and had a piece my husband asked for a piece also and said ""wow good jerkyand it's not hard as a rock lol he didn't even know they were vegan”

“The vegan chicken comes closest to a true chicken flavour. The brioche buns are divine in combination with the pickles, vegan bacon, sauce and ""chicken"".

The mac and cheese tastes like aproper cheese mac and cheese. Delicious!”

“My wife has found replacements for many of her favorite foods since her dairy allergy progressed, but she still craves quality donuts. I found these a week before our anniversary and had them delivered the day before. These are the first donuts she has had in three years, and was so incredibly excited! She loved them! Our three-year-old, who has the same allergy to milk, had his first EVER donuts because of this product"

“I have only made one recipe so far, the chocolate Gluten Freedom Cupcakes (page 48). I have made them twice. WOW!... Both times they were incredibly delicious and I could not really tell the difference.”

“Wow, it really tastes like a regular donut. It's really good, somewhat dry but fluffy and the icing is really good. It's super tasty and good."

Tastes like… | Finding authentic-tasting substitutes

“I absolutely LOVE this cookbook. I LOVE the recipiesin it. I LOVE how it introduced me to a plant based way of life AND gave me delicious food to eat while getting acquainted”

“Wow Wow Wow. I am very impressed. I'm a vegetarian trying to transition to vegan for health reasons. I have other vegan cookbooks but did not find them practical. As a working person with a family I need quick and easy”

“Many of the Paleo cookbooks have very one-track menus, or seem very heavily focused on substituting ersatz stuff for real food, which is why this book has been such a wonderful revelation. It's all real food, with tweaks and substitutions suggested, but it's a very relaxed feel and offers so many options, including reasons why something is or is not recommended. The nutritionist's notes are some of the best, most helpful and positive, and least intrusive I've ever seen in any cookbook.”

“Let me start by saying I am NOT a vegan...I'm merely a vegan wannabe. I'm not even entirely vegetarian (I eat seafood once in a great while). I'm taking the transition slow by trying to eat vegan 4 days per week, and this book makes it sooooo much easier!”

“I'm on a low carb diet, but I need chips in my life."

Supports my choices | Personal to me

The message coming through now, is to switch to plant-based to secure the health of our planet.

Future

In the future, people won’t classify things as free-from one thing or another, it’ll just be normal.

Future

Mark Cowan, Co-Founder

MarkC@Happen.com

Thank you