Food intolerance: the making of a market
world a new report reveals that the market has grown by some 165
per cent since 2000. Valued at £55.6 million in 2002, a number of
key factors have driven this sector, including the growing number
of 'designer disorders'. But weight concerns still dominate.
As food allergies and intolerances continue to surge in the western world a new report reveals that the market has grown by some 165 per cent since 2000. Valued at £55.6 million in 2002, a number of key factors have driven this sector, including the growing number of 'designer disorders'. But weight concerns still dominate.
According to market research company Mintel, there has been a recent trend 'towards the fashionable nature of suffering from food intolerance and avoiding specific food and ingredients - dubbed as 'designer disorders', writes the report.
Growing awareness of food intolerance/allergies among the medical profession has also boosted the market, resulting in an increase in the number of consumers being given medical advice to follow elimination diets to test for food intolerance.
Aside from the incidence of food tolerance, sector growth reflects the entrance of grocery multiples to the category. The competitive nature of the retail market and quest for retailer share is leading to wider product offerings, including the development of own-label ranges.
Following consumer research that questioned 1,000 housewives, the results revealed that health issues associated with food intolerance/allergy include irritable bowel syndrome (12 per cent) and migraines (14 per cent). Concerns over wheat (4 per cent), lactose and gluten (2 per cent), nuts and other food allergy/intolerance (3 per cent) appear relatively low down on consumers' lists of health concerns, claims the Mintel report.
This suggests that awareness - despite increasing - may be very low or even non-existent among respondents who have a food intolerance/allergy but who are not aware of it.
Collectively, one in ten housewives avoid eating wheat/lactose and gluten. This compares to nearly two in three who avoid high-fat foods, and around one in three who avoid sugar and saturated fat, one in four who avoid salt and one in five who avoid artificial sweeteners, GM foods/ingredients, E numbers, chillies/spicy foods and shellfish.
"As well as avoiding food for food intolerance and allergies, these foods will also be avoided for other reasons as well, for example cheese and nuts are high in fat, consequently, these responses overplay concerns about allergies.
This indicates that food intolerance and food allergies are a less common reason than healthy eating for avoiding particular foods and ingredients, but nevertheless point to a substantial market demand for specialist foods," commented James McCoy, senior consumer analyst at Mintel.
The sector is forecast to more than double in value between 2002 and 2007 reaching £138 million. Although the market is expected to remain niche, once the category occupies increasing shelf space in stores further innovation and promotion will mark the market, suggests Mintel.
Various forms of activity from the grocery multiples are likely to be seen in the short term, including the strong possibility that those multiples already offering a branded range will introduce their own-brand ranges. Price is a key issue and the introduction of more own-label ranges will ensure greater competitiveness for the big supermarkets.
Although food intolerance and allergies will be the principal drivers of growth in this market, an increasing number of consumers will see the appeal of 'free-from' foods, whether or not they medically require such foods.
"The onus will be on manufacturers to further boost awareness among consumers who are looking to maintain a healthy diet but not necessarily requiring 'free-from' foods if the market is to realise its potential, as lack of awareness can be a barrier to further growth," commented James McCoy.
