Is ‘Free-from’ free from experience too?
“In 2011 it seemed the £240m free-from market couldn’t get any bigger: with value sales up 15.5% [Kantor worldpanel]”
“They were wrong: value sales accelerated further, up 24.8% to be valued at 297.5m [Kantor worldpanel]”
This week, the Grocer looks at the ‘Free-from’ category, which would appear is rapidly going from strength to strength.
Only a few years back, this type of product, free from gluten, wheat, lactose, eggs and other related food products would have meant visiting a much more specialist retailer. Selection would have been limited with costs reflecting the scarcity.
But now things have changed, with many of the power players in the food and drink industry acting upon this newfound consumer enthusiasm.
The two power players in the category are bread and dairy.
Combined, they make up almost 45% of sales for the entire category.
John Alloway, commercial director for Alpro, claims to have introduced 600,000 new households to ‘free-from dairy’ product s in the last 12 months.
This is quite an achievement. Especially as the majority of the gluten/ lactose intolerant population, have likely been loyal customers for some time.
I remember many years ago, the girlfriend of somebody I lived with was gluten intolerant. In truth – I hadn’t realized such a condition existed, and soon discovered that there were gluten free options (pizzas mainly!) available to those that required.
And this is the thing. It was a ‘required’ quality – not a ‘desired’ quality.
Forward 10 years and things have certainly moved on.
Supermarket giants M&S and Lidl have grown sales by 80% and 64% respectively.
Free-from options are now gaining much more exposure in-store. In May, Tescos included Nakd bars on ladder racks across 9000 outlets. The first time the category has experienced this level of exposure.
Other key retailers are placing Free-from options front of store and within key impulse locations. =
Probably most importantly however, is the almost overwhelming level of endorsements from celebrities across the world.
Multi Grand slam winner, Novak Djokovic, has been a great advocate for the movement, with incredible successes these last few years that have coincided with a decision to ditch the Gluten.
Gwyneth Paltrow is another famous face extolling the virtues of losing the gluten in her life. Even ex President, Bill Clinton is apparently getting in on the act.
As a whole, consumers are simply looking for avenues that will lead to a happier, healthier existence.
Incidents such as the Horsegate scandal, only served to solidify this rationale. We no longer want nasty surprises at the dinner table. And although these incidents will fade with the passage of time, the general public are much more aware of what they eat and what to look out for.
The media have also increased their attention on the Free-from category. Many positive conversations are now taking place across print, digital, social and television. All of them providing evidence for the overwhelming benefits and why making a Free-from choice n your life, could be the best decision you ever made.
The Free-from category is therefore enjoying a growing platform of strength, from which it can continue to build momentum, grow volume sales and give a swift right-hook to the old guard.
But the established players in bread and dairy have not been sleeping on the job. Warburtons have re-branded its Free-from range to Newburn bakehouse in January 2013 have seen an astonishing 91.9% yoy.
So what should Free-from be doing next…
One of the biggest obstacles for the category is still likely to be taste, followed closely by value.
Although we may profess a desire to lead healthier, happier lives – if the payoff is cost (especially in these austere times) procrastination is a very real danger, as the gluten-in options, ensure the till receipt look a lot healthier instead.
But taste is the easiest thing to overcome. Free-from products are more delicious than ever.
When consumers discover that a product offers not just health benefits, but real life thrills and spills for the taste buds too. It will give consumers much greater confidence when browsing the free-from shelves.
Driving trial front of store, will give free-from brands more than just an opportunity to engage with consumers at key locations. Ubiquitous sampling activities help to position brands as serious players in the ever-evolving supermarket landscape.
Sampling is also a phenomenal way to supports all other above and below the line activities.
Last week, we talked about beer brands that have joined forces for the ‘let them drink beer’ campaign.
Non-competitive ‘sub category’ brands within the Free-from category could join forces to create more ambitious brand experiences from which they could educate the general public on the virtues of a consciously taken Free-from diet with some creative flair.
It seems that Free-from have conquered the first hurdle. They have achieved widespread recognition and beaten the naysayers with continued growth, innovation and confidence.
Whilst many stores have increased promotions, visibility and shelf space, I believe that the Free-from category needs to look closely at how it offers more than just benefits and how consumers experience the brand on a personal level.
Hotcow is a multi-award winning, Experiential Marketing agency that deliver 50% more ROI, than clients would receive from any other brand experience agency. We accomplish this through our ‘R.A.R.E Advantage’ platform. For more information about R.A.R.E and how it can transform your marketing impact, contact us.
