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Free From Foods and Allergies - Ireland - September 2014

“While only a small number of Irish consumers officially suffer from allergies or intolerances in 2014, the level of sales of free-from food is undoubtedly improving, with a greater level of media attention on the likes of free-from diets and a greater availability of products helping to drive usage among consumers who do not suffer from such afflictions.”
- Brian O’Connor, Production Manager

This report looks at the following issues:

  • What percent of Irish consumers are intolerant, allergic or suffer from coeliac disease?
  • What are the most prevalent types of allergies/intolerances among Irish consumers?
  • In what sectors are the majority of new product launches of free-from food occurring?
  • How do non-sufferers view free-from foods? 
  • How important is brand to free-from food purchasers?

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Table of contents

  1. Introduction

      • Key themes in the report
        • Consumer data
          • Definition
            • Wheat-free, gluten-free (WF/GF)
              • Dairy-free/lactose-free
                • Allergies and intolerances
                  • Abbreviations
                  • Executive Summary

                      • The market
                        • Figure 1: Free-from food and drink sales vs all-grocery sales, IoI, 2009-14
                      • Forecast
                        • Figure 2: Indexed market value of free-from foods, NI and RoI, 2009-19
                      • Market factors
                        • Improvements in the Irish economy
                          • One in 10 NI and 3% of RoI consumers suffer from allergies
                            • Ireland has low allergy rate compared to the rest of Europe
                              • Figure 3: Top 10 European countries, by percentage of population that suffers from an allergy (including those who have suffered in the past), 2011
                            • Coeliac affects one in 100 in Ireland
                              • Increasing urbanisation could lead to increased incidence of allergies
                                • Maturing population could shift dynamic in free-from food market
                                  • Innovations
                                    • Figure 4: Indexed level of products launched claiming to be gluten-free and low/no/reduced allergen, UK and Ireland, 2007-14
                                    • Figure 5: Gluten-free and low/no allergen products launched to UK and Irish market, by product category, 2014*
                                  • The consumer
                                    • Wheat, gluten, dairy and lactose most commonly avoided foods/ingredients
                                      • Figure 6: Types of food/ingredients avoided due to allergy, intolerance or coeliac disease and those who avoid as part of a healthy lifestyle, RoI, August 2014
                                      • Figure 7: Types of food/ingredients avoided due to allergy, intolerance or coeliac disease and those who avoid as part of a healthy lifestyle, NI, August 2014
                                    • Most allergy sufferers have had condition confirmed by doctor - intolerance sufferers likely to self-diagnose
                                      • Figure 8: If a consumer’s allergy is confirmed by a doctor/dietician, suspected or self-diagnosed, NI and RoI, August 2014
                                      • Figure 9: If a consumer’s intolerance is confirmed by a doctor/dietician, suspected or self-diagnosed, NI and RoI, August 2014
                                      • Figure 10: If a consumer’s coeliac disease is confirmed by a doctor/dietician, suspected or self-diagnosed, NI and RoI, August 2014
                                    • Gluten-free food the most bought and eaten type of free-from food
                                      • Figure 11: Types of free-from products that consumers have bought or eaten in the past six months, NI and RoI, August 2014
                                    • Consumers want more variety and ranges for free-from food
                                      • Figure 12: Agreement with statements relating to free-from products, NI and RoI, August 2014
                                    • Many non-users would be willing to switch if they suspected an allergy or intolerance
                                      • Figure 13: Agreement with statements relating to free-from products by non-users, NI and RoI, August 2014
                                    • Friend/family recommendation can help motivate free-from usage
                                      • Figure 14: Agreement with the statements relating to free-from food, NI and RoI, August 2014
                                    • What we think
                                    • Issues and Insights

                                        • What percent of Irish consumers are intolerant, allergic or suffer from coeliac disease?
                                          • The facts
                                            • The implications
                                              • What are the most prevalent types of allergies/intolerances among Irish consumers?
                                                • The facts
                                                  • The implications
                                                    • In what sectors are the majority of new product launches of free-from food occurring?
                                                      • The facts
                                                        • The implications
                                                          • How do non-sufferers view free-from foods?
                                                            • The facts
                                                              • The implications
                                                                • How important is brand to free-from food purchasers?
                                                                  • The facts
                                                                    • The implications
                                                                    • Trend Applications

                                                                        • Guiding Choice
                                                                          • Totophobia
                                                                            • The Real Thing
                                                                            • Market Overview

                                                                              • Key points
                                                                                • NI and RoI economies on the road to recovery
                                                                                  • Figure 15: Economic growth performance (% growth) and forecast, NI and RoI, 2009-16
                                                                                  • Figure 16: Consumer confidence, RoI, August 2009-July 2014
                                                                                  • Figure 17: Consumer confidence, NI, June 2009-March 2014
                                                                                • Confidence increasing, despite the increased costs of living
                                                                                  • Figure 18: Percentage change in consumer price index, by category, UK and RoI, 2009/10-13/14
                                                                                • A quarter of RoI and a fifth of NI consumers have tight finances
                                                                                  • Figure 19: How consumers rate their current financial situation, NI and RoI, November 2013-July 2014
                                                                                • Low level of consumers suffer from allergies, but evidence points to increase
                                                                                  • Ireland has one of the lowest rates of allergy sufferers in Europe
                                                                                    • Figure 20: Top 10 European countries, by percentage of population that suffers from an allergy (including those who have suffered in the past), 2011
                                                                                    • Figure 21: Percentage of EU population suffering from food allergies, by type, June 2014
                                                                                  • Approximately 64,000 coeliac sufferers in Ireland
                                                                                    • Non coeliac/gluten intolerance sufferers think they might benefit from a non-gluten lifestyle
                                                                                      • Figure 22: Agreement with selected statements relating to free-from foods, NI and RoI, August 2014
                                                                                      • Figure 23: Healthier and less healthy traits of selected gluten-free products compared to standard variants, June 2014
                                                                                    • Call to end gluten-free prescriptions in UK
                                                                                      • Figure 24: Recommend level of prescribed gluten-free foods per month, by age group and gender, 2011
                                                                                    • Larger urban populations could lead to more allergies/intolerances
                                                                                      • Figure 25: RoI population, by location, 2011 and 2031
                                                                                      • Figure 26: NI population, by location, 2001 and 2013
                                                                                    • Global shift to urbanisation could help boost global demand for free-from foods
                                                                                      • Figure 27: Global urban vs rural population, 1950-2050
                                                                                    • Aging population trend could lead to less needing allergy-safe food
                                                                                        • Figure 28: Forecasted changes in populations, by age group, NI and RoI, 2014 and 2031
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Strong growth in sales value of free-from food
                                                                                          • Figure 29: Estimated market value of free-from foods, NI and RoI, 2009-19
                                                                                        • Non-sufferers driving market growth
                                                                                          • Free-from food accounts for less than 1% of total grocery sales
                                                                                            • Figure 30: Free-from food and drink sales vs all-grocery sales, IoI, 2009-14
                                                                                          • Market growth expected to taper-off somewhat
                                                                                            • Figure 31: Indexed market value of free-from foods, NI and RoI, 2009-19
                                                                                        • Who’s Innovating?

                                                                                          • Key points
                                                                                            • Three-fold increase in the level of free-from foods launched to market
                                                                                              • Figure 32: Indexed level of products launched claiming to be gluten-free and low/no/reduced allergen, UK and Ireland, 2007-14
                                                                                            • Snack and bakery categories account for largest level of free-from product launches
                                                                                              • Figure 33: Gluten-free and low/no allergen products launched to UK and Irish market, by product category, 2007-14
                                                                                            • Bakery innovations include gluten-free bake mixes
                                                                                                • Figure 34: Frequency of baking from scratch, RoI 2011 and 2013
                                                                                              • Snacking category sees strong level of gluten-free cereal bar launches
                                                                                                • Figure 35: Snack products claiming to be gluten/allergen free, by sub-category, UK and Ireland, 2013
                                                                                              • Processed fish, meat and eggs offer meat-free and wheat free options
                                                                                                • Marks & Spencer leading the charge on free-from foods in 2013/14
                                                                                                  • Figure 36: Products launched claiming to be gluten-free and low/no/reduced allergen, by top 10 companies, UK and Ireland, 2007-14
                                                                                                  • Figure 37: Products launched claiming to be gluten-free and low/no/reduced allergen, by private label and branded status, UK and Ireland, 2009-14
                                                                                                • Milk and gluten most common allergy labels
                                                                                                  • Figure 38: Indexed level of products launched with an allergen warning, UK and Ireland, 2009-13
                                                                                                  • Figure 39: Products launched with an allergen warning, UK and Ireland, 2013
                                                                                              • The Consumer – Types of Allergies/Intolerances Suffered From

                                                                                                • Key points
                                                                                                  • RoI consumers avoid wheat and gluten most - NI dairy and lactose
                                                                                                      • Figure 40: Types of food/ingredients avoided due to allergy, intolerance or coeliac disease, NI and RoI, August 2014
                                                                                                    • Soya and red meat most avoided for general health/other reasons
                                                                                                      • Figure 41: Types of food/ingredients avoided as part of a generally healthy lifestyle/other reason, NI and RoI, August 2014
                                                                                                    • Majority of consumers do not avoid foodstuffs
                                                                                                      • Figure 42: Types of food/ingredients do not avoid, NI and RoI, August 2014
                                                                                                  • The Consumer – If Allergies, Intolerances or Coeliac is Confirmed, Suspected or Self-diagnosed

                                                                                                    • Key points
                                                                                                      • A third of those who avoid food due to an allergy are confirmed by a doctor
                                                                                                        • Figure 43: If a consumer’s allergy, intolerance or coeliac disease is confirmed by a doctor/dietician, suspected or self-diagnosed, NI and RoI, August 2014
                                                                                                        • Figure 44: Consumers who have had allergy confirmed by a doctor/dietician, by gender, RoI, August 2014
                                                                                                      • One third of RoI and a quarter of NI consumers have a self-diagnosed food intolerance
                                                                                                        • Figure 45: If a consumer’s intolerance is confirmed by a doctor/dietician, suspected or self-diagnosed, NI and RoI, August 2014
                                                                                                    • The Consumer – Types of Free-from Products Bought and Eaten

                                                                                                      • Key points
                                                                                                        • Strong level of usage of gluten-free foods
                                                                                                          • Figure 46: Types of free-from products that consumers have bought or eaten in the past six months, NI and RoI, August 2014
                                                                                                        • 25-34-year-olds most likely to have eaten gluten-free food
                                                                                                            • Figure 47: Consumers who have eaten gluten-free foods in the past six months, by age, NI and RoI, August 2014
                                                                                                          • Affluent consumers most likely to eat gluten-free and wheat-free foods
                                                                                                            • Figure 48: Consumers who have eaten gluten-free or wheat-free foods in the past six months, by social class, NI and RoI, August 2014
                                                                                                          • Dairy substitutes see greater use in NI compared to RoI
                                                                                                            • Figure 49: Consumers have eaten Dairy-substitutes (eg soya milk, soya cheese, oat milk) foods in the past six months, by gender, NI and RoI, August 2014
                                                                                                            • Figure 50: Types of milk used or served in the last three months, NI and RoI, March 2014
                                                                                                          • Younger consumers and men more likely to have eaten nut-free products
                                                                                                            • Figure 51: Consumers who have eaten nut-free foods in the past six months, by age, NI and RoI, August 2014
                                                                                                        • The Consumer – Behaviours of Free-from Food Users

                                                                                                          • Key points
                                                                                                            • Great demand of free-from everyday essentials and snacks
                                                                                                              • Figure 52: Agreement with statements relating to free-from products, NI and RoI, August 2014
                                                                                                            • Strong demand for more ‘everyday’ free-from foods
                                                                                                              • Figure 53: Agreement with the statement ‘I would like to see a wider range of everyday essentials (eg bread) in free-from foods’, by gender, NI and RoI, August 2014
                                                                                                              • Figure 54: Agreement with statements relating to varieties of free-from bread, by gender, NI and RoI, August 2014
                                                                                                            • Free-from users want items located in the same area in supermarkets
                                                                                                              • Figure 55: Agreement with the statement ‘Free-from foods should be stocked together in the supermarket, not among regular products’, by work status, NI and RoI, August 2014
                                                                                                            • RoI consumers see greater need for own-brand free-from products
                                                                                                              • Figure 56: Agreement with the statement ‘I/we would like more own-brand free-from products’, by gender and age, NI and RoI, August 2014
                                                                                                            • A third note ‘other’ family members eat free-from food
                                                                                                              • Figure 57: Agreement with the statement ‘In my house, the free-from food is sometimes eaten by other members of my family (who do not have food allergy/intolerance)’, by social-class, NI and RoI, August 2014
                                                                                                            • A segment of consumers prefers preparing their own free-from foods
                                                                                                              • Figure 58: Agreement with the statement ‘I/we prefer to prepare our food from scratch rather than buy free-from products’, by age, NI and RoI, August 2014
                                                                                                              • Figure 59: Frequency of preparing/cooking meals from scratch, RoI, 2007-13
                                                                                                              • Figure 60: Indexed new product launches to the baking ingredients and mixes category claiming to be free-from, UK and Ireland, 2009-14
                                                                                                          • The Consumer – Attitudes of Non-Users Towards Free-from Food

                                                                                                            • Key points
                                                                                                              • Strong level of consumers would switch is they suspected an allergy/intolerance
                                                                                                                • Figure 61: Agreement with statements relating to free-from products by non-users, NI and RoI, August 2014
                                                                                                              • Women and mature consumers most likely to switch if they suspected an intolerance
                                                                                                                • Figure 62: Agreement with the statement ‘I would be willing to switch to free-from food if I suspected an intolerance/sensitivity’, by gender and age, NI and RoI, August 2014
                                                                                                              • Some consumers would only make the switch if advised by a health professional
                                                                                                                • Figure 63: Agreement with the statement ‘I would be willing to switch to free-from food if I suspected an intolerance/sensitivity’, by gender, NI and RoI, August 2014
                                                                                                              • Many would eat free-from if the taste was similar to ‘normal’ food
                                                                                                                • Figure 64: Agreement with the statement ‘I would not mind eating a free-from product instead of a 'normal' one if it tasted just as good’, by gender and social class, NI and RoI, August 2014
                                                                                                              • A third of non-users feel a free-from diet would see them miss out on nutrients
                                                                                                                  • Figure 65: Agreement with the statement ‘By cutting out foods (eg dairy, wheat) from your diet you may miss out on essential nutrients’, by age, NI and RoI, August 2014
                                                                                                              • The Consumer – Attitudes Towards Free-from Foods

                                                                                                                • Key points
                                                                                                                  • A recommendation by a family member carries much weight
                                                                                                                    • Figure 66: Agreement with the statements relating to free-from food, NI and RoI, August 2014
                                                                                                                  • Recommendations more likely to motivate parents
                                                                                                                      • Figure 67: Agreement with the statement ‘I would try a free-from product if it was recommended to me by friends/family’, by Presence of own children, NI and RoI, August 2014
                                                                                                                    • Half of Irish consumers expect free-from food to be more expensive
                                                                                                                      • Greater demand for certification in RoI
                                                                                                                          • Figure 68: Agreement with the statement ‘I would appreciate a certification for free-from foods similar to fair-trade’, by gender, NI and RoI, August 2014
                                                                                                                        • Third of consumers think free-from food may not taste as good as ‘normal’ food
                                                                                                                          • Figure 69: Agreement with the statement ‘Free-from foods do not taste as good as regular foods’, by age, NI and RoI, August 2014
                                                                                                                          • Figure 70: Consumers who eat junk food at least once a day, by age, NI and RoI, July 2013
                                                                                                                      • Appendix

                                                                                                                        • NI Toluna tables
                                                                                                                          • Figure 71: If consumers avoid dairy due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 72: If consumers avoid Lactose due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 73: If consumers avoid wheat due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 74: If consumers avoid gluten due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 75: If consumers avoid nuts due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 76: If consumers avoid fish and shellfish due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 77: If consumers avoid soya due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 78: If consumers avoid celery due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 79: If consumers avoid eggs due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 80: If consumers avoid red meat due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 81: If consumers avoid poultry due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 82: If consumers avoid other foods/ingredients due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, NI, August 2014
                                                                                                                          • Figure 83: If consumers who avoid certain ingredients/foods have a confirmed or suspected allergy, by demographics, NI, August 2014
                                                                                                                          • Figure 84: If consumers who avoid certain ingredients/foods have a confirmed or suspected intolerance, by demographics, NI, August 2014
                                                                                                                          • Figure 85: If consumers who avoid certain ingredients/foods have a confirmed or suspected coeliac disease, by demographics, NI, August 2014
                                                                                                                          • Figure 86: Types of free-from products that consumers have bought in the past six months, by demographics, NI, August 2014
                                                                                                                          • Figure 87: Types of free-from products that consumers have bought in the past six months, by demographics, NI, August 2014 (continued)
                                                                                                                          • Figure 88: Types of free-from products that consumers have eaten in the past six months, by demographics, NI, August 2014
                                                                                                                          • Figure 89: Types of free-from products that consumers have eaten in the past six months, by demographics, NI, August 2014 (continued)
                                                                                                                          • Figure 90: Types of free-from products that consumers have not bought or eaten in the past six months, by demographics, NI, August 2014
                                                                                                                          • Figure 91: Types of free-from products that consumers have not bought or eaten in the past six months, by demographics, NI, August 2014 (continued)
                                                                                                                          • Figure 92: Agreement with statements relating to free-from products, by demographics, NI, August 2014
                                                                                                                          • Figure 93: Agreement with statements relating to free-from products, by demographics, NI, August 2014 (continued)
                                                                                                                          • Figure 94: Agreement with statements relating to free-from products, by demographics, NI, August 2014 (continued)
                                                                                                                          • Figure 95: Agreement with statements relating to free-from products by non-users, by demographics, NI, August 2014
                                                                                                                          • Figure 96: Agreement with statements relating to free-from products by non-users, by demographics, NI, August 2014 (continued)
                                                                                                                          • Figure 97: Agreement with statements relating to free-from products by non-users, by demographics, NI, August 2014 (continued)
                                                                                                                          • Figure 98: Agreement with the statement ‘Free-from foods are highly processed’, by demographics, NI, August 2014
                                                                                                                          • Figure 99: Agreement with the statement ‘Free-from foods have more additives than regular foods’, by demographics, NI, August 2014
                                                                                                                          • Figure 100: Agreement with the statement ‘Free-from foods are often higher in fat/sugar than regular foods’, by demographics, NI, August 2014
                                                                                                                          • Figure 101: Agreement with the statement ‘Free-from foods are generally healthier than regular foods’, by demographics, NI, August 2014
                                                                                                                          • Figure 102: Agreement with the statement ‘Free-from foods do not taste as good as regular foods’, by demographics, NI, August 2014
                                                                                                                          • Figure 103: Agreement with the statement ‘Free-from foods that offer other benefits (eg almond milk being a source of vitamin E) appeal to me’, by demographics, NI, August 2014
                                                                                                                          • Figure 104: Agreement with the statement ‘I would use free-from products instead of regular products to incorporate variety into my diet (eg coconut milk, almond milk), by demographics, NI, August 2014
                                                                                                                          • Figure 105: Agreement with the statement ‘I would try a free-from product if it was recommended to me by friends/family’, by demographics, NI, August 2014
                                                                                                                          • Figure 106: Agreement with the statement ‘I would appreciate a certification for free-from foods similar to fair-trade’, by demographics, NI, August 2014
                                                                                                                          • Figure 107: Agreement with the statement ‘I trust free-from food brands for information on food intolerance/sensitivity’, by demographics, NI, August 2014
                                                                                                                          • Figure 108: Agreement with the statement ‘I would expect free-from products to be more expensive than regular products’, by demographics, NI, August 2014
                                                                                                                          • Figure 109: Agreement with the statement ‘There are not enough lower calorie free-from products available’, by demographics, NI, August 2014
                                                                                                                        • RoI Toluna tables
                                                                                                                          • Figure 110: If consumers avoid dairy due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 111: If consumers avoid lactose due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 112: If consumers avoid wheat due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 113: If consumers avoid gluten due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 114: If consumers avoid nuts due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 115: If consumers avoid fish and shellfish due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 116: If consumers avoid soya due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 117: If consumers avoid celery due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 118: If consumers avoid eggs due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 119: If consumers avoid red meat due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 120: If consumers avoid poultry due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 121: If consumers avoid other foods/ingredients due to an allergy/intolerance/coeliac disease or as part of a generally healthy lifestyle, by demographics, RoI, August 2014
                                                                                                                          • Figure 122: If consumers who avoid certain ingredients/foods have a confirmed or suspected allergy, by demographics, RoI, August 2014
                                                                                                                          • Figure 123: If consumers who avoid certain ingredients/foods have a confirmed or suspected intolerance, by demographics, RoI, August 2014
                                                                                                                          • Figure 124: If consumers who avoid certain ingredients/foods have a confirmed or suspected coeliac disease, by demographics, RoI, August 2014
                                                                                                                          • Figure 125: Types of free-from products that consumers have bought in the past six months, by demographics, RoI, August 2014
                                                                                                                          • Figure 126: Types of free-from products that consumers have bought in the past six months, by demographics, RoI, August 2014 (continued)
                                                                                                                          • Figure 127: Types of free-from products that consumers have eaten in the past six months, by demographics, RoI, August 2014
                                                                                                                          • Figure 128: Types of free-from products that consumers have eaten in the past six months, by demographics, RoI, August 2014 (continued)
                                                                                                                          • Figure 129: Types of free-from products that consumers have not bought or eaten in the past six months, by demographics, RoI, August 2014
                                                                                                                          • Figure 130: Types of free-from products that consumers have not bought or eaten in the past six months, by demographics, RoI, August 2014 (continued)
                                                                                                                          • Figure 131: Agreement with statements relating to free-from products, by demographics, RoI, August 2014
                                                                                                                          • Figure 132: Agreement with statements relating to free-from products, by demographics, RoI, August 2014 (continued)
                                                                                                                          • Figure 133: Agreement with statements relating to free-from products, by demographics, RoI, August 2014 (continued)
                                                                                                                          • Figure 134: Agreement with statements relating to free-from products by non-users, by demographics, RoI, August 2014
                                                                                                                          • Figure 135: Agreement with statements relating to free-from products by non-users, by demographics, RoI, August 2014 (continued)
                                                                                                                          • Figure 136: Agreement with statements relating to free-from products by non-users, by demographics, RoI, August 2014 (continued)
                                                                                                                          • Figure 137: Agreement with the statement ‘Free-from foods are highly processed’, by demographics, RoI, August 2014
                                                                                                                          • Figure 138: Agreement with the statement ‘Free-from foods have more additives than regular foods’, by demographics, RoI, August 2014
                                                                                                                          • Figure 139: Agreement with the statement ‘Free-from foods are often higher in fat/sugar than regular foods’, by demographics, RoI, August 2014
                                                                                                                          • Figure 140: Agreement with the statement ‘Free-from foods are generally healthier than regular foods’, by demographics, RoI, August 2014
                                                                                                                          • Figure 141: Agreement with the statement ‘Free-from foods do not taste as good as regular foods’, by demographics, RoI, August 2014
                                                                                                                          • Figure 142: Agreement with the statement ‘Free-from foods that offer other benefits (eg almond milk being a source of vitamin E) appeal to me’, by demographics, RoI, August 2014
                                                                                                                          • Figure 143: Agreement with the statement ‘I would use free-from products instead of regular products to incorporate variety into my diet (eg coconut milk, almond milk), by demographics, RoI, August 2014
                                                                                                                          • Figure 144: Agreement with the statement ‘I would try a free-from product if it was recommended to me by friends/family’, by demographics, RoI, August 2014
                                                                                                                          • Figure 145: Agreement with the statement ‘I would appreciate a certification for free-from foods similar to fair-trade’, by demographics, RoI, August 2014
                                                                                                                          • Figure 146: Agreement with the statement ‘I trust free-from food brands for information on food intolerance/sensitivity’, by demographics, RoI, August 2014
                                                                                                                          • Figure 147: Agreement with the statement ‘I would expect free-from products to be more expensive than regular products’, by demographics, RoI, August 2014
                                                                                                                          • Figure 148: Agreement with the statement ‘There are not enough lower calorie free-from products available’, by demographics, RoI, August 2014

                                                                                                                      Companies Covered

                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                      Free From Foods and Allergies - Ireland - September 2014

                                                                                                                      £1,095.00 (Excl.Tax)