A new report on food sensitivity in the UK has revealed exactly why we seem to be consuming ever-larger amounts of Free From foods. Foods which have certain ingredients, removed such as wheat and gluten, dairy or nuts.
Using national NOP and qualitative data the Mrs Crimble’s Report examined exactly what was driving consumer behaviour and revealed that the following: -
· Most of the growth has come not from people who think they have a food sensitivity but from people who simply want to eat less wheat and gluten in their diets but have no sensitivity to it.
· An increase in product quality of Free From foods.
· In addition people who believe they have some food sensitivity has grown by over a third although this still remains very low with less than 1 in 5 thinking they or anyone in their family have any food sensitivity.
· And consumers are increasingly shunning the GP as a key source of information on dietary matters and turning to self-diagnosis via the Internet. For people under 44 the Internet is now ahead of GPs as a source of information on food sensitivity issues.
· And finally bad news for the government’s expensive food health campaigns. Over 70% of the UK would rather find out about dietary issues themselves than trust pronouncements of government and its health bodies.
Food expert, Angela Mumby of Food Ambitions, commented: -
‘We seem to live in an increasingly less certain and trusting world in relation to food. People are making their own minds up when it comes to diet and lifestyles and using an eclectic mix of information sources to choose how they live their lives and what products to consume. Whether their new sources of information are more reliable is another matter but consumers do want to find their own way on diet and nutrition rather than be told what they should do.’
The report was commissioned by the Mrs Crimble’s ‘free from’ cake and biscuit brand.
For full copies of the Mrs Crimble’s Report II-please contact Gareth Eyles-Owen on 01372-468448 or via e-mail firstname.lastname@example.org
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