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FreeFrom

FreeFrom. A changing market …. September 2012. Julia Horlov. Qualitative Research. Qualitative Research. In-store intercepts. On-street v ox pops. Web buzz. Quantitative Research. Quantitative Research. Online survey. 51 members. Medically diagnosed 86% Self-diagnosed 80%

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FreeFrom

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  1. FreeFrom A changing market … September 2012 Julia Horlov

  2. Qualitative Research

  3. Qualitative Research In-store intercepts On-street vox pops Web buzz

  4. Quantitative Research

  5. Quantitative Research Online survey 51 members

  6. Medically diagnosed 86% Self-diagnosed 80% Healthy lifestyle choice 75% • Target market?

  7. “Oh please! It’s pandering to some people’s need to be different and ‘special.’ Twenty years ago, who can honestly say they’d ever heard of gluten intolerance? How did we all survive without a long list of ‘ailments’ to choose from?

  8. “I think intolerances are exaggerated. I’ve started buying wheat-free bread and definitely don’t feel as bloated but I don’t think I have an allergy or intolerance. So, yes, I am one of the people responsible for the increase in FreeFrom sales!”

  9. From disease to lifestyle • Why FreeFrom? From ‘medicine’ to healthy choice

  10. 84% say that the proportion of self-diagnosed consumers has increased 76% say that those eating FreeFrom as a lifestyle choice has increased • Today’s customer profile?

  11. Healthy lifestyle choice 45% Self-diagnosed 37% • Greatest opportunity?

  12. 94% say better product availability (i.e. wider range of products) is driving appeal 80% say mainstream consumers are becoming more aware of the health benefits 51% say new approaches to branding and packaging are having a positive effect • What’s changed?

  13. Focus for FreeFrom? Positioning

  14. 82% feel that it is important for FreeFrom to be positioned as a healthy lifestyle choice • Importance of positioning

  15. Focus for FreeFrom? Shopping

  16. 61% feel that the high cost of FreeFrom products is the biggest barrier • Increasing sales?

  17. : • Focus for FreeFrom? Value

  18. McCallum Layton, Bramley Grange Skeltons Lane, Thorner, Leeds +44 (0)113 237 5590 www.mccallum-layton.co.uk defining a clear direction for FreeFrom

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