Growing opportunities for gluten-free in UK Foodservice

The market for gluten-free products in UK Foodservice looks to be at a tipping point.

While the market need is being visibly catered for by ‘Free From’ shelves in UK retail, the foodservice sector has been largely overlooked.

The fact that foodservice pizza giants Domino’s and, more recently, Pizza Express have launched gluten-free offers have also made the industry take notice of the opportunity in this space. 
 

Combining those with severe allergies, those with intolerances and wheat ‘avoiders’, the market for gluten-free goods in the UK is at 12 million consumers and has grown by 120% in the past 5 years, according to Gluten-Free Solutions. 

Driving this trend is a growing segment of the market that are choosing gluten-free as part of a lifestyle choice (as opposed to those with severe allergies / intolerances) – with celebrities like Victoria Beckham, Jennifer Aniston and Novac Djokovic promoting wheat-free and gluten-free diets. 
 
Another big (and oft-forgotten about) consideration is the impact a person’s social network has on their eating out choice. Families with a coeliac member often all eat wheat-free diets. If a family member is unable or unwilling to eat gluten, this will have a marked impact on their eating out choice and brands with a transparent and trusted gluten-free offer will come out on top. Likewise, a menu with no clear gluten-free offer risks losing five covers in one go. 
 
According to Horizons, 27% of brands on their Menurama database now have gluten-free options on the menus - an increase of 30% on menus 3 years ago. Clearly-labelled gluten-free menu offers such as that of Carluccio’s and TGI Friday’s are on the up but are still significantly in the minority. 
   
The industry consensus is moving from treating gluten-free as a purely niche area to something that consumers now expect and want. Operators will need to move to align their offer with this demand if they are to avoid missing out on this lucrative growth opportunity.


Source: Sarah O’Connell, London Office, Bord Bia – Irish Food Board

11th October 2013