Understanding Gluten and Allergen free experiences

BY JULIE SEAMER
FRIDAY, OCTOBER 31, 2008

A worldwide study has been conducted in an attempt to better understand the experiences of gluten and allergen-free consumers; including a hospitality and food service perspective. Including a total of 2,700 plus respondents from 35 different countries, and almost 200 hospitality respondents representing over 2,000 establishments, this research has shed some light onto the needs of people trying to manage their food allergies.

They found that over 300 million individuals worldwide are managing special diets, resulting in a decreased quality of life and an ever-rising number of gluten and allergen free lifestyles. The goal was to compile and analyse date from 3 key target groups:

individuals living with coeliac disease and gluten free diets
people managing food allergies, anaphylaxis and other intolerances
hospitality and food service professionals catering to the special needs of such guests

The majority of gluten and allergen free recipients eat out less than most people due to lack of knowledgeable personnel, safety of meals and fear of gluten/allergic reaction. Despite this, food service is experiencing a rising demand for gluten and allergen free meals due to the increased population managing such lifestyles.

It was discovered that 'once gluten and allergen-free guests feel safe and satisfied with their eating experience, they return to the same establishments over 80% of the time, meaning these customers represent an extremely loyal and repeat customer base'. As such in order for these individuals to regain quality of their life, the following initiatives were identified as being a priority over the next 1-2 years globally:

expanded training of food service providers
a wider selection & better taste of foods on offer
gluten and allergen-free awareness initiatives

For those of us living on gluten-free foods, it may be no surprise that this study showed 90% of gluten and allergen-free customers' ranked taste as their top priority. It also showed very clearly that 'managing gluten and allergen free diets impacts overall quality of life- social, physical well-being and emotional. Family, friends, schoolmates, business colleagues and even children's playmates are also significantly affected'.

In what will be heartening news for many the study concluded that "this innovative market research shows that the quality of life for those impacted by special diets around the world can be improved and enhanced by increased awareness and understanding of dietary needs… It (also) illustrates that hospitality and business.. are missing opportunities to capture this under-represented segment of the global population…".

Of the 176% of hospitality respondents surveyed, airline/airport food shops, resorts spas, hospitals/healthcare, fine dining restaurants, banquets/caterers, cafeterias, fast food and causual dining restaurants were all included.

This effort to increase awareness of special dietary needs is aimed at enrichening gluten and allergen free lifestyles worldwide.

Healtheries Simple aim to keep you up-to-date on any developments we discover!

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