Chapter 1 Executive Summary
Scope of This Report
Methodology
The “Free From” Environment
Figure 1-1 Foods and Ingredients Avoided, 2015 (percent of U.S. adults)
Market Size for Foods and Beverages With No Avoidance Ingredients
Ingredients Consumers Avoid: Allergens
Ingredients Consumers Avoid: Fat
Figure 1-2 Thinking back about the past twelve months, when making decisions about buying packaged food or beverages, have you ever considered whether or not they contain the following fats and fat substances? (Percent Saying ‘Yes’)
Ingredients Consumers Avoid: Sweeteners
Table 1-1 Consumers Cutting Back on Foods Higher in Added Sugars,2014-2015
Ingredients Consumers Avoid: Sodium
Table 1-2 Consumers Cutting Back on Foods Higher in Salt, 2014-2015
Trends in Processing Ingredient Avoidance
Ingredients Consumers Avoid: Agricultural Production Ingredients .. 10
Other Areas of Avoidance
Product Trends
Chapter 2 The “Free From” Environment
Key Points
Why Food Avoidance?
Defining “Free-From”
“Free From” Is Global
Five Constituencies Define Ingredient Avoidance Context
Allergies and Intolerances
Health and Well Being
Vegetarians and Vegans
Figure 2-1 Vegetarian Eating in the Household, 2015 (percent of U.S.adults)
Figure 2-2 Vegan Eating in the Household, 2015 (percent of U.S. adults)
Consumers Shift to Health Over Diet
Figure 2-3 Foods and Ingredients Avoided, 2015 (percent of U.S. adults)
Table 2-1 Foods and Ingredients Avoided, 2015 (percent of U.S. adults)
Traditional Concerns Still Count
Weight Management Still a Factor
Figure 2-4 “When shopping for groceries, do you seek out food and beverage products that target any of the following health and wellness concerns, whether for yourself or for other household members?”
Humanitarian Concerns
Environmental Concerns
Religious Concerns
The Non-Avoiders
Table 2-2 Prefer Hearing What To Eat Over What To Avoid,2013 vs. 2015
What Consumers Are Avoiding
Thinking About Ingredients
Table 2-3 “Over the past year, how much thought have you given to the ingredients in your foods and beverages?,” 2013-2015
Homemaker Want to Know About Ingredients
Table 2-4 Demographic Indicators for Agreement with Health Attitude Statements, 2015 (index in relation to U.S. adults overall)
Demographic Groups Avoiding Artificial Ingredients
Table 2-5 Demographic Indicators for Agreement with Food Attitude Statements, 2015 (index in relation to U.S. adults overall)
Ingredients Consumers Are Limiting Intake Of
Figure 2-5 Foods and Ingredients Consumers Are Trying to Limit or Avoid 2014-2015
Women Top Men as Free-From Consumers
Table 2-6 Demographic Indicators for Types of “Free From” Foods Bought
When Watching Diet, 2015 (index in relation to U.S. adults overall)
Food Avoidance Motivates Diet Watchers
Table 2-7 Demographic Indicators by Reasons for Watching Diet, 2015(index in relation to U.S. adults overall)
Consumers Willing to Pay for Better Health
Table 2-8 Attitudes About Health, 2011-2015 (percent of U.S. adults)
Table 2-9 Demographic Indicators for Agreement with Health Attitude Statements, 2015 (index in relation to U.S. adults overall)
Seniors Care Most About Nutritional Value
Table 2-10 Demographic Indicators for Agreement with Food Attitude Statements, 2015 (index in relation to U.S. adults overall)
Shifts in Consumer Approach to Health and Diet
Table 2-11 Households Using Sugar Substitutes, Low Fat/Fat Free, and Organic Foods, 2011-2015 (percent of U.S. adults)
More Diet Watchers
Table 2-12 Reasons for Watching Diet, 2011-2015 (percent of U.S. adults)
Table 2-13 Types of Foods Bought When Watching Diet, 2011-2015(percent of U.S. adults)
Attitudes About Food Trending Toward Health
Table 2-14 Attitudes and Opinions About Food, 2011-2015(percent of U.S. adults)
Choosing Healthier Foods for Children’s Sake
Fear of Unsafe Foods Drives Change
Figure 2-6 Food Safety Concerns, 2015 (percent of U.S. adults)
Chipotle Contamination Raises Fears
Recalls Are Common
Consumers Hold Manufacturers Responsible for Food Safety
Figure 2-7 Responsibility for Food Safety, 2015 (percent of U.S. adults)
Figure 2-8 Opinions About Role of Private Sector/Government in Food Safety, 2015 (percent of U.S. adults)
Table 2-15 Opinions About Role of Private Sector/Government in Food Safety, 2015 percent of U.S. adults)
Government Action on Food Safety
Pushing for Funding on Antibiotic-Resistant Bacteria Research
Organic Boom Related to Food Safety Concerns
Government Role in Food Avoidance
New Diet Guidelines Touch on Avoidance
Illustration 2-1 Five Overarching Dietary Guidelines for Americans,2015-2020
Key Recommendations of New Guidelines
Illustration 2-2 Key Recommendations of the Dietary Guidelines for Americans, 2015-2020
Vegetarian Guidelines Included
Table 2-16 Healthy Vegetarian Eating Pattern from Dietary Guidelines for Americans 2015-2020
How to Make It Vegan
Guidelines Described as Too Weak by Opponents
Demand for Natural
Defining “Natural”
Consumer Confusion a Motivating Factor
Rules on Nutrition Labeling Eased
Supporting Organic Expansion
Government Action and Inaction on GMOs
Local Governments Get in the Act
Industry Role in Food Avoidance
On Board for Food Avoidance
Clean Labeling Gaining Traction
“Artificial” Is Enemy Number One
Looking for Alternatives to Artificial
Technologies Support “Free From” Expansion
Calories Still Count
But Resistance Persists
Retailer and Foodservice Role
Participation in “Free From” on the Rise
Retailers Focus on “Free From” Store Brands
Illustration 2-3 Nature’s Promise “Free from” Uncured Turkey Bacon
Illustration 2-4 Nature’s Promise “Free from” Automatic Dishwashing Packs
Antibiotic-Free Activity in Foodservice
Associations Also Engage in “Free From” Activities
The Information Revolution
A Host of Information Sources
Consumers Confident About Finding Information
Table 2-17 Consumer Confidence Regarding Food Information Sources
“If there was something I wanted to know about an ingredient in my food, I think I would be able to find the information” 2014-2015
A Host of Misinformation Sources, Too
Looking to Nutrition Facts Panels
Figure 2-9 “When buying packaged food and beverage products, do you ever look at the Nutrition Facts panel?,” 2015
Information Sought on Panels
Figure 2-10 Information Consumers Seek on Nutrition Facts Panel, 2015 (percent of U.S. adults)
Table 2-18 Information Consumers Seek on Nutrition Facts Panel in Order
Presented on Panels, 2015 (percent of U.S. adults)
Consumers Seek More Information Than Panels Provide
Figure 2-11 Important Factors in Food Choice, 2015 (percent of U.S. adults)
Seeking Safer Foods as Avoidance Measure
Figure 2-12 Concern About Food Safety, 2015 (percent of U.S. adults)
Figure 2-13 Change in Level of Concern About Food Safety, 2015(percent of U.S. adults)
Confidence in Food Safety
Table 2-19 Consumers Confidence in Food Safety, 2013-2015
Figure 2-14 Most Important Food Safety Issues Among Consumers Confident in Food Supply, 2015
Figure 2-15 Most Important Food Safety Issues Among Consumers Not Confident in Food Supply, 2015
Food Industry Supports Safety
The Necessity of “Free From”
Market Size for Foods and Beverages Without Avoidance
Ingredients
Chapter 3 Key Food/Ingredient Categories:
Food Intolerances/Sensitivities/Allergies
Key Points
Allergies by the Numbers
Food Allergies
The Food Allergen Labeling and Consumer Protection Act of 2004
The Big 8
Food Additive Intolerance
Reactions to Allergens and Additives
Allergic Reaction to Additives Relatively Small
Severe Allergic Reactions
Egg Allergy
Fish Allergy
Shellfish Allergy
Milk Allergy
Lactose Intolerance
Lactose Intolerance Research Making Strides
Peanut Allergy
Soy Allergy
Soy Avoidance
Table 3-1 Demographic Indicators for Agreement with Statement:
“I avoid soy,” 2015 (percent of U.S. adults)
Tree Nut Allergy
Wheat Allergy
Celiac Disease and Gluten Intolerance
Wheat Allergy: Grain Free Solutions
Beyond the Big 8
Sesame Allergy
Seed Allergy
Spice Allergy
Corn Allergy
Meat and Poultry Allergy
Gelatin Allergy
“Free From” Faces Production Challenges
Chapter 4 Key Food/Ingredient Categories: Fat
Key Points
Definition of Fat
Definitions Used in Food Labeling
Fat Free
Low Fat
Reduced Fat
Types of Fat Covered
Saturated Fat
Trans Fats
Cholesterol
Definition of Oils
USDA Dietary Guidelines Call for Shift From Solid Fat to Oil
Consumers Awareness of Fats and Oils
Figure 4-1 Thinking back about the past twelve months, when making decisions about buying packaged food or beverages, have you ever considered whether or not they contain the following fats and fat substances? (Percent Saying ‘Yes’)
Cutting Back on Fat
Table 4-1 Consumers Cutting Back on Foods Higher in Solid Fats, 2014-2015
Table 4-2 Consumers Cutting Back on Full Fat Dairy and Replace with
A Low- or No-Fat Alternative, 2014-2015
Consumers Assess Health Value of Oils
Figure 4-2 Do you consider any of the following fats or oils to be significantly more healthy? (percent of U.S. adults)
Olive Oil Health Boost From Heart Association
Reversal on Fat
Paleo Plugs High Fat
The Upside of Grass Fed
Seeking a Definition of Grass-Fed
Millennials Support “Good Fat”
Processed Meats Still Given Thumbs Down by Nutritionists
Table 4-3 Percent of Menu Appearances By Meat Types in 2015
WHO Ignored
Chapter 5 Key Food/Ingredient Categories: Sweeteners
Key Points
Definition of Sweetness
Several Different Types of Sweeteners
Sugars: Sucrose, Glucose, and Fructose
Corn Syrup and High Fructose Corn Syrup
Lactose
Honey
Honeybee Colony Collapse Disorder (CCD)
Stevia, Agave Syrup, and Other Natural Sweeteners
Stevia
Agave Nectar
Monk Fruit
Artificial Sweeteners
Aspartame
Sucralose
Opinions Vary on Relative Importance of Low Calorie Sweeteners
Table 5-1 Consumers Low-Calorie Sweetener Opinions: “To what extent do you agree or disagree with the following statements regarding low-calorie sweeteners”, 2015
Sweeteners and New Dietary Guidelines
Focus on Excess Added Sugar Intake
Figures 5-1 Food Category Sources of Added Sugars in the U.S. Population Age 2 Years and Older
Strategies for Added Sugar Reduction
WHO Recommends Five Percent Consumption
Sugar Association Objects
Sugar a Consideration for Two-Thirds of Consumers
Figure 5-2 Thinking back about the past twelve months, when making decisions about buying packaged food or beverages, have you ever considered whether or not they contain the following sweeteners? (Percent Saying ‘Yes’)
Almost 70% of Consumers Cutting Back on Added Sugar
Table 5-2 Consumers Cutting Back on Foods Higher in Added Sugars,2014-2015
Nearly Three-Fourths Concerned About Their Sugar Consumption
Table 5-3 Concerns Over Amounts Versus Types of Sugars and Carbohydrates Consumed
Uncertainty About Sugar Increases
Table 5-4 Attitudes Regarding Sugar in Healthy Diets
Sugar Addiction Persists
Taxing Sugar as Public Health Policy
Chapter 6 Key Food/Ingredient Categories: Sodium
Key Points
Salt
Salt and Health
Current Consumption Generally Too High
Table 6-1 Daily Sodium Goals for Age-Sex Groups Based on Dietary Reference Intakes and Dietary Guidelines Recommendations
Sodium Sources in Foods
Avoiding Salt in Food
Table 6-2 Consumers Comparing Sodium in Foods Like Soup, Bread,and Frozen Meals, and Choosing The Foods With the Lower Numbers,2014-2015
Salt Content a Significant Consideration for Majority of Consumers
Figure 6-1 Thinking back about the past twelve months, when making decisions about buying packaged food or beverages, have you ever considered whether or not they contain the following Sodium/Salt Ingredients? (Percent Saying ‘Yes’)
Table 6-3 Consumers Cutting Back on Foods Higher in Salt, 2014-2015
Chapter 7 Key Food/Ingredient Categories:Food Processing Additives
Key Points
Food Additive Intolerance
Allergic Reaction to Additives Relatively Small
History of Additive Use
Rise of Artificial Ingredients
1958 Food Additives Amendment
GRAS Exemption
Reasons for Additive Avoidance
Rise of Natural
Market Leaders Aim to Please
Far-Ranging Research in Pursuit of Natural Alternatives
Going Preservative Free
Artificial Additives Not Dead Yet
Chapter 8 Key Food/Ingredient Categories:
Agricultural Production
Key Points
Issues with Plant and Animal Food Products
Issues with Plant-Based Foods
Drop in GM Acreage Related to GMO Avoidance?
Avoiding GMOs
Divisions on Non-GMO Purchasing
Figure 8-1 Avoidance of GMO Grocery Products, 2015(percent of U.S. adults)
Table 8-1 Avoidance of GMO Grocery Products, 2013 vs. 2015(percent of U.S. adults)
Figure 8-2 Use of Organic Grocery Products to Avoid GMOs, 2015(percent of U.S. adults)
Meat, Poultry, and Dairy Top Non-GMO Categories
Figure 8-3 Types of Non-GMO Grocery Products Purchased, 2015(percent of U.S. adults)
GMO Labeling Becomes Reality
Alternative Legislation Proposed
Turnaround by Industry Leaders
Illustration 8-1 GMO Sample Label From Campbell
Others Follow Suit
Smart Labeling Approach
Vermont to Begin With Safe Harbor Provision
Beyond GMOs
GMOs Not Going Away
Can Organic Do the Job?
Issues with Animal-Based Foods
Animal Treatment and Transparency
Changing Regulatory Environment
Questioning Agricultural Product Safety
Figure 8-4 Concern About Meat/Poultry Safety and GMOs, 2015(percent of U.S. adults)
Table 8-2 Concern About Meat/Poultry Safety and GMOs, 2015(percent of U.S. adults)
Presidential Panel Calls for More Research on Antibiotic- Resistant Bacteria
Trading Animal Protein for Plant Protein
Figure 8-5 Consumers Seeking Out Added/High Protein in Foods When Shopping
Figure 8-6 Consumers Seeking Out Foods Formulated With Vegetarian
Protein When Shopping
Specific Plant Protein Use Highest for Consumers Age 25 to 39
Table 8-3 % U.S. Adult Consumers Purchasing or Consuming Various
Protein Sources, Past 30 Days
U.S. Consumer Shopping Behaviors Related to Protein Ingredients
Global Acceptance of Meat Substitutes
Ending Antibiotic Use for Growth Purposes
Illustration 8-2 Petulama Poultry “NAE” Logo
Illustration 8-3 Chick-fil-A “NAE” Logo
Illustration 8-4 Nature Raised Farms “NAE” Logo
Going Cage Free
Chapter 9 Other Food/Ingredient Avoidance Categories
Key Points
Foods Consumers Avoid
Sweet Baked Goods
Table 9-1 Demographic Indicators for Agreement with Statement: “I am cutting back on sweet baked goods,” 2015 (percent of U.S. adults)
Salty Snacks
Table 9-2 Demographic Indicators for Agreement with Statement:
“I am cutting back on salty snacks,” 2015 percent of U.S. adults)
Meat
Table 9-3 Demographic Indicators for Agreement with Statement:
“I avoid meat,” 2015 (percent of U.S. adults)
Additional Areas of Food/Ingredient Avoidance
Figure 9-1 Thinking back about the past twelve months, when making decisions about buying packaged food or beverages, have you ever considered whether or not they contain the following ingredients? (Percent Saying ‘Yes’)
Calories
Table 9-4 Consumers Cutting Calories by Drinking Water, Low and No Calories Beverages, 2014-2015
Table 9-5 Consumers Choosing Smaller Portions, 2014-2015
Table 9-6 Consumers Balancing Calories to Manage Weight, 2014-2015
Caffeine Awareness Is Mixed Bag
Table 9-7 Consumers Caffeine Awareness: “I know the amount of
caffeine that is in the foods and beverages I consume,” 2014-2015
Figure 9-2 Consumers Caffeine Awareness: “Caffeine that is naturally occurring in foods and beverages has the same effect as caffeine that is added to foods and beverages,” 2014-2015
Fiber: Bad as Well as Good?
Irradiation
BPA
What Is BPA?
Nanotechnology
Why Some Think Nanotechnology Should Be Avoided
USDA Looks to Positive Nanotechnology Use
Sustainability
Chapter 10 Product Trends
Key Points
The “Free From” Parade
“Free From” Multiplicity
Mondelez Good Thins
Illustration 10-1 Mondelez Good Thins
Sanders & Morley Candy Makers
Illustration 10-2 Sanders Mini Bites
Kettle Chips Cooked in Avocado Oil
Illustration 10-3 Kettle Chips Cooked in Avocado Oil
Simply7 Kale Chips
Illustration 10-4 Simply7 Kale Chips
Ugly Drinks Are “Unsweet”
Illustration 10-5 Ugly Unsweet Water
That’s It Fruit Bars
Illustration 10-6 That’s it Fruit Bar
Imbibe
Illustration 10-7 Imbibe The Drink Tank
SnackWell’s Repositioned as “Free From”
Illustration 10-8 SnackWell’s Free From
Illustration 10-9 Back to Nature Gluten Free Crackers
Illustration 10-10 Back to Nature Gluten Free Cookies
Organic Plus
Green Chef Organic Meal Kits
Illustration 10-11 Green Chef Organic Meal Kits
Garden of Eatin' Organic
Illustration 10-12 Garden of Eatin’ Organic Chips
Rudi's Organic Bakery
Illustration 10-13 Rudi's Organic Bakery Kids Bread
Boulder Organic Soups
Illustration 10-14 Boulder Organic Soups with Organic Chicken
Gimme Organic Seafood Snacks
Illustration 10-15 Gimme Organic
The NAE Bandwagon
Perdue No Antibiotics Ever!
Illustration 10-16 Perdue No Antibiotics Ever!
Tyson Naturals
Illustration 10-17 Tyson Naturals
Hip Chick Farms
Illustration 10-18 Hip Chick Farms Chicken MeatBalls
SunFed Ranch Extends Grass Fed Beef Line
Illustration 10-19 Sun Fed Skillet Meal
Superior Farms Offers Antibiotic-Free Lamb
Illustration 10-20 Farmer’s Mark Antibiotic-Free Lamb
Allen Harim Poultry
Illustration 10-21 Nature’s Sensation All Natural Chicken
Butterball Joins the Movement
Illustration 10-22 Butterball Farm to Family Turkey
Gluten Free Continues to Grow
Gluten Free Quaker Oats
Illustration 10-23 Gluten Free Quaker Oats
Modern Oats
Illustration 10-24 Modern Oats All Natural Oatmeal
Kashi Teff Thins
Illustration 10-25 Kashi Teff Thins
All Natural a Key Point
Chobani Promotes All-Natural
Illustration 10-26 Chobani Anti-Dannon Ad
Lean Cuisine Goes Beyond Diet
Illustration 10-27 Lean Cuisine Honestly Good
Dairy Free
Ruby Rocket Snack Tubes
Illustration 10-28 Ruby Rocket’s Non-Dairy Snack Tubes
Melt Organics
Illustration 10-29 Melt Dairy Free Soy Free Spread
Vegan, Grain-Free, Paleo, and Mercury-Free
Ben & Jerry Go Vegan
Illustration 10-30 Ben & Jerry’s Non-Dairy
Rawr Bar Fruit Snacks
Illustration 10-31 Rawr Bar
Wildway Grain-Free Granola
Illustration 10-32 Wildway Grain-Free Granola
BFree Is Wheat-Free
Illustration 10-33 BFree Wrap
BRU Broth
Illustration 10-34 BRU Artisanal Bone Broth
Safe Catch Mercury-Free Tuna
Illustration 10-35 Safe Catch Tuna