Trend & Try 'Free From'

Creed Foodservice

What are Trends?

1. Mega Trends e.g. Heathy Eating

Mega Trends

Shape all other trends including Lifestyle

2. Lifestyle Trends e.g. Veganism

Lifestyles

Determine interest in cuisines

3. Cuisine Trends e.g. Plant Based Diet Set the parameters for Food and Drink Trends

4. Food & Drink e.g. Oat and Soya Milks Products Emerge

Cuisines

Food Products

MCA | TOP OF MIND DEBRIEF Š 2017

Todays Focus Veganism •

'Veganism is a way of living which seeks to avoid, as far as possible and practical; the use of animals for food, clothing or any other purpose. At the heart of veganism is the core principle that animals are not ours to be used.” The Vegan

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Society 2017

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Todays vegans may not be committed vegans, but choose plant based meals for health or environmental reasons The rise of the ‘Plant Based Diet’ as an option like Flexitarianism that is helping to increase the trend for veganism

Low Sugar/Sugar Free

Gluten Free Diets

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Gluten is the protein component found in wheat, rye and barley Modern diets have become increasingly high in refined wheat products, which has led to an increase in gluten consumption Growing numbers of people choose to follow a gluten-free diet Gluten intolerance is different from a condition called coeliac disease.

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Research confirms that removing sources of excess sugar from your diet not only helps with weight loss, but also reduces the risk of common health problems like type 2 diabetes.

The current rate of obesity and overweight conditions suggest the cost to the NHS could increase from between £6b and £8b in 2015 to between £10b and £12b in 2030 (The Telegraph 2014) Hence, both the public and the government have increased their focus on reducing the level of sugar in both adults and children's diets.

VEGAN

Vegan - Core Sectors Menu labelling/flags are moving towards vegetarian & vegan and away from low-calorie The operators with the highest (over 50) menu flags for vegetarian items are Beefeater, Bella Italia, Frankie & Benny’s and Prezzo, while in terms of ‘vegan’, and with over 10 suitable dishes, Beefeater, Leon and Zizzi are the leading advocates.

Number of dietary requirement flagged on menus, London region, Spring/Summer 2016 vs 2017

This increase may be due to restaurants increasingly recognising that existing dishes are Vegan, or that there is an increase in the number of Vegan options being added to menus.

Vegan is hitting the High Street

The Vegan Landscape • •

42% of all vegans were found to be aged between 15 and 34, compared to just 14 percent who are over 65. (Vegan Society Survey, 2017) This age group are most influenced by social media & trends.

Those consumers are most likely to visit a fast food outlet according to MCA hence the demand for vegan fast food.

Where is your target demographic?

How could you include vegan menu options at their visit?

Vegan Influencers

Case Study: by CHLOE. What is it: Plant-based/vegan healthy but hearty concept from US brand.

No meat is served at all.

The food: 100% vegan house-made burgers, fresh pastas, seasonal soups, salads, cold pressed juices and vegan ice cream all feature on the menu, with the goal of redefining what it means to eat well. The restaurant will also serve exclusive dishes only available in London.

Trend spotting: • Vegan & Vegetarian –the purely plant-based menu ticks the box on these emerging lifestyle trends • Mindful eating –the brand’s mantra is all about eating well, for the environment and the body.

• Provenance –the menu focuses on maintaining a sustainable lifestyle.

• Street Food – the food is served in a Grab and Go/street food style.

Future plans: by CHLOE. has attained its second UK site (the first one is in Covent Garden), the second is lined up for One Tower Bridge.

GLUTEN FREE

Gluten Free Gluten free is the second most important food trend affecting menus at the moment According to industry professionals.

Gluten Free • •

90% of industry professionals see gluten free having an increased presence on restaurant menus with the fastest growth next to Vegetarian However, 76% of those professionals also highlight vegan as a food group that will have increased presence on menus

Gluten Free on the High Street

SUGAR FREE

Sugar Tax, What’s Happening?

• A number of public health organisations have called for a levy on sugary drinks, including Public Health England, The British Medical Association and the Royal Society for Public Health.

• As a result, from April 2018, a sugar levy will be introduced to soft drinks that contain added sugar.

• This levy applies to the production and importation of soft drinks containing added sugar.

Sugar Tax What this means to you?

This could mean a typical outlet, passing on the sugar levy to their guests would, need to charge in excess of an extra £1000 per year* *based on an average Free Trade outlet selling 4200 litres of full sugar products each year at the £0.24ppl levy band.

What can you do? ✓ It’s important to provide consumers with inspiring choices by creating tastier, healthier and more natural drinks. ✓ Make navigation as easy as possible on your drinks menu clearly grouping no added sugar, reduced sugar and original formats together. ✓ Keep up to date with the latest consumer trends to ensure products make it into the hands of consumers as quickly as possible. i.e. In demand reduced sugar formats should be made as visible as possible. ✓ Clearly mark drinks that are designed for children as this is a key category for both the cost and profit sectors

Sugar Free and Low Sugar stems from the Healthy Eating Mega Trend

What are the alternatives?

• Sugar Free Iced Teas • Alcohol free Punch • Sugar Free Hot Drinks - use sugar free syrups • Fresh Juices and Smoothies • Diet Drinks that contain sweeteners rather than sugar e.g. Coke Zero and Pepsi Max

Learn how to make this today!

In Summary Vegan • Vegan trends are on the rise and not looking to die down.

• Increasing vegan options on your menu is great way to support this trend • Key focus is the 18-34 year olds currently but will continue to grow via Social Media and understanding the benefits of Vegan lifestyles Gluten Free • Gluten Free Options on Menu’s has been growing for some time.

• Gluten free is a trend that is predicted to continue to rise with more and more consumers focusing on leading a healthier lifestyle.

Sugar Free • With the sugar tax on the way, we’re yet to see the true impact on sugary foods and drinks.

• It’s predicted that consumers will be increasingly conscious of consuming sugar.

• For the retailer this will reduced costs and increase sales if low sugar options are added to the drinks menu’s