Managing coeliac disease and lactose-intolerance alongside a demanding study schedule and an active lifestyle.
Example profile: Mia the coeliac, lactose-intolerant student
Sporting activity: Running
Dietary needs: Dairy and gluten-free
Health and nutrition pain points
- As a health-conscious millennial with a disease and intolerance to manage, Mia values clean labels and doesn’t trust unrecognisable ingredients.
- She is aware of what her meals and snacks contain and how they could enhance, or adversely affect her health.
- Mia is in the 31% of millennials who are very willing to pay a premium for gluten-free products and also likes to shop at speciality retailers, as do 70% of her peers.
- Along with 33% of her age group, Mia believes healthy attributes are a very important factor when buying food.
Insight: Europe’s dairy and gluten-free consumers
According to research, purchases of healthy food are on an upward trajectory and in Europe, coeliac disease affects at least one in 100 people. It’s estimated that seven million people have coeliac disease in the region, but just 25% have been clinically diagnosed.
Lactose-intolerance is estimated to affect around 10% of people in Europe. Dairy and lactose allergies are the most common self-reported food allergies or intolerances, along with shellfish.
Our character Mia’s challenge of following a dairy and gluten-free diet while balancing the demands of her busy life and exercise regime is one many consumers share.
Examples of high-profile people with gluten-free diets include world-famous tennis player Novak Djokovic, Olympic and Paralympic medallist Craig MacLean and the European and World Championship trampoline gold medallist Laura Gallagher.
If you’re a food and beverage manufacturer that hasn’t considered whether your product ranges could include gluten-free, dairy-free products, you could be missing the opportunity to differentiate yourself in an increasingly key market.
To bring gluten-avoiding Mia’s needs and values to life, our culinology® experts have developed and tested some sample recipes at our Ingredion Idea Labs.
Access sample gluten and dairy-free recipes here from our health and nutrition hub.
 We are What We Eat: Healthy EATING Trends Around the World, Page 23. Author: Nielsen: https://www.nielsen.com/content/dam/nielsenglobal/eu/nielseninsights/pdfs/Nielsen%20Global%20Health%20and%20Wellness%20Report%20-%20January%202015.pdf
 Source: Global Health & Wellness Survey, Q3 2014, Page 16. Author: Nielsen: http://www.nielsen.com/uk/en/insights/news/2015/younger-consumers-endorse-healthy-foods-with-a-willingness-to-pay.html
We are What We Eat: Healthy EATING Trends Around the World. Author: Nielsen.