Diverse Diets Insight Part Two: Coeliac, Lactose-Intolerant Consumers

In part two of our diverse diets insight blog series, we examine the needs of a coeliac, lactose-intolerant student and running enthusiast from a health and nutrition angle. Read more to discover how consumers avoiding gluten and dairy products can gain maximum nourishment, despite demanding schedules.

Consumer challenge

Managing coeliac disease and lactose-intolerance alongside a demanding study schedule and an active lifestyle.

Example profile: Mia the coeliac, lactose-intolerant student

Age: 20

Profession: 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[1].
  • Along with 33% of her age group, Mia believes healthy attributes are a very important factor when buying food[2].

Insight: Europe’s dairy and gluten-free consumers

According to research, purchases of healthy food are on an upward trajectory[3] and in Europe, coeliac disease affects at least one in 100 people[4]. 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.

Example recipes

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.

[1] 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

[2] 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

[3]We are What We Eat: Healthy EATING Trends Around the World. Author: Nielsen.

[4] http://www.aoecs.org/

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