Table of Contents
Introduction
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- Definition
- Excluded
- Definition of food allergy vs food intolerance
- Abbreviations
Executive Summary
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- The market
- Growth of 28% since 2006 set to see the market reach £868 million in 2011
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- Figure 1: Estimated UK retail sales of meat-free* and free-from** foods, by value, 2006-11
- Forecast
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- Figure 2: Forecast of UK retail sales of meat-free* and free-from foods**, by value, 2006-16
- Market factors
- Increased awareness of food intolerance and self-diagnosis are driving the market
- Cashing in or creating choice?
- Austerity measures threaten the variety and quantity of foods allocated on prescription
- New legislation on gluten-free labelling
- Companies, brands and innovation
- Quorn struggles through 2010 but 2011 marks a new beginning
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- Figure 3: Manufacturers’ shares in meat-free foods, 2010
- Own-label free-from ranges expand dramatically during 2010/11
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- Figure 4: Estimated value of UK brands in the free-from foods sector, 2010
- Innovation and new products from new and established brands are driving growth
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- Figure 5: New product launches in the meat substitute sector, by top five product claims excluding vegetarian, 2007-11
- The consumer
- Meat-free food has clear selling points despite some negative taste perceptions
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- Figure 6: Attitudes towards meat-free food and meat substitutes, July 2011
- Understanding the wider context of dietary restrictions
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- Figure 7: Food sensitivity and dietary limitations in households, July 2011
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- Figure 8: Types of food/ingredients avoided, July 2011
- Loyalty for specialist brands is challenged by newcomers
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- Figure 9: Attitudes towards specialist dietary food, July 2011
- What we think
Issues in the Market
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- How can companies overcome negative consumer perceptions about meat-free food?
- How can meat-free brands capitalise on the weaknesses of the meat market?
- What areas hold development potential for free-from foods?
- What factors can manufacturers leverage to attract new users to the free-from market?
Future Opportunities
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- Trend: Fauxthenticity
- Trend: Sense of the Intense
Internal Market Environment
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- Key points
- Identifying the target market
- Vegetarianism
- Food allergy
- Food intolerance
- Health cutbacks will disadvantage coeliac sufferers but benefit retail sales
- Growing support for food intolerance in foodservice
- Growth in vegetarian eating out options
- New legislation to guide suppliers and caterers of gluten-free food
- The healthy ‘lifestyle choice’
- Free-from has an opportunity to compete on a mainstream level
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- Figure 10: Types of bread eaten in the last six months, by gender and age, November 2010
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- Figure 11: Attitudes towards buying a free-from pizza, by age, May 2010
Broader Market Environment
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- Key points
- Few shoppers are resilient to the prolonged downturn in the economy
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- Figure 12: Mintel tracker survey extracts: agreement with statements on grocery shopping, August 2010-July 2011
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- Figure 13: Impact of the economic downturn on consumers, by presence of children, July 2011
- Attitudes towards the environment
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- Figure 14: Attitudes towards environmental issues, 2010
Competitive Context
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- Key points
- Challenges facing red meat create opportunities for meat substitutes
- Meat in moderation
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- Figure 15: Overall usage (eat) of red meat at home, by type of meat, by selected demographics, % point difference from average, July 2010
- Health warnings do not detract from the enjoyment factor
- Meat prices driving households to cut back and switch
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- Figure 16: Retail price of beef, lamb and pork, January 2010-May 2011
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Definition
- New product trends in meat substitutes
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- Figure 17: New product launches in the meat substitute sector, by top five product claims excluding vegetarian, 2007-11
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- Figure 18: New product launches in the UK meat substitutes market, by storage, 2007-11
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- Figure 19: Share of meat-free launches in the UK ready meals market, 2006-11
- Oat cuisine
- New product trends in gluten-free
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- Figure 20: Share of free-from products in all new food product launches, 2008-11
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- Figure 21: Trends in gluten-free new product launches, by top ten categories, 2007-11
- Trends in lactose-free foods
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- Figure 22: Trends in lactose-free new product launches, by top ten categories, 2007-11
Market Value and Forecast
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- Key points
- Meat-free and free-from foods – a market at its peak or poised for growth?
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- Figure 23: Estimated UK retail sales of meat-free* and free-from foods**, by value, 2006-11
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- Figure 24: Estimated UK retail sales of meat-free, and free-from foods, by type, by value, 2009-11
- Meat-free market dynamics
- Fresh growth potential for the free-from foods market
- Mainstream customers attract mainstream competitors
- Ongoing debate over the optimum in-store merchandising of free-from products
- Dairy alternatives innovate to capitalise on growing demand
- Forecast
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- Figure 25: Forecast of UK retail sales of meat-free* and free-from foods**, by value, 2006-16
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- Figure 26: Forecast of UK retail sales of meat-free* and free-from foods**, by value, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Free-from foods outperform meat-free
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- Figure 27: UK retail sales of meat-free and free-from foods, by segment, indexed, 2006-11
- Meat-free
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- Figure 28: UK retail sales of meat-free foods, at current and constant prices, 2006-11
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- Figure 29: UK retail value sales of meat-free foods, by type, MAT to July 2010 and 2011
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- Figure 30: UK retail value sales of meat-free foods, by segment, year-on-year change, MAT July 2010-11
- Free-from
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- Figure 31: Estimated UK retail sales of free-from foods, by value, by type, 2009-11
- Figure 32: Estimated UK retail sales* of free-from foods, by value, 2006-11
- Demand for freshness is driving growth in gluten-free bakery
- Dairy-free milk moves into fresh
Market Share
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- Key points
- Meat-free
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- Figure 33: Manufacturers’ shares in meat-free foods sector, 2009 and 2010
- Quorn narrows its target to dieters
- Meat-free welcomes newcomers to frozen
- Garden Gourmet from Tivall
- Amy’s Kitchen
- Competition heats up in gluten-free
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- Figure 34: Estimated value of leading UK brands in the free-from foods sector, 2009 and 2010
- Alpro puts ambitious growth plans into action
- Fresh impetus from new bread brands
- Warburtons and others launch gluten-free breads
Companies and Products
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- Manufacturers and brands
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- Figure 35: Selected leading companies in the meat-free and free-from market in the UK and their brands, 2011
- Dean Foods
- Company background
- Recent activity
- Product range and innovation
- Marketing and promotion
- Dr Schär UK
- Company background
- Recent activity
- Product range and innovation
- Marketing and promotion
- Exponent Private Equity
- Company background
- Recent activity
- Product range and innovation
- Marketing and promotion
- Goodlife Foods
- Company background
- Recent activity
- Product range and innovation
- Marketing and promotion
- Hain Celestial
- Company background
- Recent activity
- Product range and innovation
- Marketing and promotion
- Irish Food Processors
- Company background
- Recent activity
- Product range and innovation
- Marketing and promotion
- Kallo Foods
- Company background
- Recent activity
- Product range and innovation
- Marketing and promotion
Brand Communication and Promotion
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- Key points
- Meat-free adspend shows a solid recovery in 2011
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- Figure 36: Adspend in the UK meat-free and free-from foods market, 2007-11
- Figure 37: Adspend in the UK meat-free and free-from foods market, 2007-11
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- Figure 38: Key brands’ adspend in the UK meat-free and free-from foods market, by % of total category spend, 2008-11
- Emphasis on attracting new users to the market
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- Figure 39: Recent ad campaigns in the UK meat-free and free-from foods markets, June 2010-June 2011
Channels to Market
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- Key point
- Grocery multiples stamp their authority on the meat-free sector
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- Figure 40: Retail distribution of meat-free foods, by outlet type, 2007-11
- Independents can also capitalise on buoyant demand for free-from
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- Figure 41: Retail channels of distribution for free-from foods sector*, 2007-11
- Specialists must exploit their strengths
- New channel opportunities for those squeezed out by own-label
The Consumer – Meat Avoidance
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- Key points
- Identifying the target market
- Understanding meat avoiders
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- Figure 42: Consumption of meat, poultry and fish, July 2011
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- Figure 43: Repertoire of eating different types of meat, poultry and fish at home*, July 2011
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- Figure 44: Attitudes towards limiting the consumption of meat, poultry and fish, July 2011
Consumer Attitudes towards Meat-free Food and Meat Substitutes
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- Key points
- Quest for variety and excitement are key reasons to consider meat-free
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- Figure 45: Attitudes towards meat-free food and meat substitutes, July 2011
- Embrace positive reasons to eat less meat
- Lower fat content attracts families
- Convenience options cater for the less adventurous
- Men feel the most strongly about bland and boring meat-free foods
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- Figure 46: Attitudes towards meat-free food and meat substitutes, difference from population average, by gender, July 2011
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- Figure 47: Attitudes towards meat-free food and meat substitutes, difference from population average, 16-24-year-olds -v- 25-34-year-olds, July 2011
The Consumer – How Households Respond to Food Sensitivity
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- Key points
- Two in five adults live in households affected by specialist diets
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- Figure 48: Consumer reaction towards food sensitivity and specialist diets, July 2011
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- Figure 49: Food sensitivity affecting the respondent, by gender, July 2011
- Red meat is the food most commonly avoided
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- Figure 50: Types of food/ingredients avoided, July 2011
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- Figure 51: Repertoire of types of food/ingredients avoided, July 2011
The Consumer – Catering for a Specialist Diet
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- Key points
- Convenience plays a part in targeting the whole family
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- Figure 52: Attitudes towards specialist dietary food, July 2011
- A lifestyle choice
- Impact of the recession – cutbacks
- Limited receptiveness towards new large-scale players in the market
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- Figure 53: Attitudes towards specialist dietary brands, July 2011
Consumer Target Groups
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- Key points
- Four target groups
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- Figure 54: Target groups based on attitudes towards meat-free foods, July 2011
- Meat-Free Enthusiasts (37%)
- Open to Persuasion (OPPs) (23%)
- Disinterested (17%)
- Turned-off by Tofu (TOTs) (23%)
Appendix – Internal Market Environment
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- Figure 55: Trends in agreement with selected lifestyle statements on food and dietary habits, 2006-10
- Figure 56: Trends in agreement with attitudes on eating habits, 2006-10
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- Figure 57: Agreement with attitudes on eating habits, by demographics, 2010
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Appendix – Competitive Context
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- Figure 58: Retail Price Index of red meat and competing food items, 2005-09
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Appendix – Who’s Innovating?
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- Figure 59: New product developments in the UK meat substitutes market, by claims, 2008-11
- Figure 60: New product developments in the UK meat substitutes market, by launch type, 2008-11
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- Figure 61: New product developments in the UK meat substitutes market, by private label, 2008-11
- Figure 62: New product developments in the UK market, by free-from claims, 2008-11
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Appendix – Market Value and Forecast
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- Figure 63: Best and worst case Forecast of UK retail sales of meat-free*, and free-from foods**, by value, 2011-16
- Figure 64: UK retail sales of free-from foods*, at current and constant prices, 2006-11
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- Figure 65: UK retail sales of free-from foods*, at current and constant prices, 2006-11
- Figure 66: UK retail sales of free-from foods*, best and worst case forecast, by value, 2006-11
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- Figure 67: Forecast of UK retail sales of meat-free* foods, by value, 2006-16
- Figure 68: Forecast of UK retail sales of meat-free* foods, by value, 2006-16
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- Figure 69: Best and worst case forecast of UK retail sales of meat-free* foods, by value, 2011-16
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Appendix – Market Segmentation
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- Figure 70: UK retail value sales of meat-free foods*, MAT to July 2010 and 2011
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Appendix – Brand Communications
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- Figure 71: Above-the-line expenditure in the UK free-from foods market, by company, 2008-11
- Figure 72: Adspend in the UK meat-free foods market, by company, 2008-11
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- Figure 73: Adspend in the UK free-from foods market, by brand, 2008-11
- Figure 74: Adspend in the UK meat-free foods market, by top ten brands, 2008-11
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Appendix – Meat Avoidance
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- Figure 75: UK households, by size, 2006-16
- Figure 76: Frequency of eating red meat, poultry and fish at home, July 2011
- Figure 77: Attitudes towards consumption of meat, by demographics, July 2011
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Appendix – Consumer Attitudes towards Meat Avoidance
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- Figure 78: Attitudes towards meat-free food and meat substitutes, July 2011
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- Figure 79: Eating red meat, poultry and fish at home, by repertoire of eating red meat, poultry and fish at home, July 2011
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- Figure 80: Attitudes towards meat-free food and meat substitutes, by repertoire of eating red meat, poultry and fish at home, July 2011
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- Figure 81: Agreement with the statements ‘I sometimes eat meat-free foods for variety in my diet’ and ‘I sometimes choose meat-free food if it looks tasty/exciting’, by demographics, July 2011
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- Figure 82: Agreement with the statements ‘I sometimes choose meat-free food if I want a lighter meal’ and ‘I use meat substitutes because they are lower in fat than eg meat’, by demographics, July 2011
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- Figure 83: Agreement with the statements ‘I prefer traditional meat-free foods/dishes to meat-style substitutes’ and ‘I'm put off by substitutes imitating meat because they are artificial’, by demographics, July 2011
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- Figure 84: Agreement with the statements ‘I would like to see more meat-free options in convenience foods’ and ‘Vegetarian/meat-free foods at supermarkets are often bland/boring’, by demographics, July 2011
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- Figure 85: Agreement with the statements ‘I would like more meat-free convenience foods using eg vegetables instead of meat substitutes’ and ‘I would like to cut back on meat’, by demographics, July 2011
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Appendix – Food Sensitivity in Households
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- Figure 86: Personal reaction towards food sensitivity and specialist diets, by demographics, July 2011
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Appendix – Consumer Attitudes towards Catering for a Specialist Diet
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- Figure 87: Attitudes towards specialist dietary food, July 2011
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- Figure 88: Agreement with the statements ‘I trust specialist brands more than supermarket own-label for such foods’ and ‘I trust specialist brands more than mainstream brands for such foods’, by demographics, July 2011
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- Figure 89: Agreement with the statements ‘I have cut back on my use of such foods during the recession’ and ‘Many family members sometimes eat such foods because one member follows a special diet’, by demographics, July 2011
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- Figure 90: Agreement with the statement ‘I follow a special diet as part of a healthy lifestyle’, by demographics, July 2011
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Appendix – Consumer Target Groups
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- Figure 91: Target groups, by demographics, July 2011
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- Figure 92: Consumption of red meat, poultry and fish at home, by target groups, July 2011
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- Figure 93: Personal reaction towards food sensitivity and specialist diets, by target groups, July 2011
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- Figure 94: Household member reaction towards food sensitivity and specialist diets, by target groups, July 2011
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- Figure 95: Attitudes towards meat-free food and meat substitutes, by target groups, July 2011
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