Enjoy Life Natural Brands Case Study: capitalizing on rising consumer interest in anti-allergy foods

Published by: Datamonitor

Published: Aug. 7, 2009

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

The anti-allergy food market is growing as safety- and health-conscious consumers look to manage actual or perceived reactions to specific ingredients

Allergy and intolerance concerns affect a relatively high proportion of consumers

Food allergies are an emerging public health problem, especially in North America

Enjoy Life Natural Brands has gained market advantage by offering a unique multi-allergen-free food focus

Enjoy Life's products are free from eight common allergens, while its rivals concentrate on one or two allergies only

The company specializes in snack, breakfast and lunchtime products

The recession has seen the company cut back on planned product launches

Enjoy Life could expand into producing dinnertime foods, an area that it currently does not cover

Enjoy Life utilizes a broad array of marketing techniques to promote its products to both consumers and professionals

Conclusions

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Figures

Figure 1: Marked differences characterize food allergies and intolerances

Figure 2: Number of global food and drink launches that have no gluten, no dairy or no peanut claims, 2004-08, by stock keeping unit (SKU)

Figure 3: The US is the leading country for allergy free product launches

Figure 4: Some consumers in the Americas are avoiding certain products due to allergy and intolerance concerns

Figure 5: Enjoy Life produces non-allergen foods in eight categories

Figure 6: Enjoy Life's products use symbols to highlight their allergen-free status

Abstract

Introduction

This case study on Enjoy Life Natural Brands forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the company has gained advantage in the growing anti-allergy foods market by focusing on developing foods that are free from multi-allergens.

Reasons to Purchase

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