The team at plant-based and gluten-free ambient food brand have conducted a survey of more than 2,200 UK adults over the age of 18 to find out whether or not they feel as though their dietary requirements and lifestyle choices are represented adequately within supermarkets and the hospitality sector.

It was initially found that just one in three UK adults feel that all of their dietary requirements and lifestyle choices are adequately catered for within their local supermarkets (34%).

Following on from this, it was found that the UK adults with the below dietary requirements and lifestyle choices feel the least represented:

• Gluten-free – 71% (of UK adults with this diet/lifestyle don’t feel adequately represented)

• Alcohol-free – 67%

• Plant-based – 65%

• Diary free – 51%

• Vegetarian – 24%

62% of those with a plant-based diet say that there have been significant improvements to cater to their needs over the past few years, followed by 40% of those following a gluten-free diet. Just 16% of those living a sober lifestyle, however, feel that there are improvements being made to cater to their choices.

When asked how they feel when heading out to a restaurant or choosing a takeaway, almost two thirds of those with a plant-based or vegetarian diet (64%) said that they struggle with the limited options available. It was also found that more than three quarters of those who have a gluten-free diet (78%) avoid eating out or having takeaways altogether due to the lack of options for them and the lack of understanding some restaurants have for their dietary requirements.

Sue Hubber, Commercial Manager for First Quality Foods, commented: “The main aim at Simply Green is to ensure that those with a plant-based or gluten-free diet feel as though they have plenty of options readily available to them, especially choices that aren’t the standard foods every brand seems to come out with. We want to make sure that our customers feel heard and seen within supermarkets, as it’s glaringly obvious how much of a gap in the market there is for quality plant-based and gluten-free products, that are both actually affordable and enjoyable. Nobody should feel as though they can’t go out and enjoy quality food or drink due to their dietary requirements or lifestyle choices.”


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