Growing confidence for gluten free diners: Coeliac UK report highlights progress and challenges in eating out

The newly released ‘Eating Out Gluten Free’ report from Coeliac UK provides insight into the gluten free community’s experience of eating out at over 20 different venue settings, from hotels and fine dining to schools and airports. With 8% of total diners aged 16-64 following a gluten free diet, approximately £3.3billion of the £40.8billion market expenditure on food eaten out and non-alcoholic drinks was spent by gluten free diners. The Coeliac UK report identifies potential growth opportunities for hospitality providers aiming to capitalise on this market and provide better, safer gluten free provisions.

The report found that 93% of gluten free diners felt more confident when eating out at venues holding the Coeliac UK Gluten Free Accreditation (GFA), which is granted through a rigorous programme of training and auditing. This unique trademark represents a venue’s commitment to meeting strict standards and supplying dishes which are gluten free.

With 70% of gluten free diners eating out with two or more people and, these venues benefit from the spend of a whole party when one of them eats gluten free. 70% of people following a gluten free diet would eat out more frequently if more venues were GF accredited, and 90% of diners are more likely to eat at an accredited venue. Several Italian chains are among the most preferred GF accredited venues.

The Gluten Free Accreditation scheme indicates a venue supplies dishes that are gluten free, a term that is protected by law and means no more than 20 mg/kg gluten or 20 parts per million (ppm). A gluten free diet is a medical necessity for people with coeliac disease. When someone with coeliac disease eats gluten - a protein found in wheat, barley and rye - their body attacks its own tissues. The effects vary from person to person - two thirds of people experience stomach pain, two thirds diarrhoea and one third vomiting, while others may experience non-gut related symptoms such as fatigue, aching and brain fog.

Hilary Croft, CEO of Coeliac UK, said: “We are proud to offer the Gluten Free Accreditation scheme, giving peace of mind to both diners and the trade. It is vital that gluten free requirements are met by venues as this diet is the only treatment for those with coeliac disease. Over 3,000 venues enjoy the benefits of the Gluten Free Accreditation scheme, and we hope to see more sign up to promote their gluten free credentials to this segment of 2.9million diners.”

Other factors which influence people’s choice of venue include a variety of gluten free options, previous good experiences at a venue, reviews, clearly labelled gluten free items, or a separate menu. 75% of people following a gluten free diet prefer the latter, as clearly differentiating gluten free foods on a separate menu helps reassure diners there is less chance of error, whilst 90% of people prefer allergen information to be printed rather than digital.

People on gluten free diets are also motivated to eat out at venues where they feel confident there will not be cross-contamination, prices for gluten free options are fair, and there is a varied choice of gluten free options.

Whilst there have been significant improvements in people’s experience of eating out gluten free, 87% of respondents still reported difficulty in accessing gluten free options. Trains, airports, and service stations have a notably limited availability of gluten free food on the go. As many as 95% of people on gluten free diets have needed to buy gluten free food on the go. However, nearly 40% never do because it is not available, and instead travel with their own food.

And still, the risk of ingesting gluten eating out is high, with 77% of people on a gluten free diet having unintentionally consumed gluten (referred to as being ‘glutened’) or narrowly avoided gluten by noticing they have been given gluten containing or contaminated food by mistake and deciding not to eat it.

Coeliac UK is actively working with the hospitality trade to reduce the number of people being ‘glutened’ through active engagement in the Gluten Free Accreditation scheme.

Hilary Croft continued: “Whilst experiences of eating out gluten free has vastly improved for many, there is still work to be done. We want every venue to sign up to the Gluten Free Accreditation scheme - especially as it benefits everyone involved. Staff will be better trained, and potential gluten free customers and their dining parties, will be encouraged to visit an accredited venue, increasing spend, traffic and loyalty.”