Thursday, 14 July 2016
The UK free-from foods market is forecast by Mintel to grow to £673m in 2020 - 43% higher than in 2015. These products have moved from medical necessity to mainstream products and ranges are increasing to cater for demand. But is it here to stay or will consumers move on to something new in the future?
Mintel suggests that just over half of the free-from market comprise gluten and wheat-free products. Use of these claims has been rising and is now seen across a number of categories, including meat products such as burgers and sausages.
Why do shoppers purchase free from?
Medical need exists, with one in 10 free-from users choosing these due to being diagnosed with a food allergy/intolerance, and a further 15% do so because they suspect one (Mintel). However, most consumers choose free-from foods for general healthy lifestyle reasons. Interest has been sparked by fresh innovation in the category, as well as social media noise, including celebrity endorsement. The free-from consumer tends to be younger than average.