The free-from market is booming in the UK, value growth having soared by 72% between 2008 and 2013 to reach an estimated £367 million. The growing awareness of food intolerances – and the rising incidence of self-diagnosis – has increased demand for these products. However, growth in this sector is also thanks to the positive health attributes consumers infer on free-from foods and the perception that cutting out certain food groups (e.g. gluten, diary) promotes a ‘purer’, healthier diet.
As such, new brands have entered the market to capitalise on this rapid growth, with private-label also expanding its presence in the free-from range, contributing to a strong visibility and product availability, which in turn has fuelled further growth.
Sales within the gluten/wheat-free sector have enjoyed the most significant growth in recent years, to take the lead in the UK free-from market in 2012. The dairy/lactose-free sector (which includes all cow’s milk alternative products, both animal e.g. goats, buffalo and non-animal e.g. soya, rice) has also posted an impressive performance and value sales have leaped by 30% between 2010 and 2013 to hit £172 million. (source: Mintel Global Market Research)