Free-from Foods - UK - January 2016
“The ‘health halo’ of free-from foods is a key driver of uptake, opening up a pool of opportunity beyond actual or suspected allergy or intolerance sufferers. However, it also leaves the market exposed to the vagaries of consumer opinion. The importance of health in driving uptake also means that companies need to ensure that nutrition profiles are best in class.”
– Kiti Soininen, Head of UK Food, Drink and Foodservice Research
This report looks at the following areas:
- Importance of health credentials
- Price remains a key barrier
- Scope to encourage free-from users to trade up
Operators’ ongoing investment in the market, the predicted rise in disposable incomes and growth of the child population should support growth going forward. However, the market remains reliant on a ‘health halo’, leaving it vulnerable to changes in public opinion, and needing to improve the nutritional profiles of products.
Longer term, the scope for volume growth among existing users will be limited. The interest in premium free-from products, however, suggests potential to maintain value growth.
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