Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Free-from Foods - UK - December 2018

“Concerns around the environment and animal ethics are giving dairy-free food and drink a boost, with the multidimensional appeal of these products boding well for the longevity of the dairy-free segment. Meanwhile, more clarity is needed to help shoppers easily identify which allergens products are free from. This should help to build trust, which will be timely given recent news coverage of the presence of unlabelled allergens in freshly prepared foods.”

– Alyson Parkes, Research Analyst

This report examines the following issues:

  • Allergen labelling likely to see a change in regulations
  • Veganism trend gives dairy-free multi-dimensional appeal
  • Nutritional credentials has potential to attract new users to the market

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Dairy-/lactose-free sales continue to outpace gluten-/wheat-free
              • Figure 1: UK retail value sales of free-from food and drink, 2013-23
            • Strong but slowing growth predicted for value sales
              • ‘Reducetarian’ trend is driving dairy-free choices
                • Lack of micronutrients in gluten-free products called into question
                  • The ageing population poses a challenge to the market
                    • Companies and brands
                      • Alpro’s lead in the free-from market continues; own-label increases pressure
                        • Figure 2: Leading brands’ value sales in the UK free-from market, 2016/17 – 2017/18
                      • Warbutons and Schär are the only gluten-free brands to see growth
                        • Steady rise in free-from claims across the UK food market
                          • Lidl launches permanent gluten-free range of products
                            • ‘Year of plant power’ NPD from Alpro
                              • Spend on free-from advertising drops
                                • Alpro knocked off top spot by retailer Morrisons
                                  • The consumer
                                    • No change in avoidance of foods and ingredients
                                      • Figure 3: Avoidance of foods/ingredients, by reason, September 2018
                                    • Dairy is the most commonly avoided food/ingredient
                                      • Figure 4: Types of foods/ingredients avoided, by type, September 2018
                                    • A quarter of non-food/ingredient avoiders buy dairy substitutes
                                      • Figure 5: Types of free-from food and drink used and bought, September 2018
                                    • Scope to encourage new users to the market
                                      • Figure 6: Factors to encourage buying of free-from products, September 2018
                                    • Nutritional labelling is important to more avoiders than allergen labelling
                                      • Figure 7: Useful on-pack information for free-from products, September 2018
                                    • A UK-wide allergen labelling system appeals to three in 10
                                      • Trust in own-label free-from products is just as strong as in specialist brands
                                        • Figure 8: Attitudes towards free-from foods, September 2018
                                      • Transparency around nutritional intake is important for free-from
                                        • Figure 9: Perception map of attribute performance of own-label free-from products in comparison to branded free-from products in the UK bakery and dairy markets, April 2018-October 2018
                                      • High uncertainty over labelling of allergens on products
                                        • Figure 10: Further attitudes towards free-from foods, September 2018
                                      • What we think
                                      • Issues and Insights

                                        • Allergen labelling likely to see a change in regulations
                                          • The facts
                                            • The implications
                                              • Veganism trend gives dairy-free multi-dimensional appeal
                                                • The facts
                                                  • The implications
                                                    • Nutritional credentials has potential to attract new users to the market
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • Dairy-/lactose-free sales continue to outpace gluten-/wheat-free
                                                            • Strong but slowing growth predicted for value sales
                                                              • ‘Reducetarian’ trend is driving dairy-free choices
                                                                • Lack of micronutrients in gluten-free products called into question
                                                                  • The ageing population poses a challenge to the market
                                                                  • Market Size and Forecast

                                                                    • Dairy-/lactose-free sales continue to outpace gluten-/wheat-free
                                                                      • Figure 11: UK retail value sales of free-from food and drink, by segment, 2016-18
                                                                    • Strong but slowing growth predicted for value sales
                                                                      • Dairy-/lactose-free likely to benefit from a raft of drivers
                                                                        • Figure 12: UK retail value sales of free-from food and drink, 2013-23
                                                                      • Inflation to prop up value sales
                                                                        • Growth in child population should support the market
                                                                          • Figure 13: UK retail value sales of free-from food and drink, 2013-23
                                                                        • Forecast methodology
                                                                        • Market Drivers

                                                                          • Changes to coeliac prescriptions will drive shoppers to supermarkets
                                                                            • ‘Reducetarian’ trend is driving dairy-free choices
                                                                              • Market is being artificially inflated by on-pack claims
                                                                                • Bakeries invest heavily in free-from
                                                                                  • Pret A Manger incident sees call for better allergen labelling on food
                                                                                    • Lack of micronutrients in gluten-free products called into question
                                                                                      • Household spending subdued by pressure is set to ease
                                                                                        • Figure 14: Annual percentage change in CPI and AWE (regular pay). monthly basis, January 2012-May 2018
                                                                                      • The ageing population poses a challenge to the market
                                                                                        • Figure 15: Trends in the age structure of the UK population, 2013-18 and 2018-23
                                                                                    • Companies and Brands – What You Need to Know

                                                                                      • Alpro’s lead in the free-from market continues; own-label increases pressure
                                                                                        • Warbutons and Schär are the only gluten-free brands to see growth
                                                                                          • Steady rise in free-from claims across the UK food market
                                                                                            • Lidl launches permanent gluten-free range of products
                                                                                              • ‘Year of plant power’ NPD from Alpro
                                                                                                • Spend on free-from advertising drops
                                                                                                  • Alpro knocked off top spot by retailer Morrisons
                                                                                                  • Market Share

                                                                                                    • Alpro’s lead in the free-from market continues
                                                                                                      • Dairy-free brands post strong growth in a heavily fragmented market
                                                                                                        • Figure 16: Leading brands’ sales and shares in the UK free-from market, by value, 2016/17-2017/18
                                                                                                      • Warburtons and Schär are the only gluten-free brands to see growth
                                                                                                        • Own-label increases pressure on gluten-free brands
                                                                                                        • Launch Activity and Innovation

                                                                                                          • Steady rise in free-from claims across the UK food market
                                                                                                            • Figure 17: New product launches in the UK retail food and non-alcoholic drink market with selected free-from claims, by claim, 2014-18
                                                                                                          • Brands continue to account for the majority of NPD
                                                                                                            • Figure 18: New product launches in the UK free-from food and drink market, by brands and own-label, 2014-18
                                                                                                          • Gluten-free claims are most prevalent in snack/cereal/energy bars
                                                                                                            • Figure 19: Gluten-free product launches in the UK breakfast cereals, bakery, sweet baked goods and snack/cereal/energy bar markets carrying a gluten-free claim, by sub-category, 2014-18
                                                                                                          • Lidl launches permanent gluten-free range of products
                                                                                                            • Figure 20: Examples from Aldi’s The Foodie Market Free From range of products, September 2017
                                                                                                            • Figure 21: Examples from Lidl’s range of Just Free products, April 2018
                                                                                                          • Free-from snacks look to broaden the range of ingredients
                                                                                                            • Figure 22: Share of new gluten-free product launches in the snack/cereal/energy bar sub-category carrying an L/N/R and a high-added protein claim, 2014-18
                                                                                                          • Nestlé launch new gluten-free snack bar brand
                                                                                                            • Figure 23: Examples from Nestlé’s range of Yes! gluten-free snack bars, September 2018
                                                                                                          • Erbology energy balls focus on plant-based ingredients rather than protein content
                                                                                                            • Figure 24: Erbology UK energy balls made with Jerusalem artichoke, January 2018
                                                                                                          • Lots of activity in wraps
                                                                                                            • Figure 25: Examples of gluten-free wrap launches, August and September 2018
                                                                                                          • Schär launches FODMAP-certified range of gluten-free baked goods
                                                                                                            • Figure 26: Gluten-free, low-FODMAP grissini (bread) sticks from Schär, March 2018
                                                                                                          • Gluten-free subscription box service launches online
                                                                                                            • Plant-based dairy alternatives are most active in dairy-free market
                                                                                                              • Figure 27: Share of new product launches in the UK dairy and ice cream & dessert markets carrying a dairy-free claim, by sub-category, 2014-18
                                                                                                            • ‘Year of plant power’ NPD from Alpro
                                                                                                              • Figure 28: Alpro plant-based RTD products and ice-cream launches, January – October 2018
                                                                                                            • Innocent challenges Alpro with dairy-free milk alternatives
                                                                                                              • Figure 29: Innocent’s dairy alternative products, April 2018
                                                                                                            • Magnum and Northern Bloc unveil dairy-free, vegan ice creams
                                                                                                              • Figure 30: Vegan plant-based ice cream variants from Magnum, September 2018
                                                                                                            • Brands tap into vegan trend with egg-free mayo
                                                                                                              • Figure 31: Vegan mayonnaise launches in the UK market, January-October 2018
                                                                                                            • Stork creates dairy-free butter alternative
                                                                                                              • Oatly adds oat-based crème fraiche product to its portfolio
                                                                                                                • Figure 32: Oatly Creamy Oat Fraiche, January 2018
                                                                                                              • Dairy-free products tap into buzz around fermented foods
                                                                                                                • Figure 33: Ya fermented dairy-free dessert range, April 2018
                                                                                                              • Vegan brand Benefit launches range of functional chocolate bars
                                                                                                                • Figure 34: Benefit Chocolate functional chocolate bars, January 2018
                                                                                                              • Spate of launches in lactose-free yogurts
                                                                                                                • Figure 35: Share of new product launches in the UK dairy, ice cream and desserts market carrying a L/N/R lactose claim, by sub-category, 2014-18
                                                                                                                • Figure 36: Muller Corner lactose-free strawberry yoghurt, May 2018
                                                                                                              • Arla brings premium lactose-free “sorbet-style” yogurts to the UK
                                                                                                                • Figure 37: Arla’s Ihana range of sorbet-style lactose-free yoghurts, Finland, June 2017
                                                                                                              • Range of free-from children’s products unveiled by Ilumi
                                                                                                              • Advertising and Marketing Activity

                                                                                                                • Spend on free-from advertising drops
                                                                                                                  • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on free-from foods, 2014-18
                                                                                                                • Alpro knocked off top spot by retailer Morrisons
                                                                                                                  • Figure 39: Total above-the-line, online display and direct mail advertising expenditure by companies operating in the UK free-from food and drink market (sorted by 2017), 2014-18
                                                                                                                • Alpro launches ‘Plant Power Day’
                                                                                                                  • Figure 40: Alpro’s “Root to Stem Planquet”, March 2018
                                                                                                                • Vita Coco partner with Fearne Cotton for recipe ideas
                                                                                                                  • Almond Breeze pushes origin of almonds in advertising
                                                                                                                    • TRASH initiative from Viva!
                                                                                                                      • Figure 41: Viva! TRASH billboard campaign, October 2018
                                                                                                                    • ‘It’s like milk, but made for humans’ campaign from Oatly
                                                                                                                      • Figure 42: Oatly’s ‘It’s like milk but made for humans’, October 2018
                                                                                                                    • Genius Gluten-free launch “What’s your gut feeling?” campaign
                                                                                                                      • Digital has been the key media channel in 2018
                                                                                                                        • Figure 43: Total above-the-line, online display and direct mail advertising expenditure in the UK free from food and drink market (sorted by 2017), by media type, 2014-18
                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                        • No change in avoidance of foods and ingredients
                                                                                                                          • Dairy is the most commonly avoided food/ingredient
                                                                                                                            • A quarter of non-food/ingredient avoiders buy dairy substitutes
                                                                                                                              • Scope to encourage new users to the market
                                                                                                                                • Nutritional labelling is important to more avoiders than allergen labelling
                                                                                                                                  • A UK-wide allergen labelling system appeals to three in 10
                                                                                                                                    • Trust in own-label free-from products is just as strong as in specialist brands
                                                                                                                                      • Transparency around nutritional intake is important for free-from
                                                                                                                                        • High uncertainty over labelling of allergens on products
                                                                                                                                        • Avoidance of foods/ingredients

                                                                                                                                          • No change in avoidance of foods and ingredients
                                                                                                                                            • Figure 44: Avoidance of foods/ingredients, by reason, September 2018
                                                                                                                                          • 16-24s are the most likely age group to avoid food/ingredients
                                                                                                                                            • Dairy is the most commonly avoided food/ingredient
                                                                                                                                              • Figure 45: Avoidance of foods/ingredients, by type, September 2018
                                                                                                                                            • Ethics are the key motivation for red meat avoidance
                                                                                                                                            • Types of free-from products bought/eaten

                                                                                                                                              • No change in usage of free-from foods
                                                                                                                                                • Figure 46: Types of free-from food and drink used and bought, September 2018
                                                                                                                                              • A quarter of non-food/ingredient avoiders buy dairy substitutes
                                                                                                                                                • Figure 47: Types of foods/ingredients bought or eaten/drunk, by reasons for avoidance of foods/ingredients, September 2018
                                                                                                                                              • The young and the affluent are core free-from buyers
                                                                                                                                                • Figure 48: Repertoire of free-from products bought, by age, September 2018
                                                                                                                                            • Factors to encourage buying free-from products

                                                                                                                                              • Scope to encourage new users to the market
                                                                                                                                                • Figure 49: Alpro Facebook page, October 2018
                                                                                                                                              • Friends and family are key influencers
                                                                                                                                                • Figure 50: Factors to encourage buying of free-from products, September 2018
                                                                                                                                              • Foodservice could be a key driver for the free-from market
                                                                                                                                                • A new type of product appeals most to those with an allergy/intolerance
                                                                                                                                                • Useful on-pack information for free-from products

                                                                                                                                                  • Nutritional labelling is important to more avoiders than allergen labelling
                                                                                                                                                    • Additional nutritional benefits the most useful on-pack information
                                                                                                                                                      • Figure 51: Useful on-pack information for free-from products, September 2018
                                                                                                                                                    • Over-55s place find traffic light nutritional labels useful
                                                                                                                                                      • A UK-wide allergen labelling system appeals to three in 10
                                                                                                                                                        • Figure 52: Useful on-pack information for free-from products, by reason for avoidance of foods/ingredients, September 2018
                                                                                                                                                      • A certification from a relevant body can provide a point of difference in the market
                                                                                                                                                        • Figure 53: Examples of products carrying The Vegan Society Trademark, December 2017-August 2018
                                                                                                                                                    • Attitudes towards Free-from Foods

                                                                                                                                                      • Majority think free-from foods should be located together
                                                                                                                                                        • Figure 54: Free-from foods – CHAID – Tree output, September 2018
                                                                                                                                                      • Trust in own-label free-from products is just as strong as in specialist brands
                                                                                                                                                        • Figure 55: Attitudes towards free-from foods, September 2018
                                                                                                                                                      • Trustworthiness and good value among own-label free-from strengths
                                                                                                                                                          • Figure 56: Perception map of attribute performance of own-label free-from products in comparison to branded free-from products in the UK bakery and dairy markets, April 2018-October 2018
                                                                                                                                                        • Transparency around nutritional intake is important for free-from
                                                                                                                                                          • Figure 57: Perkier Oaty Quinoa Porridge with added nutritional benefits, September 2018
                                                                                                                                                        • Methodology
                                                                                                                                                        • Further Attitudes towards Free-from Foods

                                                                                                                                                          • High uncertainty over labelling of allergens on products
                                                                                                                                                            • Figure 58: Further attitudes towards free-from foods, September 2018
                                                                                                                                                          • Opportunity free-from confectionery products to make inroads in the market
                                                                                                                                                            • Scope for free-from companies to tap into buzz around digestive health
                                                                                                                                                              • Figure 59: Genius Gluten Free Fibre Fest Fusilli with digestive health claims, October 2018
                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                              • Abbreviations
                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                    • Figure 60: Forecast of UK retail value sales of free-from food and drink, best- and worst-case, 2018-23
                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                  • Appendix – Launch Activity and Innovation

                                                                                                                                                                      • Figure 61: Share of new product launches in the bakery, breakfast cereals, snack/cereal/energy bars and stocks markets carrying a gluten-free claim, 2014-18
                                                                                                                                                                      • Figure 62: Share of new product launches in the UK dairy and ice cream & dessert markets carrying a dairy-free or a L/N/R lactose claim, 2014-18
                                                                                                                                                                      • Figure 63: New launches in the UK food and drink market carrying a L/N/R allergen claim, by top 10 companies (sorted by 2018), 2014-18
                                                                                                                                                                      • Figure 64: New product launches in the UK food and drink market carrying a gluten-free claim, by top 10 companies (sorted by 2018), 2014-18
                                                                                                                                                                      • Figure 65: New product launches in the UK food and drink market carrying a dairy-free claim, by top 10 companies (sorted by 2018), 2014-18
                                                                                                                                                                      • Figure 66: New product launches in the UK food and drink carrying a L/N/R lactose claim, by company (sorted by 2018), 2014-18
                                                                                                                                                                      • Figure 67: New product launches in the UK gluten-free bakery, breakfast cereals and snack/cereal/energy bars markets carrying selected added nutrition claims, 2014-18
                                                                                                                                                                      • Figure 68: Share of new products in the cakes, pastries and sweet baked goods market carrying a gluten-free claim, 2014-18
                                                                                                                                                                      • Figure 69: Share of new product launches in the UK confectionery market carrying a low/no/reduced allergen claim, 2014-18
                                                                                                                                                                  • Appendix – Advertising and Marketing Activity

                                                                                                                                                                      • Figure 70: Share of total above-the-line, online display and direct mail advertising expenditure by companies operating in the UK food and drink market (sorted by 2017), 2014-18
                                                                                                                                                                      • Figure 71: Share of total above-the-line, online display and direct mail advertising expenditure in the UK food and drink market (sorted by 2017), by media type, 2014-18
                                                                                                                                                                  • Appendix – The Consumer

                                                                                                                                                                      • Figure 72: Reasons for avoidance of foods/ingredients, by age, September 2018
                                                                                                                                                                      • Figure 73: Types of free-from food and drink used and bought – NET, September 2018
                                                                                                                                                                      • Figure 74: Types of free-from food and drink used and bought by avoidance, September 2018
                                                                                                                                                                      • Figure 75: Repertoire of free-from foods/drinks eaten/drunk in the last 6 months, September 2018
                                                                                                                                                                      • Figure 76: Repertoire of free-from foods/drinks bought in the last 6 months, September 2018
                                                                                                                                                                      • Figure 77: Free-from foods – CHAID – Table output, September 2018
                                                                                                                                                                      • Figure 78: Attribute performance of own-label free-from products in comparison to branded free-from products in the UK bakery and dairy markets, April 2018-October 2018

                                                                                                                                                                  Free-from Foods - UK - December 2018

                                                                                                                                                                  US $2,552.20 (Excl.Tax)