Free-from Foods - US - June 2019
Covered in this report
The purpose of this report is to assess consumer attitudes and behaviors regarding foods bearing a “free-from” claim, meaning a food that claims to be free of one or more ingredients. The following ingredients are discussed throughout this report:
- Added preservatives
- Added sodium
- Added sugar
- Artificial ingredients
- Common allergens (Dairy, Eggs, Peanuts, Shellfish, Soy, Treenuts, Wheat/gluten)
- High-fructose corn syrup
- Palm oil
"The free-from foods market is growing, and with 62% of consumers avoiding at least one ingredient, it is unlikely to slow in the near future. However, the market faces a number of challenges, such as differing priorities for avoiding ingredients, skepticism over the trustworthiness of the claims, and perceptions that products are expensive and overly processed."
- Karen Formanski, Health & Wellness Analyst
This report looks at the following areas:
- Strong preferences by age limit broad appeal
- Price and trust barriers limit growth of free-from foods
- Some consumers simply apathetic toward ingredients
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