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 and close



The growing awareness and pressure to lead healthier lifestyles is encouraging consumers to reassess their lifestyle and dietary choices. Closer attention to diet is seeing consumers revert back to wholesome, more natural and home-made type products, as the nutritional value of overly processed food and drink products is questioned. Consequently there is a shift towards using naturally healthy ingredients and whole foods to improve the nutritional value of foods, while the idea that less processing is best continues to popularize the term ‘raw’. Also, as traditional dieting falls out of favour, the focus of healthy eating has shifted to fueling the body with wholesome foods that provide long-lasting energy. This continues to encourage the rise of protein, and with its satiating powers providing sustained energy, it has become a popular appetite controller and weight management tool. Fibre is also stepping up as another appetite controller, and is pairing up with protein to enhance the satiating power of food and drink products.

Consumer efforts to lead healthier lifestyles continue to allow the free-from market to go from strength to strength, with many people voluntarily opting into the category as part of a general healthy lifestyle choice. The popularity of free-from living and consumer interest in alternative, new ingredients have spurred the rise of ancient grains, whilst the idea of grain-free diets is also emerging as an extension of gluten-free. However, as the pool of free-from users grows, questions around the suitability of such diets and products for the general population continue to be raised, as the nutritional value of free-from products are scrutinised.

What's included

What's included

Table of contents

Table of contents

To learn more about this report, please contact us.

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

  • Market

    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

  • Consumer

    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

  • Brand/Company

    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

  • Data

    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

Trusted by companies. Big and small.

  • bell
  • boots
  • google
  • samsung
  • allianz
  • kelloggs
  • walgreens
  • redbull
  • unilever
  • Harvard
  • pinterest
  • new-york-time