2023
9
UK Attitudes towards Gluten/Wheat-Free Food Market Report 2023
2023-04-29T04:03:44+01:00
OX1156389
2195
162952
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Report
en_GB
“The income squeeze is putting considerable pressure on the gluten-/wheat-free market, exacerbated by these products’ higher price than their standard equivalents’. Prioritisation of gluten-/wheat-free treats over essentials if money was…

UK Attitudes towards Gluten/Wheat-Free Food Market Report 2023

£ 2,195 (Excl.Tax)

Description

Align your strategies with what your audience really wants and future-proof your business with Mintel’s UK Attitudes towards Gluten-/Wheat-Free Food Market Report. Inside the full report, you’ll be provided with consumer-led market intelligence that outlines the latest trends in consumer behaviour that are affecting your industry, alongside data-driven recommendations to help you stay ahead of the competition.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Our Full Report Delivers Key Insights On:

  • Avoidance of gluten/wheat and the positive and negative perceptions of limiting gluten/wheat.
  • Trends in launch activity within gluten-free foods.
  • The impact of the rising cost of living on consumer habits in the market and sales.
  • Opportunities for gluten-/wheat-free products during the income squeeze.
  • Common factors that encourage buying of gluten-/wheat-free foods.

Gluten-/Wheat-Free Food Market – Current Landscape

The cost-of-living crisis is putting considerable pressure on the free-from food industry. Consumers are put off by gluten- and wheat-free products’ higher price when compared to standard equivalents.

  • Gluten-free food market size: In 2022, the market increased by 5.2%, however this upward trajectory was fuelled by high levels of food inflation, rather than increased demand.
  • Gluten-free baked goods market share: Warburtons accounted for 33% of value sales of UK gluten-free bread, cake, morning and baked goods in 2022.

Consumer Attitudes Shaping the UK Gluten-Free Food Market

Prioritising treats

Due to the ongoing income squeeze, money is tight for many consumers. However, this presents an opportunity for brands, half of gluten-/wheat-free buyers prioritise treats over essentials when money gets tight. Highlighting the appeal of indulgent food options in times of uncertainty.

Spotlight on sustainability

In the long term, brands and products with strong sustainability credentials can win favour with consumers. A gluten-/wheat-free product being more sustainable than a standard equivalent would prompt over a quarter of consumers to buy it. Furthermore, sustainable packaging would encourage 23% of buyers to purchase a product.

Purchase our full report to understand more about consumer attitudes towards gluten-/wheat-free food and learn about innovation opportunities to help your business during times of economic uncertainty.

Looking to learn more about the UK free-from industry? Take a look at our UK Free-From Food Market Report, or explore our extensive food industry market research.

Popular Food Brands Covered in this Report

Warburtons, Genius, Dr. Schär, BFree, Mrs Crimble’s, Juvela, Lazy Day.

Expert Analysis from a Specialist in the Food Industry

This report, written by Alice Pilkington, a senior food and drink analyst, delivers in-depth commentary and analysis to highlight current trends in the UK gluten-free food market and add expert context to the numbers.

The income squeeze is putting considerable pressure on the gluten-/wheat-free market, exacerbated by these products’ higher price than their standard equivalents’. Prioritisation of gluten-/wheat-free treats over essentials if money was tight and interest in brand collaborations point to opportunities to keep people engaged. Meanwhile, making sustainable ingredients more central to products’ proposition can tap into the longer-term focus on planetary health.

Alice Pilkington

 

Alice Pilkington
Senior Food and Drink Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The five-year outlook for gluten-/wheat-free foods
              • Figure 1: Category outlook, 2023-27
            • The market
              • Inflation drives gluten-/wheat-free market’s value growth in 2022
                • Renewed competition from foodservice and focus on plant-based diets will chip away at market from 2025
                  • Figure 2: Market forecast for value sales of gluten-/wheat-free foods, 2017-27
                • Ingredient supply issues lead to rising prices and availability problems
                  • Companies and brands
                    • Warburtons credits success to continued innovation
                      • Figure 3: Leading brands’ sales and shares in the UK gluten-free bread, cake, morning and baked goods retail market, by value, 2021 and 2022
                    • Rebranding and range extensions are key themes in 2022 launch activity
                      • The consumer
                        • One in five avoid gluten, equal number avoid wheat; usage heavily skewed towards younger demographics
                          • Figure 4: Avoidance of gluten/wheat in the household, 2023
                          • Figure 5: Usage of gluten-/wheat-free foods, by age, 2023
                        • Three in 10 view limiting gluten/wheat as expensive, nearly one in five as good for digestive health
                          • Figure 6: Perceptions of limiting/reducing intake of gluten/wheat, by gluten/wheat avoidance in the household, 2023
                        • Half of gluten-/wheat-free buyers would prioritise treats if money was tight
                          • Figure 7: Behaviours related to gluten-/wheat-free foods, by buyers and non-buyers, 2023
                        • Significant opportunities exist for mainstream brand extensions and collaborations; sustainable credentials will be pertinent long term
                          • Figure 8: Factors that would encourage purchase of gluten-/wheat-free foods, by buyers and non-buyers, 2023
                        • A quarter view gluten-/wheat-free products as too processed
                          • Figure 9: Attitudes towards gluten-/wheat-free foods, by buyers and non-buyers, 2023
                      • Issues and Insights

                        • Gluten-/wheat-free treats will chime during income squeeze
                          • Interest in mainstream brand extensions and collaborations points to opportunities
                            • Strong sustainability credentials can win over new users in the long term
                            • Market Size and Performance

                              • Inflation drives gluten-/wheat-free market’s value growth in 2022
                                  • Figure 10: UK retail value sales of gluten-/wheat-free foods, 2017-22
                              • Market Forecast

                                • The five-year outlook for gluten-/wheat-free foods
                                  • Figure 11: Category outlook, 2023-27
                                • Income squeeze will hinder the market in 2023
                                  • Renewed competition from foodservice and focus on plant-based diets will chip away at market from 2025
                                      • Figure 12: Market forecast for value sales of gluten-/wheat-free foods, 2017-27
                                    • Learnings from the last income squeeze
                                      • Forecast methodology
                                      • Market Drivers

                                        • Inflation will continue to eat into consumer spending power over the course of 2023…
                                          • …and despite government support, energy prices are still a major concern
                                            • Rising interest rates mean that the pressure will move up to middle- and higher-income households
                                              • High inflation and rising interest rates will compound the impact of the slowing recovery
                                                • Consumer spending power will be curbed
                                                  • Unemployment is at a near-50-year low
                                                    • Consumers’ financial wellbeing has fallen from the highs of 2021…
                                                      • Figure 13: Household financial wellbeing index, 2016-23
                                                    • …and most people are feeling the effects of price rises
                                                      • Perception that gluten-/wheat-free foods are expensive will continue to prove barrier in short term
                                                        • Coeliac UK claims following a gluten-free diet is a fifth more expensive
                                                          • Ingredient supply issues lead to rising prices…
                                                            • …and availability problems
                                                              • Drop in healthy eating intentions in 2022
                                                                • Lessened focus on healthy eating hits gluten-/wheat-free demand
                                                                  • Sustainability predicted to be a higher priority in the long term
                                                                    • Sustainable packaging and ingredients warrant attention in gluten-/wheat-free category
                                                                    • Market Share: Bread and Sweet Baked Goods

                                                                      • Segment growth underpinned by food inflation in 2022
                                                                        • Figure 14: Leading brands’ sales and shares in the UK gluten-free bread, cake, morning and baked goods retail market, by value and volume, 2020-22
                                                                      • Warburtons credits success to continued innovation
                                                                        • Dr Schär, Genius and Juvela announce acquisitions
                                                                        • Launch Activity and Innovation

                                                                            • Cakes, pastries and sweet goods grow share of gluten-free bakery launches in 2021/22
                                                                              • Figure 15: Share of gluten-free food product launches in bakery, by sub-categories, 2018-22
                                                                            • More premium seasonal gluten-free baked goods
                                                                              • Figure 16: Recent examples of seasonal gluten-free bakery launches, 2021-22
                                                                            • Lazy Day rebrands…
                                                                              • Figure 17: Lazy Day rebranding, 2019 and 2022
                                                                            • …and so does Genius
                                                                              • Figure 18: Genius rebranding and shift in focus, 2021 and 2022
                                                                              • Figure 19: Examples of Morrisons free from rebranding, 2022
                                                                            • Established players expand their ranges
                                                                              • Warburtons continues to grow gluten-free portfolio
                                                                                • White Rabbit calls out sourdough
                                                                                  • Figure 20: White Rabbit doughballs call out sourdough content, 2022
                                                                                • BFree and Dr Schär continue to expand world cuisine bread offering
                                                                                  • Figure 21: BFree stone baked original naan breads, 2022
                                                                                • Gluten-free claims in UK food market in slight decline as vegan/no animal ingredient claims grow
                                                                                  • Figure 22: Share of food^ product launches with selected free-from claims, by claim, 2018-22
                                                                                • Multiple free-from claims widen gluten-free products’ potential audience
                                                                                  • Figure 23: Share of gluten-free food^ product launches with a vegan, vegetarian or plant-based claim, 2018-22
                                                                                • White Rabbit claims first-to-market free-from calzone and expands into ready meals; Dr Schär launches Plant Burger
                                                                                  • Figure 24: Recent examples of gluten-free products tapping into plant-based trend, 2022
                                                                                • Greater gut health focus in gluten-free breakfast cereals
                                                                                  • Figure 25: Recent gluten-free breakfast cereal launches targeting gut health, 2022-23
                                                                                • Quinola and Clive’s look to sustainability
                                                                                  • Figure 26: Recent gluten-free launches with sustainability claims, 2022
                                                                              • Avoidance of Gluten/Wheat

                                                                                • One in five avoid gluten, equal number avoid wheat
                                                                                  • Figure 27: Avoidance of gluten/wheat in the household, 2023
                                                                                • Usage of gluten-/wheat-free foods is heavily skewed towards younger demographics
                                                                                  • Figure 28: Usage of gluten-/wheat-free foods, by age, 2023
                                                                                • Opportunities remain to expand usage amongst gluten/wheat avoiders
                                                                                  • Figure 29: Purchase of gluten-/wheat-free foods, by avoidance of gluten and wheat in household, 2023
                                                                              • Perceptions of Limiting/Reducing Intake of Gluten/Wheat

                                                                                • Three in 10 people view limiting gluten/wheat as expensive
                                                                                  • Figure 30: Perceptions of limiting/reducing intake of gluten/wheat, by gluten/wheat avoidance in the household, 2023
                                                                                • Potential for own-label to gain ground
                                                                                  • Positive perceptions drive usage
                                                                                    • Nearly one in five people view limiting gluten/wheat as good for digestive health
                                                                                        • Figure 31: Genius actively calls out active cultures and claims to be gut loving, 2021
                                                                                      • High fibre and vegetable callouts can help to fortify digestive health link of gluten-/wheat-free products
                                                                                        • Figure 32: Recent examples of gluten-free products with fibre or vegetable content central to proposition, 2022
                                                                                    • Behaviours Related to Gluten-/Wheat-free Foods

                                                                                      • Half of gluten-/wheat-free buyers would prioritise treats if money was tight
                                                                                        • Figure 33: Behaviours related to gluten-/wheat-free foods, by buyers and non-buyers, 2023
                                                                                      • Frozen bake-at-home bakery products deserve renewed attention
                                                                                        • Premium options can also chime…
                                                                                          • Figure 34: Recent examples of frozen premium gluten-free cakes and desserts, 2022
                                                                                        • …but driving awareness and visibility will be crucial
                                                                                          • 26% would like more help on how to cook gluten-/wheat-free dishes
                                                                                            • Recipe videos are pertinent…
                                                                                              • …as are collaborations with social media personalities
                                                                                                • At-home occasions will be particularly significant during income squeeze
                                                                                                • Factors that Would Encourage Purchase of Gluten-/Wheat-free Foods

                                                                                                    • Figure 35: Factors that would encourage purchase of gluten-/wheat-free foods, by buyers and non-buyers, 2023
                                                                                                  • Significant opportunities exist for mainstream brand extensions and collaborations
                                                                                                    • Treat and snack categories hold particular potential
                                                                                                      • Sustainability is a considerable push factor towards gluten-/wheat-free
                                                                                                        • Openness to unusual ingredients points to opportunities
                                                                                                          • Figure 36: Recent examples of gluten-free products calling out the contribution of chickpeas to soil health, 2021-22
                                                                                                        • Fonio can help gluten-/wheat-free products tap into longer-term concerns around global water resources
                                                                                                          • Figure 37: Yolélé Sea Salt Fonio Chips, 2023
                                                                                                      • Attitudes towards Gluten-/Wheat-free Foods

                                                                                                        • A quarter view gluten-/wheat-free products as too processed
                                                                                                          • Figure 38: Attitudes towards gluten-/wheat-free foods, by buyers and non-buyers, 2023
                                                                                                        • Making small number of ingredients central to on-pack messaging remains pertinent
                                                                                                          • Figure 39: Recent examples of products calling out how few ingredients they contain, 2020-23
                                                                                                        • Nākd also offers cues
                                                                                                          • Figure 40: Nākd calls out natural ingredients and way its bars are made, 2022
                                                                                                        • Genius “lifts the curtain” on the role of its ingredients
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology
                                                                                                              • Appendix – Forecast Methodology

                                                                                                                • Market forecast and prediction intervals
                                                                                                                  • Figure 41: Market forecast and prediction intervals for UK value sales of gluten-/wheat-free foods, 2022-27
                                                                                                                • Market drivers and assumptions
                                                                                                                  • Forecast methodology
                                                                                                                  • Appendix – Market Share

                                                                                                                      • Figure 42: Leading manufacturers’ sales and shares in the UK gluten-free bread, cake, morning goods and sweet treats retail market, by value and volume, 2020-22

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