This report provides a complete review of free-from food and avoided ingredients in food and drink, from a market and consumer perspective. Below, we’ve summarised the key topics covered and provided handpicked insights from the report.
While consumers continue to be mindful of food and drink compounds known to cause harm in excess, like sugar and artificial additives, the compromise on flavour and shelf-life are understood. Looking ahead, tech and ingredient innovations that improve food processing solutions’ palatability (i.e. shelf life/flavour) will make processed products more approachable.
This report indicates that focusing on potential threats in food and drink is fatiguing consumers, although ingredient call-outs are part of the consideration process. Going forward, novel ingredients and technologies can meet consumer scepticism with straightforward communication.
Find a complete analysis of opportunities for free-from brands in the full report. Or, you can browse our extensive library of food market research or drinks market reports.
Madly Hadley, PeaTos, Oat Haus, Applegate Naturals, H-E-B Select Ingredients, Hu Hunks, Masienda, I Eat My Greens, Sweet Nothings, and more.
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Leading food and drink analyst Adriana Chychula delivers in-depth expert insight with this report.
It’s human nature to seek out max enjoyment for least perceived harm. Understanding consumer concerns and barriers can help formulations stay relevant as trends change.
Adriana Chychula
Analyst, Food, Drink & Nutrition
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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