Mintel projects a rosy future for FreeFrom – September 2012
Basing his presentation on Mintels' new FreeFrom report, Chris Brockman, Senior Global Food and Drink analyst at Mintel, gave a very up-beat forecast for freefrom foods at the Food and Drink Innovation FreeFrom Seminar last month.
His full presentation, complete with figures and charts, is free to download from the FDIN website, but here are the highlights:
• Incidence of allergy, coeliac disease and lactose intolerance
Allergies: Still on the rise with up to 13% of UK adults being prone to a specific food allergy, and food allergies being significantly more common among children.
Coeliac Disease: Put at 1% of the population with an estimated further 10% following a gluten-free diet.
Lactose intolerance: Estimates range from 5–15% of the population.
• Growth in UK sales of freefrom food:
2006–2011 – increase of 109%
• Why are consumers buying freefrom?
Lifestyle choices are as important as allergy/intolerance avoidance
• How many are avoiding what?
8% consumer avoid dairy for health reasons
• Some comparisons between the UK and US market
• New Product Development
Gluten free continues strong in US and UK with a number of 'big brands' getting on board and specialists expanding their offer.
'Naturalness' remains important factor in winning new audiences
Lactose free NPD relatively weak in UK compared to US, Germany and Finland although the UK market is of comparable size to gluten free.
• Mintels conclusions
Mintel does not believe freefrom to be a fad:
a. 'While 'celebrity diet' aspect may fade, the number of consumers looking for freefrom products for general health purposes is likely to increase'
e. Many major players yet to enter the markets – they will spur NPD further
i. On line technology, social media and apps give consumers more power to seek out freefrom solutions
The full report is available from Mintel here.
Chris Brockman's full presentation, complete with charts and figures, is available from the FDIN website here.
Further Mintel research looking at health claims in the Asia-Pacific countries ranks India at the forefront of health awareness although additives and preservatives are currently of more interest than 'freefrom'.
Their recent survey found that between 2008 and 2011 'free of additive and preservatives' claims went up form 14% to 18% (the second biggest market in the region for no additives claims is Australia with 15%, the third biggest, Thailand with 13% and the fourth China with 12%).
Although way behind, 'freefrom' claims are also growing from 1% in 2008 to 2% in 2011.
First Published in September 2012