New data on the UK Gluten Free market shows that market growth is being driven by a number of factors including greater awareness and diagnosis of food allergies, the desire for a healthy lifestyle and increased availability of gluten free foods, brands and solutions. Health for many people is now more about a natural and balanced food intake rather than “diets” and calorie control and this is driving market growth.
According to Kantar, the UK Free From market is valued at £740m and has grown by 27% in the last year (data to 27th March 2016). Within this, the Gluten Free market accounts for nearly 60% of the category and is valued at £438 million, increasing by 36% over 2015. Gluten free is continuing to attract new shoppers as choices broaden and ranges significantly improve.
Branded product currently accounts for over 70% of spend in the category. A large number of smaller brands have emerged in the category and there have also been extensions from established brands which is expanding the category. There is double digit growth in the majority of categories with frozen products and cereals posting growth of 40% and 28% respectively. Bakery and morning goods are growing at 20% each year, with over £6 million being switched into free from bakery over gluten alternatives in the last year.
According to YouGov, a quarter of UK households are affected by food sensitivity. Some 10% of the UK population is cutting down on gluten while a further 8% would like to, however two thirds of those trying to cut down gluten do not have any sensitivity to it. While there has been an explosion in the market for free from foods in the UK, 33% simply avoid foods they are intolerant of, indicating that there is potential for continued market growth. Children’s products also offer an opportunity in the UK with 39% of parents now buying free from products, up from 28% in 2014. Nearly half of parents (48%) agree that there are not enough suitable products specially designed for children with intolerances.
For more information please contact Orla.Donohoe@bordbia.ie