More than a quarter of Brits now regularly buy free-from products, according to research conducted by The Grocer. Twenty-seven percent of 2,035 consumers surveyed said they regularly bought lactose, dairy, gluten or grain-free products, which has risen from 19% a year ago.
However only 14% of those consumers said they had a medical condition that required them to avoid gluten and other allergens. The most cited reason for going gluten-free was “for my general health”, with 31% choosing this option. Twenty-seven per cent said it was a lifestyle choice, and 23% chose products to avoid “feeling bloated”.
Well&Truly co-founder Sara Trechman put the trend for free-from down to younger shoppers’ desire for ‘clean’ food and healthier eating options. “A lot of free-from products are moving towards natural ingredients and stripping out artificial additives,” she said.
Free-from products “used to taste horrible” but were now “just as good as regular food”, added Trechman. “So why not go for a product that’s cleaner in its ingredients and better for you?”
The rising popularity of free-from showed no signs of slowing, she said. “I see it growing a lot. Supermarkets are looking to push the products into their core aisles.”
Source: The Grocer.