Britain’s free-from market has seen sales soar to £800million in the past year, thanks to a rise in health-conscious consumers.
According to data from market analysts Kantar Worldpanel, more than three quarters of British high street shoppers have bought gluten or dairy-free items. Researchers believe that sales have been boosted by a rise in ‘lifestylers’ – who are typically younger shoppers who buy gluten-free and dairy-free products for their perceived health benefits.
‘The figure could be even higher if gluten-free products come off prescription as the government has suggested – pushing more people into retail ‘ said trade magazine The Grocer.
To capitalise on this growth in the market, supermarket rivals are increasing their efforts in stores, and are expanding their free-from offerings rapidly.
The report said that Sainsbury’s has been a standout performer with its own-label Deliciously FreeFrom range. With 14per cent of the market, Sainsbury’s is lagging behind Tesco in terms of share as the biggest store chain has 25 per cent of the market.
Dairy products are the biggest seller in the free-from sector on £142 million followed by fresh meat on £122 million and ambient bakery products on £120 million.
Kantar’s Claire Liboureau told trade magazine The Grocer: ‘Free-from keeps growing at an accelerated rate, plus 38.5 per cent versus 27 per cent last year.’
Market researchers Mintel predict free-from will gain an additional £100million in sales by 2020.
‘The figure could be even higher if gluten-free products come off prescription as the Government has suggested, pushing more people into retail,’ The Grocer reported.