"Consumers are largely embracing free-from claims on foods, but not all claims are perceived or accepted equally or for the same reasons. The broader trend is being guided by those seeking sustained overall wellness rather than addressing an immediate nutritional or dietary need. Allergen-free claims appear to be mostly niche, and many of these may well have reached a saturation point. Conversely, the strong interest in more options free of ...
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Overview
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Overview
Executive Summary
Market
Market
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The Consumer – What You Need to Know
Foods/Ingredients Avoided
Important Free-from Claims
Purchase Location for Free-from Foods
Possibly Emerging Free-from Claims
Attitudes toward Free-from Foods
Interest in Ingredient Disclosure
The Challenge of Purchasing and Preparing Free-from Foods
Preparing Free-from Meals
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Data
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Appendix – Data Sources and Abbreviations
TURF Analysis – Free-from Food Trends – October 2017
28th September 2018
“The true measure of success for any such effort will be in delivering both the message behind the change and assuring the consumer that the change has had little to no negative effect on the flavor of the product - and a negligible effect, if any, on the price.” 
29th June 2018
“The key for consumers, particularly those in the BFY and free-from categories, appears to be an interest in transparency in food ingredients. Simply put, if an ingredient does not have an obvious reason to be included, the product may face a significant backlash or, certainly, scrutiny.”
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Avoidance largely tied to lifestyle choice 
