Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Dairy-/lactose-free sales continue to outpace gluten-/wheat-free
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- Figure 1: UK retail value sales of free-from food and drink, 2013-23
- Strong but slowing growth predicted for value sales
- ‘Reducetarian’ trend is driving dairy-free choices
- Lack of micronutrients in gluten-free products called into question
- The ageing population poses a challenge to the market
- Companies and brands
- Alpro’s lead in the free-from market continues; own-label increases pressure
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- Figure 2: Leading brands’ value sales in the UK free-from market, 2016/17 – 2017/18
- Warbutons and Schär are the only gluten-free brands to see growth
- Steady rise in free-from claims across the UK food market
- Lidl launches permanent gluten-free range of products
- ‘Year of plant power’ NPD from Alpro
- Spend on free-from advertising drops
- Alpro knocked off top spot by retailer Morrisons
- The consumer
- No change in avoidance of foods and ingredients
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- Figure 3: Avoidance of foods/ingredients, by reason, September 2018
- Dairy is the most commonly avoided food/ingredient
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- Figure 4: Types of foods/ingredients avoided, by type, September 2018
- A quarter of adults buy dairy substitutes
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- Figure 5: Types of free-from food and drink used and bought, September 2018
- Scope to encourage new users to the market
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- Figure 6: Factors to encourage buying of free-from products, September 2018
- Nutritional labelling is important to more avoiders than allergen labelling
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- Figure 7: Useful on-pack information for free-from products, September 2018
- A UK-wide allergen labelling system appeals to three in 10
- Trust in own-label free-from products is just as strong as in specialist brands
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- Figure 8: Attitudes towards free-from foods, September 2018
- Transparency around nutritional intake is important for free-from
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- Figure 9: Perception map of attribute performance of own-label free-from products in comparison to branded free-from products in the UK bakery and dairy markets, April 2018-October 2018
- High uncertainty over labelling of allergens on products
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- Figure 10: Further attitudes towards free-from foods, September 2018
- What we think
Issues and Insights
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- Allergen labelling likely to see a change in regulations
- The facts
- The implications
- Veganism trend gives dairy-free multi-dimensional appeal
- The facts
- The implications
- Nutritional credentials has potential to attract new users to the market
- The facts
- The implications
The Market – What You Need to Know
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- Dairy-/lactose-free sales continue to outpace gluten-/wheat-free
- Strong but slowing growth predicted for value sales
- ‘Reducetarian’ trend is driving dairy-free choices
- Lack of micronutrients in gluten-free products called into question
- The ageing population poses a challenge to the market
Market Size and Forecast
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- Dairy-/lactose-free sales continue to outpace gluten-/wheat-free
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- Figure 11: UK retail value sales of free-from food and drink, by segment, 2016-18
- Strong but slowing growth predicted for value sales
- Dairy-/lactose-free likely to benefit from a raft of drivers
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- Figure 12: UK retail value sales of free-from food and drink, 2013-23
- Inflation to prop up value sales
- Growth in child population should support the market
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- Figure 13: UK retail value sales of free-from food and drink, 2013-23
- Forecast methodology
Market Drivers
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- Changes to coeliac prescriptions will drive shoppers to supermarkets
- ‘Reducetarian’ trend is driving dairy-free choices
- Market is being artificially inflated by on-pack claims
- Bakeries invest heavily in free-from
- Pret A Manger incident sees call for better allergen labelling on food
- Lack of micronutrients in gluten-free products called into question
- Household spending subdued by pressure is set to ease
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- Figure 14: Annual percentage change in CPI and AWE (regular pay). monthly basis, January 2012-May 2018
- The ageing population poses a challenge to the market
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- Figure 15: Trends in the age structure of the UK population, 2013-18 and 2018-23
Companies and Brands – What You Need to Know
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- Alpro’s lead in the free-from market continues; own-label increases pressure
- Warbutons and Schär are the only gluten-free brands to see growth
- Steady rise in free-from claims across the UK food market
- Lidl launches permanent gluten-free range of products
- ‘Year of plant power’ NPD from Alpro
- Spend on free-from advertising drops
- Alpro knocked off top spot by retailer Morrisons
Market Share
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- Alpro’s lead in the free-from market continues
- Dairy-free brands post strong growth in a heavily fragmented market
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- Figure 16: Leading brands’ sales and shares in the UK free-from market, by value, 2016/17-2017/18
- Warburtons and Schär are the only gluten-free brands to see growth
- Own-label increases pressure on gluten-free brands
Launch Activity and Innovation
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- Steady rise in free-from claims across the UK food market
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- Figure 17: New product launches in the UK retail food and non-alcoholic drink market with selected free-from claims, by claim, 2014-18
- Brands continue to account for the majority of NPD
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- Figure 18: New product launches in the UK free-from food and drink market, by brands and own-label, 2014-18
- Gluten-free claims are most prevalent in snack/cereal/energy bars
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- Figure 19: Gluten-free product launches in the UK breakfast cereals, bakery, sweet baked goods and snack/cereal/energy bar markets carrying a gluten-free claim, by sub-category, 2014-18
- Lidl launches permanent gluten-free range of products
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- Figure 20: Examples from Aldi’s The Foodie Market Free From range of products, September 2017
- Figure 21: Examples from Lidl’s range of Just Free products, April 2018
- Free-from snacks look to broaden the range of ingredients
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- Figure 22: Share of new gluten-free product launches in the snack/cereal/energy bar sub-category carrying an L/N/R and a high-added protein claim, 2014-18
- Nestlé launch new gluten-free snack bar brand
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- Figure 23: Examples from Nestlé’s range of Yes! gluten-free snack bars, September 2018
- Erbology energy balls focus on plant-based ingredients rather than protein content
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- Figure 24: Erbology UK energy balls made with Jerusalem artichoke, January 2018
- Lots of activity in wraps
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- Figure 25: Examples of gluten-free wrap launches, August and September 2018
- Schär launches FODMAP-certified range of gluten-free baked goods
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- Figure 26: Gluten-free, low-FODMAP grissini (bread) sticks from Schär, March 2018
- Gluten-free subscription box service launches online
- Plant-based dairy alternatives are most active in dairy-free market
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- Figure 27: Share of new product launches in the UK dairy and ice cream & dessert markets carrying a dairy-free claim, by sub-category, 2014-18
- ‘Year of plant power’ NPD from Alpro
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- Figure 28: Alpro plant-based RTD products and ice-cream launches, January – October 2018
- Innocent challenges Alpro with dairy-free milk alternatives
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- Figure 29: Innocent’s dairy alternative products, April 2018
- Magnum and Northern Bloc unveil dairy-free, vegan ice creams
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- Figure 30: Vegan plant-based ice cream variants from Magnum, September 2018
- Brands tap into vegan trend with egg-free mayo
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- Figure 31: Vegan mayonnaise launches in the UK market, January-October 2018
- Stork creates dairy-free butter alternative
- Oatly adds oat-based crème fraiche product to its portfolio
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- Figure 32: Oatly Creamy Oat Fraiche, January 2018
- Dairy-free products tap into buzz around fermented foods
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- Figure 33: Ya fermented dairy-free dessert range, April 2018
- Vegan brand Benefit launches range of functional chocolate bars
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- Figure 34: Benefit Chocolate functional chocolate bars, January 2018
- Spate of launches in lactose-free yogurts
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- Figure 35: Share of new product launches in the UK dairy, ice cream and desserts market carrying a L/N/R lactose claim, by sub-category, 2014-18
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- Figure 36: Muller Corner lactose-free strawberry yoghurt, May 2018
- Arla brings premium lactose-free “sorbet-style” yogurts to the UK
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- Figure 37: Arla’s Ihana range of sorbet-style lactose-free yoghurts, Finland, June 2017
- Range of free-from children’s products unveiled by Ilumi
Advertising and Marketing Activity
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- Spend on free-from advertising drops
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- Figure 38: Total above-the-line, online display and direct mail advertising expenditure on free-from foods, 2014-18
- Alpro knocked off top spot by retailer Morrisons
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- Figure 39: Total above-the-line, online display and direct mail advertising expenditure by companies operating in the UK free-from food and drink market (sorted by 2017), 2014-18
- Alpro launches ‘Plant Power Day’
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- Figure 40: Alpro’s “Root to Stem Planquet”, March 2018
- Vita Coco partner with Fearne Cotton for recipe ideas
- Almond Breeze pushes origin of almonds in advertising
- TRASH initiative from Viva!
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- Figure 41: Viva! TRASH billboard campaign, October 2018
- ‘It’s like milk, but made for humans’ campaign from Oatly
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- Figure 42: Oatly’s ‘It’s like milk but made for humans’, October 2018
- Genius Gluten-free launch “What’s your gut feeling?” campaign
- Digital has been the key media channel in 2018
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- Figure 43: Total above-the-line, online display and direct mail advertising expenditure in the UK free from food and drink market (sorted by 2017), by media type, 2014-18
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- No change in avoidance of foods and ingredients
- Dairy is the most commonly avoided food/ingredient
- A quarter of adults buy dairy substitutes
- Scope to encourage new users to the market
- Nutritional labelling is important to more avoiders than allergen labelling
- A UK-wide allergen labelling system appeals to three in 10
- Trust in own-label free-from products is just as strong as in specialist brands
- Transparency around nutritional intake is important for free-from
- High uncertainty over labelling of allergens on products
Avoidance of foods/ingredients
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- No change in avoidance of foods and ingredients
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- Figure 44: Avoidance of foods/ingredients, by reason, September 2018
- 16-24s are the most likely age group to avoid food/ingredients
- Dairy is the most commonly avoided food/ingredient
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- Figure 45: Avoidance of foods/ingredients, by type, September 2018
- Ethics are the key motivation for red meat avoidance
Types of free-from products bought/eaten
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- No change in usage of free-from foods
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- Figure 46: Types of free-from food and drink used and bought, September 2018
- A quarter of adults buy dairy substitutes
- The young and the affluent are core free-from buyers
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- Figure 47: Repertoire of free-from products bought, by age, September 2018
Factors to encourage buying free-from products
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- Scope to encourage new users to the market
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- Figure 48: Alpro Facebook page, October 2018
- Friends and family are key influencers
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- Figure 49: Factors to encourage buying of free-from products, September 2018
- Foodservice could be a key driver for the free-from market
- A new type of product appeals most to those with an allergy/intolerance
Useful on-pack information for free-from products
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- Nutritional labelling is important to more avoiders than allergen labelling
- Additional nutritional benefits the most useful on-pack information
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- Figure 50: Useful on-pack information for free-from products, September 2018
- Over-55s place find traffic light nutritional labels useful
- A UK-wide allergen labelling system appeals to three in 10
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- Figure 51: Useful on-pack information for free-from products, by reason for avoidance of foods/ingredients, September 2018
- A certification from a relevant body can provide a point of difference in the market
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- Figure 52: Examples of products carrying The Vegan Society Trademark, December 2017-August 2018
Attitudes towards Free-from Foods
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- Majority think free-from foods should be located together
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- Figure 53: Free-from foods – CHAID – Tree output, September 2018
- Trust in own-label free-from products is just as strong as in specialist brands
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- Figure 54: Attitudes towards free-from foods, September 2018
- Trustworthiness and good value among own-label free-from strengths
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- Figure 55: Perception map of attribute performance of own-label free-from products in comparison to branded free-from products in the UK bakery and dairy markets, April 2018-October 2018
- Transparency around nutritional intake is important for free-from
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- Figure 56: Perkier Oaty Quinoa Porridge with added nutritional benefits, September 2018
- Methodology
Further Attitudes towards Free-from Foods
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- High uncertainty over labelling of allergens on products
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- Figure 57: Further attitudes towards free-from foods, September 2018
- Opportunity free-from confectionery products to make inroads in the market
- Scope for free-from companies to tap into buzz around digestive health
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- Figure 58: Genius Gluten Free Fibre Fest Fusilli with digestive health claims, October 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 59: Forecast of UK retail value sales of free-from food and drink, best- and worst-case, 2018-23
- Forecast methodology
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Appendix – Launch Activity and Innovation
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- Figure 60: Share of new product launches in the bakery, breakfast cereals, snack/cereal/energy bars and stocks markets carrying a gluten-free claim, 2014-18
- Figure 61: Share of new product launches in the UK dairy and ice cream & dessert markets carrying a dairy-free or a L/N/R lactose claim, 2014-18
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- Figure 62: New launches in the UK food and drink market carrying a L/N/R allergen claim, by top 10 companies (sorted by 2018), 2014-18
- Figure 63: New product launches in the UK food and drink market carrying a gluten-free claim, by top 10 companies (sorted by 2018), 2014-18
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- Figure 64: New product launches in the UK food and drink market carrying a dairy-free claim, by top 10 companies (sorted by 2018), 2014-18
- Figure 65: New product launches in the UK food and drink carrying a L/N/R lactose claim, by company (sorted by 2018), 2014-18
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- Figure 66: New product launches in the UK gluten-free bakery, breakfast cereals and snack/cereal/energy bars markets carrying selected added nutrition claims, 2014-18
- Figure 67: Share of new products in the cakes, pastries and sweet baked goods market carrying a gluten-free claim, 2014-18
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- Figure 68: Share of new product launches in the UK confectionery market carrying a low/no/reduced allergen claim, 2014-18
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Appendix – Advertising and Marketing Activity
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- Figure 69: Share of total above-the-line, online display and direct mail advertising expenditure by companies operating in the UK food and drink market (sorted by 2017), 2014-18
- Figure 70: Share of total above-the-line, online display and direct mail advertising expenditure in the UK food and drink market (sorted by 2017), by media type, 2014-18
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Appendix – The Consumer
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- Figure 71: Reasons for avoidance of foods/ingredients, by age, September 2018
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- Figure 72: Types of free-from food and drink used and bought – NET, September 2018
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- Figure 73: Types of free-from food and drink used and bought by avoidance, September 2018
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- Figure 74: Repertoire of free-from foods/drinks eaten/drunk in the last 6 months, September 2018
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- Figure 75: Repertoire of free-from foods/drinks bought in the last 6 months, September 2018
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- Figure 76: Free-from foods – CHAID – Table output, September 2018
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- Figure 77: Attribute performance of own-label free-from products in comparison to branded free-from products in the UK bakery and dairy markets, April 2018-October 2018
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