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Why we’re choosing to go free from



Why we’re choosing to go free from

Free from products are being picked up off the shelves by consumers across the UK more often as health becomes a central focus for shoppers. Our Usage team uncovers some of the reasons we’re choosing these products more and more.

Greater demand for gluten or dairy-free options, particularly from younger shoppers, has boosted the category. Since 2016, there has been an additional 449 million ‘Free-from’ occasions – representing an incredible 26% growth over that time.

Brands producing allergen-free foods that taste good has been a key driver for success for the ‘Free from’ category. Compared to 2016, 189 million additional servings were specifically chosen for taste and enjoyment.

And consumption is becoming increasingly routine, occasions described as ‘planned’ have grown by 150 million over the last two years, showing free from is becoming a part of people’s lifestyles and something that’s here to stay.

‘Free from’ milk products are the standout success, with growth of 16% since 2016 driving the performance of the market overall.

To find out more from our Usage team, get in touch.


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Giles Quick

Director, Usage


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