While the number of people truly affected by intolerance to lactose and/or gluten remains rather low, many consumers continue to perceive products labelled as lactose-free and gluten-free as healthier compared to conventional ones. According to the Austrian Nutrition Society (ÖGE), only 10-15% of the Austrian population is affected by lactose intolerance.
Gluten and lactose intolerance are becoming increasingly recognised as serious medical conditions, even if only a small percentage of the population is affected. Nonetheless, demand for alternatives is expected to continue to increase since discussions about lactose and gluten have led to a plethora of alternatives, which in turn offer their own health credentials.
The trend towards meat substitutes continued in 2018 and is expected to further evolve over the forecast period. As the number of consumers who want to either quit eating meat altogether or at least cut back on consumption increases, free from meat products are expected to profit.
Free from was strongly influenced by harsh competition between foreign players, domestic manufacturers and private label, which is not expected to change in the future. Both domestic and global players are expected to continue to focus on new product launches over the forecast period, mainly focusing on alternatives.
Private label is expected to continue to profit from its ongoing focus on improvement and sophistication of its brands. The leading private label producer, as well as the leader in overall free from, Spar Österreichische Warenhandels was able to profit from its extensive range of free from products under its Spar Free From brand, spanning from chocolate confectionery and baked goods, dairy and breakfast cereals to savoury snacks, ice cream and pasta.
Free from is expected to see an increasing number of unique new products developed by start-up companies. These introductions are expected to create their own niche and thus gradually become a notable competitor.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Austria with research from Euromonitor's team of in-country analysts.
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