Soy-based free from meat alternatives have a relatively small sales size but are seeing strong retail volume growth, partly due to the increased retail presence of Nestlé’s Hälsans Kök since 2020. Many other local brands such as Naturli’ are however using other ingredients in place of meat rather than soy, primarily peas.
Free from gluten saw sales growth slow towards the end of the review period, in comparison to the review period retail volume CAGR. Free from gluten bread in particular saw sales growth slow, with some of those seeking to avoid gluten, whether due to medical diagnosis or self-diagnosis, opting to avoid bread altogether rather than buying free from gluten options.
Danish dairy giant Arla Foods Amba competes at the top of free from with Naturli’ Foods, with these two players continuing to jostle for leadership in 2021. In 2020, Arla led, benefiting from its dominance in free from lactose milk, which is popular due to having a similar nutritional profile and flavour as regular milk.
While free from meat will continue to see a good retail volume performance over the forecast period, growth is expected to slow in comparison to the dynamism seen during the review period. The initial boom has died down for these products, with the flurry of major new product development seen during the review period unlikely to be repeated in the forecast period.
Free from lactose is expected to face strengthening competition from free from dairy in the forecast period While free from lactose sales will still see good retail volume growth, growth rates will be considerably lower in comparison to the review period and will be dwarfed by the growth rate anticipated for free from dairy. There are few players present in free from lactose, with Arla dominating and Thise being a distant second with its strong organic positioning.
Private label is not strong in free from packaged food, particularly in comparison to its strength in many overall packaged food categories. This is because free from has been viewed as a specialist product area by retailers in the past.
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Food Intolerance
This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.
See All of Our DefinitionsThis report originates from Passport, our Food Intolerance research and analysis database.
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