Although the without/free from trend is not new, most manufacturers are extremely confident about its further growth potential. A combination of factors should help free from to remain the fastest growing health and wellness category over the forecast period.
The consumer base for gluten-free products is expected to increase in the future as it is estimated that only 10-20% of sufferers had been officially diagnosed in 2018, according to ADIAFG (Association Francaise Des Intolérants Au Gluten - French Trade Association for Gluten Intolerance). The number of consumers who will need to buy gluten-free products is expected to rise in line with improved diagnosis of gluten intolerance in the coming years.
Free from meat remained the best performing category in 2018. It really took off earlier in the review period due to various food scandals such as the horse meat scandal in 2013 (horse meat was found in frozen moussaka for instance) and the mistreatment of animals in abattoirs over 2017/2018.
Free from was initially the core business of specialist manufacturers such as Distriborg France, Nutrition & Santé, Triballat-Noyal and Dr Schär Diététique, with all of these players remaining in a position of strength in 2018. For instance, thanks to their respective Bjorg and Sojasun brands, Distriborg France and Triballat-Noyal continued to rank among the leading players.
The leading player in 2018, however, was not a free from specialist. Groupe Lactalis led the category (in GBO terms) thanks to its lactose-free brand Lactel.
Retailers also promoted their private label ranges of free from products in 2018. Rising interest in these products from grocery retailers is expected to help support growth going forward, with free from offerings benefiting from the allocation of more shelf space and thus greater visibility.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in France with research from Euromonitor's team of in-country analysts.
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