The free from category, which includes free from allergens, free from gluten, free from lactose, free from dairy and free from meat products, continued to grow at the end of the review period, with further positive development expected over the forecast period. The main reason behind its – so far unlocked – significant potential for further growth lies in the fact that the majority of the category’s consumers thus far have been attracted to it due to a need to avoid certain ingredients, mainly because of intolerances.
Despite the category’s positive performance over the review period and anticipated gains over the forecast period, the much slower growth seen towards the end of the review period indicates that it is very unlikely that the strong growth rates achieved in earlier years will be repeated. Apart from the fact that after many successful years future growth is measured against a considerably higher base, a certain level of saturation has also been reached, especially in more mature categories such as HA milk formula, free from dairy soy milk and free from gluten bread.
Another quite challenging situation will arise for the category when the current very favourable economic climate comes to an end. In this case, consumer confidence will decline and many Germans will return to much more cautious purchasing behaviour.
A very wide range of different companies were present in free from packaged food in Germany in 2018 due to the very diverse nature of these products. Apart from the two leading players discussed below, these include multinationals, for which free from products are only a minor part of their business, smaller, often domestic, players or even start-ups, which in some cases have focused on certain categories, as well as private label.
Alpro remained the leading player in the free from category in 2018 and continued to grow its value share. The company’s position can be attributed to its wide variety of products, which ranges from milk alternatives to yoghurt and soy desserts.
Dr Schär Deutschland continued to rank second in the free from category in 2018 with a stable value share thanks to being synonymous with gluten free products for many Germans. The company continues to profit from a well-established brand identity and its offer of a wide range of gluten free products in many different packaged food categories.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Germany with research from Euromonitor's team of in-country analysts.
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The Food Intolerance in Germany market research report includes:
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