Free from is the most dynamic health and wellness packaged food product. Free from registered double-digit value and volume growth in both 2021 and 2020.
Free from dairy is by far the largest product area and within that, free from dairy milk accounts for the majority of value sales. Alpro continues to dominate but competition is heating up and Alpro has lost value share over the review period, with brands such as Oatly and Innocent starting to gain a firm foothold.
The rising prevalence of vegans, vegetarians and flexitarians has brought about a rapid shake-up in supermarket portfolios over the review period. All the major supermarket chains, SuperValu, Dunnes Stores and Tesco have extensive branded and private label free from product ranges, and the discounters have extensive private label ranges and this looks set to continue over the forecast period.
Free from will register the highest constant value growth of all health and wellness packaged foods over the forecast period, with free from dairy, followed by free from meat, continuing to be the largest product areas in terms of value sales, as well as also registering the highest constant value growth. There will continue to be new product launches over the forecast period, in both branded and private label.
Ireland is known for its beef and dairy industry and consumers in Ireland grapple with supporting local industry and jobs and also protecting the environment and cutting down on methane emissions caused by both industries. In response.
Despite the growing importance of private label within health and wellness and its good performance in free from, private label runs the risk of being somewhat left behind in certain free from product areas. The advanced technology and expensive developments needed within packaged baby milk formula for example may hinder further expansion of private label and in this product area, and branded products will continue to dominate.
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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 Definitions
This report originates from Passport, our Food Intolerance research and analysis database.
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