Free from lactose will remain the largest category within free from packaged food in current value terms in 2021 and will continue to see dynamic growth from an already high base. Free from lactose dairy products (namely milk, cream, and cheese) account for most of the free from lactose sales.
Free from gluten pasta is still growing, driven by sales from not only by those who suffer from a gluten intolerance but also those looking to reduce their gluten intake to improve their diet with this becoming a strong trend in 2021. Aiding this trend is promotion by certain celebrities and social media influencers who claim such products are slimming or healthier.
Meat alternatives are amongst the most dynamic categories in Italy with companies recognising this and focusing heavily on the launch of new products to provide an increasingly broad and varied portfolio. Growth is mainly driven by chilled references, with shelf stable and frozen products remaining a niche, though plant-based products that do not use soy as the main source of protein are also seeing increasing growth.
After a year of strong current value growth in the first year of the pandemic, free from packaged food is set to see a slight slowdown in its growth rate, though increases will remain dynamic. Free from meat is the only category expected to see much higher growth in the forecast period than in the review period, with innovation in meat substitutes moving to the next level.
Over the forecast period, it is expected that free from lactose milk will continue to demonstrate notable growth. As well as an increasing number of people discovering their intolerances, many are turning to these products because they consider the products to be lighter and more digestible.
Free from gluten pasta is no longer considered a niche product from specialised players and is now being produced by almost all the main players in the conventional pasta competitive landscape including Barilla, De Cecco, Garofalo, Rummo, and Misura. Andriani (ranked third in free from gluten) is an interesting example, recently launching Pasta con Avena, which is made with oats and is organic, through its brands Felicia.
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Understand the latest market trends and future growth opportunities for the Free From industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 Free From research and analysis database.
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