Free from dairy milk holds the highest value share within free from, which is why its strong double-digit value decline affected the overall category. Free from dairy milk originally became popular when the importance of the consumption of cow's milk was questioned and many consumers decided to switch to vegetable milk substitutes, while the only option available in Peru was soy milk.
In the coming years, reformulations in a large number of categories will emerge, to generate products that are healthier. These innovations will be driven by healthy eating and the regulation on labelling, but beyond this, there is growing concern amongst Peruvians with regard to consuming healthier products that are free from allergens, gluten, dairy and lactose.
It is estimated that approximately one in every 100 Peruvians is celiac, but the vast majority do not know it and simply think that they suffer from isolated digestive disorders. This lack of knowledge is a restriction to any significant demand for free from gluten in the country.
Except for dairy, free from packaged food used to be more expensive than regular versions. Manufacturers indicate that production costs are higher since they are offer lower quantities and cannot take advantage of economies of scale.
Free from is expected to continue growing at high rates, developing faster than regular packaged food, since the category is still under development. Over the forecast period, an increasing number of consumers will discover their intolerance to lactose, to gluten or to certain allergens, increasing demand, while local manufacturers will be encouraged to enter and to offer a higher number of options that were originally unavailable such as free from gluten sweet biscuits or even free from baked goods; making these products attractive not only for adults but also for children.
Most of free from is comprised of free from dairy and free from dairy products, therefore the main competitors are dairy manufacturers. Overall leader Group Gloria lost some value share due to the exit of its free from dairy brand Soalé in 2018.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Peru with research from Euromonitor's team of in-country analysts.
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