Free from will remain the best performing HW packaged food category in Sweden in 2021 with consumers continuing to focus on their health and diet during the pandemic. The free from category also benefits from being perceived as a lifestyle choice which means that consumers who choose free from products are very loyal to the category; this level of loyalty is not as strong in any other HW category.
Free from meat is the category that continues to grow the fastest in 2021. It is still a minor category compared to the overall processed meat category but is nevertheless becoming more mainstream as awareness grows and the consumer base widens.
Free from dairy also continues to grow at a strong pace in 2021 with milk alternatives, or more precisely, other milk alternatives, being by far the strongest performer within drinking milk products. With going dairy-free becoming a more common lifestyle choice, due to its healthy and eco-friendly attributes, consumers are increasingly choosing plant-based options.
Free from packaged food will remain the most dynamic HW packaged food category over the forecast period as an increasing number of consumers become attracted to the characteristics of such products. The main drivers are their own health, animal welfare, and, perhaps most importantly, the environment.
Free from lactose and gluten continues to be driven by mainstream consumers, choosing it “just in case” they have sensitive stomachs. Only a small share of Swedes suffer from coeliac or lactose intolerances compared with other countries but these two categories, especially gluten, have been hot topics since the beginning of the review period, although the main focus has lately moved to free from meat and free from dairy.
Private label has registered notable gain in a wide range of packaged food categories throughout the review period with the free from category anticipated to follow suit in the coming years. Like the development in organic packaged food, private label is helping free from to become mainstream by increasing the number of products available, expanding shelf space for such options.
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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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