COVID-19 has led many consumers to become more interested in their diet and lifestyle, as these are strongly linked to overall health. Free from gluten has performed well over the pandemic as consumers are paying more attention to ingredient sensitivities.
Several notable outbreaks of COVID-19 occurred in US meatpacking plants in 2020. These outbreaks heightened consumer concerns over possible methods of virus transmission and led many to question the working conditions that had led to these outbreaks.
Dairy alternatives emerged by targeting consumers who had difficulties digesting lactose. These consumers still exist, but they represent a declining share of the market as consumers driven by vegan, vegetarian or (most commonly) flexitarian dietary goals are showing stronger interest in dairy alternatives.
Euromonitor International surveys indicate that US consumers who follow a plant-based diet primarily do so for health reasons and not for environmental reasons or for animal welfare. This creates a vulnerability for free from meat and dairy products, because they are up against strong interest in clean labels and easy to understand ingredients lists.
Meat and dairy alternatives have so far built their growth on environmentally-conscious and/or health-focused consumers. This group skews younger, more educated and wealthier than the average American.
Health is currently the main driver of growth for the consumption of free from dairy and meat products, as many consumers perceive them to be nutritionally favourable compared with traditional meat and dairy products. In the forecast period there is likely to be a shift, as consumers will begin to consider the environmental outcomes of the consumption of meat and animal products more seriously.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Free From industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Free From industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!