Free From & Health foods
Free from continues to develop, registering a global average annual growth rate of + 11.5% (CAGR, 2015-2019). In 2019, globally, 1 in 4 new food & beverage launches had a free from related claim. While allergies and intolerance, such as gluten and lactose, were initially targeted by these specialist products, they have now continued to expand to target the wider “better for you” segment. Gluten free continues to be the largest free from claim amongst them with a 56.9% share in 2019 (Global).
By region, Europe continues to lead the way with 44.4% of free from launches originating from the region in 2019. This is followed by Asia (18.9%) and North America (16.9%).
Top market categories as a percentage (%) of overall F&B launches tracked with a “free from” claim (Global, 2019).