HEALTHY FOODS
NO PAIN, NO GRAIN
O
ver the past 10 years, the UK food industry has witnessed a veritable explosion in demand for
specialist, ‘free from’ produce. In fact, according to the latest
research from Mintel, UK sales of ‘free from’ foods are set to grow by 13% in 2016 reaching £531m, up from £470m in 2015 (Source: Mintel 2016). What’s more, Mintel forecasts suggest that the market may balloon to a heady £673m by 2020. Yet not so long ago, there was a
time when ‘free from’ food was only available on prescription – a response to the medical requirements of a small number of consumers diagnosed with conditions such as Coeliac and Crohn’s Disease. Today, while both heightened awareness and testing has resulted in an increase in the numbers diagnosed with intolerances or allergies, the wider availability of ‘free from’ food has stimulated interest from a much broader customer base. According to Mintel, this astonishing
market growth has occurred as a result of ‘free from’ consumers widening their repertoires, with almost half (48%) of those who eat or buy ‘free from’ reporting that they will eat more specialist food within the next year. Additionally, product innovation has had a dramatic impact on the market, with Mintel’s findings suggesting that in 2015, 12% of all new UK food products carried a gluten-free claim, up from 7% in 2011. What is abundantly clear is that the UK’s ‘free from’ market has also benefited enormously from a ‘health halo’ associated with foods that are free from certain ingredients. And little wonder – in 2013, Hollywood actress Gwyneth Paltrow revealed that a gluten-free diet had ‘cured’ her son’s eczema, while fellow actress, Jennifer
14 The Delicatessen Magazine
- The free from food fiesta
TO KICK OFF THE HEALTHY THEME OF THE ISSUE WE SPEAK TO CLIFF MOSS, THE MANAGING DIRECTOR OF HEALTHY FOOD BRANDS
WHO RUNS US THROUGH THE EXPANSION AND IMPORTANCE OF HEALTHY FOODS .
Lawrence, has since called the diet “the new eating disorder”. Mintel’s report suggested that over the past year, a third of all Britons, allergy diagnosed or otherwise, have purchased or eaten ‘free from’ food, with 22% reporting to have purchased gluten-free products, 19% dairy substitutes such as rice or soy milk, 16 % wheat-free and 16% lactose-free foods. More than one in four (27%)
Britons said they or a member of their household avoided specific ingredients as part of a generally healthy lifestyle, compared to one in five (19%) who registered avoidance due to an allergy or intolerance. More precisely, 8% of Britons reportedly avoided gluten as part of a healthy lifestyle, compared to 5% who did so as a result of an allergy or intolerance. Of those eating ‘free from’ foods, 39%
cited that they were doing so because it made them feel healthier, while one fifth (19%) reported that they were following a ‘free from’ diet because they were trying to lose weight. What does this mean for the ‘free
from’ food industry? Undeniably, it offers huge opportunities. Consumers are bought into the concept of ‘free from’ living, and manufacturers may be able to harness brand loyalty with comprehensive
range offerings and NPD. Likewise, the evolving market provides retailers with the opportunity to offer customers an exciting and disparate product range, and to clearly differentiate the in-store proposition from the more conservative multiple retailers. However, Mintel’s research does suggest that the nutritional credentials of ‘free from’ foods do matter, as more than half (54%) of those who eat ‘free from’ reported that they would stop eating these products if they thought they were less healthy, for example, if they were higher in fat or sugar, than standard offerings. With this in mind, to safeguard the sustainability of this market growth we need to ensure that nutritional credentials are at the forefront of new product development and a key consideration when listing products in store. ‘Free from’ foods that are nutritionally ‘best in class’ will stand the test of time. These are remarkable times for the UK’s ‘free from’ industry. With careful nurturing, we can ensure that this growth is sustained for many years to come. l
Cliff Moss, Managing Director of Healthy Food Brands, and manufacturer of ‘free from’ range Free & Easy.
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