Source: Linda Cullen, Food and Beverage Division, Bord Bia – Irish Food Board - 14/06/2013
According to Kantar Worldpanel the value of the ‘free from’ market in the UK is £180m representing year on year growth of 37% for the 52 weeks ending 17th February 2013. One million households in the UK have a gluten allergy or wheat intolerance which is almost 4% of UK households. In Ireland the Coeliac Society of Ireland estimates that 1 in 100 of the Irish population suffer from a gluten allergy.
The ‘free from’ market in the UK is growing 10 times faster than the overall grocery category and this growth is driven by shoppers who are not just gluten or wheat intolerant but choose to purchase free from products to improve their general health and wellbeing. Health is important to non sufferers and a likely driver to purchasing gluten free. A healthy product will therefore appeal to this group and it important that free from products are easily accessible and not limited to the Gluten Free aisle of
the store.
Chilled foods and bread are the largest sectors in the free from category with Gluten Free Bagels, Biscuits, Pizza, Pasta and Ready Meals representing opportunities for manufacturers.
The ready meal offering is limited for gluten free, yet it is a fast growing sector in the total market. Gluten Free Meal Solutions and Pizza have grown by 100% over the twelve months to February 2013.
Brands dominate the market and have done so for the past five years with 69% of the market. Brands still attract more shoppers increasing over the twelve month period by 44% (£30m), whilst private label relies on existing shoppers for growth (£17m).
The top selling gluten free private label ranges are Tesco Free From (£17.9m), Sainsbury’s Free From (£10.7m), Aldi (£5.5m), Asda Free From (£3.9m) and Your M&S (£3.5m). Some 49% of all gluten free buyers are new to the category with 97% of these new shoppers indicating that they are not sufferers but are choosing ‘free from’ foods for health reasons.
The ‘free from’ market in the UK is growing 10 times faster than the overall grocery category and this growth is driven by shoppers who are not just gluten or wheat intolerant but choose to purchase free from products to improve their general health and wellbeing. Health is important to non sufferers and a likely driver to purchasing gluten free. A healthy product will therefore appeal to this group and it important that free from products are easily accessible and not limited to the Gluten Free aisle of
the store.
Chilled foods and bread are the largest sectors in the free from category with Gluten Free Bagels, Biscuits, Pizza, Pasta and Ready Meals representing opportunities for manufacturers.
The ready meal offering is limited for gluten free, yet it is a fast growing sector in the total market. Gluten Free Meal Solutions and Pizza have grown by 100% over the twelve months to February 2013.
Brands dominate the market and have done so for the past five years with 69% of the market. Brands still attract more shoppers increasing over the twelve month period by 44% (£30m), whilst private label relies on existing shoppers for growth (£17m).
The top selling gluten free private label ranges are Tesco Free From (£17.9m), Sainsbury’s Free From (£10.7m), Aldi (£5.5m), Asda Free From (£3.9m) and Your M&S (£3.5m). Some 49% of all gluten free buyers are new to the category with 97% of these new shoppers indicating that they are not sufferers but are choosing ‘free from’ foods for health reasons.
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