The growing Free-From category – what is the appeal?

Most trends have emanated from the deep desire of consumers wanting food & beverages they can truly trust. That is the reason why many food and beverage brands are catching onto the Free-From Movement.

What is the Free-From trend?

The Free-From trend seems to focus on a preference for products that do not use artificial preservatives or are free-from allergens – or what is perceived as an allergen. The global free-from food market is segmented by type into gluten-free, dairy-free, allergen-free, and other types. It is highly fragmented and competitive. Brands large and small, are coming up with innovative new disruptive products, which are free from allergens and have necessary nutritional benefits. The key players in the market include Conagra Brands, Dr. Schar, Hain Celestial, General Mills, Mondelez International, and Danone.

But what is the appeal?

The Free-From category is now an established phenomenon. The success of this category demonstrates that food these days can be described more by what is left out as much as what is put in. Whether it’s trendy or medically necessary, free-from eating appears to be here to stay. Research shows that products with a Free-From label are often considered healthier than products without such a label.

“The dairy alternatives market should benefit from the public focus on the environment, which looks set to endure. Meanwhile, consumer interest in Free-From products supporting digestive health and those catering for special occasions as well as indulgent variants points to NPD opportunities” (Mintel source).

And regarding the Mordor Intelligence report, the global Free-From-food market is projected to grow at a CAGR of 9.5%, during the forecast period, 2020 – 2025.

Our top 5 Free-From products

Udi's Four Cheese Pizza has a crust made from sweet potatoes and is topped with mozzarella, fontina, smoked provolone, and Parmesan cheese. It's gluten free and grain-free.
ASDA Plant Based meal. The seasoned meat-free sausages and potato mash is a source of protein.
Heineken's global craft and brew master Willem van Waesberghe created this great tasting alcohol free beer.
Häagen-Dazs Non-Dairy collection - Every flavour in the collection begins with a core ingredient instead of milk substitutes, resulting in a creamier texture and authentic taste.
Nakd bars always have original and delicious flavours but also are dairy-free, wheat-free and gluten-free and vegan friendly.
If you are a brand looking to unlock the lucrative Free-From category, then Cubo can help support you drive breakthrough innovation, through the creation of consumer validated, disruptive Free From NPD.