Kim Kardashian and Andy Murray boost free-from sales

Amy Price, the firm’s senior food and drink analyst, said: “The free-from market has benefitted from a surge in new product development by the specialist brands and own-label players, an increase in merchandising space in-store and endorsement from celebrities as far and wide as Bill Clinton, Kim Kardashian and Andy Murray.”​

The sector had also benefitted from increased awareness and diagnosis among allergy sufferers and those self-diagnosing, she added.

Wheat-free products​

The market consists mainly of gluten- or wheat-free products, which are valued at £160M and account for nearly half (47%) the market.

Sales of free-from foods nearly doubled between 2007 and this year. About one-in-five (20%) of consumers have bought free-from food.

Dairy free products, which are valued at £157M, account for 46% of the market. Dairy was the single most avoided food type because of allergies and intolerance.

Nearly one-in-10 (8%) consumers avoided all products containing dairy – including lactose, cow’s milk and cow’s milk products.

Another 7% avoid dairy for health and lifestyle reasons.

In total, 8% avoided wheat, 9% avoided gluten, 9% poultry and 8% nuts.

Worth paying for​

But cost continues to act as a barrier for many consumers – particularly in categories such as bread. Only 14% of users of these products say that they are "worth paying more for",​ said Mintel.

Combined sales of free-from and meat-free foods are set to top £1bn next year after achieving an estimated value of £949M this year.

Health-conscious consumers were choosing meat-free meals due to concerns about red meat, according to Mintel.

Price said: “The meat-free segment has benefitted from a more mainstream positioning than free-from foods, with around one-in-10 Brits avoiding red meat as part of a healthy lifestyle.​

“Perfectly positioned to thrive in the current climate, meat-free foods benefit from a cost, health, ethical and environmental stand as well as providing variety in consumer diets,”​ said Price.

Nearly four-in-10 (38%) of shoppers reported buying vegetarian or meat-free food.

Up to 15% of Britons choose to keep red meat out of their diet. Most (13%) choose to avoid red meat for health and lifestyle reasons (13%), while 2% of consumers avoided it because they have an allergy or intolerance.

About 6% of those surveyed classified themselves as vegetarians.

Meat-Free market in numbers​  ​

• £607M – value of meat-free foods in 2012.
• £214M – value of meat-free ready meals.
• 13% – Consumers avoiding red meat as part of a healthy lifestyle.
• 42% − Consumer who do not like the taste of meat substitutes.
• 36% − Consumers who believe vegetarian and meat-free foods taste bland.

Source: Mintel