Free From FAQ’s

What is Free From Food ?

Free From is a catch-all term used to denote food and drink that has been designed to exclude one or more ingredients to which at least some consumers can have either an allergic or an intolerance.

What is an allergy?

An allergy is usually defined as a specific response by the immune system to a substance which it mistakenly believes to be harmful. The Food Standards Agency requires that the presence of 12 specific allergens is highlighted on product labels. These are:

  • cereals containing gluten
  • crustaceans, mollusks and fish
  • eggs
  • peanuts
  • nuts
  • soybeans
  • milk
  • celery
  • mustard
  • sesame
  • lupin
  • sulphur dioxide (if above 10mg/kg, or 10 mg/litre)

What is an intolerance?

Some people suffer adverse reactions to substances, particularly foods, which have not sparked an immune system response. These responses are normally classed as intolerances or sensitivities and have a very wide range of causes, symptoms and degrees of severity. Some conditions, such as coeliac disease or phenylketonuria are caused by specific foods or food components, such as gluten or the amino acid phenylalanine respectively.

What are the most popular types of Free From food and drink ?

A survey of supermarkets and natural food retailers would indicate that the most commercially significant sectors of the Free From market are:

  • Wheat Free / Gluten Free (flours, cakes, biscuits, pasta, bread)
  • Cow Dairy Free ( Milk, yoghurt, butter, desserts, cheese)
  • Nut Free (cakes, biscuits, chocolates, sweets, sauces)
  • Egg Free (cakes, mayonnaise)

Products made without sugar (sucrose) such as jam and chocolate appear less popular than in the past.

What is the size of the market for Free From food and drink ?

In 2011 Mintel estimated the current size of the UK Free From market as around £303m million per year at retail. They anticipate that sales will “soar” to reach £519m by 2016. Growth is coming from “restricters”  rather than allergic or intolerant consumers. Up to 40% of UK shoppers currently buy into free-from, on average purchasing them seven times a year and spending £2.58 per trip. One in 10 consumers say they will avoid certain foods to be on the safe side.

In 2010 the Grocer reported that the entry of Genius fresh gluten-free bread has revolutionised the Free From sector. “Previously considered too niche to support fresh products with short shelf-lives, the free-from category has sprung to life.” In the last year larger brands such as Warburtons have responded by launching their own gluten-free lines which has created “extra impetus and created some dynamic competition” says James Hodgson, Waitrose buying manager. Genius has responded by launching first fresh rolls and then more recently frozen pies and pastries. On own-label Sainsbury’s and the Co-op have been particularly active. However Asda has been the top performing supermarket in value growth, with free-from sales up 28% year-on-year, although this is still under-trading. Gluten-free / wheat-free  is now the second-largest free-from sector at £135m per year.

Annual sales of dairy and lactose-free products are now around £143m as the market continues to attract shoppers who do not have an intolerance to dairy but view vegetable-based products as a healthier alternative. The dairy-free sector is dominated by a few large players such as Alpro (Deans Foods) and Lactofree (Arla).

The growth in the Free From market has sparked a debate amongst retailers and suppliers as to whether Free From is ready to be dispersed around the store or whether it should remain within the current dedicated Free From fixtures. The lesson from Fairtrade and Organic is that such a move is inevitable and that in the long-term sales will benefit as wider-range of shoppers are exposed to Free From products as part of their regular weekly shop

Talking at the FDIN September 2011 Free From Conference David Jago of Mintel has called for more NPD in the market, citing free-from meal solutions and pizzas as potential areas for growth. Talking at the same conference free-from guru Michelle Berriedale-Johnson pointed out that foodservice remains  a huge untapped market for free-from foods, with Coeliac UK valuing this sector at about £100m.

Changes In Legislation

Under the new European Union regulations which came into effect on January 1st 2012, only foods that contain less than 20 parts of gluten in a million will be allowed to use the term ‘gluten-free’ on their packaging. Previously, a food labelled ‘gluten free’ could have contained up to ten times more than this.

In addition, some foods made using cereals that have been specially processed to remove most of the gluten, but which contain less than 100 parts of gluten in a million, will be able to make the claim ‘very low gluten’ on the packaging. These include substitutes of certain staple foods such as bread.

Industry sources have expressed concern that 20ppm gluten will prove to be an unworkably low level and that either products will be withdrawn from sale or gluten-free claims will be dropped. Already one major supplier of lentils has advised their customers that henceforth their products should not be described as gluten-free because of the risk of cross contamination.