Shoppers are set to spend 20 per cent more stocking up on Free From foods this Christmas compared with last year. That’s the prediction from Tesco whose research shows that one third of UK households now have at least one allergy or intolerance sufferer.
Awareness of this market growth, however, may be lagging behind in the hospitality sector: will Free From meals be readily and sufficiently available this Christmas?
Free From market increases to £462 million
The research also shows that more than 60 per cent of households have bought Free From foods in the last year, with the number boosted by shoppers changing their diets because of a lifestyle choice.
The increase has pushed the value of the UK’s Free From market to £462 million, according to retail analysts Kantar Worldpanel (August 2015).
In September, this year, another retail analyst, Mintel, forecast that the UK’s Free From market will grow 50 per cent by 2019.
Tesco responds to customer demand
To meet the growing demand of customers Tesco will this Christmas offer its widest ever choice of Free From foods including a retail first, Free From profiteroles.
The supermarket has also included gluten free stuffing with all its top of the range finest stuffed turkey, duck and pork joints for the first time ever this year.
Tesco food developer and coeliac Fiona Carter said: “Free From has become a major part of our day to day food offering which is why we’ve worked on developing our range this year to make sure that there is plenty of choice for customers this Christmas.
“This year customers will be able to buy everything they need for the whole of the festive season – from an Advent Calendar with dairy free chocolate at the beginning of December to mince pies and cake throughout the month and then stuffed turkey, puddings and profiteroles on the big day itself.
“Gluten Free food is now so important to so many shoppers that for the first time ever we have dedicated the whole of one of our Christmas TV adverts to highlighting some of our range.”
Not just coeliacs
Free From foods have become appealing to not only those who are medically diagnosed as coeliacs but also to customers interested in managing a lifestyle change.
Nowadays the quality of Free From foods has greatly improved over the last five years with many products tasting as good as their non-Free From equivalents.
Recently Tesco has won a number awards for its Free From foods including its own label Sweet Party dessert selection; Strawberry and Vanilla Cones; and Italian Coffee Style Dessert.