December 12, 2024 – Globally, consumers increasingly prefer free-from food and beverages like gluten-free and lactose-free due to a growing focus on health, dietary inclusivity, and personalized nutrition. Innova’s 360 research highlights key trends shaping the global free-from food and beverage industry and analyzes consumer drivers, new product launch trends, and future innovation opportunities.
Consumer Preferences
Consumers are increasingly taking personal responsibility for their health by planning diets that cater to their specific health needs. Over half of consumers globally say their health issues influence dietary planning, with personalized nutrition gaining attention. In the past year, 1 in 4 consumers in China and India, and 1 in 5 in Brazil, Mexico, and Indonesia, have looked for personalized nutrition solutions.
Globally, 16% of consumers have purchased condition-specific types of targeted nutrition. North America and Asia lead in this trend, reflecting a growing demand for customized food and beverages. The desirability for this type of nutrition over-indexes among the older generations.
The preference for gluten-free and lactose-free-from food markets reflects diverse reasons. While some avoid allergens to enhance health appeal, others reduce or eliminate meat and dairy for dietary or ethical reasons.
Gluten-Free-From Food Trends
The global demand for gluten-free-from food trends continues to grow, with 16% of consumers actively limiting gluten in their diets. Younger generations drive this trend, reflected in a 3% CAGR for gluten-free in new product development over the past five years. Western Europe leads in launches, followed by North America and Latin America. The US is the most active single country market with gluten-free over the past year.
Snacks, dairy, sauces and seasonings, and bakery are the top categories for gluten-free-from food trends, while meat substitutes show the fastest growth. Plant-based and vegan options further expand the gluten-free arena, aligning with consumer preferences for sustainable and health-conscious choices. Several factors are contributing to the growing popularity of gluten-free alcoholic beverages. This could be a general shift toward healthier, low-sugar, and low-calorie alcohol options. Gluten-free labeling is an extension of a strategy to appeal more to health-conscious consumers.
Key innovations focus on improving product quality with better texture and taste, incorporating added functionality, and emphasizing sustainability. These advancements underscore the growing appeal of gluten-free offerings as a versatile and health-oriented choice for diverse consumer needs.
Lactose-Free-From Food Trends
Around 1 in 7 consumers globally are actively limiting lactose, with Generation Z leading this dietary change. Lactose-free claims in new product development are growing dynamically, rising at an 11% CAGR over the past five years. Western Europe leads with 60% of global launches, followed by Eastern Europe and Latin America. Germany is the top market for new product development over the past year.
Top lactose-free-from food trends include dairy, meat, fish and eggs, and bakery, while fruit and vegetable products and meat substitutes display the fastest growth. Crossover claims, such as vegan, vegetarian, and plant-based, are also gaining attention in the lactose-free arena. Innovations focus on added functionality, the inclusion of diverse plant-based ingredients, and advancements in production technologies to create more advanced products.
Other Selected Allergens Trends
The allergen-free-from food market is expanding, with soy-free product launches growing by 36% over the past five years, followed by nut-free. Sesame, a newer allergen in widespread labeling, is also gaining attention. Allergen focus varies across categories, like soy-free claims that are prominent in dairy and sports nutrition. Nut-free claims in leads in bakery, and sesame-free claims appear frequently in confectionery, dairy, and baby and toddler products.
What’s Next in Global Free-From Food Trends?
Globally, 16% of consumers have purchased condition-specific nutrition, reflecting a growing demand for customized food and beverage options. Clear on-pack and front-of-pack labeling plays a significant role, allowing consumers to easily identify products that align with their nutritional needs. Innovation in the gluten-and lactose-free-from food market is shifting away from traditional categories, creating opportunities in subcategories like meat-free, dairy-free, ready meals, alcoholic beverages, and hot drinks.
There is demand for free-from food trends but without compromise. There are opportunities to further appeal to a broader consumer base with improved taste and texture. Brands can use ingredients such as ancient grains that provide interest. In addition, consumers demand free-from products that deliver on taste, texture, and indulgence, making confectionery, desserts, ice creams, and snacks key growth areas. As consumer expectations evolve, brands can explore advanced ingredient technologies and flavor profiles to lead in the market.
This article is based on Innova’s Now & Next in Free From Food – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
