January 10, 2025 – The main focus of the European free-from food and beverage scene is gluten-free and lactose-free. That said, the term free-from can encompass other limitations and restricted allergens too. It is important to analyze the various factors that drive consumer behavior regarding the free-from food market. These can include new food and beverage launches with free-from food claims, product innovation, expansion of categories with free-from claims, added functionality in products, sustainable messaging, better quality, and improved taste and texture.
Gluten-Free Food Claim is Well-Defined
Products that are gluten-free typically carry a label claim saying they are gluten-free. Some gluten-free products may state that they are appropriate for people with celiac/coeliac disease. Other products may feature a symbol. In some countries, products are legally required to state that they are free of gluten; this is different from a gluten-free claim.
Consumers Consider Personal Health Needs
European consumers plan their diet based on their personal health needs. Many participants in European consumer trends research say that they make diet decisions based on their health conditions. Smaller numbers of European consumers have looked for a personalized nutrition solution over a recent 12-month period. When asked why they purchase targeted nutrition products, European consumers named condition-specific as the fourth reason. Younger European consumers are more interested in targeted nutrition than older consumers are.
Spotlight on Gluten-Free Food Claims
About one in eight European consumers, led by younger generations, limit gluten in their diet. Similar numbers limit lactose and lactose-free, which also is led by Generation Z and Millennials. Gluten-free claims are on the rise in Europe and penetration in food and beverage launches is relatively stable. Globally, West Europe is the region with the highest proportion of gluten-free claims. Spain is the leading country in Europe.
Dairy and meat, fish, and eggs are the top categories for gluten-free claims in Europe. Claims are growing the fastest on desserts, ice cream, and meat substitutes. Additional features on gluten-free products include expanded functionality, improvements in taste and texture, sustainability, and plant-based.
Lactose-Free Food Claims are Rising
Growth in lactose-free European food and beverage launches is on the rise, as is penetration in general food and beverage launches. West Europe is the leading region globally, while East Europe has a smaller presence. Germany is the European country with the highest percentage of launches. The categories with the most lactose-free product launches are dairy, meat, fish and eggs, and bakery. Fruit and vegetable and meat substitutes are the fastest growing categories.
Additional features on lactose-free launches are extra functionality and other factors to improve appeal to European consumers.
Free-From Food Includes Additional Allergens
Free-from food and beverage products may eliminate allergens such as soy, nuts, and sesame. Some new product launches eliminate all major allergens.
What’s Next in Free-From Food Market Trends?
Several areas present opportunities for manufacturers in the free-from food market. Labeling on free-from products should be clear, allowing consumers to easily understand the wording and symbols on package labels. Additionally, manufacturers can incorporate other food and diet trends into the development of free-from food products. European consumers today seek products that are convenient, innovative, and novel, including options like meat-free and dairy-free products, ready meals, alcoholic beverages, and hot drinks. It’s also important to offer free-from and allergen-free products tailored to local markets. Leveraging technology and new manufacturing processes can help produce products with innovative flavors and health-focused features.
Functional nutrients such as protein, fiber, vitamins, and minerals are important to include in free-from products. Also, consumers are attracted to natural ingredients and clean label ingredient lists. Seek opportunities in plant-based alternatives such as gluten-free grains and plant-based milk alternatives. Plant-based products offer opportunities for improvements in taste, variety, and nutrition. When improving taste and texture, also add indulgence. Consumers are looking for free-from products with better sensory features like taste. They want interesting ingredients such as ancient grains. However, consumers are not willing to sacrifice indulgence. Look for ways to evolve ingredient sourcing and product manufacturing processes to make them more ethical and sustainable. Consumers in the free-from food market are likely to be interested in products that are formulated more naturally.
This article is based on Innova’s Now & Next in Free From Food in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
