January 10, 2025 – When Innova Market Insights looks at free-from food trends in the US, it mainly considers food and beverage trends in gluten-free and lactose-free. Factors that affect US food and beverage trends include drivers of consumer behavior, new free-from food product launches, food and beverage innovation, and opportunities to broaden appeal. Manufacturers can consider adding functionality, using sustainability messaging, and improving product quality.
What are Gluten-Free and Lactose-Free?
Free-from food market products, like gluten-free food and beverage products, are considered to be those items that have a gluten-free claim or display a gluten-free symbol or certification. Gluten-free products also may say that they are appropriate for people with celiac disease. Some countries legally require companies to say on the package label whether or not a product has gluten. Lactose-free are those products that display a lactose-free claim or do not contain any lactose.
Free-From Food Boosts Personalization
Consumers seek to plan their diet to meet their personal health concerns and needs. About half of US consumers participating in recent consumer trends research said that their personal health issues and conditions influence how they plan their diet. A smaller proportion of US consumers in the research agreed that they looked for a personalized nutrition solution during the prior 12-month period. This is below the global average. Consumers report purchasing free-from food products for specific conditions, especially if they are older adults. Condition-specific purchases, including free-from food, are reported more by US consumers than by consumers globally.
Patterns for limiting gluten and lactose are somewhat different. About one out of seven US consumers say that they are actively limiting gluten or lactose. Here, younger consumers are more likely than older consumers to limit these free-from food elements.
Gluten-free in the US
Gluten-free claims in the US are well-established, with steady to slightly declining launch rates. About one in four food and beverage launches in the US has a gluten-free claim. North America has the second highest penetration of gluten-free claims on food and beverage packages, after West Europe. However, considering just countries, the US is the leading global market for food and beverage launches with a gluten-free claim.
Gluten-free claims appear across a variety of food and beverage categories. Sauces and seasonings lead other categories for gluten-free claims, followed by snacks and by dairy. Meat substitutes are the category that is growing the fastest. Overall, free-from food product launches with gluten-free plus other claims are declining.
Innova is monitoring a number of trends that accompany gluten-free claims. A few of the key trends include additional functionality, better quality products with improved taste and texture, sustainability features, and incorporation of plant-based ingredients and claims.
Lactose-free Growth Resembles Gluten-Free
Growth patterns in lactose-free claims in the free-from food market in the US resemble those of gluten-free claims. While lactose-free claims are well-established, they show a modestly negative compound annual growth rate (CAGR) over a recent five-year period. Lactose-free claims appear on a modestly low and stable proportion of food and beverage launches. The penetration of lactose-free claims is higher in North America, and specifically in the US, than globally.
Lactose-free claims appear in a limited number of categories that contain dairy products. Dairy and sports nutrition are the leading categories for lactose-free claims. Alcoholic beverages is the fastest growing category that displays claims about lactose-free. Additional claims carried by lactose-free products include sugar-free and claims related to ethical treatment of the environment. Innova is monitoring the appearance of lactose-free claims in other categories and in products with plant-based ingredients.
Free-From Food Market Includes Allergens
Free-from food market launches include allergens such as free from soy, nuts, or sesame. Free-from food product launches also may be free of multiple major allergens to meet the needs of consumers with severe allergies.
What’s Next in Free-From Food Market Trends?
Innova is monitoring several opportunities in free-from food product launches. Products should have clear labeling on the front-of-pack label. Consumers seek free-from food products that are convenient and innovative, especially in meat and dairy alternatives and alcoholic beverages. Functional formulations can draw in consumers looking for additional nutrients. Natural ingredients can help satisfy consumer desire for clean labels. Ethical sourcing and sustainable production are important to consumers. Ingredient trends in lactose-free milk alternatives, gluten-free grains, and plant-based eating can improve taste, variety, and nutrition. Improving taste, texture, nutrients, and indulgence can help attract consumers.
This article is based on Innova’s Now & Next in Free From Food in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
