Future boom predicted for the 'free from' food sector

The 'free from' market will double in size to reach an estimated £354M by the end of 2012 and this is partly the result of consumer confusion between what is a true food allergy and a food intolerance, claims market research company Mintel.

Although only a small number of consumers follow an avoidance diet on the grounds of a medically diagnosed food hypersensitivity, the number of bakery product launches with 'low', 'no' or 'reduced' levels of allergenic ingredients, doubled between 2007 and 2008, accounting for 9% of all new product launches in the bakery sector, says Mintel. Most of these were wheat and gluten free foods.

Recent entries include Tesco's wheat, gluten, and milk-free jam doughnuts; Asda's gluten and wheat-free mini cheese crackers; Sunstart's wheat-free raspberry cookies; Morrisons' caramel shortcake slices - free from gluten, wheat and egg; and Sainsbury's iced fruit cake slices, which are gluten, wheat and dairy free.

A growing number of people believe they have a wheat allergy. Although there are no accurate figures, Mintel says clinical studies suggest that only about 0.1% of the population suffers from it. Wheat allergy is far less common than peanut, egg or milk allergies.

"But with greater media coverage of the issue, consumers are more prone to self-diagnose," claims Mintel. "They think a simple bout of food poisoning is a food hypersensitivity and do not undertake any kind of medical check." Mintel adds: "The number of celebrities professing to one hypersensitivity or another has also helped to fuel this trend."

Mintel warns, however, that in the current climate, consumers are likely to start eliminating offending food from their diets, rather than eating 'free from' products - particularly if they have a higher price point.

"Consumers' levels of personal disposable income will determine whether they can afford to purchase higher priced 'free from' foods," Mintel concludes.