Page 47 - FoodFocusThailand No.166 January 2020

STRATEGIC R & D

Free From Dairy and Free From United Arab Emirates and Morocco are estimated to be the key forecast growth drivers for
Gluten Show the Largest Potential free from ranges, after Denmark.
Looking at the free from space at a global level,
free from dairy was the largest category in 2016. Key Recommendations
This is attributed to plant-based milk alternatives, Key players need to focus on natural ingredients, plant-based dairy alternatives with added
such as soy, almond, coconut and rice milks. nutritional value and health functionality as the way forward, with walnut milk appearing to
However, in growth terms, free from gluten be a good option. The same trend should be followed in the gluten-free space, looking at
stands out. This offering is expected to post a naturally gluten-free options such as ancient grains or legume and vegetable ingredients,
7% CAGR over the forecast period. Gone are with high nutritional content.
the days when such products were consumed
only by sufferers of coeliac disease, with gluten- เอกสารอ้างอิง/Reference
free diets followed by many different groups of https://blog.euromonitor.com/bright-future-for-free-from-food-movement/
consumers with an increasing desire for grains
that are naturally gluten-free such as quinoa,
millet, teff and amaranth.
Key Features Boosting Growth of
Free From Ranges
The first and most obvious is the intolerance of
some consumers to substances such as gluten
or lactose as well as allergies to milk protein.
There was a time when free from products were
developed to tackle a small minority of people
with this medical need and it is still the main
reason for success in countries such as China.
However, the trend has gone beyond
intolerance. Many consumers identify these
products as healthier for them than the regular
offerings. They perceive them as easier to digest
and they feel better consuming them, boosting
growth of free from ranges.
The latter is very related with the fact that
these products have become more and more
fashionable. There is a host of A-list celebrities
such as Gwyneth Paltrow and Miley Cyrus, to
name a few, that promote free from products as
the ultimate health. Many consumers follow the
trend not even knowing, in many cases, what
these products actually are. In other cases, taste
is the reason. Consumers get bored quickly and
they look for new flavours and alternatives, so
diversity is key.

Bright Future for Free From
Products
The future will continue seeing growth for free
from ranges with an estimated 5.5% CAGR over
the forecast period. Denmark is expected to
show the largest growth, which stems from
consumers who, due to a variety of reasons,
decide to (occasionally) avoid lactose, gluten,
dairy or meat, and not as a nutritional need. The
most important reasons for this decision are
health, environmental and animal welfare
considerations.
However, growth is not expected to come
only from countries where these products are
already well established. In fact, Chile, the

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