Free-from trend: is it here to stay?

Free-from: the better-for-you products

The term “free-from” can have different meanings as it can indicate either the absence of a specific allergen, such as milk or gluten, or the absence of other properties that qualify the product as healthy and environmentally sustainable. Free-from products have always aimed at a very specific target, those who suffer from food allergies or intolerances, and who must choose alternative products for health reasons. According to the report drawn up by the company MordorIntelligence, the global market for free-from foods is set to grow at a CAGR of 9.5% between 2020-2025, driven not only by the demand of people with allergies and intolerances, but also by those who adopt plant-based diets, such as vegan, vegetarian and plant-based. Free-from products are gradually moving from being a niche commodity to the mainstream as its consumer base grows larger and larger. In fact, in addition to people who choose free-from alternatives for health reasons, other consumers are also deciding to introduce these foods into their diets for ethical and environmental reasons. Countries such as the United States, the United Kingdom, Italy, Germany, France, Spain and Canada are some of the leading markets in the gluten-free category, while North America is leading in dairy-free, and caffeine-free in Asian markets. Among the most common and recognized claims present in free-from products we can find “gluten-free”, “dairy-free”, “lactose-free” and the most recent but growing “sugar-free“.

From gluten-free to sugar-free: growth opportunities

Gluten-free products have been on the market for many years, but recently many consumers are choosing them as part of a more general healthy diet, adopting grain-free and low-calorie diets such as paleo and keto diets. According to the Mintel report “Emerging trends in gluten free” for example, 46% of Americans avoid gluten as part of a healthy lifestyle, while 25% of Brazilian consumers think eating gluten-free products benefits digestion. As demand for gluten-free foods and beverages has increased, manufacturers have started exploring different alternatives to gluten resulting in a greater variety of products on the shelves. However, in addition to researching new plant matrices to develop gluten-free products, research is also focusing on improving the nutritional and flavor attributes of gluten-free products. In fact, gluten-rich cereals are a great source of nutrients such as protein, fiber, vitamins, and removing them from the diet can lead to nutrient deficiencies. Therefore, research is progressing by searching for new gluten-free alternatives such as pseudocereals (quinoa, amaranth) or mixing certain protein fibers from legumes that can be used as an alternative to gluten. In addition, gluten-free products often have higher levels of fat, sugar and salt to compensate for taste and other flavor attributes and reduced nutritional value. To develop products that are as good and nutritious as conventional products, researchers are looking to improve the nutritional value of gluten-free foods by including a variety of micro- and macronutrients while reducing sugar and salt content.

In addition, many consumers are moving toward adopting a dairy-free diet because they are increasingly aware that removing dairy products can help alleviate some problems, including digestive difficulties. According to the article titled Dairy-free diet guide, more than 80% of people of Asian descent and 70% of people of African heritage cannot digest lactose properly. However, it is necessary to specify the difference between a dairy-free and lactose-free product. The main difference is that a lactose-free product is made of lactose-free dairy products, whereas a dairy-free product does not contain dairy products of any kind. According to the report, the global dairy alternatives market is expected to grow at a CAGR of 9.85% between 2016 and 2026. The dairy-free segment is increasingly developing from vegetable milk, ice cream, creams, and butters. Soy, rice, almond, coconut and oat milk have been on the market for many years and are appreciated and accepted by a wide range of consumers. Alternatives to soy, such as peas and broad beans, are emerging, along with the focus of producers as they are potentially allergenic proteins.

A last ‘free-from’ claim that has been gaining some market share is the “sugar-free,” which affects consumers always with a view to adopting the healthiest and most balanced lifestyle possible, connecting excessive sugar consumption with increased risk of type 2 diabetes, heart disease and obesity. Demand for natural sweeteners such as stevia and erythritol is increasing in response to consumer demand for sugar-free and clean label products. In addition, according to the research conducted by InnovaMarket, 91% of consumers are attracted to the “sugar-free” claim on product packaging, highlighting how this claim can influence purchase choice. Governments have also played a role in this segment, charging taxes on sugar and regulating advertising of sugary products to children.

What’s next

The increase of people with diagnosed food allergies will see an intensified focus on allergen labeling in products. It is a huge opportunity for producers, as their free-from products can appeal to people with food allergies and intolerances as well as those who decide to adopt a particular diet for ethical, environmental or health reasons. The free-from trend opens the door to innovation, giving the opportunity to explore different vegetable matrices to start elaborating the product with, as well as new formulation techniques, for example Food Structure Design, a technology used to create and control the texture of the food, its shape, taste and smell, checking the structure of the product so that it is easily digestible. Protilla Finder can help you identify the vegetable protein to start from, a unique tool in its ability to combine the characteristics and functional properties of vegetable proteins (type, color, free-from, water-holding capacity, oil-holding capacity, emulsion, foaming and gelling) with their perfect application in the food or cosmetic field.