Insight by Gama Compass
MANCHESTER – 11th April 2018: The percentage of food and drinks launches making ‘free from’ claims such as ‘no gluten’ and ‘no dairy’ declined slightly in 2017, the latest research from Gama has discovered.
Gama found that, as a whole, the proportion of new food and drink products making ‘no gluten’ claims declined from 17.5% in 2016 to 15.6% in 2017, while ‘no lactose’ claims declined from 4.9% to 3.2% over the same period. However, these figures were still higher in both cases than in either 2014 or 2015, following a marked upturn in ‘free from’ launches between 2015 and 2016.
At the category level, the picture was rather more mixed, with gluten-free launches in particular slumping in chilled food and drink launches, but remaining broadly unchanged in shelf-stable launches. Meanwhile, ‘no dairy’ claims have seen incremental growth between 2014 and 2017, albeit from a low base.
” ‘Free from’ products have become a ubiquitous feature of the consumer goods landscape over recent years, but our latest data indicates that the focus on ‘special diet’ foods – or at least the way ‘free from’ benefits are communicated to consumers – is now being somewhat dialled back”, commented Gama editorial director Tom Warden. “What we could be witnessing is a subtle shift in diet-related messaging across FMCG launches, as ‘free from’ becomes more of an established norm and new functional positioning begins to take hold. This is underlined by the general growth we have witnessed in ‘health positive’ claims such as ‘high protein’ and ‘high fibre’ in new launches over the past four years”.
Read more on trends in ‘free from’ claims in the latest issue of Gama News.
Source: Gama Compass
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or firstname.lastname@example.org.
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