blog egg image- dairy free

2015 sees the UK ‘free-from’ market continuing to perform strongly, having doubled in size between 2009 and 2014 to reach an estimated £365 million. While growth is expected to slow, the market is still forecast to increase by over 50% between 2014 and 2019, laying strong foundations for a profitable future ahead.

Smart confectionery brands are capitalising on this trend and presenting sweet-toothed shoppers with a range of milk-less eggs for all budgets and tastes. For those seeking the closest thing to a dairy egg, Chococo and Hotel Chocolat are offering a selection of inspiring alternatives. For kids there’s Moo Free‘s fun creation, and Booja Booja for a luxury grown-up treat that will last beyond Easter.

Topping the list of supermarket products to have gained the most popularity in 2014; ‘free-from’ brands certainly aren’t missing a trick when it comes to moving into the mainstream market. As this huge industry trend emerges, creating products that exclude ingredients such as gluten, wheat, dairy and lactose presents a lucrative opportunity for brands.

With first-hand experience in this market DECIDE. understands that brands operating in the free-from market need to communicate many different messages to many different people in many different ways. We have identified the 3 main ‘free-from’ consumer archetypes, highlighting their motivations and emotional triggers.

Click below to read the full report and find out what considerations YOUR brand should take to ensure that it isn’t left ‘free-from’ this lucrative £365 million market!

Free from thought piece


Posted by

Jo Errington-Stevens


2nd April 2015


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