Free From Image


Self-diagnosis and an increased awareness of allergies and intolerances are ramping up the desirability for ‘free-‘from’ living. 1 in 5 (22%) of the population now consider themselves to have some form of food allergy or intolerance. And in the battle of sexes, a strong bias leans towards women who say they suffer 63% vs. 37% of men!

As a whole, the rise in allergies and intolerances is up 5% since 2011, and equates to 31% of households being affected by an allergy or intolerance.

Improving health is now considered to be the number one reason for choosing gluten-free products.

Opting to go gluten-free has also been influenced heavily by the rise of the ‘Worried-Well’ consumer, as the trend to view ‘normal’ foods as harmful or toxic soars, along with the increased believability that foods which do not feature gluten are in some ways better than those that do – even for consumers who are perfectly fit and healthy.

Yet, in spite of gluten-free products having proven to enhance overall health credentials, there is a distinct lack of trust in both the products and the process, as almost half of consumers still think that ‘free-from’ foods are higher in additives, fat, and sugar than regular foods, and only 1 in 4 UK consumers trust the ‘free-from’ production process, encouraging brands to enter the category with care.



The most successful products in the FMCG food sector are the ones that take a holistic approach to health, designed from the bottom up with a range of genuine health benefits including a strong ‘free-from’ proposition.

To find out about the latest innovations within the ‘free-from’ category and to understand the differences between the 3 main consumer archetypes who buy into ‘free-from’ products,

Click here for your copy of our


from DECIDE.



And DON’T FORGET to check out the Allergy & Free-From Show websiteA host to weekend events staggered throughout the year full of products (food, drink, beauty and household), cooking classes, talks, expert advice, kids’ activities and more – all dedicated to helping consumers improve their lives.


Posted by

Jo Errington-Stevens


24th June 2015
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