Free From & Health foods

According to Innova Market Insights, the “free from” trend continues to develop. There has been a 7.1% average annual growth in food and beverage launches with a free from claim (global, CAGR, July 2017 - June 2022). In July 2021 - June 2022, globally, more than 1 in 3 new food & beverage launches had a free from related claim. While initially, allergies and intolerances, such as gluten and lactose, were targeted by these specialist products, they have now continued to expand to target the wider “better for you” segment.

Gluten free continues to be the largest free from claim with a 47.3% share in July 2021 - June 2022 (global). By region, Europe continues to lead the way with 48.9% of free from launches in July 2021-June 2022. This is followed by Asia (19.2%) and North America (14.0%).

"Free from" across categories

The table below shows top market categories as a percentage (%) of overall F&B launches tracked with a “free from” claim: