Free From market has huge potential
According to an article in this week’s Grocer magazine the Free From market could be much bigger than originally thought. A YouGov survey found that almost half of those customers buying Free From products we’re buying out of choice rather than necessity due to an allergy meaning that the potential size of the market was much bigger than perhaps previously appreciated. Free From is seen as a healthier alternative for many customers - which is great for our client Nothing But and their recently launched range of fruit and vegetable snacks which are now available across London at Wholefoods Stores.
Half of customers aren’t aware of the Free From category so there’s loads of opportunity to market to this untapped audience and with a current category value of over £355m the benefits to business are obvious.