The free-from food sector grew by 18.9% in 2016 to be worth £772.2 million according to new figures from Nielsen.
Free-from’s spectacular trajectory over recent years means that it is now a bigger than tea, which dropped 3.9 per cent to show total sales of £557.9 million.
Mike Watkins, Nielsen’s UK head of retailer and business insight, said: “Free-from has from being the preserve of medical-condition purchasing, on its own small shelf space, to a lifestyle or general health choice.
“Free-from has from being the preserve of medical-condition purchasing … to a lifestyle or general health choice”
“As one of the fastest-growing categories, retailers are now giving ‘free from’ more space on shelves and it’ll eventually feature in nearly every category and aisle.”
Other high-performing grocery categories in 2016 included fresh fruit and veg (boosted by avocado mania and a growing taste for fresh berries), sparkling wines and bottled water.
