The Free From market is in very rude health, with growth in the region of 26-27%. That’s an outstanding result, especially when you compare it to the negative growth and stagnation that is seen in other FMCG categories. If there is a star in the Free From sky, it’s Lactose-Free. Thegrowth rates, the rate of product development, the weight of marketing investment behind the leading brands, and the expansion of distribution mean that the category is set for very rapid growth. Allied to this, whilst not technically Free From, is the lively growth of dairy alternatives….
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