The Free From category has outgrown its origins as a niche solution for allergy management and established itself as part of mainstream food culture. Rising health awareness, the growth of flexitarian diets and the demand for cleaner labels have all helped to fuel this shift.
In the UK, the market remains resilient, with strong growth in ambient products. Much of this is being driven by private label, as retailers expand ranges and gain consumer trust, while many branded players struggle to maintain focus and relevance. Today’s shoppers, particularly younger ones, want more than a substitute, they expect Free From products to deliver flavour, variety and convenience.
Running this category, however, comes with challenges. Production requires segregated facilities, certified suppliers and rigorous testing, which raise costs and restrict supply options. The risks are also higher: even trace levels of undeclared allergens can have serious consequences, making quality and traceability critical. On top of this, lower production volumes, shorter shelf life and complex packaging requirements make supply chains difficult to manage efficiently.
These pressures are reshaping the aisle. Brands, whether specialist or mainstream, often lack either the scale or the credibility to compete effectively. Retailers, on the other hand, are investing in their own-label ranges, combining efficiency with consumer trust and building stronger value propositions. As a result, private label now leads the category in both growth and perception.
Innovation will be central to what comes next. The priority is not novelty for its own sake but products that integrate Free From into everyday life, ready meals, world foods and convenient formats that go beyond the basics. At the same time, reducing the category’s price premium will be essential to widening access. Free From should not mean paying more.
What was once a niche has become a mainstream expectation. Future growth will depend on focused ranges, credible propositions and innovation that makes Free From both accessible and relevant to everyday choices. Those able to deliver value while helping consumers live without compromise will set the pace for the next chapter.
Read the full article in The Grocery Trader to see how Atlante is helping to reset the Free From agenda and shape the future of the category, here.
