Free-from opportunity being missed

The food industry needs to catch up with consumer demand for free-from, according to new research.

A survey for new online shop www.honesteats.co.uk has revealed consumers’ shopping experiences and perceptions of free-from foods.

The UK free-from market is forecast to double in size by 2019, but the research suggests that the food industry has yet to catch up with consumer demand when it comes to taste, availability and the motivations behind free-from diets.

Nearly 1,800 (1,798) members of online directory, resource and community the Gluten Free Centre answered questions about their shopping habits and perceptions of free-from products.

The survey found:

-         54% do not buy free-from foods specifically for an intolerance

-         Most shoppers struggle to find the free-from goods they want

-         Overall, gluten-free alternatives don’t taste as good

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