It is predicted the market will see growth of up to 43% by 2020 with the free-from trend. Ruby Wouters discusses how to overcome challenges when creating free-from products while still delivering tast and texture.
A key way to harness the power of free-from is to create cleaner label formulations that taste just as good as standard market equivalents. Beneo consumer research indicates 60% of European consumers often consider ingredient listings, nutritional information and claims on pack. While consumers look at food packaging labels to check that it does not contain trigger ingredients, they are also checking the number of artificial ingredients in a product.
Clean label ingredients are often a key driver for purchases. Research findings support this. It indicates that more than half of consumers consider the ingredient list and nutritional information and claims on pack. The other half looks at food with no artificial additives. Figures also indicate that ingredients added for a health benefit are extremely important attributes for consumers.