Additional figures support this, as a report by Mintel found 15% of households were avoiding gluten and wheat; more than half because they believed it was part of a healthy diet.
Benjamin expects a rise across the free-from market. “The free-from market is rapidly growing as last year alone the market cited a 27% rise in sales. This growth has been driven both by consumers who have medical conditions that require free-from diets, but also thanks to what we refer to as free-from lifestylers, a growing market of people who are choosing to cut certain ingredients from their diet for health, diet or lifestyle reasons. This growing market is demanding free-from choices, but with the focus on the taste and quality of the product.”
Statistics revealed by national charity, Coeliac UK also show every one person in a 100 are living with celiac disease, and 13% of UK population need to avoid gluten altogether.
Too Good to be Gluten Free brand offers both celiacs and lifestylers alternatives to sweet and savory products. Benjamin feels the gluten-free market will continue to develop this year and beyond.
“We believe you can cut gluten completely without sacrificing on taste and it’s something that can be done across the board with lots of food products and that’s how we see the market developing; basically more and more products going gluten free and there not being a noticeable taste difference.