Own-label free-from sales have soared over the past year – with Tesco leading the way.

Following its expansion into fresh bread, biscuits, snacks, sausages and frozen products, Tesco’s freefrom range has soared 20.6% to £14.8m, making it the biggest by value [Kantar Worldpanel 52w/e 4 September].

It outperformed both the leading branded range DS-Gluten Free, which posted a 3.7% increase in sales to £11.5m, and the overall free-from market, which rose 15.5% to £136m.

Asda has also shown strong growth (up 14.6% to £4.4m), as has Waitrose (up 46% to £2.1m) and M&S (up 69.9% to £4.3m). Sainsbury’s sales grew 2.8% to £10.9m, while Morrisons’ fell 2.3% to £2.6m.

“There’s tremendous potential for retailers to tap further into this market,” said DS-Gluten Free retail brand manager Emma Herring.