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● Free-from keeps growing at an accelerated rate (+38.5% vs +27% last year) as it continues to attract new shoppers, with penetration now at 78%.

● While affluent shoppers without children remain the key group, younger, less affluent shoppers and larger families are becoming more important.

●  Shoppers purchasing more often is also a key driver for growth. The average shopper will have purchased free-from products 12 times this year against 10 times last year.

The strongest growth has come from chilled (+£75m), with sales of sausages in particular having driven this (from £46m to £98m).

● Free-from prices rose considerably during the year (+4.2%). The average free-from product is now 10% more expensive than the average product.

● While brands remain dominant with 73% share, own labels posted the strongest growth (+55%), with penetration up 53% vs +18% for brands.

● Brands offer a larger and more diversified range, but own label has been very active in NPD such as Asda wheat-free pork sausages.

Free-from category snapshot 2017
TAKE HOME SHARE
Kantar Worldpanel: 52 w/e 26 February 2017
TOTAL         
  £m y-o-y% kgs (m) y-o-y%
  Dairy Products   142.9 29.8% 79.3 20.6%
  Fresh Meat   122.6 105.4% 20.8 117.2%
  Ambient Bakery Products   120.7 14.4% 48.2 17.8%
  Biscuits   96.9 17.5% 8.9 17.0%
  Chilled Convenience   55.1 111.5% 8.5 120.3%
  Packet Breakfast   43.9 44.0% 7.0 46.2%
  Frozen Prepared Foods   37.1 36.0% 9.6 186.4%
  Savoury Home Cooking   34.4 8.7% 6.9 10.1%
  Savoury Carbohydrts+Sncks   32.4 48.8% 7.2 43.1%
  Sweet Home Cooking   27.3 16.5% 6.0 -0.5%
Total 800.1 38.5% 232.5 32.8%
         
         
BRANDS VS OWN LABEL
Kantar Worldpanel: 52 w/e 26 February 2017
         
  £m y-o-y% kgs (m) y-o-y%
Branded 584.6 33.1% 174.7 30.2%
Own label 215.5 55.4% 578.4 41.2%
         
         
RETAIL SHARE
Kantar Worldpanel: 52 w/e 26 February 2017
  TRADING     VALUE
retailers grocery category index y-o-y%
Waitrose 5 8.5 170.0 0.2
Sainsbury's 14.2 20.5 144.4 0.4
Asda 13.2 15.7 118.9 0.6
Marks & Spencer 3.5 3.9 111.4 0.2
Tesco 25.1 27.6 110.0 0.3
Morrisons 10 8.9 89.0 0.8
The Co-Operative 5.2 3.6 69.2 0.1
Aldi 5.4 1.9 35.2 1.2
Lidl 4 0.3 7.5 0.8
Iceland 2.2 0.1 4.5 0.2