● 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.