More than one in four Brits claim products offered by grocery retailers do not fully meet their needs, according to data from Nielsen, which shows that almost half of people choose specialised diets due to dietary or health concerns.
The new figures also show that almost 50% of consumers avoid foods containing antibiotics or hormones, which are the most commonly avoided ingredients ahead of sugar, genetically modified foods and artificial additives [Nielsen Scantrack 52 w/e 10 September 2016] – and one in five UK households includes someone who suffers from food allergies or intolerances, while the same number say their dietary choice is to help prevent conditions such as obesity, diabetes and high cholesterol.
“Consumers need help from manufacturers and retailers when it comes to changing diets to address various concerns, particularly as some are prioritising ingredients over brands,” said Mike Watkins, Nielsen’s UK head of retailer and business insight. Although he added that “savvy manufacturers” were responding to consumer trends by “simplifying food ingredient lists and creating natural and organic alternatives to existing offerings”.
The rise of specialised diets could help the free-from market become a £1bn category within two years, Watkins said. Sales of free-from products have risen 19% in the UK over the past year to £754m [Nielsen Scantrack 52 w/e 13 August 2016].
“It’s a win-win for both groups as it provides the industry with a significant opportunity to drive new and alternative product portfolios that people want to buy for the long-term, boosting the bottom line and building a loyal shopper base,” added Watkins.
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