Ambient bakery is the largest sector, worth £42.4m and accounting for 25% of the market. Within this, bread has been the biggest driver, and is worth £12.1m. The growth is due to the introduction of a number of new gluten-free bread products to the market.
Own label free-from is in decline, proving that brands, which account for 74% of the market, remain vital to the success of the category, with the launch of approximately 15 new branded free-from ranges in the past year.
Waitrose has been the key retailer and now accounts for more than 12% of the market. It has the largest overtrade in free from. Of the big four, Tesco and Asda have both seen some share gains at the expense of Sainsbury's and Morrisons.
Focus On Free-From