More than half of consumers buying into the biggest part of the free-from category do not have food intolerances or sensitivities, new research has revealed.

Some 24.5% of respondents in a survey carried out by Gfk NOP said they had bought food that was free from wheat or gluten, up from 21% last year. However the report found 53% of purchases were made by people who didn't believe they actually had an intolerance to wheat or gluten.

Despite wheat and gluten being the biggest areas of sensitivity, less than 7% of people actually believe they have an intolerance to these foods. "Non-sensitive consumers have a 'less is good' mentality, similar to what we've already seen with the saturated fat scenario that grew skimmed milk and fat-free yoghurts," said Sonja Vetter, joint MD of research consultancy the Couch Research, which co-authored the report.

"Consumers now see free- from as part of everyday life in a similar way to organic and expect to be able to buy these products in major supermarkets. More people are seeing wheat and gluten-free products as a mainstream lifestyle choice rather than a medical necessity."

Although parts of the industry had suggested food intolerances could affect between 10% and 46% of consumers, said Vetter, the report concluded it was at the lower end of the scale, between 15% and 20%. The report indicated that 19.6% of people perceived they had a sensitivity to some form of food, up from 15% when the study was first carried out a year ago.

The study, for which 1,000 consumers were surveyed in January, also highlighted that people who lived further south in the country were more likely to believe they had a food allergy.

Asda, which launched its 100-strong Free From own label last month, said there had already been strong demand for the range from people with and without food intolerances.

"We believe we are seeing customers without intolerances buying into the Free From range because they think these products are either healthier or can help them lose weight," said Free From brand manager Cathryn Ramsden.

The report was commissioned by wheat, gluten and dairy-free cakes brand Mrs Crimble's.