CATEGORY FOCUS Free from
Summer wines
Health and beauty
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Free from
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Free to enjoy!
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rish consumers have been actively exploring free from products in recent years, be it for health, lifestyle or dietary reasons. According to the 2019 ‘Free From in Ireland’ report from Euromonitor, the strongest growth in the category comes from milk alternatives. Moreover, plant-based diets are pushing innovation in the sector, as producers have been concocting savvy replacements for meat, eggs and dairy. Meanwhile, the global appetite for gluten free food products is increasing at an annual rate of 9.1%. By 2025, the market is projected to be worth €29.12 billion.* With so many appetising free from products on the market, shoppers have become more discerning and will simply vote with their feet if retailers don’t have the right range of best-selling brands in stock.
Double digit growth Our feature this month includes gluten-free/wheat free, dairyfree/lactose-free and products suitable for those with allergies and intolerances. Showing the importance of the gluten free sector, the Coeliac Society of Ireland reports this country has 50,000 coeliac disease sufferers and 350,000 others who are gluten intolerant. What’s more, Bord Bia research published in 2017 showed 20% of Irish people shop for gluten free food regularly, with the retail market valued at €66m and experiencing double digit growth each year. And while roughly one in every 100 people in Ireland has Coeliac disease, the Coeliac Society states that as many as 37,000 people remain undiagnosed, showing the potential for further growth that exists. Bord Bia researched consumer
ShelfLife July 2020 | www.shelflife.ie
attitudes to gluten free food for the first time back in 2017, and the findings from this study remain relevant today. Highlighting where the sector’s growth has come from, Paula Donoghue, Bord Bia’s consumer insight manager said: “Traditionally, gluten free offerings were only available in pharmacies or health food stores, whereas now there is proliferation right across the retail chain. The market has experienced an increase in the number of available products as well as double digit growth in supermarkets. There is a lot of noise around the topic, whether it is from celebrity advocates such as Gwyneth Paltrow and Novak Djokovic, or chefs, nutritionists and bloggers.”
Increasingly conscious of diet Despite only 1% of the Irish population having been medically diagnosed with coeliac disease, the research found that a gluten free diet is particularly popular amongst the upper and middle class earners, over-indexing in the Munster area and amongst pre and older families. The desire for a healthy lifestyle is the key driver according to the research, with Donoghue noting: “As a nation, we’re increasingly conscious of
The free from category, which includes free from allergens, free from gluten, free from lactose, free from dairy and free from meat products, is continuing to grow, with further positive development expected over next five years’ forecast, according to Euromonitor Ireland. Here, we highlight the brands that continue to innovate to meet this growing demand our diet with 87% believing we have a healthy diet. Some 78% of Irish people who follow a gluten free diet are not diagnosed as coeliac. Nearly half of these (38%) do not have any intolerance to wheat or sensitivities, but perceive gluten free to be a healthier lifestyle choice.” A recent study by Mintel reached a similar conclusion about the category’s strength and further potential. According to Aisling Kearney, research analyst: “The Irish free from market has enjoyed growth over recent years, driven by ‘lifestylers’ and wider availability of products in supermarkets. Mintel expects growth to continue.”
Plant-based growth Our feature this month also covers a number of leading meat free and vegan brands. As many Irish folks transition to a more plant-based diet out of health, animal or environmental concern, an enticing in-store vegan range has never been more essential. While Bord Bia estimated that 8% of the Irish population were vegetarian and another 2% vegan in 2018, the appetite for vegan foods is larger than veganism itself. Indeed, 92% of plant-based meals consumed in the UK in 2018 were eaten by non-vegans. Further, plant-based food consumption increased by 300% between 2017 and 2018, according to research from Foodable Labs. In 2019, Mintel Research reported that the term ‘vegan’ was the third fastest growing on-pack claim for food and drink launches over the last five years. *(Source: Grand View Research. Gluten-Free Products Market Size Worth $32.39 Billion By 2025. 2019)
Shaping up nicely Brandshapers has proudly been recognised as one of Ireland’s fastest-growing providers of sales, marketing and distribution services across the Republic of Ireland and Northern Ireland. The company has been a leading supplier of products in the health and wellness category for over 10 years; working with a range of local and international brands to meet the needs of Irish consumers and retailers. During this time, Brandshapers has seen a category that was once a niche area evolve to become more mainstream as more and more Irish consumers look to live a healthier lifestyle. Its range of brand partners covers a variety of dietary needs including healthier alternatives, gluten-free, dairy-free, sugar-free and vegan. Brandshapers is delighted to showcase its free from partner brands including Nakd and Trek bars, Ellas Kitchen, Doves Farm, BFree, Bear Nibbles, Lo Bros Kombucha, Nutty Bruce Milks and Chia Bia Seeds, in this edition of ShelfLife. To find out more information about the diverse categories and brands that Brandshapers works with, visit the website www.brandshapers.ie.
Sowing the seeds for success Irish health food company Chia Bia has supplied high quality chia seeds internationally for over 10 years. Chia Bia entered the non-existent European chia seed market in 2009. A combination of chia seed education, engaging marketing campaigns and NPD have seen the company grow the Irish chia seed category to over a 30% market share of the branded seed market.
Since launching in 2009, Chia Bia has grown the Irish chia seed category to over a 30% market share of the branded seed market
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