There were almost 3,000 new food product launches last year in Western Europe and the US with “free-from” packaging claims. That represents  10% of all new product launches in the US and Western Europe combined. Dairy-free and lactose-free represent $3.6 bln of market value while gluten-free represents $3.5 bln…certainly not “free-from” profitable.

“Free-from” packaging claims play into consumer perceptions of the health benefits of not consuming certain foods or ingredients.  This is an interesting juxtaposition of another current trend: “good for you” package claims of what is in food products. Food marketers need to closely read consumer attitudes in light of their products and ingredients to develop packaging that successfully positions  their products.  With major brands, for example Barilla, Italy gluten-free pasta, jumping into what was simply a market niche a couple of years ago, “free-from” claims are clearly now mainstream in marketing and advertising.