A free from health halo? Allergy free foods can function as “fashionable lifestyle products”

02 Apr 2019 --- Foods that are “free from” certain ingredients have been an industry issue for over 15 years and are still a hot topic of discussion according to Ronald Holman, Exhibition Director of the “Free From Functional Foods & Health Ingredients” (FFFHI) trade show, which takes place in Barcelona at the end of May. Whether this trend is driven by stringent hygiene requirements, a changing environment, or an imbalance of the intestinal microbiome, the number of people realizing their own food intolerances or suffering from allergies is continuing to grow. This is why, the industry as a whole, is demanding better products, he notes.

Recent headline-grabbing incidents, including the tragic death of a teenage girl after eating a Pret a Manger baguette containing sesame, have drawn attention to the major risk many people with allergies face when eating out or purchasing snacks.

Research from the UK Food Standards Agency (FSA), in partnership with Allergy UK (AUK) and the Anaphylaxis Campaign (AC), last year also noted that over half of young people with a food allergy or intolerance have avoided eating out in the last six months due to their condition. This highlights the shift needed in the industry to cater to such consumers.

Free from foods have gone far beyond the niche in recent years and this dynamic has not really slowed. Innova Market Insights reports a 16 percent CAGR in food and beverage launches with a free-from claim in recent years (Global, 2013-2017). These products accounted for 24 percent of food and beverage launches reported in 2017.

Speaking with FoodIngredientsFirst, Holman notes that for the industry, the free from food movement is both an opportunity and a challenge. “On the one hand, demand is growing, such as for gluten-, lactose-, dairy-free or vegan products and on the other, the expectations of consumers regarding alternative foods is also on the rise, especially in terms of indulgence,” he notes.

This has led to the development of great new solutions in the food industry, according to Holman.

“If you take gluten as an example, manufacturers can now offer gluten-free products with a much better taste and texture profile than in the earlier years when these products were ranked pretty low on the shopping list,” he says.

So, why do so many consumers choose free from products now? Holman believes that free from foods are “fashionable lifestyle products.” To eschew a supposedly bad ingredient, such as wheat or gluten, is regarded as a conscious expression of a particular lifestyle, even if it has not been diagnosed, he claims.

There is also the “health halo” status that automatically turns any free from products into a healthier food item in consumer perceptions. “For those actually affected by allergies, this growing demand has led to a rich selection of so-called ‘without’ alternatives appearing across many supermarket shelves,” he explains.

However, this fierce competition space has resulted in significant progress in product and brand development to offer potential buyers that “sweet spot” or for suppliers to position themselves using unique selling points. “Of course, no product should be overloaded with labels, but if you know your target audience, you can make progress by offering an extra benefit,” Holman comments.

With gluten, if a consumer has a choice between a standard gluten-free bread and one that has been functionally enriched with a superfood or ancient grains, or even grain free, which one would they buy? “That is the question to ask ourselves,” Holman muses.

He also highlights that this development has occurred in the dairy segment. “Three years ago, we decided to integrate a dedicated area for healthy ingredients and so it’s no longer possible to separate the free from foods with the healthy ones,” he notes.

Anyone who takes a closer look at their diet, because they suffer from an allergy or simply want to avoid certain ingredients, tends to apply the same scrutiny to raw materials and processed foods. “Sustainability is very important here – whether it’s in terms of animal welfare, sourcing raw materials using ethical husbandry, veganism or the topic of genetic engineering. The latter, in particular, has gained importance in recent years, even though we in Europe have quite strict regulations for GMO cultivation,” Holman notes.

FFFHI takes place at the end of next month in Barcelona (May 28-29) and will present many food concepts which define the free from market as it is today.

In the space of animal welfare, Holman points out that it’s not without reason that veganism is one of five main topics at this year’s event. “This year, we’re cooperating with ProVeg for the first time to give this interesting field more coverage. I am convinced that vegan products have longevity and the demand will also increase,” he continues. 

“Strict vegans are and will remain a niche group. Vegetarians and above all, flexitarians are responsible for the market volume growth – which brings us back to a healthy lifestyle. Flexitarians consider the moderate consumption of meat to be healthier but don’t want to go completely animal-free. Innovative meat substitutes based on vegetable protein, such as pulses or wheat protein, which succeed in terms of taste and mouthfeel, make it easier for health-conscious meat fans to go without,” Holman explains.Free From Functional Foods & Health Ingredients” (FFFHI) trade show will take place in Barcelona at the end of May

Another important driver for vegan solution providers, however, is the protein trend, he adds. “Many consumers still value a carbohydrate-reduced diet that is rich in protein, healthy nutrition, weight reduction and muscle building,” he notes.

To meet this mass demand, vegetable raw materials can supplement or replace established animal-derived proteins. At the same time, they are sustainable and often contain high-quality dietary fibers, as well as secondary plant substances such as antioxidants.

When talking about sustainability, Holman says “the shell is just as important as the contents.” Packaging and plastic wrapping has come under fire for some time now. “That’s why we’ve created ‘Free From Plastics’ as a fair within the trade show. Many exhibitors and plastic free suppliers will be presenting their innovative sustainable packaging in Barcelona later this year,” he comments.

Up to 350 manufacturers of ingredients and end-products will be presenting their free from concepts, vegan foods, organic and functional product solutions at this year’s event.

By Elizabeth Green