What Can Generational Theory Teach Us About the Future of Free-From?

The market for free-from foods is valued at over £800 million, but while some consumers have medically diagnosed allergies, the size of the market suggests many people are self-diagnosing or simply choosing this category as a shortcut to health. The question is: will free-from continue to grow? Suzanne Robinson, Managing Director at Happen UK, says it absolutely will and people from all generations will drive its growth. Joining us to outline the motivations across each generation, Suzanne covers how this will influence the trends and ingredient needs within free-from.