What Consumers Are Avoiding: A Look at the ‘Free-From’ Market

The “free-from” movement in which consumers opt for foods that are free of specific ingredients has moved into the mainstream. Collective year-one sales of new foods/beverages touting “lower in,” “reduced,” or “free-from” claims totaled $1.6 billion in 2013, according to IRI’s 2014 New Product Pacesetters report.

Just over half (53%) of consumers watched their diet in 2013, according to Packaged Facts’ 2014 report, Food Formulation Trend…