In Europe, the free-from food movement is made up predominantly of gluten-free and dairy-free products as large numbers of people reduce their consumption of dairy and gluten. Although the dairy-free market was once dominated by soya milk, other nut- and plant-based milks have become consumers' milk alternatives of choice. A greater array of dairy-free products has also paved the way for more consumer choice and greater acceptance, with extremely high interest in new products such as non-dairy ice cream. The gluten-free market is also increasingly accessible to the general consumer, with gluten-free per capita forecasts predicting a strong uptake in gluten-free purchases, particularly in the Nordic countries and the United Kingdom.
Free-from foods will likely continue to become more widely available and mainstream, albeit among a large consumer base without food allergies or intolerances. As more and more supermarkets launch their own free-from private labels and food companies reformulate or recreate their products to become free-from, the price differential may eventually decrease. Other differences between normal food products and free-from products may also become less noticeable over time, including the taste, choice and availability in different channels. What's more, far from being a 'fad', it appears free-from foods are here to stay.