The wave of healthy eating pushed the market of free-from food products, too. This umbrella term defines food and beverages produced by excluding one or more specific ingredients. Once consumed mostly among allergic or intolerant eaters (also on the rise), free-from foods are now becoming mainstream. They include gluten-free foods, from bakery products to a vast range of pasta types, as well as lactose-free cheese. In this latest market segment, mozzarella had the highest revenues with almost 40 million euros as of 2018.
As far as eating habits are concerned, gluten-free products are consumed more often by Italians between 45 and 54 years old and by women. The same age pattern was indicated by consumers of lactose-free products, which seemed to be more popular in the central regions of the country.