In Western Europe, although we see a general decline in certain mature categories, such as baked goods, meat and dairy, there is rapid growth in the market for free-from gluten, meat, and dairy products. The rise of free-from food products has been a key trend throughout 2017. Once considered niche categories, the free-from categories are now going mainstream and have more shelf-space. The main drivers responsible for this growth are the rise of the health conscious consumer, growing manufacturer activity and consumer awareness. The biggest three markets for free-from in Western Europe in value terms are Italy, the United Kingdom and Germany.
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