The foods free from account for 13% of shelf references. Gluten-free and lactose-free top the list
The passion of Italians for food free from continues to grow. With a slight slowdown in pace in the last year, which still marked a 1.2% advance.
Gluten-free and lactose-free are the two claims free from most appreciated by consumers. According to the Immagino Observatory, GS1 Italy and Nielsen, 13 out of 100 products sold in supermarkets fall into one of these two categories. (1)
Gluten-free and lactose-free foods on shelves are over 4,500 and generate a turnover, in the large-scale retail trade (GDO) alone, of around 3 billion euros.
The 'gluten-free' . It is the most solid segment in the area free from. By value it accounts for a 12.4% share, ten times larger than that of certified gluten-free foods for celiacs with the crossed-ear logo, the AIC, Italian Celiac Association logo. But the latter grow faster, at a rate of 5.7% against 0.2% of the others.
The 'lactose-free' instead represents the free from most dynamic, with growth of 13.8% in 2016. The offer is less broad than the segment gluten free, and one time in three the purchase is the subject of a promotion.
Consumers with medium income are the main buyers of gluten-free and lactose-free products. Households that choose the gluten free have children and teenagers under 17 years old. While in those oriented towards the lactose-free offer the person in charge of shopping is between 35 and 54 years old.
It remains to be asked, in the light of these data, whether the health conditions of Italians have deteriorated so rapidly that in just a few years 13% of a population raised on pasta and bread, milk and cheese have developed intolerance. (2) It would rather be said that the visible hand of the market has created false needs, reconfirming Marcuse's theories. With visible impact on the 'cash flow' and peace of mind of the traditional Mediterranean diet.
Note
(1) Overall, the two categories of foods dedicated to people with food intolerances represent 12.8% (13.7% by value) of the food offer in supermarkets, excluding water and alcoholic beverages.
(2) Epidemiological data are not so dramatic, celiac disease affects 1% of the population with peaks of 2% in a few regions
