FREE from is no flash in the pan – that’s the message from Jan McKee, executive head of marketing for Pizza at Dr. Oetker UK, with the trend for all things absent of gluten set to continue into 2018.
Following the launch of gluten-free versions of Dr. Oetker Ristorante Pizza Mozzarella and Pizza Salame in October 2016, the free-from frozen pizza category has enjoyed 52% sales growth year on year according to McKee, with no ceiling in sight.
“The free-from market is currently booming as Brits are increasingly choosing to avoid ingredients due to intolerances, allergies or as part of a healthy lifestyle,” said McKee.
“Growing at 35% year on year in the UK, free from continues to attract new shoppers each year, being one of the recent ‘health trends’ in the UK.”
McKee highlighted how an increase in demand has led many retailers to introduce separate areas in store for the free-from category to ease navigation for shoppers, and suggested the German pizza brand has been instrumental in boosting the category’s performance.
“Dr. Oetker Gluten Free Pizza is now worth £1.2m, which represents a 15% share of the total Gluten Free Frozen Pizza Market,” she said.
“Given the increased number of shopper missions in the convenience channel, offering a range of products that suit growing shopper needs is a great way to drive incremental sales and the Dr. Oetker Gluten Free Pizza has been 50% incremental to the total frozen pizza category.