THE healthy eating trend is fighting fit according to figures from data and technology firm IRI.
Its recent survey conducted among shoppers in seven European countries found that 43% of UK shoppers now buy organic food, one third more than did three years ago, while the number of shoppers purchasing vegetarian food options has increased by 26% over the same period.
Growth in the free-from category was also strong, with one third of UK shoppers purchasing lactose-free, yeast-free or gluten-free products and 19% saying they would spend more in this area over the next six months.
Livio Martucci, director at IRI and analyst of the shopper survey, said: “Healthy eating alongside organic, free-from and vegetarian food is no longer a niche market to be profiled at the back end of a supermarket aisle. There is a huge opportunity here for manufacturers to innovate and for retailers to give more shelf space to healthier food options.”
