Healthy eating trend gaining traction

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.”