The free-from market is a small niche movement. It includes consumers who are avoiding specific dietary ingredients for a wide range of reasons, ranging from physiological, i.e., allergies and intolerances; disease management, e.g., diabetes; weight management, e.g., Weight Watchers; to philosophical, e.g., vegetarian, raw foods, Paleo. Exclusion diets appeal most to Millennials (aged 18 to 35 years old). The markets barely breaks into double digits, according to FMI’s U.S. Grocery
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