Fad or Real Need: UK Research Aims to Get Behind 'Free From' Foods Trend

New research is hoping to determine whether the rising demand for ‘free from’ foods is driven by a real need or a fad, while also identifying the potential opportunities for food and drink makers. UK based Leatherhead Food Research said it is aiming to identify consumption patterns, perceptions and motivations for consuming ‘suitable-for’ products through a new project that will involve Europe-wide consumer surveys and in-depth telephone interviews with manufacturers and retailers. The completion date is December this year, with the project set to kick-start this month.