Two-thirds of UK adults feel that supermarkets don’t adequately cater for their dietary requirements and lifestyle choices, according to a survey from Simply Green Foods.
The poll, which was conducted with over 2,200 UK adults, revealed 71% of gluten-free consumers felt inadequately represented, followed by alcohol-free at 67%, plant-based, 65%, Dairy-free, 51%, and lastly vegetarian, 24%, respectively.
However, 62% of those with a plant-based diet said there has been significant improvement to cater to their needs over the past few years.
Additionally, the plant-based category is set to be worth nearly £1 billion by 2026, according to forecasts from Pilgrim’s Food Masters, the parent company of Richmond and Fridge Raider.
“The main aim at Simply Green is to ensure that those with a plant-based or gluten-free diet feel as though they have plenty of options readily available to them, especially choices that aren’t the standard foods every brand seems to come out with,” First Quality Foods commercial manager Sue Hubber said.
“We want to make sure that our customers feel heard and seen within supermarkets, as it’s glaringly obvious how much of a gap in the market there is for quality plant-based and gluten-free products, that are both actually affordable and enjoyable.
“Nobody should feel as though they can’t go out and enjoy quality food or drink due to their dietary requirements or lifestyle choices.”