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New C&M analysis: Health and Wellness (Australia) Freedom Foods Group Ltd Company Profile
Freedom Foods Group Ltd in Health and Wellness (Australia) - a new company profile report on 2014-03-18 19:36:03
Freedom Foods is a part of Freedom Foods Group Limited (FFGL). The company is a diversified food company operating within the health & wellness sector. Freedom Foods has consumer brands with leading or growing market shares in their categories including Freedom Foods, a2 milk, So Natural, Australia´s Own Organic, Norganic, Paramount and Brunswick. Retail value growth in health and wellness outpaced that of wider packaged food in 2012, as Australian consumers became increasingly aware of food intolerance and allergies, gaining weight or satiety to avoid snacking on empty calories. The strong performance of the organic, food intolerance and fortified/functional categories demonstrated that consumers continue to be better informed regarding their dietary requirements and strive to achieve a greater sense of wellbeing through their diet. This growth is particularly notable as it comes at a time of weak consumer confidence and a general atmosphere of frugality and economising, indicating that shoppers are nevertheless willing to spend more when it comes to their or their families´ health and wellness.

In 2012, gluten-free emerged as a key trend due to growing consumer awareness and new product development. This resulted in a surge of interest in food intolerance products. Interest in gluten-free products is not only driven by consumers with coeliac disease, but also by those with self-diagnosed gluten intolerance. Avoidance of gluten is widely promoted in the community as a remedy for symptoms including digestive discomfort, fatigue, weight gain, skin rashes and lack of concentration. Retailers not only responded to this trend but actively aided its growth by stocking an increasing number of gluten-free brands and introducing gluten-free private label lines.

Global giants the Coca-Cola Co, Kirin Holdings Co Ltd, Nestlé SA, Kellogg Co and Asahi Group Holdings feature heavily in the health and wellness landscape in Australia. Groupe Lactalis, a new entrant to the local landscape, took sixth position in 2011 following its acquisition of the Parmalat Group, the owner of the local health and wellness dairy brands Pauls and Vaalia.

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