One in five Brits live with IBS – why moving products beyond the free-from aisle is a big opportunity for retailers

April is IBS Awareness Month. With up to one in five people in the UK affected by irritable bowel syndrome (IBS), Low FODMAP, IBS friendly cooking sauce brand, Bay’s Kitchen is highlighting a major opportunity for retailers to rethink how digestive-friendly products are positioned in store – better serving the rapidly growing number of shoppers seeking food that is safe, functional  and full of flavour.

Hattie James-Norbury, Managing Director of Bay’s Kitchen, believes the issue lies not just in product availability, but in how and where these products are merchandised – and having a presence in regular aisles, and not just the free-from aisle, presents a clear category opportunity for retailers.

While gut health continues to dominate consumer conversations – with over 7.5 million posts on Instagram alone – many foods celebrated for gut health benefits, including kefir, kombucha and kimchi, can sometimes even trigger IBS symptoms due to high FODMAP content or ingredients like garlic and onion.

“For many people with IBS, finding convenient foods that don’t trigger symptoms is still a challenge” she said.

“Free-from has traditionally been centred around allergen avoidance, particularly gluten and dairy. But the thing is, IBS isn’t niche – it’s incredibly common. Products designed for digestive wellbeing shouldn’t be hidden away; they should sit alongside everyday meal solutions where shoppers naturally browse. Customers with intolerances aren’t looking for something separate or second-best – they want the same thing as everyone else: delicious, reliable, easy meals they can enjoy with their families.

“The free from aisle itself isn’t working hard enough for the modern gut health shopper. Retailers describe it as a “shop within a shop” but this single aisle is expected to cover everything from home baking and cereals to snacks, sauces and other food cupboard staples. With such limited space, it’s no surprise that shoppers living with IBS and food intolerances – 1 in 5 of the UK population – are left with very few genuine meal solution‑ options.

“In contrast, the main cooking sauce and cooks’ ingredients aisles offer breadth and depth: from premium restaurant brands to accessible own label‑ options. Having a presence there too would hugely help shoppers trying to navigate the aisles looking for safe products.”

Low FODMAP explained

Bay’s Kitchen’s range – including pasta sauces, curry sauces, stocks, condiments, gravies and soups – is certified low FODMAP by FODMAP Friendly. The products are also free from gluten and dairy, as well as onion and garlic, and most of the range is suitable for vegan diets.

The range creates what Hattie describes as a “shopper overlap” – where products meet multiple needs at once, from allergy management to plant-based lifestyles and digestive health, all with beautifully tasting products. However, she argues that keeping these products solely within the free-from aisle limits their visibility and relevance. Bay’s Kitchen believes that by having a dual presence in main aisles presents a significant opportunity for retailers to unlock additional value by expanding the category with branded solutions that deliver both functional reassurance and exceptional taste.

“Our bestsellers, including our stocks, tikka masala curry sauce and tomato & basil pasta sauce, show that people with IBS want the same thing as every other shopper – quick, tasty, reliable meal solutions for family dinners” she added. “They don’t want to cook separately or compromise. They want to be part of everyday eating.”

Bay’s Kitchen’s most commonly purchased products are a clear indicator of a wider trend; the free-from savoury cooking ingredients category is worth £109.8m, with take-home value sales up by 19.5%, according to recent data*. The overall annual UK market for free from is now worth £4.2bn** and continues to show sustained long‑term growth, supported by rising demand for gluten‑free, dairy‑free, allergen‑free and plant‑led products***.

“This isn’t about criticism,” says Hattie. “It’s about collaboration. There’s a real opportunity here to create more choice, meet a growing consumer need and build a stronger, more valuable – and visible – category together.”

Inclusive aisles

With listings in Ocado and Waitrose, the brand is now focused on expanding its presence across UK retail – and encouraging retail buyers to rethink how they support the millions of shoppers living with IBS.

“Ultimately, this is about inclusion,” said Hattie. “IBS-friendly food shouldn’t feel like a specialist niche – it should be part of the everyday shop.”

Created in 2018 by Bay Burdett, an IBS sufferer who was struggling to find convenient foods that wouldn’t trigger her condition, the brand seeks to make IBS-inspired food simple, joyful and full of flavour.

Retailers can contact hello@bayskitchen.com to discuss stocking the range.

Source: Bay’s Kitchen

  Bay’s Kitchen, Food, Free From, IBS Awareness Month, Retail, UK