The Allergy & Free From Show is the UK’s leading consumer event dedicated to the allergy and free from community, bringing together thousands of consumers, leading brands and industry experts under one roof.
Taking place on 15-16 May 2027 at the NEC Birmingham, the show gives businesses the opportunity to connect directly with consumers actively searching for products and services that support their lifestyle. Whether you’re launching a new product, building brand awareness or growing your customer base, the show provides an unrivalled platform to showcase your business.
A market full of opportunity
There has never been a better time to be part of the allergy and free from sector.
Today, 2.4 million UK adults (6%) have a clinically confirmed food allergy, while 20 million people across the UK live with allergies. As diagnoses increase and awareness continues to grow, demand for trusted products and services has never been higher.
The market continues to experience significant growth:
- The UK allergen free food market was worth £1.7 billion in 2024 and is forecast to reach £3.06 billion by 2035.
- The UK gluten free market generated £297 million in 2025 and is expected to grow to £684 million by 2033.
- The UK gluten free food market is forecast to grow by £189.5 million between 2023 and 2028.
- One in five UK adults now avoid gluten or wheat, particularly younger consumers.
- Gluten free products accounted for 41% of the global free from market in 2024, with bakery products making up 37% of market revenue.
- Supermarkets generate 48% of free from sales, while online retail continues to be the fastest growing sales channel.
The free from consumer is no longer defined solely by those with diagnosed allergies. More people than ever are choosing allergy friendly and free from products as part of their everyday lifestyle, creating exciting opportunities for brands across food and drink, health, skincare, supplements, household products, travel and lifestyle.
Proven results
The Allergy & Free From Show attracts highly engaged visitors who come specifically to discover new brands, sample products, ask questions and make informed purchasing decisions.
In 2026, the event welcomed:
- 13,000+ visitors
- 150+ exhibitors
- 50+ expert speakers
- 12 Meet & Greets
- 9 interactive features
- 3 live stages
- Average visitor dwell time of 4 hours
These figures demonstrate the scale of the event, but it’s the quality of the audience that makes the real difference.
Our exhibitor survey found:
- 75% of exhibitors were satisfied with the 2026 event.
- 80% of exhibitors were happy with the quality of visitors.
- 40% of visitors expect to spend £100+ with brands they’ve met at the show
With visitors spending an average of four hours at the show, exhibitors benefit from valuable time to build relationships, demonstrate products and have meaningful conversations with potential customers.
Why exhibit?
The Allergy & Free From Show is designed to help businesses grow.
Exhibiting gives you the opportunity to:
- Launch new products to a highly targeted audience.
- Generate quality leads and sales.
- Meet thousands of consumers face to face.
- Build trust through personal conversations and live product demonstrations.
- Receive direct customer feedback to help shape future product development.
- Raise brand awareness before, during and after the event through the show’s year-round marketing campaign.
Unlike traditional advertising, exhibiting allows consumers to experience your products first hand, creating memorable interactions that build confidence and long-term loyalty.
Join us in 2027
The Allergy & Free From Show is more than an exhibition. It’s where brands connect with thousands of consumers who are actively looking for products they can trust.
If you’re ready to increase brand awareness, generate new business and become part of the UK’s leading allergy and free from event, we’d love to welcome you as an exhibitor in 2027.
Enquire today and discover how the Allergy & Free From Show can help your business grow.