All free from categories saw buoyant retail value sales growth during 2021, apart from gluten free baby food which saw negative growth, despite healthy demand in 2020 as a result of COVID-19 related stock piling and an increase in at home cooking. Value sales of free from gluten baby food declined based on the VAT reduction on baby products which was valid until the end of the year.
Free from lactose baby food and free from dairy such as free from lactose butter and spreads as well as milk and yoghurt registered negative retail volume sales and slower retail value sales growth in 2021, despite the ever-growing number of vegans and lactose intolerant people in Bulgaria. However, free from lactose cheese continued to see a rise in sales growth in both retail value and volume terms, albeit from a low base.
Free from meat tofu and derivatives and free from meat meat and seafood substitutes saw healthy retail value sales growth in 2021 thanks to the growing number of vegans and consumers reducing their meat consumption. Furthermore, environmental damage and climate change also motivated companies to start introducing more climate-neutral free from meat products.
Free from packaged food is expected to register a further increase in sales over the forecast period, seeing robust sales growth in both constant retail value and volume terms. Indeed, free from meat is anticipated to be the most dynamic category in volume terms.
Demand for free from gluten is anticipated to continue attracting attention, not only from people suffering from coeliac disease, gluten intolerance and allergies but also consumers that wish to lose weight and enrich their diet with plant proteins at the expense of carbohydrates. These consumers are likely to be attracted to the growing variety of free from gluten packaged food products like free from gluten sweet biscuits made from walnuts, free from gluten pasta made from chickpeas, rice, buckwheat, spelt, corn and soy in combinations with superfoods like chia, quinoa and hemp, free from gluten breakfast cereals such as oat-based granola and free from gluten bread which includes exotic flatbread types.
Free from meat tofu and derivatives and free from meat meat and seafood substitutes are expected to see increased demand during the forecast period as many consumers’ diets are changing and include more plant-based proteins. Consequently, new products and brands are anticipated to enter the category and innovate, such as, ToFuTo (Smart Organic AD), Rocket Food (Rocket Food OOD) and the extended range of vegetable pâtés by prominent processed meat producers like Compass (Compass OOD) that were launched during the review period.
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Understand the latest market trends and future growth opportunities for the Free From industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.See All of Our Definitions
This report originates from Passport, our Free From research and analysis database.
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