In the past decade, the number of vegetarians in Bulgaria has risen significantly. Some consumers avoid meat because they believe that it is unhealthy, some do not agree with slaughtering animals for food, while another segment simply chooses cheaper meat alternatives such as soy-based products.
Earlier in the review period, lactose intolerance was not a popular diagnosis in Bulgaria. However, with medicine and technology advancements, it could be easily identified if someone suffered from such a problem.
Similar to lactose intolerance, celiac disease, has also grown in awareness in Bulgaria. Interestingly, there are many books that have emerged that highlight the detrimental effects that gluten has, even on healthy individuals and hence many consumers decide to avoid products containing gluten.
Bearing in mind that free from encompasses many products such as free from allergens, meat, lactose, gluten and dairy, it is unsurprising that the category remained fairly fragmented and majorly dominated by small players. It is difficult to have overall dominant leaders in the category because free from products tend to come as line extensions of already established brands; for example, free from gluten sweet biscuits of Sweet Plus are not the main focus of brand owner Zaharni Izdelia Varna.
With an increasing number of lactose-intolerant Bulgarians and with the widely-held belief that fresh milk is not actually needed for adults’ health and wellbeing, consumers started to seek alternative products to dairy. Alpro is one of the most widely available brands in terms of distribution.
Bomaks is a manufacturer of a typical drink in Bulgaria called boza which is a non-alcoholic drink made of flour and bran. It is produced by fermenting the grains and is usually given to children and young mothers because of its high quantity of vitamin B and because of its positive impact on the digestive system, in addition to offering consumers protein and carbohydrates that aid faster recovery after too much physical or mental activity.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Bulgaria with research from Euromonitor's team of in-country analysts.
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