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Country Report

Food Intolerance in

Free From in Hungary

Feb 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Free from gluten sales are boosted by consumers who select to avoid gluten, with the perception that free from food will aid their overall health and wellness

Despite the fact that celiac disease only impacts a fraction of the Hungarian population, free from gluten products have been growing rapidly in the country, with growth driven by the perceived health benefits of removing gluten from the diet. In 2019, this free from gluten trend mainly drove sales of free from cakes, sweet biscuits and ready meals, which coincidentally are all indulgence products.

Free from dairy ice cream records the strongest value growth, driven by dietary requirements, health benefits and environmental concerns

Free from dairy ice cream grew rapidly in 2019, as a growing number of customers are looking for vegan and lactose free ice cream products. This growth is driven by the perception that avoiding lactose has health benefits, as well as dietary considerations and environmental concerns.

Parents are becoming even more cautious of the ingredients in baby food, boosting growth for free from gluten baby food and free from lactose powder baby milk

Both industry players and parents in Hungary have always been very cautious about the quality of baby food, but as the spotlight has moved firmly onto ingredients, and the perception of gluten is changing, consumers have started to focus more critically on baby food products that contain cereals. This shift has resulted in free from gluten baby food volume growth matching their non-health and wellness counterparts, with a strong increase in value growth.

COMPETITIVE LANDSCAPE

Free from gluten was dominated by baby food manufactures, with rivals Univer Product Zrt and Hipp Kft offering the top three brands

In 2019, free from gluten was dominated by the two baby food manufacturers Univer Product Zrt and Hipp Kft; rivals in free from gluten prepared baby food.

Coca-Cola HBC Hungary Kft’s free from dairy milk Adez records an increase in value share; however competition from the top two players is tough to compete with

Coca-Cola HBC Hungary Kft’s entry of Adez in free from dairy milk over the review period has been competition for the top players, Danone Kft with Alpro and Real Nature Kft with Joya. However, despite increase value share in 2019, it is expected that Coca-Cola HBC Hungary Kft’s strong marketing efforts are expected to plateau over the forecast period, especially considering the strong brand loyalty and consumer trust that top two players have established.

Domestic manufactures compete through free from lactose milk, rather than investing in milk alternatives

Unlike some Western European players, Hungarian manufacturers have not moved towards milk alternatives and instead they are trying to match the needs of a more traditional consumer-base, by focusing much of their free from innovation efforts on free from lactose products, especially on milk. Sole-Mizo Zrt and Alföldi Tej Értékesíto és Beszerzo Kft lead the pack in free from lactose milk, with a line of their regular milk reformulated to be lactose-free.

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Food Intolerance Sample Report Food Intolerance Sample Data

Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Hungary with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Food Intolerance in Hungary market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

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Free From in Hungary - Category analysis

HEADLINES

PROSPECTS

Free from gluten sales are boosted by consumers who select to avoid gluten, with the perception that free from food will aid their overall health and wellness

Free from dairy ice cream records the strongest value growth, driven by dietary requirements, health benefits and environmental concerns

Parents are becoming even more cautious of the ingredients in baby food, boosting growth for free from gluten baby food and free from lactose powder baby milk

COMPETITIVE LANDSCAPE

Free from gluten was dominated by baby food manufactures, with rivals Univer Product Zrt and Hipp Kft offering the top three brands

Coca-Cola HBC Hungary Kft’s free from dairy milk Adez records an increase in value share; however competition from the top two players is tough to compete with

Domestic manufactures compete through free from lactose milk, rather than investing in milk alternatives

CATEGORY DATA

Table 1 Sales of Free From by Category: Value 2014-2019
Table 2 Sales of Free From by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Free From: % Value 2015-2019
Table 4 LBN Brand Shares of Free From: % Value 2016-2019
Table 5 Distribution of Free From by Format: % Value 2014-2019
Table 6 Forecast Sales of Free From by Category: Value 2019-2024
Table 7 Forecast Sales of Free From by Category: % Value Growth 2019-2024

Health and Wellness in Hungary - Industry Overview

EXECUTIVE SUMMARY

Growth is driven by an increasing interest in health and wellness, higher disposable incomes and the Hungarian government's sugar tax

Premiumisation is boosted by the rise in disposable incomes, as a growing number of consumers reach for healthier food and drinks, swayed by public media

Private label increasingly compete through new product developments; however global players are fierce competition

Modern grocery retail chains and private label offerings increase awareness of health and wellness packaged food and beverages

Positive growth over the forecast will be the result of product innovation, higher disposable incomes and the increasing interest in health and wellness

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2014-2019
Table 9 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 10 Sales of Health and Wellness by Category: Value 2014-2019
Table 11 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 14 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 15 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 16 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 18 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 20 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024

Megatrends

Country Report

Free From in Hungary

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Executive Summary

New Report Guarantee

PROSPECTS

Free from gluten sales are boosted by consumers who select to avoid gluten, with the perception that free from food will aid their overall health and wellness

Free from dairy ice cream records the strongest value growth, driven by dietary requirements, health benefits and environmental concerns

Parents are becoming even more cautious of the ingredients in baby food, boosting growth for free from gluten baby food and free from lactose powder baby milk

COMPETITIVE LANDSCAPE

Free from gluten was dominated by baby food manufactures, with rivals Univer Product Zrt and Hipp Kft offering the top three brands

Coca-Cola HBC Hungary Kft’s free from dairy milk Adez records an increase in value share; however competition from the top two players is tough to compete with

Domestic manufactures compete through free from lactose milk, rather than investing in milk alternatives

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Overview

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Table of Contents

Free From in Hungary - Category analysis

HEADLINES

PROSPECTS

Free from gluten sales are boosted by consumers who select to avoid gluten, with the perception that free from food will aid their overall health and wellness

Free from dairy ice cream records the strongest value growth, driven by dietary requirements, health benefits and environmental concerns

Parents are becoming even more cautious of the ingredients in baby food, boosting growth for free from gluten baby food and free from lactose powder baby milk

COMPETITIVE LANDSCAPE

Free from gluten was dominated by baby food manufactures, with rivals Univer Product Zrt and Hipp Kft offering the top three brands

Coca-Cola HBC Hungary Kft’s free from dairy milk Adez records an increase in value share; however competition from the top two players is tough to compete with

Domestic manufactures compete through free from lactose milk, rather than investing in milk alternatives

CATEGORY DATA

Health and Wellness in Hungary - Industry Overview

EXECUTIVE SUMMARY

Growth is driven by an increasing interest in health and wellness, higher disposable incomes and the Hungarian government's sugar tax

Premiumisation is boosted by the rise in disposable incomes, as a growing number of consumers reach for healthier food and drinks, swayed by public media

Private label increasingly compete through new product developments; however global players are fierce competition

Modern grocery retail chains and private label offerings increase awareness of health and wellness packaged food and beverages

Positive growth over the forecast will be the result of product innovation, higher disposable incomes and the increasing interest in health and wellness

MARKET DATA

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