Free from packaged food has continued to grow at a solid rate in 2021, thanks to spreading awareness of the products and health-awareness rising, boosting demand for free from lactose and free from gluten options.
Dairy alternatives are becoming increasingly popular in Hungary, and consumers can now choose from products such as coconut milk, soya milk, and oat milk. These types of plant-based alternatives are continually growing for both home-consumption and in foodservice establishments like cafés and restaurants.
In Hungary, the proportion of people suffering from food intolerance is above the EU average: 7% of the Hungarian population declare themselves to be gluten sensitive. As a result, the government gives monthly tax reductions for registered gluten-intolerant people.
Due to the growing need and popularity for free-from products, private label is expected to increase its value shares over the forecast period. Retailers such as Lidl and Spar, are expected to offer a wider range of their own brands, which are set to be received well.
Free-from products will continue to increase in popularity over the forecast period, largely due to the popular support and promotion from influencers on social media. These influencers are in paid partnerships with some of the leading brands within free-from and offer their followers recipes and discount codes.
In response to the COVID-19 pandemic, e-commerce grew impressively as many consumers opted to shop via this channel in a bid to limit exposure to the virus. As a result, many free-from products shifted from just being available in bio stores to online.
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Food Intolerance
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 DefinitionsThis report originates from Passport, our Food Intolerance research and analysis database.
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