Less is always more here!

This article is available for reading in Trade magazin 2025/5.

But what is the driving force behind this trend? In this article we take a look at the evolution of the free-from market, consumer motivations and the latest innovations..

Have a pint of free-from beer!

Luca Popa
marketing coordinator
Pécsi Sör

Luca Popa, marketing coordinator of Pécsi Brewery reports that in 2024 the free-from market was shaped by several factors, including the rise of health consciousness and special dietary needs.

“More and more people want non-alcoholic drinks, especially in the younger generations. Pécsi Brewery’s portfolio includes the Szalon Alcohol-free, Pécsi Prémium Gluten-free Lager and the 0% Pécsi Radler range”,

says Luca Popa.

Her observation is that those who opt for free-from products are less price-sensitive, as they base their decisions on ingredients and taste experience. One of the brewery’s new products this year is the Radler Reboost, an isotonic non-alcoholic drink that supports everyday replenishment with vitamins and minerals.

Own network, new momentum

Sándor Keller
sales director
Tutti Drink

Sándor Keller, sales director of Tutti Drink Kft. adds that more and more people are open to trying alternatives that have the usual enjoyment value, but are also caffeine-free.

“Our company was one of the first in Hungary to launch a decaffeinated soft drink under the Tutti Frutti brand, which allowed people who are sensitive to caffeine or wish to reduce their caffeine intake to enjoy the taste of energy drinks”,

explains Sándor Keller.

More and more people want to cut artificial additives from their daily diet

For coffee fans – with no caffeine

Bálint Juhász
founding owner
Samurai Shoelace

Bálint Juhász, founder and owner of Samurai Shoelace Kft.:

“In the last 20 years new natural decaffeination processes have been developed (e.g. Swiss Water, CO2, Sugar Cane) which have much smaller or no effect on the taste of coffee. These are more expensive than chemical processes, but they have spread rapidly and producers have started to experiment with higher quality decaffeinated coffees”.

Márton Lonkai
founding owner
Samurai Shoelace

“Decaffeinated coffee generates 10-15% of total coffee sales. A significant proportion of Hungarians are still sceptical about decaffeinated coffee, so roasters and producers need to show through education and tasting sessions that it is no less valuable than caffeinated coffee”,

says Márton Lonkai, founder and owner of Samurai Shoelace Kft.

Samurai Shoelace currently offers one type of decaffeinated coffee capsule. In 2024 13% of their coffee capsules sold were decaffeinated (Calm Thunder Decaf). They are planning to expand their decaffeinated coffee offering, both at entry-level and with seasonal limited edition products.

On a clean basis

Máté Tukacs
marketing manager
Bijo

Máté Tukacs, marketing manager of Bijo Élelmiszer Kereskedelmi Kft. talks about how a growing number of people are making sure that they eliminate artificial additives from their daily diet.

“Consumers are choosing higher quality products at higher price points. We see an increase in sales of carefully composed, premium products. Bijo’s objectives include expanding the selection of frozen, shock-frozen and ready-baked products and developing the associated logistics support in our distribution network of 3,000 retailers. We plan to strengthen our export activities and include fresh seasonal vegetables in our product offering. Plans are also underway to launch a zero waste programme and to create a packaging-free product line”.

Health in the spotlight

Adrienn Kőszegi
category manager
Rossmann Magyarország