Demand for free products is growing – consumer habits are changing

By: Trademagazin Date: 2025. 02. 18. 11:28

The number of people following special diets is constantly increasing, but conscious nutrition and health considerations are also playing an increasingly important role in consumer decisions. According to Kifli.hu statistics, 20 percent of consumers regularly purchase some kind of special diet product, and their ingredients are now also receiving increasing emphasis.

More than half (58%) of the population between the ages of 16 and 75 consume some kind of special food. A fifth of Hungarians choose lactose-free products, nearly half prefer sugar-free versions, while a tenth of the population buys gluten-free foods and ingredients. For many, this is not just a conscious decision, as for people living with food intolerances, these foods are essential for maintaining a proper quality of life. The majority of those affected (70%) believe that those following a special diet typically expect higher expenses and in general, it can be said that these foods represent an additional cost of about 30 percent compared to traditional shopping, and 64 percent of them can only obtain the necessary ingredients from several places. – reveals the NRC 2024 research.

Kifli.hu’s mission is to make quality products that can be adapted to special diets available to everyone. As part of this, it has reduced the prices of more than 25 highlighted lactose-free, gluten-free and sugar-conscious products by 15–50 percent since February. Kifli.hu currently offers 1,283 products that can be adapted to special diets, which are available in the dry goods, frozen, bakery and refrigerated categories. Based on purchasing habits, the most popular such products include gluten-free snacks, pasta, flour, baked goods, as well as lactose-free dairy products and plant-based drinks.