Gluten-free – new flavours, new possibilities

This article is available for reading in Trade magazin 2024/5

Anna Pókecz
marketing manager
Cerbona

“Both our internal sales data and NIQ data indicate that the gluten-free product category has the potential to grow in value and volume”,

says Anna Pókecz, marketing manager at Cerbona Élelmiszergyártó Zrt.

Strong support for products

Cerbona’s latest gluten-free product is the Cerbona Rudi, launched in four different flavours. In addition to being gluten-free, some of the Rudis are also lactose-free and have no added sugar. The company has come out with a salted caramel-pecan porridge, and they are planning more new launches this year. Product launches are backed in many ways. The newly debuting Rudis hit the market accompanied by a large communication campaign both online and offline this spring.

Thanks to continuous innovation by manufacturers, the quality and taste of gluten-free products has improved significantly

Katalin Sarkadi
marketing manager
Abonett

Katalin Sarkadi, marketing manager of Abonett Kft. informs that consumers buying gluten-free products can be price-sensitive, especially if they can find alternative products at lower prices.

However, price isn’t always the most important factor: shoppers may pay more for really tasty gluten-free products made from high quality ingredients. Promotions, discounts and pack offers can also influence purchasing preferences. Members of the target product group are often looking for products with multiple product benefits, so in addition to being gluten-free, it is an advantage if they are lactose-free too or have no added sugar.

Product innovation never stops

Abonett has been present in the Hungarian market for 37 years, its name is synonymous with the extruded gluten-free bread category and its distribution rate is almost 100%.

“From a size perspective convenience solutions are the most popular, for instance the Abonett sandwich can substitute a small meal and can be enjoyed by diabetics”,

says Katalin Sarkadi.

Their Abonett Vegan Pro bread is a real success: it is a low-carb, lentil and green pea, vegetable protein-rich gluten-free bread. In addition to wheat and corn, other cereals are also used in innovation work, as the goals are to provide the best possible nutritional value for consumers and to keep up with current trends.

Alexandra Kulcsárné Kovács
business unit director
Gof Hungary

Alexandra Kulcsárné Kovács, business unit director of GOF Hungária adds: the composition of products is important to consumers, who look at the information on the back of the packaging and the nutrition facts table. But more and more shoppers are also paying attention to food origin and sustainability.

“Hungarian products have an advantage in the free-from market too, as more and more people want foods made in Hungary. Gluten-free eating is also affecting public sector catering, restaurants and hotel chains”,

says Alexandra Kulcsárné Kovács.

Personalised experiences

GOF Hungária’s granolas were category winners in the 2023 Clean Products Competition, and its premium oatmeal was honoured with the Value and Quality Award. Their all-natural oatmeal pasta is a continuous success, as top chefs and cooks use it regularly. Targeting the B2B sector, GOF Hungária’s products are also available in larger size. When expanding the product selection, the company emphasises sustainability and prioritises providing a unique, personalised experiences.

Demand for organic or sustainably produced gluten-free products is on the rise

Online purchases account for a significant proportion of Majomkenyér’s sales, and for 2023 the company expects to see a 15-20% sales increase compared to the previous year.

Andrea Salgó-Agócs
founding owner
Majomkenyér

“Our latest products are biscuit crumbs, with which we wish to make life easier for consumers shopping in the retail sector as well as actors in the HoReCa segment. The Majomkenyér biscuit crumb range isn’t only gluten-free, but also available in vegan and sugar-free versions, making it easy to prepare premium quality desserts in small and large quantities”,

explains Andrea Salgó-Agócs, founder and owner of Majomkenyér.

Convenience products

Mezei Gyöngyvér
senior kategóriamenedzser
Rossmann Magyarország

These days, not only the basic categories have gluten-free versions

Judit Tőzsér
head of company
communication
Lidl Magyarország

“Nowadays consumers who follow a gluten-free diet can choose from a wide range of products in Lidl stores – basic cooking ingredients such as flour mixes, semi-finished or finished products such as gluten-free pizza, fish fingers, and chicken nuggets”,

says Judit Tőzsér, head of company communication.

It is of paramount importance for Lidl to meet consumer needs and to improve the product selection based on customer feedback. Lidl continues to expand its selection of gluten-free bakery products for home baking. //