A gluten-free life for 80 billion forints a year

Dóra Hajnal
client business partner, Nielsen

Gluten-free groceries had a 4-percent share in total grocery sales between July 2018 and June 2019. Gluten-free foods were sold in the value of almost HUF 80 billion. Dóra Hajnal, client business partner at Nielsen informed that 7 percent of Hungarians said they were sensitive to gluten in 2017 – this proportion is higher than the EU’s average.

From the 90 food categories audited by Nielsen, it is in the cocoa powder category where the gluten-free segment’s share is the biggest: it is almost 40 percent, representing a value of HUF 2.5 billon and a volume of 17 tons. In the examined period gluten-free tortilla sales nearly tripled and 80 percent more gluten-free frozen pizza was sold. //