We buy specialty foods by the hundreds of thousands

By: Trademagazin Date: 2025. 05. 13. 11:28

Kifli.hu is introducing an intelligent search engine for those following special diets. The turnover of items related to special diets in the online supermarket has increased by more than a tenth on an annual basis in recent months. In addition to plant-based and lactose-free milks, customers have mostly ordered gluten-free items.

According to Kifli.hu data, the turnover of products suitable for special diets has increased by more than 10 percent on average in the past three months. In its campaign launched in February, the online supermarket reduced the prices of nearly 30 highlighted lactose-free, gluten-free and sugar-conscious products by 15–50 percent. Demand has increased most for plant-based milk, lactose-free dairy products, gluten-free ready-made meals (such as fish sticks), and breads belonging to this category. By the end of April, Kifli.hu customers had added nearly 130 thousand products participating in the campaign to their carts. The most popular brands in the campaign included Yutto, Magic Milk, Mizo, Iglo, Amrex, Gullon, Szafi and Schär. According to the online supermarket’s statistics, a fifth of consumers regularly add some kind of special diet product to their shopping cart.

“We know that six out of ten Hungarians consume some kind of special food, which can also mean significant additional spending. Therefore, it is not surprising that our customers received the price reduction more positively than expected, and we also received numerous product recommendations. Products that fit special diets are always a very exciting, rapidly developing category, which also means that new products are frequent. Our goal is to make quality products that can be fitted into special diets available to everyone, and also to strengthen the support for active sports in the category,”

– said Rita Szalma, commercial director of Kifli.hu.

In the coming period, Kifli.hu will expand its range of products suitable for special diets with gluten-free fresh daily baked goods, gluten- and lactose-free ice cream in the summer, and special diet versions of most home kitchen ingredients. In addition, snacks and vitamins that are easy to pack for summer trips, as well as products belonging to the so-called superfood category, will also be added to the range. An improved, intelligent search engine, linked to current dietary trends, will help customers make their choice.