In recent years, gluten-free products have turned from a specialised category into part of the everyday choice of more and more consumers. If a decade ago gluten-free foods were associated mainly with people with a proven gluten intolerance, today the interest in them is significantly broader.

Market development, better consumer awareness and the variety of products on offer have led to steady growth of the category, both in Bulgaria and worldwide.

What are gluten-free products?

Gluten-free products are foods that do not contain gluten – a protein found naturally in wheat, rye and barley.

For people with coeliac disease or gluten intolerance, consuming gluten can lead to serious health problems. That is why the availability of quality gluten-free alternatives is essential.

Today, however, the category is developing far beyond medical necessity. More and more consumers are looking for variety, convenience and specialised products that match their individual dietary preferences.

How has the market changed?

In the past, the choice of gluten-free products was limited to a few basic items. Today consumers can find almost everything they need for their daily diet – from bread and pasta to sweet goods, snacks and flours.

Among the most sought-after categories are:

• Gluten-free breads
• Gluten-free baked goods
• Gluten-free pasta
• Crackers and savoury snacks
• Biscuits and sweet goods
• Grain-Based Snacks

This allows people on a special diet to enjoy a richer and more varied menu without compromising on convenience.

Variety is key

One of the main reasons for the growth of the category is the significantly greater variety compared with a few years ago.

Today consumers can choose between different types of gluten-free bread, including white bread, multigrain options, burger and hot dog buns, as well as products with seeds.

In addition, the gluten-free category also includes pasta, biscuits, crackers, breakfast cereals, pizza dough and specialised flours for home cooking.

On the Bulgarian market, international brands such as Dr. Schär are well known, offering a wide range of gluten-free breads, pasta, biscuits and snacks, as well as Incola products, including gluten-free breads, crackers and sweet goods.

What are consumers looking for today?

Besides safety and quality, today’s consumer looks for:

• Good taste
• Convenient packaging
• Variety
• Easy availability
• Products for different occasions and meals

That is why producers and distributors are constantly expanding their ranges and offering an ever richer choice to the end customer.

Prospects for the category

Gluten-free products are no longer a niche category. They have become a stable part of the modern food market and continue to develop at a rapid pace.

With growing consumer demand and an ever richer product variety, gluten-free foods will continue to hold an important place both in specialised stores and in large retail chains.

For businesses, this means an opportunity to offer added value to their customers through a category that is already part of modern eating and everyday consumer choice.

View gluten-free products