Fazer accelerates the growth of gluten-free bakery products in Finland
Expanding to the gluten-free market is part of Fazer’s consumer-centric strategy. The integration of the Vuohelan bakery has gone well and it has become a natural part of Fazer’s bakery network. Fazer is the market leader in gluten-free fresh bakery products with a market share of 26% 1).
”The acquisition of the Vuohelan bakery helped us gain a solid foothold in the gluten-free market. We have already launched a dozen novelties this year, and we will continue to develop our gluten-free product family. We listen to the wishes of consumers carefully. Fazer’s new gluten-free product range has grown the entire market,” says Marko Bergholm, Managing Director at Fazer Bakery Finland.
The fresh look of the Fazer’s gluten-free product family makes it stand out from the rest in stores. Fazer is gradually giving up the Vuohelan brand and packaging. The most popular Vuohelan products will remain part of the selection and have new packaging.
“Our newest gluten-free innovations – especially Fazer Gluteeniton Tumma Pala dark bread and Fazer Gluteeniton Eväsleipä sandwich – have been real hit products. Also our autumn novelty Fazer Gluteeniton Marianne Kakkunen cake has won fame. Many consumers have been very excited by the tasty new products and are pleased that the gluten-free product range has become more diverse. In the past, consumers looking for gluten-free products weren’t exactly spoiled for choice, but now there are many more options to choose from,” Bergholm continues.
Demand for gluten-free products is growing in Finland
The share of gluten-free products of the entire Finnish bakery market is about 3%1). The demand has been growing rapidly in recent years, and the market for gluten-free fresh bakery products in Finland has grown by 17% within this year 1). The growth has been driven by the diversification of the product selection and an increase in the number of consumers using gluten-free products. In addition to people suffering from coeliac disease, many people with sensitive stomach feel that a gluten-free diet suits them and brings relief to digestion problems.
Development has been particularly good for sweet gluten-free products and for dark gluten-free bread. The market is forecast to keep growing in the coming years.
1) NielsenIQ Homescan value purchases from the beginning of the year, ending 15/08/2021, vs. the previous year. Includes gluten-free fresh and gas-packed bakery products, no frozen foods.
Further information
Anniina Niemistö, Director, Communications, Fazer Bakery Finland, tel. +358 40 674 4672, anniina.niemisto@fazer.com
The Fazer media phone line is open Mon–Fri from 8 am to 4 pm, tel. +358 40 668 2998, media@fazer.com
Fazer Group
Fazer, The Food Experience Company, enables people to enjoy the best moments of their day. In 1891, the young Karl Fazer opened his first café with a mission to make food with a purpose – and a passion to create moments of joy for all the people around him. Shaping the next tastes, traditions and food experiences, Fazer’s vision is Towards Perfect Days. Fazer wants people to experience the Northern Magic it creates and builds on its strong heritage, consumer first approach and innovations to create the sustainable food solutions of the future. The Group focuses on fast-moving consumer goods, operates in eight countries and exports to around 40 countries. In 2020, Fazer Group had net sales of 1.1 billion euros and almost 8,500 employees. Fazer’s operations comply with ethical principles that are based on the Group’s values and the UN Global Compact.
Northern Magic. Made Real.
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