Hungarian Product is 20 years old – a reliable compass in the domestic FMCG sector

By: Trademagazin editor Date: 2025. 12. 04. 19:00

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In 2025 the awareness and role of Hungarian Product trademarks in consumer decisions continued to strengthen, according to the latest representative national survey by Hungarian Product Nonprofit Kft.: 90.6% of shoppers are familiar with the label and they trust it, and 74.3% regularly put trademarked products in their shopping carts.

This article is available for reading in Trade magazin 2025/12-2026.01

Eszter Benedek, managing director of Hungarian Nonprofit Kft.

More than half of shoppers are willing to pay at least a 5-10% premium for domestic products of reliable origin.

Impressive numbers

In 2025 250 companies used one of the certification trademarks on approximately 6,000 products. The total annual turnover of trademark users exceeded HUF 4,700bn. The organisation collaborated with almost all domestic retail chains during the year, with 65 thematic appearances, chain-specific and nationwide prize campaigns. On the magyaranyero.hu loyalty site 116,000 registered users followed the trademarked brands.

“The collective strength of the Hungarian Product trademark system lies in the fact that products don’t compete with each other, but together they give Hungarian products credibility”,

told Eszter Benedek, managing director of Hungarian Product Nonprofit Kft.

Next year Hungarian Product trademark will celebrate 20 years

In 2026 the Hungarian Product trademark will celebrate its 20th anniversary. “The community of trademark users is an alliance where companies not only bear a logo, but also represent shared values. This trust and commitment to domestic products is one of the strongest pillars of the Hungarian economy”, underlined Eszter Benedek. The mission of the trademarks remains the same: to authentically represent domestic values and strengthen the competitiveness of Hungarian businesses.