For Hungarians high quality fresh groceries is the fifth most important factor (from twenty-two) in deciding where to go shopping – according to the latest ShopperTrends survey by Nielsen. Value sales of the audited 90 food product categories augmented by 5 percent in December 2011-September 2012; volume sales remained unchanged. Sales of fourteen fresh product categories improved in terms of value, e.g. processed meat sales were up 7 percent (market size: HUF 190 billion), cheese sales improved by 3 percent (market size: HUF 60 billion) and sour cream sales upped 3 percent (market size: HUF 30 billion).