Indulgence isn’t enough

Richárd Révész, Danone Magyarország Kft.’s head of marketing:

Seasonal products tailored to the taste of Hungarians

Csilla Góré-Toman, FrieslandCampina Hungária Zrt.’s senior channel and category specialist:

“Discount supermarkets strengthened their positions further in milk dessert sales, to the detriment of all other sales channels. Private labels are still strong in this category, but trustworthy brands have remained important for shoppers, and consumers expect new innovations from them”.

In 2023 the company will put the Rákóczi cottage cheese cake and the cottage cheese dumpling seasonal variants of Milli cottage cheese cream on the market. Pöttyös Cottage Cheese Desserts underwent a renewal, and now they are creamier and have higher cottage cheese content.

 “This trend manifested in product prices too, which made shoppers buy less, plus demand grew for cheaper private label products. Discounters became more important in the category, as one third of total chilled milk pudding sales is now realised by them”.

The company rolled out the Dr. Oetker High Protein pudding range.

More diverse portfolio

It is especially true in the milk dessert category that those brands are able to win new buyers which – in addition to the usual milk desserts – also offer plant-based, no sugar or high protein products. Danone does exactly this, and the company makes sure that those consumers who like to try special flavour combinations can also find what they are looking for. Danone’s new Oikos Cream Bar is now available in sour cherry and caramel flavours. Oikos Mousse Dessert debuted with great success at the end of last year. For Danone it is very important to familiarise shoppers with these new innovations, and of course with those launched by the company’s plant-based product brand, Alpro. //