Mayonnaise showing most dynamic growth

Leading brands like Globus and Univer use intensive in-store communication and health focused innovation to keep pace with private labels. According to recent data from Nielsen, mustard, mayonnaise and ketchup show similar trends. These are: the increasing weight of discount stores, the increasing popularity of large sizes and plastic flasks and the high market share of private labels. – Mayonnaise is the most dynamic category. It used to be the least popular of the three a few years ago, but it has grown larger than the other two says Éva Bárdi, trade marketing manager of Unilever Magyarország. Ketchup also shows expansion, while mustard is stagnating. Flavoured ketchup products are slowly becoming accepted by the market with an over 10 per cent share from total sales in 2007. However, flavoured products and other types of innovation meet a lot of resistance in this rather traditional market. An innovation by Unilever in 2007 was Globus light mayonnaise with 30 per cent less fat and aimed at new target groups. The market share of private labels is stagnating at a high level and restrictive economic policy does not favour brand building. Strong brands however, have little to fear, according to Éva Bárdi. Rita Bazsó of Univer believes that the market share of PL products has reached a stable level and will not increase further. – Univer is strong brand which relies on innovation and quality to stay in the forefront. We are focusing on hyper markets and discount stores at the moment, but we are not neglecting domestic chains either, as these account for half our turnover – she adds. Easter is major season in the market of liquid flavourings, when leading brands focus on in-store activities as a means of boosting sales.