Cakes on top in the winter

Autumn and winter are the peak seasons for confectioneries, though their products are not truly seasonal. Sales of pudding powder are an exception insofar as they are subject to detectable shifts in demand. The distributor of larger size Dr. Oetker products, Martin Braun Kft. uses wholesalers to reach end users. According to István Turay, managing director, most of their convenience products for the HoReCa sector are dehydrated materials or frozen, instant products. These belong to the premium category and their price reflects their quality. The recipes of products intended for households and professional users are similar, but not always identical. Sizes also depend on the user, with smaller portions being sold to retailers than to confectioneries. For example, vanilla sugar is used only in small doses for making cakes. This is why the one kilogram size is the most popular. Pasta powders, like the one used for making pizzas are sold in larger sizes. – We sell baking powder, pudding powder and vanilla sugar for baking, diabetic products, soya products and tea pills to HoReCa businesses. There are also some large retail chains which buy large size products from us. – says Judit Böröczky, brand manager of Ed.Haas Hungaria Kft. She believes that price, assortment and delivery are the important factors in this market, since the products offered to the HoReCa clients are identical to those intended for household use. Large users buy 1-17 kilogram sizes and occasionally even 20-30 kilogram packages. – It is not easy to enter the HoReCa market. Quality is important, but price has become increasingly important recently. The market has also been showing increased concentration, with a smaller number of clients – sums up her experience Judit Böröczky.