In addition to jelly and marzipan Christmas candy, there are more and more specially flavored Christmas desserts on offer

Christmas wouldn’t be complete without szaloncukor – a fact well known to everyone living in the historic territory of Hungary. Although available flavours and recipes have changed significantly over the past 100 years, szaloncukor remains an iconic product of the festive season both in Hungary and among Hungarian communities abroad. The joint overview by the National Chamber of Agriculture and the Association of Hungarian Confectionery Manufacturers shows that 3,000–3,500 tonnes of this foil-wrapped delicacy are sold on the domestic market every year. While consumption volumes have remained stable in recent years, the structure of demand is changing. Traditional flavours remain extremely popular, and demand for premium products is also steady. However, lower-quality, low-cocoa “bottom-shelf” products are increasingly disappearing from the market, as consumers are less willing to compromise on quality.

In the 2025 holiday season, two clear trends can be observed: on the one hand, nostalgic, classic flavours and shapes are still in great demand — led by the iconic jelly szaloncukor, followed by coconut, marzipan and hazelnut cream varieties. On the other hand, more and more shoppers are looking for innovative, distinctive products, such as high-fruit-content fillings (pear, blueberry, rum or red-wine-plum), or premium nuts like pistachio or walnut.

In addition to brands available at major retail chains, there is growing demand for artisanal szaloncukor produced in small quantities by confectioneries or craft micro-producers, many of which are not even distributed through traditional retail channels.

As for prices, cocoa has become significantly more expensive recently, and the development of global commodity prices remains highly uncertain — a factor which also impacts the operations of Hungarian manufacturers. It is almost impossible to accurately forecast future purchasing prices, so companies must protect themselves not only against rising raw-material costs, but also currency fluctuations, tightening regulations, increasing labour expenses, utilities and other charges, as well as unforeseeable risk factors. Price increases could not be avoided for festive products either, especially as most seasonal items are made from noble and costly ingredients such as cocoa butter, chocolate, marzipan and pistachios. Manual production steps and decorative packaging further add to overall costs.

A little history: although szaloncukor originally arrived in Hungary from abroad, it has changed so much from its earlier form that it can rightfully be considered a Hungarian speciality. This paper-wrapped treat — originally a fondant sweet made from sugar syrup — reached Hungary via Germany and became popular by the end of the 19th century. Due to shared historical traditions, szaloncukor is also a traditional Christmas tree decoration in Slovakia and Romania.