Rice: the category is waiting for prices to soften

This article is available for reading in Trade magazin 2025/8-9.

As a result, the average price grew to HUF 788/kg, which was a 51% increase compared to February 2022.

Dr. Imre Tímár
managing director
Tanner Trade

Imre Tímár, managing director of Tanner Trade Kft.:

“The purchasing habits of Hungarian consumers underwent a significant transformation. Inflation has increased price sensitivity, but per capita domestic rice consumption continues to grow and has reached 6.8 kg/capita/year”.

Trend transforming market processes

Máté Tukacs
marketing manager
Bijo

The market isn’t only influenced by inflation: it is much more fluid and the effects are more complex, points out Máté Tukacs, marketing manager of Bijó Kft.

“Consumers are looking for quick, instant solutions that are already established for rice; more complex products with different flavours and exciting, quick-to-prepare products with various vegetable mixes. I see a growing demand for small, single-serving, compact products that satisfy daily shopping needs”.

Inflation has increased price sensitivity, but despite, per capita domestic rice consumption continues to rise

It is very difficult to predict what to expect in the coming months, emphasises Marianna Hoduláné Rusznyák, office manager at Medist Hungary Kft.:

“Consumers are aware of this volatility and make their buying decisions based on their wallets, tastes, and past experiences. In an uncertain environment shoppers really appreciate products in promotion”.

Hunor Kacsó
sales director
Nagykun 2000

Hunor Kacsó, sales director of Nagykun 2000 Mezőgazdasági Zrt. shares similar experiences with our magazine:

“Currently there is a noticeable decline in rice consumption. Special offers, free delivery and other initiatives that make it possible for consumers to buy products at better prices are getting greater attention”.

Private labels as a litmus test

Fruzsina Valentinyi
managing director
Valoryz Production

If a brand has a sophisticated, reliable and customer-focused image and uses good communication, consumers are willing to upgrade from private label products, even if the manufacturer brand is more expensive, according to Fruzsina Valentinyi, managing director of Valoryz Production Kft.

“Consumers will continue to look for promotional products and any “pack” that will help them save money. This is why Valoryz introduced its 5kg rice packs, which are very popular with shoppers”,

she adds.

Ákos Nagy, sales director of Életfa Élelem Kft.:

“Almost every retail chain has its private label products in this category, which is a good indicator of the growing popularity of alternative side dishes. The price per kilogram has become more important in consumer decisions”.

From Spain to Pakistan

Tanner Trade Kft. is present in the higher-quality product category of the rice market. Last year they expanded the product range to include brown and risotto rice varieties from Spain. In addition to traditional packaging, these rice varieties are also available in small, hand-made 1kg textile bags, which attract the attention of consumers. Further product expansion is planned this year, both in Europe and the Far East, including original Indian Mehnat and Pakistani Mehran rice varieties in packaging that evokes an authentic Asian atmosphere.

Rice mixes for salads

Marianna Hoduláné Rusznyák
office manager
Medist Hungary

Medist sees great potential in 500g SOS rice formats, as they are more economical per purchase and more convenient for small households. This year they introduced their SOS Rizs product for exotic rice salads to the Hungarian market. This is a special blend of pre-cooked rice, wild rice and red rice, with high fibre content and a delicate flavour that enhances any salad. One way to mitigate the effects of global market trends is manufacturers producing their own raw material.

What makes Nagykun 2000 Mezőgazdasági Zrt. special is its “from field to table” strategy. The company’s product range includes conventionally and organically grown brown and white rice and rice flours that are guaranteed to be gluten-free.

Modern packaging

Valoryz Production Kft. also relies on production. They currently offer rice, rice flour and rice-based products. At the end of last year the company put millet and millet flour on the market, which were very well received by customers. They are planning small innovations this year, but they don’t intend to launch new products.

Bijó Kft.’s medium-term plan is to expand its private label side dish selection and extend the image refresh to this product group as well. This won’t just be reflected in design and packaging, but also in product range expansion, sourcing optimisation and quality improvement. Based on its identity, Bijó, is a “craft mill” and a supporter of domestic raw materials.

Életfa Élelem Kft.’s most important innovation this year is that its millet, buckwheat, quinoa and red lentil products – which are ideal for gluten-sensitive consumers – will be packaged in new, bigger, more youthful, transparent and resealable packaging. These products aren’t in contact with any other foods containing allergens during production.

In an uncertain environment, consumers tend to appreciate promotional products – in this area, major brands need to work together with retail chains