Magazine: High quality has finally found its way to Hungary

Zoltán Matskási
operational marketing manager
Coca-Cola HBC

Value sales are growing much more dynamically than volume sales in the Hungarian coffee market. Consumption is shifting towards more expensive categories (whole bean, capsule) – we learned from Zoltán Matskási, operational marketing manager of Coca-Cola HBC, the exclusive Hungarian distributor of Lavazza coffees.

Boglárka Tóth
key account manager
Nestlé Professional

Boglárka Tóth, channel brand manager of Nestlé Professional added that demand for premium coffee increased in the Horeca segment. She revealed that Arabica varieties are conquering coffee houses. Nestlé is working hard to keep coffee production and consumption sustainable, and in 2010 the company started implementing the NESCAFÉ plan to achieve its goals.

Balázs Szabó
horeca manager
Mocca Negra

According to Balázs Szabó, Horeca manager of Mocca Negra Zrt., whole bean coffees are becoming more important in the market. Even home brewing is undergoing a transformation, a growing number of consumers are buying whole bean coffee and various coffee blends. However, most people still drink coffee because of the drink’s positive effects. Boglárka Kiss, district manager of Starbucks told us that Hungarian coffee drinkers have become more conscious in the last two years.

Ms Tóth revealed that Hungarians like to try new flavours and special products. This is the reason why the company’s limited edition products are so popular. They still prefer to drink coffee with milk and know the main characteristics of coffee varieties. Mr Matskási’s experience is that only a small proportion of bars and restaurants try to attract guests with top coffees. Coffee drinkers are more knowledgeable in the capital city, but there are important coffee drinking places in the country too. Lavazza pays special attention to teach partners how to make the perfect brew.

Mr Szabó opines that the third wave of coffee resulted in consumers being more open to new flavours and coffee making methods. The ‘speciality’ segment is strengthening and lighter roast coffees are spreading. Ms Kiss told that at international level Starbucks is a representative of the new wave of coffee culture.

Boglárka Tóth informed Trade magazin that they support Horeca partners with new-technology NESCAFÉ coffee machines, which can be used to make coffee from both NESCAFÉ roasted whole bean coffee and top-quality instant coffee varieties. Zoltán Matskási explained that it is more and more important in the Horeca channel to brew top quality coffee. Having had a delicious meal, guests want to enjoy a nice cup of coffee. This is only possible if high-quality machines and premium coffees are used.

Balázs Szabó stressed the importance of raw coffee’s quality and roasting. Coffee machines must also work with the ideal setting of parameters for the perfect cup of coffee – it is really good news that the company’s experts can help in this. The company has channel-specific plans for installing capsule coffee makers (e.g. smaller offices, tobacco shops). //