Ham producers communicate via packaging and schedule price promotions

Last year the contracting ham market experienced positive trends in the Easter period, however, the biggest winners were cheap import products and private labels. Strong domestic brands manage to hold on to their positions. Nielsen’s data indicate a minimal growth in the same period this year as well. As regards the whole year, Zoltán Szántó, PICK SZEGED Zrt.’s product manager is not optimistic: – Last year’s trends presented a grim prospect for meat processing companies in 2010. Sales have been declining since 2008 and will continue to do so in the first half of 2010. In the Easter season, producer brands’ position is jeopardised by private labels and illegal products. On the ham market, private labels now have a nearly 40 percent share. Krisztina Bódi, the marketing manager of Kométa 99 Zrt. says: – Consumers’ choice depends on many factors, from price to packaging. Easter is a traditional holiday when demand for Hungarian products grows. PICK SZEGED Zrt. also experienced an increased demand for traditional products; therefore in 2010 the company will focus on selling the PICK Békebeli products: smoked shoulder, tied ham, spare rib and smoked peasant ham are all characteristic Békebeli products of top quality. 90 percent of the assortment is self-service, vacuum-packaged 0.9-1.5 kg units. These premium products are labelled with black-gold stickers. As for PICK’s Délhús brand, smoked Baja shoulder and Délhús Frikandó ham will be highlighted. Kométa 99 Zrt. is a strong umbrella brand that guarantees the high quality and delicious taste of each product in the portfolio. Their partners are turning to branded products in increasing numbers, so their products are constantly present on the shelves.