Packaged demands

Household packaging material sales grew in value and stagnated in terms of volume, compared to last year. The food packaging and baking paper segments both grew by two-digit numbers. As a result of the economic crisis, food consumption at home became more significant. It is also more economical to prepare food at home and eat it at the workplace or at school, but for this, we need to package it adequately, in order to preserve its freshness and to look good when we unfold the packaging. The different packaging materials have seasonal characters: during the school year, plastic sandwich bags or preserving foils are seasonal, while during holidays, aluminium foils and baking papers sell better. Garbage bags make up nearly half of the category and their sales have been increasing recently. Different types are used within the same household, with size, colour and functionality being the main criteria for consumers in making their choices. Environmentally conscious consumers look for organic garbage bags. According to Anikó Radosiczky, marketing manager at Trade 90 member of Sarantis Group, there are two types of consumers: price sensitive ones who constantly search for promotions or buy private labels and those who are willing to pay more for stronger, thicker garbage bags. They offer their HEWA products to the former group, while with FINO they target the latter. This year, the company launched an advertising campaign in women’s magazines and was active in Electrolux and Rossmann stores as well. Producers keep coming out with novelties in order to grab the attention of consumers. HOK-PLASTIC products (scented garbage bags, baking foils, lunch and chilling bags) have a new look this year. They even provided their partners with in-store display stands for their products. Trade 90 member of Sarantis Group introduced its FINO product group to the Hungarian market this May. Besides packaging materials and garbage bags, they also offer sponges, metal scrubbers and cleaning wipes. A press campaign, instore presence and cooperation with Electrolux supported the launch.