(HU) Egészség, trendbe csomagolva

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

Target groups are becoming more clearly defined: while in drugstores typically conscious consumers search for these products, impulse buying and low prices dominate in the discounter channels. Gluten-, lactose- and sugar-free products, plus vegan and plant-based alternatives are more and more popular. Taste remains a priority: if a product doesn’t taste good, it won’t become a repeat purchase. Shopping channel use is also changing: the younger generation gathers information and shops online, while others continue to prefer traditional stores.

International expansion

Dr. Dániel Gergő Pintér 
head of corporate  communications
and social responsibility
BioTechUSA

Despite economic difficulties, the BioTechUSA group realised stable growth in 2024, while remaining committed to quality. The group is currently present in 103 countries, with 4,500 business partners, 1,950 employees and 49 webshops. Over the past year its network has grown by 33 new stores, bringing the total to 330.

“Last year we expanded our target groups, moving beyond the traditional fitness-oriented approach. More and more young, active consumers who aren’t necessarily focusing on sports choose our brands. In 2025 we will take our data-driven marketing strategy to a new level”,

says head of corporate communications and social responsibility Dr Dániel Gergő Pintér.

Norbert Poór
national account manager
ABO Holding

Conscious nutrition

According to Norbert Poór, national account manager of ABO Holding Zrt., the main buyers of functional products are those people who follow special diets, plus consumers who prefer plant-based food. Motivations have changed significantly in recent years: shoppers are paying more attention to health, clean ingredients and sustainability, while interest in high quality and new types of ingredients is also growing.

Edina Doktor
export sales and marketing manager
ABO Holding

“We have successfully entered new markets and in addition to our expansion in Europe and Asia, we will soon be launching in the Middle East”,

reports export sales and marketing manager Edina Doktor.

Their latest innovation is Bonabo Choco Balls, which is free from the TOP 14 allergens

Trend-driven developments

János Hajdu
key account manager
In-Food 2000

Import-Trade Hungary Kft’s premium portfolio includes TEKMAR premium keto and protein bars, yogurt muesli bars, and Woman Line and Greenline vegan alternative bars.

“There are few truly innovative solutions in the KETO category, while several new market players have emerged in the protein-enriched bar segment over the past year. Consumers aren’t loyal to a single brand and are happy to try new products”,

explains key account manager János Hajdu.

Adrienn Kőszegi
category manager
Rossmann Magyarország

According to Adrienn Kőszegi, category manager of Rossmann Magyarország Kft., demand for functional foods is growing the most in the area of pre- and probiotic products, which strengthen the immune system and support gut microbiome balance.

“Our large product selection makes it possible for everyone to find the ideal functional alternative for them”,

she adds.

We buy special foods by the hundreds of thousands

Kifli.hu has introduced a smart search function for people who follow special diets. In recent months sales of special diet products at Kifli.hu were up more than 10% year-on-year. In its February campaign the online supermarket cut the prices of nearly 30 featured lactose-free, gluten-free and low-sugar- products by 15-50%. By the end of April Kifli.hu customers added nearly 130,000 products participating in the campaign to their shopping carts. The most popular brands included Yutto, Magic Milk, Mizo, Iglo, Amrex, Gullon, Szafi and Schär. Kifli.hu offers nearly 1,300 different products suitable for special diets, available in the dry goods, frozen, baked goods and refrigerated categories.