Affordable luxury, forgivable indulgence

This article is available for reading in Trade magazin 2026/02-03

Adrienn Horváth
marketing manager
TUTTI

“In 2025 we saw two trends running in parallel: premiumisation and more conscious consumption. As regards flavours, Instagram-compatible products have appeared and are gaining ground”,

says Adrienn Horváth, marketing manager of TUTTI.

On the consumer side price-sensitivity remains a key factor, but it is also clear that customers are willing to pay for the experience and consistent quality. Workforce shortage, fluctuation and training time pose a serious risk to ice cream quality today. This is why faster and easier-to-prepare, more stable technologies, reproducible recipes and ingredients that have a wider margin of error are becoming important.

Texture and flavour pairing

András Gangel
product developer
m-GEL Hungary

“At the SIRHA trade fair – where we are going to be present with an 80m2 stand – the main focus will be on ice cream, but of course there will also be cakes, desserts and ingredients related to catering among the products on display”,

informs András Gangel, product developer of m-GEL Hungary Kft.

The company’s product development work is adapting to the labour shortage situation, developing ready-to-use ingredients, especially for lifestyle-related desserts: vegan, no added sugar, etc.

Viktor Varga
managing director
Vittorio & Varga

“Ice cream will take centre stage at our SIRHA presence. This is where our new brand, Fagyim, will make its debut. We are preparing a medium-sized, open space suitable for tastings and professional discussions”,

reports Viktor Varga, managing director of Vittorio & Varga Kft.

In 2025 guests became more open to a bit complex, exciting ice creams, where texture and conscious flavour pairing are important.

Adaptable suppliers

Norbert Szabados
Fabbri brand &
key account
manager
König-Units

Norbert Szabados, Fabbri brand and key account manager of König-Units Kft.:

“The basis for the concept of our SIRHA stand this year is our Italian products, in collaboration with Fabbri 1905. We will be presenting our new ice cream products at a 28m2 stand, together with our new, compact ice cream maker”.

The company’s supplier partners are reacting to challenges such as the workforce shortage with their product development work. For instance Fabbri Gelato System was developed to offer a complete system of machines, products and recipes – with increased revenue and low training requirements in mind for users. Their new professional Hulala dessert line offers time optimisation, margin growth, ease of use, consistent quality and hygienically safe preparation.

A streamlined offering

Adrienn Horváth believes that five years from now a successful Hungarian confectionery or ice cream parlour will need to be able to offer an experience to guests, while also operating efficiently behind the scenes. The product offering is expected to become more streamlined: fewer, but fast-moving basic products supplemented by seasonally renewed novelties. As the number of consumers with different dietary needs is growing, confectioners are expanding their selection of gluten-free products.

Currently, this proportion is around 5-10%, reveals Norbert Szabados, In terms of raw materials, over the last 2-3 years there has been a trend for manufacturers to create products using as few ingredients as possible and natural raw materials.

Confectioneries do their best to keep up with trends that cater to special diets and lifestyle needs

A sense of proportion and consciousness

There is growing demand for products that support special diets or lifestyles, opines András Gangel. His view is that consumer demand is increasingly shifting towards traditional cakes and ice cream made on-site, using high-quality ingredients. This can be complemented by products featuring international specialties (even on a seasonal basis).

Viktor Varga adds that ice cream should be produced in a stable, predictable fashion and with less labour. Recipes that can be easily reproduced and ingredients that reduce the possibility of errors are becoming more important. He is convinced that good ingredients alone don’t guarantee quality ice cream. Even the finest chocolate or fruit can produce mediocre results if there is a lack of sensitivity, no sense of proportion or conscious flavour development.

Global ice cream trends

Global ice cream trends reveal how consumers think of ice cream as an enjoyment and emotional experience. Ice cream is primarily about taste, indulgence and mood enhancement, not health. Consumers see ice cream as a reward, a way to relax and a source of joy, so the sensory experience is more important than the functional benefits. Milk-based ice cream – although a mature category – remains strong, because it is closely linked to tradition, craftsmanship and enjoyment.

Egyre inkább az intenzív, desszertszerű, kényeztető ízek kerülnek előtérbe

The role of non-dairy ice creams is constantly strengthening, but consumer expectations are no lower here. Although many people see them as a healthier alternative, the decisive factors remain taste and enjoyment. Flavour innovation is central to ice cream development. Consumers are open to bold, exciting and multi-layered flavour combinations, as well as complementary or contrasting elements. The ice cream of the future is about sensory adventures, the joy of creation and emotional connection.