Brands getting stronger in the fondant category

While overall sales dropped last year, most manufacturers increased their sales, owing to a leading competitor leaving the market. This year, we will probably see if the shift from quantity to quality is a permanent one or not. The household panel of GfK showed a significant drop in sales last year. Fondants are quite easy for consumers to economise on, if this was the main reason for the drop in demand. Traditional flavours still dominate the market. However, there is also demand for special flavours. According to Ilona Boldizsár, brand manager from Bonbonetti Kft, rum and peanut flavoured fondants in their assortment are increasingly popular. A new black chocolate-rum-peanut cream product has also been added to their premium category Tibi product line In the medium price category, fondant made with real honey has appeared in the Disney assortment. The range of premium category Milka fondants has been completely modernised for the 2008 season, as if to be re-launched in the market. Packaging has become more colourful, with more Christmas colours. Boxes have also become even more attractive. One of the flavours (black forest) has been renewed, while two brand new flavours have appeared (chocolate dessert and peanut cream). According to Zoltán Kepe, senior brand manager, these are intended to emphasise premium quality. Szamos Marcipán Kft is another player in the premium category. They plan to boost sales by 40 percent this year. They are present in all distribution channels and have a franchise chain of 25 stores. All Szamos products, including fondants are made with Belgian chocolate (chocolate content is 54 percent). Szamos fondants do not contain any fats apart from cocoa butter. – Our dessert fondants which are made using two of the Mátyás dessert flavours are a true innovation. The two most popular flavours, chocolate and sour cherry appear in the marzipan – says Balázs Pászti. Boxes have also been renewed. Individual packaging of the fondants has not changed, with traditional colours like red and gold being retained.