End-of-year urges

Henriett Szabó-Spanyol
senior brand manager
Pick Szeged

It is a general trend that shoppers are more and more willing to buy higher quality wieners and frankfurters, informed Henriett Szabó-Spanyol, Pick Szeged Zrt.’s senior brand manager, who added: “Despite this trend, as certain layers of society see their real income stagnate or decrease, sales of cheaper products have also increased recently. Our view is that shoppers will continue preferring better quality, high meat content wieners and frankfurters. The only thing is that they would like to get these at affordable prices.”

In line with the trends

Pick Szeged has data from NielsenIQ, according to which poultry products have a 56% sales share vs. the 44% share of pork wieners and frankfurters. Plain and smoked products dominate, they are much more popular than flavoured ones. Pre-packaged products realise more than 90% of volume sales, and private labels (PL) acquired a 52% share by 2021. For PICK Szeged it is essential to be in line with the latest trends. This is why the Pickolino range – which had entered the market in 2018 – has come out with poultry products, and today cheese versions are also available, e.g. Pickolino pork-cheese, pritamin pepper-cheese, chicken-cheese. It is really good news that a large number of households try these, as they can be used quickly and creatively.

The category reached its limits concerning meat content which is why it needs to seek new innovation directions

Large-sized products are about to hit the shops

Zsolt Kazai
sales manager
Wiesbauer-Dunahús

Zsolt Kazai, sales manager of Wiesbauer-Dunahús Kft.: “The majority of consumers are likely to check the prices first, when they are buying wiener or frankfurter in the end-of-year season. Private label sales are strengthening and this trend will continue as the recession is becoming worse. For manufacturer brands, innovation work has become more difficult now that meat content hit the ceiling.” Last year the company made almost 2,000 tonnes of wieners and frankfurters, which was 7.6% more than in 2020. As consumers are turning to larger product sizes, Wiesbauer is focusing on 800-1,000g products with its promotions. In the last months of the year Light wiener is available again – this product contains 30% less fat.

High quality and professional usability

Ádám Nagy
managing director
Nádudvari Élelmiszer

Ádám Nagy, CEO of Nádudvari Élelmiszer Kft. “This spring we rolled out a new product range, called Chef Exclusive Grill Sausage. It was developed in partnership with grill chef Zsolt Serényi. This had proved to be so successful that we decided to add wieners and sausages to the new product line.” When innovating, the most important goal was developing high quality products, with professional usability. Nádudvari Chef Exclusive is a peeled wiener, which is gluten- and lactose-free. It is made from the same recipe as the company’s earlier wiener, but the size and the format are smaller. The other two products in the range are sausages, which are marketed in the same size and format, and are also gluten- and lactose-free. All products in the Chef Exclusive range can be easily prepared in a frying pan too.

Az új termékcsaládot a grillkolbászoknál bevált széles körű marketingtámogatással vezetik be a piacra, óriásplakát, citylight, rádió-, TV- és online hirdetések is lesznek a novemberi bevezető kampányban.

Focusing on the hit products

Tamás Kováts
sales director
Trade Group
Europe