Traditions and reimagined recipes

This article is available for reading in Trade magazin 2025/2-3.

Ágnes Szűts
marketing manager
Kotányi Hungária

Ágnes Szűts, marketing manager of KOTÁNYI Hungária Kft. tells Trade magazin that the spice market got 3% bigger in the first half of 2024 if compared to the same period of 2023, and not only in value but also in volume.

“Sales of spices in discount stores have increased significantly and these stores have become the main distribution channels for spices. As a reaction discounters have expanded their selection of branded spices, so it isn’t only private labels that have benefited from this market situation”,

explains Ágnes Szűts.

The company expanded the Kotányi range using smoked salt and black pepper: the Five Pepper mix with smoked pepper and the Chilli and Garlic mixes with smoked salt have appeared on stores shelves, in the iconic mill packaging. As consumers are increasingly looking for natural, additive-free spices and spice blends, they have launched salt-free, pure spice ingredients under the Horváth Rozi brand. This year the biggest innovation is the No Need for Meat meat-free ready meal range.

An environmentally conscious alternative

Zsolt Babják
head of sales
Flora Food Hungary

Zsolt Babják, head of sales at Flora Food Hungary Kft. reports that domestic margarine, melange and butter volume sales were down around 3% in the first quarter of 2024 compared to the same period a year before.

“Owing to very strong price competition from retail chains and changing consumption habits (increased demand for products in promotion), we can see a bigger decline in value sales”,

he explains.

Flora Food’s 100% vegetable-based Rama Butter Alternative – introduced in 2024 – was extremely popular last season. The sales manager believes some consumers have chosen this product instead of butter to purchase a more environmentally conscious substitute. Rama Butter Alternatives are vegan and gluten-free as well.

Last year, sales of baking and cooking spices showed only a small seasonal spike, with demand for spices shifting towards the summer barbecue season

Premium or private label?

Andrea Gódor
senior trade marketing
manager
Foodnet

Andrea Gódor, senior trade marketing manager of Foodnet Zrt. informs that last year’s Easter season went according to plan: although the butter category contracted by 2% in value in March compared to the same period a year earlier, it produced a +20% growth in volume, which indicates a shift in purchasing patterns.

“We have observed two trends: in addition to private labels, branded premium product Lurpak has seen dynamic growth in the category – +15% in value and +26% in volume”,

adds Andrea Gódor.

Private label products are growing steadily due to their good prices, but there is also a considerable increase in demand for premium, branded products. With the latter – as in the case of Lurpak – consumers are rewarding high quality.

Transforming habits

Gábor Bokros
marketing director
Gyermelyi

Gábor Bokros, marketing director of Gyermelyi Zrt. points out that Easter is traditionally a special period for baking and cooking products. This is reflected in the rise in demand for the company’s products, especially flour and eggs.

“Previous sales peaks are getting lower. Easter is losing its sacred character and leisure activities are taking over from family visits”,

says Gábor Bokros.

He adds that their best-selling products are fine flour and fresh eggs. Among the various types traditional flour continues to be the mainstay in sales; as for eggs, size M is the most popular.

Csilla Antal-Kutassy
senior product manager
Dr. Oetker Magyarország

According to Csilla Antal-Kutassy, senior product manager of Dr. Oetker Magyarország Élelmiszer Kft., the last Easter period was a success story and similar trends are expected this year. Demand remains strong for baking powder, vanilla sugar and yeast, and also for convenience products such as puff pastry.

“More and more people are discovering the joy of cooking, even those who rarely bake during the year. Plus the economic challenges of recent years have made consumers more price-sensitive, so they prefer home-made cakes”,

she adds.

Expanding portfolio

György Simon
managing director
ABO Holding

György Simon, managing director of ABO Holding Zrt. talks about introducing their premium flours to the Hungarian market, and that they expect strong growth this Easter season – especially in the health-conscious and special diet segments.

“The economic and social changes of recent years have increased the demand for more sustainable and healthier products, while the inflation has boosted sales of private label products, which are available at lower prices”,

says the managing director.

Norbert Poór
national account manager
ABO Holding

Norbert Poór, national account manager of ABO Holding Zrt.:

“From the products that are currently in a development phase, I would highlight Bonabo Choco Balls, a gluten- and GMO-free breakfast cereal, which is free from the TOP 14 allergens”.

Free-from treats

Anita Ipsits
owner, managing director
SZAFI GROUP

Anita Ipsits, owner and managing director of Szafi Products Kft., SZAFI GROUP:

“Sales of Szafi Products Kft.’s products augmented considerably in both value and volume last Easter, driven by a massive hike in demand for gluten- and dairy-free and no added sugar products. We have recently rolled out a flour mix that is also suitable for leavening. Our company offers ready-to-eat products to help shoppers prepare for Easter, such as sweet bread and brioche in a free-from version. Our bakery is already in full swing preparing for 2025. Vegan and gluten-free sweets will hit the shops, and making low-carb bakery products is also on the agenda”,

we learn from Anita Ipsits. //