Easter dynamism

Ágnes Szűts, marketing manager of KOTÁNYI Hungária Kft. told us that retail sales in the Hungarian spice market grew dynamically in value in 2023, but volume sales were lower than in previous years.

“Mono spices are still considered to be a staple product, and the market for these has been less affected by consumer ‘rationalisation’. However, sales of spice mixes have shown clearly that some consumers bought less in order to save money”, says Ágnes Szűts.

It is good to bake!

Dénes Kiss
marketing manager
Dr. Oetker

Dr. Oetker is celebrating 100 years of being present in Hungary, and they are also planning to launch exciting new products in 2024. According to Dénes Kiss, marketing manager of Dr. Oetker Magyarország Élelmiszer Kft., the role of home-made cakes has become more important in recent years, as families can put sweets and cakes on the dinner table at affordable prices.

“The retail sector is experiencing a drop in volume sales as a result of rising prices. However, thanks to the fact that Rama is one of the strongest food brands in the Hungarian market, it has been able to grow both in value and volume”, says Zsolt Babják, head of sales at Upfield Hungary Kft.

Even though inflation was extremely high in 2023, customers were still looking for familiar, reliable products and brands, as they don’t want to experiment with new recipes or ingredients during the holidays – it is all about guaranteed results.

Premium butter for baking and cooking

Noémi Papp-Mile, brand manager of Foodnet Zrt.:

“Last Easter Lurpak sales didn’t go according to plan, but this year we are more optimistic. We are confident, we will support the brand with continuous price promotions and an integrated marketing campaign in March”.

In her view, the butter market is also experiencing a change in consumption habits, with the category shrinking in volume and growing only a little in value, owing to the price increases. Before Easter Foodnet Zrt. is focusing more strongly on marketing. In 2024 the company will concentrate on Lurpak 100g unsalted butter and seasonally on Lurpak 500g spreadable products.

Flours and flour mixes

Melinda Dorogi, managing director of Celldömölki mill tells us that shoppers aren’t stockpiling, they are buying sparingly and consciously.

Food flavours and food colours

“At product level buying habits haven’t changed over the past year, with the exception of food colours, where volume sales were down less than in the food flavour category”, says managing director Regina Petkó.

A cake made at home usually needs flavouring and colouring to make the end result perfect. As a reaction to growing demand and following the trend dictated by the food industry, the company is launching the Max Natural natural food flavour range in the first quarter of 2024. //