Easter dynamism
This article is available for reading in Trade magazin 2024/2-3
![](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2022/08/Szuts-Agnes-Kotanyi_opt-scaled-e1661603822497-232x300.jpeg)
Ágnes Szűts
marketing manager
Kotányi Hungária
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.
In her view Easter is becoming less and less of a sales peak in the spice category. Kotányi offers tempting solutions for both plant-based eating and “free-from” diet followers. They have introduced smoked salt and pepper products in recent years, and smoked paprika has been part of their range for years. Last year the company revamped the design of its salad dressing spice mixes, and vegan/vegetarian diet lovers will find a range of spice mixes in the portfolio that are salt-free and specifically designed to help prepare plant-based dishes. They also offer salt-free products under the Horváth Rozi banner.
![](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2024/02/kotanyi-szpill_felirat-nelkul-1024x952.jpg)
Sponsored illustration
It is good to bake!
![Kiss Dénes, Dr. Oetker](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2021/12/Kiss-Denes-Dr.-Oetker_opt-e1638717031240-233x300.jpeg)
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.
“This was particularly true in the economic climate last year, which brought significant price rises. We have seen demand for baking powder, vanilla sugar, yeast and other home baking products exceed the demand of previous years”, emphasises Dénes Kiss.
This spring Dr. Oetker will roll out two new products: the festive Chocolate Heart Cake and the special Bourbon-Vanilla Pudding with Forest Fruit Sauce.
Rama, the iconic margarine
Last Easter one of the best-selling products of Upfield was the classic Rama baking margarine.
![](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2024/02/Babjak-Zsolt-Upfield_opt-e1707662707671-225x300.jpeg)
Zsolt Babják
head of sales
Upfield
“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.
![](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2024/02/Mell_Sutes0211_opt-1024x593.jpeg)
Trusted established brands have a power in the segment of margarines
Flours and flour mixes
Melinda Dorogi, managing director of Celldömölki mill tells us that shoppers aren’t stockpiling, they are buying sparingly and consciously.
![Dorogi Melinda, Celldömölki Malom](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2022/11/Dorogi-Melinda-Celldom_opt-e1667301704862-247x300.jpeg)
Melinda Dorogi
managing director
Celldömölki Malom
“This year’s big novelty will be the Czelli kalács (Hungarian sweet bread) flour mix, to which you only need to add water and a little butter, brush the top with egg and then bake it for a delicious homemade kalács”, says Melinda Dorogi.
Traditionally Easter kalács used to be baked at home, but in recent years more and more people have been buying it from supermarkets and bakeries. Last year at Czelli mill they created flour mixes in which tradition meets modern lifestyle. Thanks to this, bread and kalács made from Czelli flour mixes are easy to bake. Czelli’s country bread, seed bread and kalács flour mixes debuted last fall and have been received well by customers.
![](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2024/02/Mell_sutes95_opt-1024x461.jpeg)
Flour manufacturers must also respond to changing baking habits
Food flavours and food colours
Szilas Aroma Kft.’s experience is that last year the inflationary effect had a big influence on purchasing power.
![](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2021/08/Petko-Regina-Szilas-Ar_opt-e1630247714833-225x300.jpeg)
Regina Petkó
managing director
Szilas Aroma
“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. //
Related news
An increase in the price of flour is inevitable
According to Zoltán Lakatos, the president of the grain processing…
Read more >Flora Plant ice cream base
New Flora Professional 100% plant-based, allergen-free ice cream mix! It…
Read more >Dr Oetker coy over plan to sell soy chunks brand in Romania
The frozen pizza maker wants to sell its soy pieces…
Read more >Related news
A new office responsible for food safety and retail trade can be established under the leadership of Márton Nagy
A new top organization called the National Trade Office could…
Read more >K&H: Almost two-thirds of businesses are planning development
The majority of domestic micro, small and medium-sized enterprises, 61…
Read more >KSH: industrial production fell by 8.2 percent in June
In June 2024, the volume of industrial production was 8.2…
Read more >