All the way up from here!

This article is available for reading in Trade magazin 2024/6-7

Growth in the premium segment

Imports dominate in many categories. To illustrate the cost rise, Csilla Kovács, operational and trade manager of GA FOOD Kft. talked to us about cardboard packaging: while it used to cost HUF19/kg, the price is now HUF 173/kg.

Csilla Kovács
operational &
trade manager
GA FOOD

“Together with the other burdens, the profitability of market players has deteriorated considerably and hasn’t been able to recover yet”,

informs Csilla Kovács.

GA Food is present in the market with two brands: premium category Franz Josef Kaiser, which is successfully increasing its market share year on year, and Giana, a volume brand with a good price/value ratio. The success of Franz Josef Kaiser is based on a well-planned and well-timed marketing campaign, which relies primarily on social media. But not even a premium brand can grow without innovation. Every year GA FOOD Kft. bring something new to the Hungarian market, and this year will be no different. In 2024 Italian pasta sauces (Bolognese – with beef, Basilico – with basil, Napoletana – with vegetables, Arrabiata – with chilli) and pestos (basil alla Genovese and dried tomatoes) will appear on store shelves.

Reaching consumers, persuading them and building brand loyalty is currently not an easy task

They also have their eyes set on young people

Gábor Bedenek
commercial director
Del Pierre Central Europe

Gábor Bedenek, commercial director of Del Pierre Central Europe Kft.:

“Due to the extreme price sensitivity of our customers and in line with changing consumer demands, we have reviewed the product portfolio of the Twist canned fish brand. Our Deroni products, made with health-conscious, natural ingredients, are excellent for the barbecue season”.

At the end of 2023 they rolled out 3 new products in the Twist tuna trunk range, with lemon-pepper, sweet chilli and jalapeno pepper flavouring, in 3x80g size, satisfying the needs of the younger generation.

Many categories are dominated by imports, so the global difficulties have hit market players particularly hard

János Hajdu, key account manager of Import Trade Kft.:

János Hajdu
key account manager
Import Trade

“The first half of 2024 started exceptionally well for our Ovko and Unfished brands. Healthy eating is increasingly important in the canned food category too, and our company is particularly strong in this segment, so we are optimistic about the 2024 business year”.

However, reaching and convincing consumers and building brand loyalty isn’t an easy task at the moment. There are more and more private label alternatives in the market, which don’t help branded products in achieving their goals. //