Grill parties a joy for retailers as well

Double digit expansion in the category of grill products has been constant for years. Growth was estimated at 15-20 per cent last year, although precise figures are not available. According to Zoltán Szántó, brand manager of PICK SZEGED Zrt., the supply of cheese flavoured products almost exceeds demand. He expects expansion to be focused on poultry based products intended for ladies this year. Délhús grill products manufactured by PICK SZEGED occupy a leading position in the market of grill sausages, achieving a market share of 23. 5 per cent in terns of value. – The character of the market remains seasonal, but we are trying to extend the season – says Zsolt Kazai, managing director of a Landhof Hungária Kft. The range of grill products in the market has become very complex. – In my opinion, grill products have produced such substantial growth that they now account for as much as 5 per cent of the total annual sales of meat products – says Dr. Endre Tamás, managing director of Wiesbauer-Dunahús Kft. He does not expect to see radically new products in the near future, as innovation is focused on packaging and new sizes. This trend is reflected in their assortment which offers an increasing diversity of sizes for different occasions. He believes that high quality is the best way of maximising sales. – We regard innovation as an absolute priority in both grill segments – says Zoltán Szántó, though their assortment is based on traditional products like, Délhús Paprika, Pepper and Cheese flavoured products and combinations of these under the name Délhús Griller Mix. Three new variants have been added to the range of grill sausages. – Sales of grill products are so strong in the summer months that it is well worth providing marketing support for them – explains Zoltán Szántó. Sometimes whole pages or inserts are dedicated to grill products in the leaflets of retail chains. Grill products made from turkey were introduced by Landhof last year and have become an obvious success. This year, they are launching grill sausages made from turkey. Many of the Landhof grill sausages are made without gluten, lactose, colouring or artificial flavours. Regarding flavours Hungarian and German styles continue to co-exist. – As spicier flavours are more popular in the Hungarian market, Asian and Mexican flavours are aslo becoming increasingly popular – says Emese Kovács, marketing director of Master Good Kft. As export is a priority for Master Good, they are familiar with Western trends. They are launching five new variants of their chicken products this year and they will also have new brochette products as well.