Turmoil in the tubs

This article is available for reading in Trade magazin 2025/11.

István Káposztás
sales director
König-Units

“Inflation and the margin freeze measures have brought the prices of plant-based and animal-based products closer together, with the result that the latter have found their way into shopping baskets more often”,

says István Káposztás, sales director of König-Units Kft.

As a result, the system of promotions has also changed: distributors have reduced promotion frequency and extent.

Strengthening private labels

The positive effect of the margin freeze was evident in the sales figures for dairy spreads: by August 2025 the market expanded by about 10% compared to the same period last year.

Ágnes Mike
brand manager
Savencia Fromage
& Dairy Hungary

“Discount stores were responsible for the largest share of this growth, selling 16% more spreadable dairy products than in 2024”,

reports Ágnes Mike, brand manager of Savencia Fromage & Dairy Hungary Zrt.

The average price has remained lowest in discount supermarkets and price increases have been more moderate here than in hypermarkets and supermarkets. This has also contributed to the market share of private label products exceeding 70% in volume.

Zsolt Babják
head of sales
Flora Food Hungary

“We didn’t see any significant restructuring in the YFT (Yellow Fat: butter, margarine and blends) market in the period following the margin freeze”,

adds Zsolt Babják, head of sales at Flora Food Hungary Kft.

Margarine continues to account for nearly 80% of purchases in this category in terms of volume. The bread spreads market has undergone a spectacular restructuring in recent years.

Walter Weidel
chief sales officer
Tormaricum

Walter Weidel, chief sales officer of Tormaricum Kft.:

“The big players are focusing on the mass market: they offer a more neutral, classic flavour profile in larger packages, targeting family consumption. At the same time, in the premium and organic segments, natural, “clean” ingredients and additive-free products are becoming increasingly popular”.

Inflation and margin caps have narrowed the price gap between plant-based and animal-based products

Large format added to the product line

Savencia’s Tihany Friss product range was launched in 2022: 120g sandwich spreads in flat tubs, available in natural, light and herb variants; the 140g whipped sandwich spreads in tubs are available in natural, lactose-free, herb and sun dried tomato flavours. In the last quarter of 2025 the company is introducing a new product, Tihany Friss natural XL, which will be available in 280g packs and is ideal for cooking and baking, as well as for preparing savoury and sweet dishes.

There is a clear trend of consumers increasingly turning toward premium products

König-Units sells mid-priced, high-quality products. In the cream cheese category the gluten- and lactose-free Lazuretta product range brings something new. Blue Lazuretta is special because of its intense, piquant flavour of Lazur Blue cheese, complemented by garlic and chives. Gold Lazuretta is based on Lazur Gold cheese, which has a milder, creamier flavour. Another key product of the company is Naturale Vegan Spreadable Butter Substitute, a coconut oil-based product that offers a sensory experience similar to traditional butter, is lactose-, gluten-, palm oil-, GMO- and cholesterol-free, and has a 100% vegan composition.

From among pack sizes, alongside larger family-sized portions, small ‘on-the-go’ packs are gaining prominence

An elegant combination of margarine and butter

Flora Food will be coming up with several innovations and consumer activities in the second half of the year. In August they launched an exciting new brand, Creme Bonjour, which offers a special combination of margarine and butter with the elegance of French gastronomy. The product is marketed in a tub and it is available in natural and salty versions. Its easy-to-spread texture makes it ideal for quick breakfasts and snacks. At Tormaricum Kft. vegetable spreads are becoming more important in the product portfolio. Their specialties – made with carrot, celery and beetroot – deliver a fresh, modern flavour profile with natural seasoning and a “clean label”. The company’s horseradish products rely on Hungarian classics, selected ingredients and a stable flavour profile. There is also great interest in their energy cream, which is excellent for breakfast, after sports or even as a dessert.

Distributors are running promotions less frequently, as their cost structures have changed significantly