Spreading it thinner

András Benkő
sales and marketing director
Kaiser Food

András Benkő, sales and marketing director of Kaiser Food Kft.: “Thanks to having a steady buyer base, liver paté sales are stable. Still, even if COVID didn’t hurt sales, the recent macroeconomic events (especially the price increase of product ingredients) caused a turmoil in the category.”

Tamás Kováts
sales director
Trade Group
Europe

Tamás Kováts, sales director of Trade Group Europe Kft.: “Because of the inflation and product ingredients getting pricier, consumers have started focusing on cheaper liver patés. Demand is likely to increase for poultry-based and small-size products.”

Csaba Kanizsai-Tóth
managing director
FÁN GROUP

Csaba Kanizsai Tóth, managing director of FÁN Group Kft.: “Manufacturers are happy to innovate in this segment, experimenting with new flavours, but the category isn’t really expanding in the countryside. Private labels are gaining ground.”

Stricter rules improved quality

Éva Tamáskovitsné
Gila
marketing manager
Gyulahús

Éva Gila, marketing manager of Gyulahús Kft.: “Liver paté volume sales represent about 5% of total processed meat turnover. In value the category has a bit smaller weight, as it is one of the lower-priced products. The modifications that had been made a few years back in the Food Book had a beneficial effect on the category. Gyulai didn’t have to change its recipes because of the new rules: our products have always had high liver content, and they are gluten- and lactose-free.”

Mini, midi, maxi

An old plan was finally realised last year, when the company rolled out the mini liver paté product Gyulai Minimájas in 4x50g format. The product has already won the Value and Quality Award. Besides the mini format, the 500g variant is also selling well, but at Gyulai the classic product size is 125g. This is the liver paté version that comes in numerous flavours, e.g. bear’s garlic, marjoram, sausage spicing, etc. Shoppers like to try new flavours, but the majority of sales is realised by the classic plain variant. At www.szeretemagyulait.hu visitors find recipes and gluten- and lactose-free information.

A gyártók szívesen innoválnak ebben a szegmensben

Seasonal innovations

Trade Group Europe’s flagship liver paté product is ZIMBO Prémium calf liver in wax casing, in plain and fried onion versions, in 900g and 400g sizes. The company also has a 125g pork liver paté; it must be mentioned that this year the wax-casing calf liver finished first in the blind testing of the Hungarian Price-Value Ratio Research Association. Trade Group Europe plans to launch seasonal limited edition products in the category, in the near future.

A baromfi alapú, illetve a kis kiszerelésű, alacsony árponton elérhető májasok keresettsége nőhet a jövőben

When traditions meet

At the moment FÁN Group sees the biggest innovation potential in wiener/frankfurter, ham and salami innovation. In the last few years the company worked really hard in marketing, which continues in the future.  //

This article is available for reading in Trade magazin 2022/11.