Research: this is how Hungarians buy fine pastries

The popularity of pastries has increased dramatically over the past decade: according to the Central Statistical Office, per capita consumption increased from 9.9 to 22.9 kilograms between 2010 and 2020. During the same period, bread consumption decreased by more than 20 percent, which clearly shows that everyday meals are increasingly shifting towards on-the-go, convenience products. This trend is also shown by the recent, nationally representative research by the Pek-Snack Group, which examined the consumption habits of fine bakery products – i.e. sweet and savory pastries such as cocoa snails, cottage cheese bags, pizza slices, croissants or scones.

According to the results of the research, the majority of Hungarians (68%) consume products that are essentially convenience products daily or several times a week, and another 14 percent consume them at least once a week. The consumption of fine bakery products is now part of everyday meals and is showing a steady growing trend. Zoltán Novák, CEO of Pek-Snack, also confirms this: according to him, fine bakery products are now not only a snack, but also part of everyday meals. In addition to the usual flavors, customers are looking for freshness and convenience – whether at home or on the go. Accordingly, the fine bakery market is growing steadily and is less sensitive to economic changes. The key to the success of the category is to maintain freshness and quality, while we must constantly pay attention to the diversity of flavors, changes in consumer needs, and therefore continuous product development that takes these into account – added Zoltán Novák.

According to the experience of the Pek-Snack Group, which has an international network, consumer tastes differ from country to country: while in Hungary cheese scones and cocoa snails are the most popular, in the surrounding In other countries, pizza minis and hot dogs lead the list. In the Czech Republic, for example, ketchup hot dogs are a hit, while mustard hot dogs are a hit in Hungary, and burek is a local favorite in Croatia. These differences are not only cultural curiosities, but also determine the direction of product development for Pek-Snack.

According to the results of the research, most people in Hungary (66.7%) eat pastries for breakfast or lunch, and the convenience importance of the category is demonstrated by the fact that many people consume them at work or school meals (20.9%) and as a quick snack on the go (14.2%). Respondents also choose it as an evening snack or with coffee, which indicates that the product category is increasingly appearing as a snack that can be consumed at any time of the day.

Conscious choice: freshness comes first

The most important aspect of selection is freshness (55.3%) – it is no coincidence that many supermarket chains advertise themselves with their own, locally baked pastries, which is a particularly important keyword for customers. Healthy ingredients are also important (18%), and many people choose from the shelves based on taste and familiar favorites (13.9%).

According to the Pek-Snack Group, the popularity of locally baked goods is also growing because consumers value the “freshly baked” experience and consistent quality.