Chain Bridge Club’s June exclusive: Zoltán Poór, general manager of Puratos – Taste Tomorrow: holistic and sustainability considerations dominate

Taste Tomorrow is a research programme by Puratos that involves 20,000 consumers in 50 countries, and seeks to systematically map consumer preferences and purchasing habits in bakery, confectionery and chocolate products. In 2023 63% of global consumers said they have reduced their spending on food.

Zoltán Poór
managing director
Puratos

In Hungary this proportion is in line with global figures, while the European average is slightly lower at 58%. As regards bread and bread products, freshness, price and flavour are the most important purchasing factors, while for sweet pastries and confectionery price and flavour are the most important. Cocoa content has become a decisive factor when buying chocolate products.

Eight megatrends in 2023

1. Holistic health: 69% of Hungarian consumers prefer bakery products that positively influence gut health and 68% like foods that strengthen the immune system.

2. Conscious consumption: in Hungary 60% of consumers are looking for sustainably made products.

3. Artisan food.

4. Phygital shopping (integration of digital and physical shopping): 49% of consumers use the internet to find out about what physical stores are offering.

5. Transparency: 61% of shoppers would like to know more about where their food comes from.

6. Ultimate convenience: Hungarian consumers seek experiences.

7. Freshness: freshness, price and taste are still the three most important purchasing drivers for bread and bread products.

8. Taste and texture: 66% of Hungarian consumers prefer familiar flavours. //