Shift towards higher level of processing for fish

Demand for fish has been increasing slowly but steadily in recent years. Current average per capita consumption of fish is still only 4 kg/year in Hungary, the lowest in the EU. Average per capita consumption in the EU is 20 kg/year. Growth in domestic sales of sweet water fish has stopped this year. Imported refrigerated products are increasing their markets share and frozen sea fish is also increasingly popular. Live and refrigerated fish accounts for 50 percent of the market, with frozen fish and canned fish both accounting for 25 percent respectively. Increasing the level of processing is the main trend in innovation. Hortobágyi Halgazdaság Zrt works on innovation in co-operation with companies from other sectors which have accumulated a lot of experience. We also intend to communicate the fact that Hungarian fish is of reliable and excellent quality.