Magazine: Impulses at home and in the shops

According to Balázs Hunya, refreshment marketing intern of Unilever Magyarország Kft., the weather has the biggest influence on sales in the impulse ice cream categories. In grocery stores family box and multipack ice creams are the main categories, and sales of these are less affected by the weather. Sales of multipack, impulse ice creams are growing. Anna Schmidt, shopper & customer marketing manager of Unilever Magyarország Kft. is of the opinion that on the one hand this trend is innovation-driven, while on the other hand it has to do with new consumption trends. Ms Schmidt called our attention to the improving performance of small-sized ice creams. Private label ice creams have remained important in the market, especially in the discount supermarket channel.

_{Balázs Hunya
refreshment marketing intern
Unilever Magyarország}

Well-known and strong brands are featured in Unilever’s Algida portfolio. This year the company put an ice cream sandwich on the market, taking into consideration the snack eating habits of Hungarian consumers. In the ‘Magnum Double’ range two new products hit the shops: Magnum Double Raspberry and Magnum Double Coconut. Carte d’Or is now available in shops in Apple Pie version. Both Magnum and Carte d’Or are leading brands in their own category. Ms Schmidt told that according to the results of their research work, more than half of ice cream buyers don’t plan in advance, so the company’s main task is to make ice cream products more visible in-store.

Since 2012 Hering Trade Kft. has been the Hungarian distributor of the Nestlé and Mövenpick brands. Junior key account manager Eszter Török told our magazine that sales continue to grow. These brands never stop innovating: this year 3 new Nestlé ice creams will appear in the market. Cactus products have been very successful and now a cone and a so-called ‘maxi’ product have been launched in this line. Macao ice creams got a new name (Signature) and a new, youthful look. A new Signature product has also been put on the market: white chocolate-maple syrup-walnut.

_{Eszter Török
junior key account manager
Hering Trade}

_{Ferenc Kapui
head of marketing
Ragonese}

Ferenc Kapui, marketing manager of Ragonese Kft. told Trade magazine that from their Gelatiamo products family-size ice creams traditionally sell well. The company keeps developing new flavours to please consumers. They even try to make the good old flavours a bit more exciting, for instance they offer Triple Chocolate and Crunchy Vanilla ice creams. New launches include Elder Lemonade, Chocolate Pancake and Greek Yogurt-Mango. Ragonese Kft. is very proud of the 9-product healthy ice cream selection, which is marketed under the Gelatiamo Paleo, Single Zero and Zero brand names.