Magazine: Pralines are slowly but steadily regaining their old glory

Praline sales grew by a couple of percent in the last 12 months, a bit more in value than in volume. Sándor Sánta, managing director of Chocco Garden Kft. reckons that the driver of this growth was the ‘whitening’ of the economy. Still, sales are about 20 percent lower than before the recession. There is great innovation work going on, especially in the field of packaging, and many new products appear on store shelves.

G.I.F.T. Kft. is the distributor of premium pralines Lindt and Belgian; sales of these had started growing dynamically in the autumn of 2014 and this trend continued in 2015. In terms of volume 100-200g products sell the best and in value HUF 800-1,500 products are the most popular – brand manager Zsuzsa Fekete told our magazine. What about retail chains? Sales improved in discount stores, where desserts cost less than HUF 3,000/kg and the premium segment’s share is around 20 percent. Mainstream pralines are losing ground a little and complete categories are disappearing from the low-quality segment. This is good news for Szamos Marcipán Kft. Production and commercial director Kolos Kelényi informed that their products are mainly positioned in the HUF 1,500-2,500 price range. Hilda Helyes, marketing manager of Glatz Hungary Kft. revealed that in the Witor’s product line decorative, gift-purpose pralines are the most significant in sales. Following the Western European trends, the company put Witor’s pralines on the market in bags instead of boxes, too – consumers like to buy this format for own consumption. Ms Fekete mentioned that Creme Brulée and Tiramisu were added to the Belgian portfolio. At the end of the year 100g Belgian Assorted Praliné and Belgian Creme Brulée pralines will hit the shops in gift box version. For the next Valentine’s Day the brand will come out with individually wrapped Fruits of the Sea pralines with 4-different fillings, in a 135g gift box. In November-December Lindt’s Lindor dessert will be supported with an 80,000-piece sample distribution and tasting session campaign. Mr Kelényi revealed that in the recent period the company’s praline sales grew 25 percent, thanks to increasing demand and new products. A new product range called Gyöngypraliné was launched this year: each one of these ‘pearl pralines’ are made from 3 different chocolates. Special creams that debuted with Gyöngypraliné products also turn up in Szamos’ Christmas fondant candy assortment. Ms Helyes informed Trade magazin that Witor’s sales are sure to improve by two-digit numbers in 2015. For this year’s high season they put the sophisticated Cuor di Mousse product line on the market – chocolate mousse balls covered in crispy chocolate; the new range is available in 4 versions (milk chocolate mousse, dark chocolate mousse, yogurt mousse in milk chocolate coating and orange mousse in dark chocolate coating). This year many new packaging solutions were introduced for the company’s products, relying on the strengths of Italian design. Chocco Garden Kft. is a brand new confectionery manufacturer, the first products of which are just appearing on store shelves. In the spring they will come out with many new products. In the area of packaging the company would like to stress the gift function of products, therefore dessert will be marketed in stylish tin boxes, which will be delivered to stores in easy-to-use logistics trays.