Magazine: More new flavours to make food taste better

Condiment products perform well throughout the year, but the strongest seasons are the Easter and Christmas periods. In the last few years the summer barbecue season has become the third most important period for condiments.

Ágnes Pataki, junior brand manager (dressing) of Unilever Hungary told our magazine that in the mayonnaise category basic products keep dominating the market. Flavoured mayonnaise sales have dropped recently but light mayonnaise sales have grown. Demand for premium products is growing, therefore the company launched the Hellmann’s brand in Hungary last year, focusing on the jar version of the product.

It is true for the whole condiment market that basic products are the most frequently purchased, but Rita Bazsó, marketing manager of Univer Product Zrt. added that many consumers like flavoured products too, such as horseradish mayonnaise, garlic mayonnaise, etc. One of Univer’s most important innovations in the ketchup and mustard categories last year was E-free products – these have the same excellent taste as ordinary products containing E-number additives.

Among the various channels of retail discount stores continued their conquest. Balázs Csorba, director of commerce with In-Food 2000 Kft. told Trade magazin that discount store chains integrate strong brands into their assortment more and more. In-Food 2000 Kft. is the Hungarian distributor of Heinz products, which have managed to increase sales significantly. Last year the hot chilli pepper version made the biggest progress among their flavoured products. In terms of product size there was a shift in the direction of large-size products. Recently Heinz Salad Cream made its debut in the Hungarian market, which offers a great alternative to salad dressings.

Horseradish is the most seasonal product in the condiment market. István Bacskai, sales manager with Koch’s Torma Kft. revealed to us that in the last few years they had made great efforts to change how consumers think about horseradish, trying to convince them to also eat the product in periods other than Easter and Christmas. Horseradish in vinegar realises the bulk of sales, but in the last 20 years Koch’s managed to get Hungarians consumers like many new flavours, such as horseradish cream or mayonnaise. Apple- and wasabi-flavoured horseradish products are also increasingly popular. Last December Koch’s came out with a 450g egg-free light mayonnaise, which is made without added sugar. This product can be consumed by those sensitive to egg, vegans, people suffering from diabetes and consumers on a weight loss diet.

Glatz Hungary Kft. distributes special mustard products under the Lakeshore brand name. Marketing manager Hilda Helyes told our magazine that despite the special taste of these products the seasonality of sales still applies. This is the reason why the company has decided to make the most of having this knowledge and concentrates both consumer and trade marketing activities to the Easter and end-of-year periods. Since many consumers still don’t know how to use whole seed mustard or other special products, Glatz Hungary pays great attention to educating consumers. Managing the assortment is of key importance as these products have to compete with traditional mustards. In the second half of last year a new French mustard was added to the Lakeshore selection.

REX ketchup is a new and very interesting product in the market. The product is made using a family recipe from 1939, without any additive or preservative and sporting a real retro look. András Dobóczky, co-owner of manufacturer Bocs Invest Kft. told that the recipe comes from his uncle, a successful manufacturer before World War II who was exporting to Sweden, Switzerland and the Czech Republic.REX ketchups are made using exclusively Hungarian ingredients, in classic and birch sugar version; soon a hot chilli version will also appear in the market.

BWA Production, Trade and Services Kft. is a specialist company in the condiment market. Under the Gala brand name they manufacture and sell sauces and dressings made from hot seasoning paprika. Managing director Anton Weij informed Trade magazin that it takes time before consumers get to like flavoured products. In the hot segment demand is the biggest for extra hot and sour-sweet products