Magazine: Our little helpers in the kitchen

The market of kitchen equipment, utensils and appliances is showing a positive trend. Polish manufacturer Dajar makes household products, kitchen furniture and professional HoReCa products. They work with the world’s biggest manufacturers and also have their own brands (Ambition, Domotti, Jotta) Zoltán Kiss, the chief executive of Dajar Kft. informed us that consumer demand is moving in the direction of quality products.

_{Zoltán Kiss
chief executive
Dajar}

_{Krisztina Pesei
sales manager
Metaltex Hungary}

The Metaltex brand is 72 years old this year. Krisztina Pesei, sales manager of Metaltex Hungary Kft. told our magazine that their products are marketed in more than 30 countries. There are 4,000-4,500 products in the portfolio, which are grouped into three main categories: kitchen utensils, storage and sorting, clothes drying racks and ironing boards. Christmas is the strongest season in the market, followed by Easter. Ms Pesei revealed that the second half of the year is stronger for her company. Mr Kiss added that they also sell licensed Disney products, demand for which increases after film premieres.

In the category of kitchen equipment, utensils and appliances – just like in the case of groceries – hypermarkets constitute an important sales channel, but the market share of DIY stores keeps increasing. Sales in in-out promotion grew considerably in the discount supermarket channel, but independent stores and wholesalers are also strong in the category. As for product format, buying piece-by-piece is more popular than purchasing sets – one of the reasons for this is that a family with 2-3 members doesn’t want to pay for a 6-piece set.

Mr Kiss revealed that the use of natural materials prevails (stainless steel, ceramic, stone, granite). The company comes out with a new Ambition product every month. Health-consciousness is the main direction in product innovation, e.g. using as little fat or oil as possible, but consumers also want products that last long and can be used in more ways. Ms Pesei talked about the growing market share of private label products in the segment. For instance Metaltex manufactures them for Auchan, Cora, Coop and Migros.

_{Gábor Török
white goods product manager
Media Markt Hungary}

What is the situation in retail channels? Sales of household appliances are growing by 8-9 percent, but kitchen appliance sales are increasing by 10-11 percent. The average price of these products has increased a little. Gábor Török, white goods product manager of Media Markt Hungary told Trade magazin that customers are looking for quality products and they can choose from a large selection of kitchen appliances. It is important for them to buy products that suit the kitchen’s style in design, colour and material. Retro and minimal are the most popular styles in product design. It is still food processors that drive sales.

The MOMERT brand celebrates its 50th birthday this year. Product sales have grown recently in both value and volume. Tamás Baritsa, sales director of Momert Zrt. also talked to our magazine about factors that hinder growth, e.g. the fluctuation of currency exchange rates, the introduction of new standards (ERP2 energy efficiency), etc. Retailers are now focusing more on their own household appliance brands than before.

There are more and more new brands in the Hungarian market, coming mainly from Poland, the Czech Republic and Ukraine. What is more, thanks to online stores, Hungarian consumers can now order household appliances from other EU countries or from the Far East. The main innovation direction for Momert Zrt. is devices controlled from smartphones or tablets, and they also see great potential in household appliances that use little energy.