THE LATEST ISSUE OF TRADE MAGAZINE HAS BEEN PUBLISHED!

The newest 2025/12–2026/01 issue of Trade magazine has been published, whose extended, digital version can already be read on our website a few days before the arrival of the printed paper, on 200 pages. By clicking on the cover it can be opened and even downloaded.

New: in addition to the daily fresh news, the articles published in the magazine are now not only readable, but also audible on the trademagazin.hu site, in Hungarian and in English as well; just click on the play button at the top of the article, so you can listen to our articles anywhere, anytime, similar to podcasts.

In the cover interview of our issue we talked with Eszter Benedek, managing director of Magyar Termék Nonprofit Kft., about what role the Magyar Termék trademarks play in customer decisions, and we also present the results so far and the list of this year’s trademark users.

In December, in the Lánchíd opinion column, you can read the year-end thoughts and holiday greeting of Tibor Székács, president of the Lánchíd Club.

Our last highlighted topic this year is SIRHA Budapest 2026, Central Europe’s largest food industry and HoReCa trade show, which will be held between 3–5 March 2026 at Hungexpo. After the opening article by exhibition director Klára Tihanyi, several exhibitors, professional organisations, and representatives of sectoral associations introduce themselves, and of course the programmes of Trade magazine, as the official paper of the event, cannot be missing either, such as the 800-square-metre Future Store Innovations stand, the Start-up Island, and the SIRHA Innovation Competition.

In our Spotlight column we continue our reports about the Business Days 2025 conference with summaries of the lectures and roundtables of Thursday, when the biggest international manufacturers, retail companies and brands were in the main role. From the evening programme you can also read the tribute of Lifetime Achievement Award winner Zoltán Gazsi. After the report about the lighter Friday “executive takeaways” day and the first optional weekend programme, we publish the content of the comprehensive presentations in further detailed articles. And from the supplement of the Spotlight column you can get to know the awardees of the Retailer of the Year 2025 competition, presented at the conference gala dinner.

The topics of our Shelf-view column: the Hungarian bologna (párizsi)  and cold-cut market, dairy desserts, sports drinks, and the super-premium spirits market. But alongside the classic and dry shampoos, dishwashing detergents also found a place.

Besides the news of our Sustainability column, you can also learn about the World Economic Forum’s 2025 climate trend analysis. In our Vegan column, the news is followed by a detailed article about next year’s Veganuary initiative and the companies supporting the mission of plant-based eating.

Our HoReCa column opens with a photo report from this year’s Gundel award ceremony, then you can read an interview with this year’s Gundel awardee, László Ruprecht. This is followed by the second part of the problem-exploring research of the Hungarian Confectioners’ Guild among domestic confectioners, then you can get to know the creator of this year’s sugar-free cake of the country. After the HoReCa news we report on the first mobile Sensobus, which researches consumer insights and purchasing habits in real time; this is followed by a summary of an exciting Impetus Research survey.

In our Market Analysis column AKII analyses the egg market, and GKI presents household consumer price index perception. After the market news we publish in detail the KPMG 2025 CEO Outlook survey, according to which 79% of leaders trust in the development of their own company. In this column we also present which brands are the most valuable in the world, according to Best Global Brands.

Our Sales and Business Development column is opened by a new article in the series by Dr. Tamás Kozák, secretary-general of OKSZ, about how demographic changes influence the retail market. This is followed by reports about the XXI European Trade Day and the FoodTechShow organised by the National Chamber of Agriculture. The nostalgia article about the exhibition evoking the Delicatessen times is followed by the article of the latest Future Talks with Szilvia Krizsó podcast, in which our guest was Andrea Prohászka, head of Tutti Kft. In the supplement of the column you can get to know the Signature Platform, and we present the placements of the thematic lists, as well as the winners of Signature 40.

AI news and our In-store and Out-door column cannot be missing from this month’s issue either, in which we report for example about the Shop! Ideation conference and the commercial refrigeration technology market. The magazine again ends with the novelties of our Innovations and Campaigns column.

Click and leaf through the latest issue of Trade magazine, or even download this or our previous magazines for free, so that you can read our paper anytime!