This year, Trade Magazin celebrates its 20th anniversary, and we are pleased to announce that the first issue of this jubilee year (2026/2–3) has been released. The extended digital version is already available on our website a few days ahead of the printed edition, spanning 212 pages. It can be opened and downloaded by clicking on the cover.
In the cover interview, Tamás Bárány, Managing Director of Aqua Lorenzo, spoke about the exciting new developments of the WATT energy drink, which celebrated its 25th anniversary last year. The article also discusses the company’s other outstanding brands, Queen and Aqua Minera mineral water.
In February, we present an expanded news section, featuring personnel changes in the FMCG market, the most important digital innovations, and developments in the international market.
As in the 2025/12–2026/1 issue, our featured topic is once again SIRHA Budapest 2026, Central Europe’s largest food industry and HoReCa trade exhibition, to be held between March 3–5 at Hungexpo. The compilation includes useful practical information and an overview of the exhibition’s key themes, such as the full SIRHA program list, pavilion map, and entry and parking information. The section also covers the latest hospitality industry trends and expected changes in the ice cream market. This is followed by a summary from Anna Zoltai, the re-elected President of KÖZSZÖV, and then an article on coffee consumption trends. We also devote special attention to the increasingly “smart” professional kitchen technologies, the market for professional hygiene products, and the ongoing digitalization processes within the HoReCa sector.
In the supplement to our Featured Topic section, we publish an extended overview of the Easter season. Our opening article examines the Easter chocolate market, followed by a summary of the ham market and a review of wet seasonings. In our comprehensive seasonal analysis, food industry players supplying ingredients for home Easter cooking and baking also share their insights. Readers can also learn about trends in the egg market and the challenges affecting pálinka distributors and producers.
In our Spotlight section, titled Expectations for 2026, we have compiled the most important international and domestic forecasts. First, we report on the World Economic Forum (WEF) in Davos, followed by a summary of the PwC Global CEO Survey. We present the IGD Global Retail Trends 2026 analysis of the retail market and the Innova Market Insights F&B report highlighting key food industry innovations. Domestic market expectations are discussed by Ákos Kozák, co-founder and Director of Economic Research at the Egyensúly Institute. This is followed by NAK’s outlook presented by President Zsolt Papp, and then by Dr. István Rédei’s summary related to COOP’s 30th anniversary last year. The section concludes with NMS consumer analysis focusing mainly on food purchasing trends, and an article by Diverzum addressing the labor market situation of Generation Z.
Topics in our Shelf Review section include chilled dairy slices, fruit juices, hair care, and the markets for detergents, fabric softeners, and cleaning products. The supplement features the MagyarBrands award winners.
In our Sustainability section, alongside news, readers can learn about the findings of the K&H sustainability index, which indicate a decline in environmental protection and sustainability efforts among Hungarian businesses. Our February issue also includes the most important Vegan news, complemented by a more detailed article on the plant protein market.
In our HoReCa supplement, we publish the most important news from industry associations. From the Hungarian Hospitality Association, we present an interview with recent Gundel Award winner Sándor Gottwald, founder-owner of Hotel Gottwald Wellness Hotel and Restaurant in Tata, as well as our article with László Kovács, the association’s outgoing president. The Hungarian Confectioners’ Guild presents the results of the Christmas Yule Log competition and the domestic round of the Gelato Festival World Masters. In addition to the news, readers can learn more about the craft beer market and trends affecting fast-food chains.
In our Market Analysis section, AKII analyzes the raw milk market, and we also publish the first GKI business confidence index of 2026.
In the Sales and Business Development section, you can discover the winners of the Christmas TV commercial competition, and AI news is once again included.
In the In-store and Out-door section, we not only present the POPAI Awards winners, but also report on the joint professional meeting of POPAI and the Trade Marketing Club. This is followed by detailed articles in our retail tools series on the market for heating, cooling, ventilation, and air-conditioning systems, as well as waste utilization trends.
The magazine once again concludes with the latest developments in our Innovations and Campaigns section.
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