Brand building is rewarding on the biscuit market

Sweet biscuits have been developing constantly in the past couple of years. This year growth stalled, but Nielsen’s data indicate that there is no need to panic. Private labels’ dominance is growing. Gabriella Pogács, consumer insights leader of Kraft Foods Hungária Kft. says: – Private labels’ growth is accompanied with an increase among strong, well-supported brands. We stepped up our marketing efforts for Győri Édes, Jó Reggelt! and Pilóta – these managed to improve their markets share. Zsanett Teveli, brand manager of Maresi Foodbroker Kft. told our magazine that consumer habits were changing; in the categories that they represent healthy eating showed signs of increasing dominance. She is of the opinion that producer brands will only be able to hold on to their position if they keep communicating their added value to consumers. With Bahlsen they now focus on local-level and direct communication. Kraft Foods stresses the importance of a balanced diet and natural ingredients. Győri Édes biscuits marked with a special icon are the first 100-percent natural biscuits on the domestic market – informs Zsuzsanna Györke, Kraft Foods’ group brand manager, adding that in packaging more practical solutions are necessary, this is why their Pilóta Piskótatallér is available in reclosable packaging from February. Erika Kovács, Kraft Foods Hungária’s trade marketing coordinator told that last year the JóReggelt! product family was expanded with a yoghurt sandwich version. For the company it is important to give their products adequate instore visibility – and not only during the introduction campaign. They use POS tools, tasting sessions and instore promotions to achieve this goal. In hypermarkets plasma displays are used to run advertisements, while their coupon promotions inspire consumers to try new products. Maresi Foodbrokers is working on improving the efficiency of its communication: in 2009 the packaging of their Hit, Choco Leibniz, Waffeletten etc. biscuits was revamped. This year they plan to renew their Leibniz product range. Hobbits, with its healthy ingredients, is still very popular with consumers – new flavours will be introduced in this product family this year. The company will organise more trade marketing promotions in 2010.