Salami brands: it is investment time

This article is available for reading in Trade magazin 2024/8-9

Henriett Szabó-Spanyol
PICK senior brand
manager
Bonafarm

“Every month we see a few percent increase in volume and customers are starting to return to salami. This is partly due to the fact that the average price of the category is similar to the same period last year”,

says Henriett Szabó-Spanyol, PICK senior brand manager of Bonafarm.

Market players say there is still a downtiering in the category.

András Benkő
sales and marketing
director
Kaiser Food

“This doesn’t only mean shoppers switching from a brand to a private label, but also a category level change, that is customers are switching from salami to a product that looks like salami”,

points out András Benkő, sales and marketing director of Kaiser Food Kft.

A category-level shift is also observed, with customers switching from salami to what appears to be salami

Strengthening of private labels likely continue

Zita Kelecsényi
trade marketing specialist
KOMETA 99

“We believe that the strengthening of private label salamis will continue in the long term. Cheaper product categories, such as cold cuts and various slices have also taken customers away from the ham and salami categories. As for price trends, we see that quality-focused producers haven’t been able to offer better promotions, but they haven’t increased prices either”,

says Zita Kelecsényi, KOMETA 99 Zrt.’s trade marketing specialist.

“Instead of more expensive products consumers often opted for cheaper, but still acceptable quality alternatives, as well as for lower-priced private label salamis. Often they put smaller products in their baskets to spend less per buying occasion or they were looking for economy packs”,

informs Eszter Borbély, marketing manager of Gyulahús Kft.

At the same time focusing on more affordable and economical products doesn’t necessarily mean consumers are buying less, says Csanád Dankó, marketing coordinator of Gallicoop Zrt.

Csanád Dankó
marketing coordinator
Gallicoop

“On the contrary, they often cast their votes on large-format products with a lower price per kilogram. Nevertheless, the past year also showed that there is a group of consumers with considerable purchasing power, who are still looking for premium quality salamis”,

adds the marketing coordinator.

Sales volumes of winter salami, the jewel in the crown of the salami category, are back on an upward trend

Consumers actively watch out for promotions and discount offers by supermarket chains