Magazine: Traditions rule in the liver paté category

Szilvia Dandé
marketing manager
Kaiser Food

Hungarians are rather conservative when it comes to the spicing and packaging of their favourite liver patés. Szilvia Dandé, marketing manager of Kaiser Food Kft. told trade magazine that the stricter rules of the Hungarian Food Book for liver paté – introduced last year – improved the quality of products and made more product information available to shoppers.

Zoltán Szántó
senior product manager
Pick Szeged

Zoltán Szántó, senior product manager of Pick Szeged Zrt. informed us that the market of spreadable patés had stayed put in volume (9,420 tons) and had grown by 5.67 percent in value to reach HUF 10.6 billion. The market share of discount supermarkets in sales was more than 37 percent. In spite of this fact the weight of private label (PL) products has been decreasing for three consecutive years – it was 45.2 percent in volume. As for flavours, plain and marjoram-flavoured liver patés are the most popular.

In product size there has been a negative trend in the 500-999g segment: its share used to be 37 percent three years ago, but it is only 34 percent now. At the same time 100-249g products saw their share grow from 37 to 39 percent.

Beáta Németh
marketing manager
ZIMBO Perbál

Beáta Németh, marketing manager of ZIMBO Perbál Kft. told our magazine that they expect small-sized products to keep increasing their market share.

Éva Tamáskovitsné Gila
marketing manager
Gyulahús

Éva Tamáskovitsné Gila, marketing manager of Gyulahús Kft. talked to Trade magazin about Gyulai Sausage Spiced Liver Paté, a product launched 5-6 years ago, and the company’s latest product, which contains grilled pepper and liver bits. Sales of liver paté from the deli counter only represent one fourth or one fifth of total sales. András Garai, marketing manager of Gallicoop Zrt. spoke to us about the dominance of lower-priced products, as a large part of shoppers are still very much price-sensitive.

Ms Dandé is of the opinion that manufacturer brands are in a good position in comparison with PL products. She believes that in-store promotions are the best tool for increasing liver paté sales, as shoppers know very well that the top brands are offering good quality. Kaiser liver patés are real flagship products, thanks to their constant high quality.

Mr Szántó revealed the PICK liver patés are present in the premium and medium-priced categories, while the company’s FAMÍLIA products conquer in the lower-priced segment. PICK Veal Liver is very popular in the premium category: this gluten-free product contains no artificial flavouring and is very easy to spread. In September 2018 the product’s 400g pre-packaged variant was launched. In the medium-priced category PICK Live Paté with Roasted Onion came out in 2016 and 2017 brought the debut of the PICK Chilli Liver Paté. Both of these can be bought from the deli counter and in 125g pre-packaged version.

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Ms Tamáskovitsné Gila stressed the fact that both the classic Gyulai Liver Paté and the Liver Paté with Marjoram are gluten- and lactose-free. The company’s liver paté with grilled pepper has come out recently and feedback has been positive. Gyulai products are promoted on Facebook and from 2019 liver patés will receive more attention in the marketing strategy.

Ms Németh informed us that ZIMBO’s plain and roasted onion liver patés – available in 400g and 900g sizes – belong to the premium product category. Their experience is that shopper demand is on the rise for gluten-, lactose- and soy-free products made with no colouring. In its innovation work the company is concentrating on smaller-sized products. ZIMBO also feels that shoppers like traditional liver patés the most.

András Garai
marketing manager
Gallicoop

Mr Garai told that Gallicoop Zrt. markets two types of liver paté: turkey live paté and Nagyi liver paté (this contains both meat and liver bits); both of them can be bought from the deli counter and in 120g and 100g pre-packaged variants, respectively. The company’s liver patés are easily spreadable and very tasty. In innovation the next step is going to be developing a turkey live paté that is free from E-numbers/additives.

János Volosinovszki
managing director
Nádudvari Élelmiszer

According to János Volosinovszki, managing director of Nádudvari Élelmiszer Kft., their liver patés are available from the deli counter and in pre-packaged format too, in three flavours: classic pork liver paté, one made with marjoram and another with chives. The veal liver paté that they had put on the market in 2017 quickly became very popular. Their products represent traditional taste and the flavours, and all of them are lactose- and gluten-free. //