Prices are not the weapons used in the fight for consumers in the grill market

Apart from the general decline in consumption and the colder summer, the expanding selection of marinades and grill brines pose a further threat to the market of grill products. On the other hand, sales and demand for higher quality products are growing. – The general decline in consumption will probably not avoid the segment of grill products, with people enjoying such products less frequently – says Zolzán Szántó from PICK-Szeged Zrt. As Istán Erdélyi, CEO of Gallicoop has pointed out, grill products are increasingly often prepared at home by consumers using marinades and brines. Grilling is basically a recreational activity, where people tend to enjoy the spicing and brining of meat. Some manufacturers are trying to compensate the effects of higher meat prices by reducing unit sizes. – A further increase in prices is expected as a result of higher VAT to be introduced – says Dr. Endre Tamás, managing director of Wiesbauer-Dunahús Kft. – However, we achieved a 50 percent growth in sales last year and we expect to see similar growth this year as well – he adds. In the opinion of Zsolt Kazai, managing director of Landhof Hungária Kft., a substantial drop has occurred in the number of manufacturers selling cheap grill sausages, with only five or six large and reliable manufacturers remaining in the market. Grill products are impulsive to some degree, with packaging, flavouring and spicing all influencing the decisions made by shoppers. Hyper markets continue to remain the primary distribution channel. Grilling is usually not a spontaneous activity, which means that ingredients are brought mainly during weekly visits to hyper markets. Consumers display a rather conservative attitude towards innovations, preferring well known products. At the same time, all distribution channels, including discounts are eager to participate in the grill business. The market originally composed of grill sausages only has become more colourful. Pápai Hús has been selling a number of grill products for years. – We had begun to produce marinaded meats for export first and later entered the domestic market as well– remembers József Politzer, managing director of Pápai Hús 1913 Kft. István Erdélyi agrees that demand has definitely shifted from simple grill sausages towards marinaded sliced meat with decorative spices. All manufacturers have innovations for the season. The complete range of Délhús grill products will continue to be offered by PICK-SZEGED Zrt in this season as well, including Délhús Paprikás, Borsos, Sajtos and Délhús Griller Mix in 300 gram vacuum packaging. Multipacks of 5 units have been developed for this season, which allows smaller stores to stock Délhús products as well. New flavourings are also continuously being introduced. – We have added a garlic-pepper and a pizza version to the Landhof range – says Zsolt Kazai.
– We are expanding our flavour range this year in both small and large sizes, while our grill sausages will be available under a new name, in new packaging – says József Politzer. Traditional flavours continue to dominate the assortment of Wiesbauer-Dunahús Kft. Party grills will also be available in 300 and 1,000 gram, protective gas packaging, while Stuttgart sausages will also come in 1,500 gram protective gas packaging. Vienna long sausage with cheese is their new product. Gallicoop is present in all segments. – In order to maintain outdoor sales, it is important to pay attention to indoor sales outside the main season, with appropriate recipes for preparation – explains István Erdélyi.