Not just delicious, healthy too!

This article is available for reading in Trade magazin 2025/4.

Rita Bazsó
marketing director
Univer Product

Rita Bazsó, marketing director of Univer Product Zrt. says the baby food market has always been subject to strict regulation, in order to protect the health of the youngest children.

“Rising raw material, energy and packaging costs are putting a heavy burden on manufacturers”,

she adds.

Réka Doszpod 
marketingkommunikációs specialista
HiPP

Réka Doszpod, marketing communication specialist of Hipp Termelő és Kereskedelmi Kft. informs that according to NIQ data, the wet baby food market has expanded by 4.6% in value over the last 12 months.

The larger decline in the wet baby food market is offset by dynamic growth in the snack category

Pure ingredients, tradition and innovation

Fruit-based baby foods and desserts are the most popular from Univer’s product selection. One of the company’s top products is Apple Sauce with Chicken Meat, followed by Squash Purée with Chicken Meat – both of them are recommended from the age of six months. The rapidly growing demand for organic products is also a priority in Univer’s innovation strategy. Every year the company uses a higher proportion of organic ingredients, while adding new products to its range. The long-term goal is to gradually switch to organic quality with the entire portfolio.

According to Réka Doszpod, the role of value represented by a brand and innovation – in addition to price – can also play an important role in the decision-making process. “In the wet baby food market demand for premium brands is stable. Although private label products have a market share of nearly 30%, their growth in 2024 was already less than 1 percentage point compared to 2023”, adds the marketing communication specialist. Besides brand values, recommendations and personal experience also influence product choice.

In addition to price, brand value and innovation count more in the shopping decision process

Premium quality, health and experience

Last year HiPP continued to increase its market share in almost every segment. The

Premium fruit product line performed well in 2024. In 2024 HiPP strengthened its presence in the snacking category with the launch of five different bar products and two types of oat heart. The popular pouch format was extended with four new 120 ml Snackie (cereal enriched fruit purée) and Smoothie variants.

“A number of new desserts, menus and snacks will be added to our portfolio this year. These won’t just strengthen the brand’s price premium, but will also expand our target group”,

explains Réka Doszpod.

Anna Pókecz
head of marketing
Cerbona

Cerbona makes breakfast cereals specifically for children, but their other products are also popular with the little ones.

“At the moment additive-free, no added sugar, gluten-free, lactose-free and vegan products are in the most sought-after. Organic certification is increasingly important in export markets”,

says Anna Pókecz, head of marketing at Cerbona Élelmiszergyártó Zrt.

The company’s developments are mainly based around formats, added vitamins and new flavours. Among breakfast cereals chocolate flavours are the favourite.

Demand for organic products is growing spectacularly

Natural trends

In 2024 Bijó Kft. achieved a 7% rise in volume sales of baby and children’s food, drinks and cosmetics, compared to the previous year, while the number of items in the portfolio remained almost the same.

Máté Tukacs
marketing manager
Bijó

“There is a conquest of raw vegan, “living” foods. Shoppers are looking for products made from the most natural ingredients possible. Fermentation and sourdough are back and our grandmothers’ preservation methods are enjoying a renaissance. In the baby food category the strengthening of the “full clear” trend is increasing the number of products that can be offered from newborn age, which would have been unthinkable a few years ago”,

points out Máté Tukacs, marketing manager of Bijó Élelmiszer Kereskedelmi Kft. //