Life is beautiful in pairs

Consumption is increasingly shifting toward higher-quality products with greater meat content

This article is available for reading in Trade magazin 2025/11.

Henriett Szabó-Spanyol
senior brand menedzser
(PICK brand)
Bonafarm

Henriett Szabó-Spanyol, senior brand manager of Bonafarm Zrt. (PICK brand):

“While low-fat products suffered a significant loss in volume, which also dragged down the results for the entire category, consumption shifted towards higher-quality, higher-fat products”.

Zsolt Kazai
sales manager
Wiesbauer-Dunahús

“Raw material prices are low and the euro’s exchange rate is stable, so we have every reason to be satisfied. Our annual frankfurter sales are currently 12% higher than last year in volume”,

reports Zsolt Kazai, sales manager of Wiesbauer-Dunahús Zrt.

At the same time, consumers remain price-sensitive and there is strong demand for private label products. In some segments private labels are expanding, while in others demand is moving toward premium products with strong brand value.

Guarantors of loyalty: consistent quality and good price-value ratio

Changes in consumer behaviour, demand trends, price and promotion sensitivity, and competition between manufacturers and private labels have a big impact on market dynamics.

Attila Lippai
commercial director
Master Good

Attila Lippai, commercial director of Master Good Kft.:

“The current market situation offers manufacturers lot of opportunities to adapt to consumer demands and introduce new products. For brands preserving customer loyalty is also key on the meat product market”.

Zsuzsa Takácsné Rácz
sales directotr
Pápai Hús

Although Pápai Hús has experienced increased demand mainly for lower-priced products, they also see consumer awareness and quality considerations becoming more important.

“For us this means that in the future the right price-value ratio and stable quality will be the most important factors in consumer decisions”,

adds Zsuzsa Takácsné Rácz, sales director.

PICK frankfurters are responding to diverse consumer demand with an exceptionally wide and expanding product selection: in addition to classic deli counter and pre-packaged products, and the Pickolino peeled and Roppanós frankfurter product lines, a newly launched product range is now also available: PICK X Fresh Corner hot dog sausage has proved there is room for premium positioning within the category. With a meat content over 90% and several flavour variants, this frankfurter is a real innovation in the category and quickly became a consumer favourite.

A little Italian vibe

Master Good focuses on the consistent development of its main brand, MASTER GOOD. The complete vertical integration behind the brand ensures that the company can continue to offer reliable, high-quality products in both the fresh meat and the processed meat categories, using GMO-free ingredients from chicken. Consumers are becoming more conscious, so they demand transparency and prefer brands that offer sustainable and ethical solutions. Frankfurters continue to occupy a stable position in both the meat product category and on the dinner table. The company’s Füstli brand has enjoyed unbroken popularity since its launch and the latest addition to the portfolio is a new flavour, ITALIANO, which brings the Mediterranean world into everyday life: parmesan, tomato, rosemary, oregano and basil combine to create an Italian vibe.

A novelty in five flavours

Last December Wiesbauer-Dunahús sold 17% more frankfurters than a year earlier: over 330 tonnes. Frankfurters in a sheep casing have been a hit for years. Just like every December, this year the company will be selling the 800g Wiesbauer frankfurter in four varieties (Vienna long, Sacher, Veal and Light), stuffed into sheep casings. As the company’s 2x200g Premium Bécsi wiener is also very popular, this year they are launching five new flavours for New Year’s Eve: mustard, smoked cheese, chilli, ketchup and chilli-smoked . Since Pápai Hús’ recently introduced convenience products with higher meat content have been well received, the company intends to continue going in this direction. Until the end of the year they plan to test new limited-edition products that fit into the mood of the festive season. In December they will be promoting smaller, more practical formats too – consumer demand is more diverse during the festive season.