Health conquering shelves

Olive oil, sport and energy drinks, cereals and corn flakes are the most dynamically growing food categories, with annual expansion of 50 per cent. Healthy food has become one of the main consumption trends. – Our pro-biotic yoghurts are intended primarily for health conscious consumers and ladies leading an active lifestyle – says Beáta Kiss from Danone. The number of people suffering from some kind of food allergy is growing each year, which has resulted in the continuous expansion of the category of specialised food products developed for them. These usually have health benefits for all consumers which allows them to be sold to a much wider target group than had been defined for them originally. – Consumers are definitely becoming more fastidious regarding the ingredients of processed meat products. Fortunately, all salami and sausage products of Herz are free of gluten, lactose, soya1and artificial colouring – says Anita László, sales and marketing director. The slimming competition on TV has had a noticeable effect on the sales of products which belong to the two lifestyle programs. As Laura Tengerdi from Algida (participating in the Weight Control program) has told us, in addition to their Algida Light products , a light version of Túró Ice will also be introduced this year. Retailers have also become more open to innovations than in the past. – Retail chains are willing to pay a higher price for added value, if it is communicated adequately and the packaging of the product is attractive – says Katalain Benczédi, sales director of Soós Kft, the manufacturer of a pasta which contains Omega-3 fatty acid. According to Zsófia Somlai, brand manager of Kellogs from Maresi Foodboker Kft, promotions cannot fully compensate the negative effect of restrictive economic policy on demand. Both Norbi and Alexandra participate in the development of products linked to their lifestyle programs and in promotional activities. László Szilágyi, managing director of Rauch Hungária Kft thinks that it was worthwhile for them to promote their Nativa Tea & Water and Rauch Ice Tea light products linked to the Weight Control program, because campaign in fitness centres and beauty parlours has generated extra sales in conventional sales channels as well. Andrea Kiss, marketing director of Maspex Olympos Kft agrees that alternative sales channels can be useful for some products. Their Kubu brand will be available in Relay and Immedio newspaper stands. Anett Zuberecz, from Szegedi Paprika ZRt believes that they need to fight the cliché that only food which should not be consumed tastes good. Danone has introduced a new promotional method. Their “consultants” help consumers in stores with advice and inform them about innovations.