Rapidly growing assortment of bio products

A bio-revolution is sweeping through Europe, producing double digit growth. Expansion is less dynamic in Hungary but still notable. Though the popularity of bio products is growing everywhere, they are generally regarded as being too expensive. Further growth depends mainly on a reduction in prices. According to Ottilia Dörnyei, director of GfK Hungária Piackutató Kft., the majority of consumers come from the 25-45 and over 50 age groups. A survey about consumer attitudes towards bio food is prepared by GfK every second year. At present, three out of four Hungarian consumers refuse to buy bio products. Another finding is that the majority of consumers accept the authenticity of bio labels. The percentage of consumers buying bio products regularly (at least once a week) is only 3.1. Bio vegetables, fruits and meats are the most popular kind of bio food. 43 per cent of the consumers of bio products purchase these in hyper markets, 25 per cent in market places and 18 per cent in retail chains composed of small stores, while 15 per cent go to specialised bio stores to get these. – Sales of bio products grew by 10 per cent in Hungary last year, but still only account for one per cent of total food sales – says Péter Roszik, managing director of Biokontroll Hungária Nonprofit Kft. – Only 300 products from the 30,000 listed in Interspar stores are bio, whereas this proportion may be as high as 5-7 per cent in Western Europe – says Zsuzsa Laber from Spar Magyarország Kft. SPAR had been the first retail chain to begin selling bio products and has been emphasising the importance of health and wellness ever since. As a result, sales of bio products grew rapidly in 2007. Natur Pur, their private label bio product line, produced mainly in Austria is also to be expanded in 2008. According to Katalin Tóth, spokesperson of Cora, bio food has been regarded as being of strategic importance in Cora hyper markets since the opening of their first store. At present, they have five hundred bio products, which represents an increase of 40 per cent last year. Biopont entered business a decade ago with only two employees. – Today, they have 45 employees – says Viktória Bella, brand manager. One of their recurring problems is stocks running out before new produce is harvested. Their private label products are made in Hungary, Belgium, Italy and Germany, but the agricultural produce used for these is purchased in Hungary. At the moment, they have three brands: BIOPONT, VEGABOND and PRIME FOOD. Naszálytej Zrt. used to be the market leader among domestic manufacturers in bio dairy products. Hortobágyi Halászati Zrt is producer of bio fish which comes from the protected environment of the Hortobágy National Park. Most of their production is exported to Germany and Austria, because they do not want to invest in installing special coolers or aquariums in retail units, which is a precondition for selling bio fish in Hungary.