Cheese was special: value sales declined, but volume sales augmented

Cheese turnover fell by 5 percent to HUF 72 billion last year, while in terms of volume a 10-percent growth was registered and retail sales surpassed the 50,000-ton threshold. The main reason behind this specific trend was that a part of consumers switched to cheaper varieties, brands or stores. Hypermarkets constitute the most important channel: their market share grew from 39 to 41 percent last year. In comparison with 2008, volume-weighted average sales price reduced by 14 percent to HUF 1,405 last year. The 401-2,500 m² channel lost 2 percent of its share and was at 37 percent. Private labels’ market share was 25 percent in value and 28 percent in volume. Demand for relatively cheap semi-hard cheeses like Trappista grew significantly, sales were up by 19 percent at 30,000 tons from one year to another. They realised 49 percent of value sales and 60 percent of volume sales.