Ham seasons: the bad, the better and the good (?)

This article is available for reading in Trade magazin 2026/02-03

The outlook for this season is improved by the fact that raw material prices dropped in the second half of 2025.

Péter Fejes
group brand manager
Bonafarm

Manufacturers don’t expect considerable price hikes

“Consumers continue to buy Easter hams mainly in modern retail channels (hypermarkets, larger supermarkets and discount stores). As in many other categories, the importance of discount stores continues to grow”,

says Péter Fejes, group brand manager of PICK.

Zsuzsa Takácsné Rácz
sales director
Pápai Hús

Looking back on last year, Zsuzsa Takácsné Rácz, sales director of Pápai Hús Kft. highlights consumer price-sensitivity:

“Because of the inflationary environment and changes in purchasing power, the movement between the premium and mid-range categories has intensified: many shoppers have shifted towards affordable quality”.

Tamás Pozsgai
sales manager
Bogád-Hús

Tamás Pozsgai, sales manager of Bogád-Hús Kft.:

“We expect moderate demand growth in 2026, mainly for packaged products in smaller sizes. Quick-cured, first-class products have become important again in the last 2-3 years”.

Everything you always wanted to know about quality ham

In the pork ham segment Pick Szeged Zrt.’s best-selling brand at Easter continues to be the PICK Békebeli range, whose products are made using slow curing and traditional beechwood smoking. Outside of the season, the company is present in the cooked ham category with the HERZ brand, whose entire sliced range was renewed in 2025 – the products contain 25% less salt. During the Easter shopping season PICK helps shoppers on its social media platforms and in shops, with information about the characteristics of quality Easter hams and the criteria for choosing. They also explain how to prepare Easter ham properly.

At Easter, easy‑to‑handle, boneless, pre‑shaped hams are the most sought‑after, as their unit price is more favourable and they meet modern consumer expectations

In recent years Pápai Hús’ product strategy has seen a clear shift towards higher quality, traditionally matured ham products. The company is consciously building its premium portfolio, in which hams made using traditional technology and with a longer maturation period play a central role. Pápai Hús would like to reinforce this premium direction in the 2026 Easter season too: the focus is on hams that preserve the values of traditional technologies, while also meeting modern consumer expectations.

Successful products and new innovations

Customers will be able to find Bogád-Hús Easter products in several retail chains during Easter. They offer Bogádi Szívsonka ham in 500g, 800g, 1.5kg, and 3kg and 6 kg size. This is the company’s most popular product, which is available in stores all year round. They make Bogádi tied ham – prepared using traditional marinating methods – specifically for the Easter season, while Bogádi smoked hind knuckle is available all year round. Recent innovations include Bogádi Bacon and Bogádi Rácsos cooked ham. Both products are sold in 150g consumer format and 1-kilogram gastro size.

Due to the inflationary environment and the lowering in purchasing power, switching between the premium and mid‑range segments has intensified, with many consumers shifting towards ‘affordable quality

Market players don’t expect price increases in the poultry ham segment before Easter either.

Attila Lippai
commercial director
Master Good

Attila Lippai, commercial director of the Master Good group:

“Although the selection is expanding at all quality levels, unfortunately smaller and cheaper products have become more popular with most shoppers in recent years”.

The Master Good range includes sliced ham products made from chicken and turkey meat, and they have recently added premium quality Royal chicken breast ham to the assortment. This currently has the highest meat content of any chicken breast ham on the market.

Health consciousness favours turkey-based products

Consumer demand for healthier, lower-fat alternatives is growing stronger, a trend that is particularly favourable for Gallicoop Zrt.’s turkey-based products. Outside of the season their products are available in the GALLICOOP classic and GALLIO premium brand families.

Beáta Bukovenszki
head of domestic
sales
Gallicoop

Beáta Bukovenszki, head of domestic sales at Gallicoop Zrt.:

“Consumers are looking for smaller hams and easy-to-handle products with high protein content; sales of our 100-120g sliced hams are growing above average. Consumers are becoming more conscious in their choices and we see a steady increase in the popularity of turkey over pork, which is good news for the GALLICOOP portfolio”.

At Easter the company’s best-selling products are cooked and smoked turkey thigh ham, turkey legs and turkey breast products.