Baking products for all generations

Christmas is also a season for cakes. According to market research data from Nielsen, traditional baking additives continue to enjoy unbroken popularity. Baking powder and vanillin are still basic products in this category. Considering the fact that the market is expanding in terms of value, with a substantial rise in average price, baking additives are doing quite well in times of recession and of stagnating purchasing power. – Among traditional baking additives, classic products like vanillin and baking powder remain popular while Dr. Oetker Élesztő and Tortazselék are producing dynamic growth and Bourbon vanilla sugar launched a few years ago is also doing well – says Eszter Varga, trade marketing manager of Dr. Oetker. The market of dessert powders is less seasonal in nature than that of the above segment. Traditional pudding powder remains dominant in this segment, accounting for three out of four sales. However, sales of instant dessert powders are growing. Cake powders are a smaller, but dynamically growing segment. – These products are intended for younger generations, primarily in the cities, who have a higher income but less time – explains Eszter Varga. Examples of successful innovations in this segment are Dr. Oetker Muffin powders or Princess Lillifee Muffin és Citromos cake powders. A number of marketing tools are used by Dr. Oetker, the market leader, including TV spots, recipe books and recipe cards, while an outdoor and press campaign is used to promote their hot chocolates. “Baking isles” are combinations of various displays in hyper markets, where all Dr. Oetker baking products appear in a single place. Jams are also essential products in the last two months of the year. According to Péter Ung-vári, managing director of Pacific Óceán Kft, one of the leading manufacturers in this category, sales go up by 10 percent in the last two months, compared to the rest of the year. Though this is a traditional product, convenience has become an important consideration. Low calorie products with a high fruit content and made without preservatives have become a must for a large group of consumers. Diabetic products are also increasingly popular. Polarisation is strong in this category, with private labels dominating the lower end of the market and bio jams and 100 percent fruit content offered in the premium segment. – Though it might come as a surprise to many people, cranberry has become the second most popular flavour after apricot among jams – say Péter Ungvári. Other flavours of the Háziasszony extra product line have also become very successful. The „Ízemlékek” product line and diabetic jams offered at favourable prices also belong in the premium category.