Magazine: Strong brands among meat-based spreads

Zoltán Szántó
interim
marketing director
Pick Szeged

Values sales are growing in the meat-based spread category, while volume sales are decreasing a little. Annual sales are around 9,230 tons and according to Pick Szeged Zrt.’s interim marketing director Zoltán Szántó, discount supermarkets are dominant in sales. In the 2019 MAT period their share in meat-based spread sales was already 37 percent. Pre-packaged products realise 83 percent of volume sales. In product size the market share of 500-999g liver patés fell from 33.6 percent in 2018 to 30.7 percent in 2019. At the same time 100-249g products increased their share from 39.1 percent to 41.7 percent. For the third year in a row the market share of private label (PL) products reduced in both value and volume; it was 40 percent in July 2018-June 2019.

Pick Szeged Zrt. is present in the premium and medium-priced category with the Pick brand, and the company offers Família products to more price-sensitive consumers. One of the most popular products in the premium segment is Pick Veal Liver Paté. It contains no artificial flavouring, it is very creamy and easy to spread – thanks to the cream added to it. The product is gluten-free as well. Last year the company put the pre-packaged 400g version of Pick Veal Liver Paté on the market. Pick Fried Onion Liver Paté and Pick Chilli Liver Paté came out in the last couple of years; together with the classic version Pick Liver Paté, they are available on 1kg deli counter and 150g pre-packaged formats. This year the company optimised the collective packaging of pre-packaged liver patés. As a result of this step, 150g Pick liver patés are now delivered to shops in a new offering carton that contains 10 products.

Beáta Németh
marketing manager
Zimbo Perbál

Zimbo liver patés are real premium products and sales keep growing – informed Beáta Németh, Zimbo Perbál Kft.’s marketing manager. From Zimbo’s portfolio both the plain and the fried onion variants are very popular in the liver paté category. The company’s products don’t contain gluten, soy, lactose and artificial colours. In a recent liver paté test ZIMBO’s 400g product finished among the best. The product is available in 400g pre-packaged and 900g deli counter versions; the formerly available 120g variant has been deleted from the portfolio, because the company’s experience is that shoppers aren’t really looking for small-sized products when buying liver paté.

Éva Tamáskovitsné Gila
marketing manager
Gyulahús

Gyulai Liver Paté and its various flavoured versions have managed to hold on to their market positions – at annual level almost 2,000 tons are sold, we learned from Éva Tamáskovitsné Gila, marketing manager of Gyulahús Kft. Shopper demand is the biggest for the classic version of the product, followed by the marjoram variant. There is a version with sausage-type spicing and the new product, Gyulai Liver Paté With Fried Pepper – which has already won the Value and Quality Award – is being launched right now. All Gyulai Liver Patés are lactose- and gluten-free. A new product range from Gyulahús Kft. contains additive-free products: a sausage, a salami made without paprika and a liver paté. There is demand for the company’s products in both pre-packaged and deli counter formats, and all products are available in more sizes.

András Garai
marketing manager
Gallicoop

Gallicoop Zrt. markets two kinds of liver patés: a turkey liver paté in a 120g and a large version and Gallicoop Nagyi Liver Paté – the latter’s popularity is very well indicated by the fact that a few years ago it won the Consumers Choice Award as a turkey liver paté at one of the most prestigious pork liver paté competitons. Nagyi Liver Paté is is pleasantly onion-flavoured and can be bought pre-packaged or from the deli counter. Marketing manager András Garai told that 80-150g pre-packaged and large-sized deli counter products are the most popular. Recently the company has renewed its production technology. Thanks to this their liver patés are very easy to spread. Currently they are busy developing an E-number-free and additive-free turkey liver paté. //