A colourful selection of sauces on the Easter table

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

Tímea Szűcs-Bundik
condiments brand
manager (HUNGARY)
Unilever Magyarország

Tímea Szűcs-Bundik, dressings brand manager of Unilever Magyarország Kft.:

“We expect growing domestic demand and stronger consumption, which will continue to drive value growth in the category”.

Bigger basics, smaller novelties

The average basket size has increased, while the frequency of purchases has dropped, so product sizes have become more important for basic condiments (such as ketchup, mustard, and mayonnaise). Unilever Magyarország sees “experimentation” with flavoured and newly launched variants: consumers are choosing smaller sizes so they can try different flavours. In response to this, the company is introducing Hellmann’s Tasty mayonnaise in small size.

At the same time they are offering their most popular barbecue sauces (Cheddar, BBQ, Burger) in family sizes. At Easter 2025 mayonnaise took centre stage in Unilever’s product selection, while openness to barbecue-related sauces continued to grow. For Easter 2026 they recommend Hellmann’s Tasty mayonnaise, which – thanks to its creamy texture and irresistible taste – makes potato salad perfect. Plus the classic Globus mustard is making a comeback.

Prospects for this spring are favourable; however, the volatility of global raw material prices remains a risk factor that may affect prices and promotion opportunities

More size options

Maille mustard’s – the product is distributed by Maresi Foodbroker – annual sales can be divided into three key periods: Easter, barbecue season and the end of the year.

Anett Monori
brand manager
Maresi Foodbroker

“Fortunately, the pre-Easter shopping spree generated strong sales for us last year, and we are already launching several marketing activities to support the holiday preparations”,

informs brand manager Anett Monori.

In recent years high inflation has made consumers turn to larger sizes, so the company plans to introduce bigger formats by the Maille brand. Discount stores, which play a key role in sales, are preparing with unique size options. In January the company is relaunching Maille Dijonnaise, a blend of spicy Dijon mustard and rich mayonnaise.

Average basket size has increased while shopping frequency has declined, due to which the role of larger pack sizes in staple sauces such as ketchup, mustard and mayonnaise has strengthened

A product selection for those who like to experiment

Although Easter traditionally favours horseradish, chilli sauces and flavoured chilli sauces are also becoming more popular in Hungary. As regards flavours, traditional natural chilli sauce stands out, but garlic chilli sauce also performs well.

Ákos Szőke
marketing manager
Yuva

Ákos Szőke, marketing manager of Yuva Kft.:

“We see greater consumer openness to chilli sauces compared to previous years, but it is still necessary to continuously educate consumers about how to use them”.

The company has noticed that experimenting consumers prefer smaller, more manageable products when it comes to sauces. This is why they put the 250ml product line on the market in the spring of 2025. This size fits better in the shopping basket and allows shoppers to try more flavours.