Festive table, new habits

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

New flavours

Ágnes Szűts
marketing manager
Kotányi Hungária

Ágnes Szűts, marketing manager of KOTÁNYI Hungária Kft. says: in recent years sales during the Easter period have shown a declining seasonal peak. In 2025 food inflation and consumer price-sensitivity in Hungary continued to have a noticeable impact on the composition, volume and location of Easter shopping.

“Shoppers are increasingly open to innovative flavours and novelties, which is driving interest in specialty spices and spice blends. This has encouraged us to introduce new products such as smoked salt and smoked pepper, while smoked paprika has been part of our range for some time”,

she adds.

In 2026 the Horváth Rozi brand will be expanding its range with additive-free sea salt.

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Zsolt Babják
head of sales
Flora Food Hungary

Zsolt Babják, head of sales at Flora Food Hungary Kft. reports that the margin freeze measure that came into effect in March had a significant impact on the butter and margarine market in the 2025 Easter season.

“The decline in average prices resulted in a nearly 3% drop in sales value. Margarine continued to play a dominant role, with a volume share of nearly 80%. Among the sales channels discount chains gained ground, with their share exceeding 50%”,

he explains.

For Easter 2026 Flora Food Hungary is preparing with promotions, tasting sessions and a new product, Rama Cremefine spray 250ml. It is a plant-based, milk-free alternative to whipped cream, ideal for both cold and hot desserts.

Before Easter, sales of sweet spices used for baking, spice blends for special meats, and seasonings for cooking ham all see an uptick

A spectacular presence

Andrea Gódor
senior trade marketing
manager
Foodnet

Andrea Gódor, senior trade marketing manager of Foodnet Zrt. tells us that on special occasions such as Easter, consumers are willing to spend more on the ingredients needed for baking and cooking.

“At these times shoppers are more receptive to premium choices and are more likely to switch to higher quality ingredients. At Lurpak, we bring this closer to people with larger packages and targeted promotions, especially at Easter and Christmas”,

she reports.

According to NIQ data, Lurpak’s 500g salted spread performed exceptionally well in 2025, realising significant volume growth even before the fall months.

Gábor Bokros
marketing director
Gyermelyi

Gábor Bokros, marketing director of Gyermelyi Zrt. opines that the 2025 Easter season was marked by stabilisation and cautious expansion on the food market. After the inflationary shock of previous years, consumers became more cautious and government measures had a noticeable impact on price levels and market processes.

“Eggs and flour are essential ingredients in holiday baking and cooking, but price trends have had quite a big impact on purchasing decisions”,

comments the marketing director.

In the autumn the company added a cake flour to its portfolio.

In the margarine category, discounters hold a market share of more than 50 per cent, while the price cap has also reshaped the structure of promotional communication

Guaranteed success

Melinda Dorogi
CEO
Celldömölki Malom

Melinda Dorogi, the CEO of Celldömölki Malom informs our magazine that the baking season doesn’t start with Easter for her company: after Christmas demand is practically continuous, with the carnival and doughnut season effectively leading up to the spring peak.

“The baking category is characterised by both trust in traditional ingredients and the expectation of guaranteed success. More and more people are looking for products that reduce the chance of mistakes and speed up preparation. Our doughnut and crumbly cake flour mixes respond precisely to these consumer needs”,

she reveals.

Anita Ipsits
owner-director
Szafi Products,
SZAFI GROUP

Anita Ipsits, owner and managing director of Szafi Products Kft. and the SZAFI GROUP says the gluten-free and health-conscious segment has developed in a balanced way in terms of market value, while volume growth has been modest. The sales channels are clearly separate: online platforms dominate in the case of dry goods, while the purchase of fresh and ready-made baked goods is linked to in-person shopping.

“For those following special diets, shopping is often not a matter of choice but a necessity. Choosing the wrong ingredients can pose health risks in the long term, which is why consumers are more and more interested in well-considered, safe alternatives”,

explains the owner-director.

Low-carb Szafi Reform products and the Szafi Free range of flours developed for various food sensitivities played a key role in sales.

Conscious snacking

Éva Novák
co-owner
Nobilis

Éva Novák, co-owner of Nobilis Zrt. reports that in the 2025 Easter season the market for dried and dehydrated fruits and seeds used in baking and cooking was balanced, with an increase in value. In the more price-sensitive segments the weight of private labels increased, but at Easter many people specifically chose from the product ranges of reliable domestic manufacturers.

“The spotlight was on natural, no-added-sugar dried and dehydrated fruits, as well as mixes that are suitable for both baking and snacking”,

notes Éva Novák.

In the 2026 Easter season they are strongly promoting the Me-Time product line.

The baking category is defined both by consumers’ trust in traditional ingredients and their expectation of guaranteed success

István Mórucz
managing director
Panyolium

István Mórucz, managing director of Panyolium reckons that at Easter 2025 there was outstanding interest in sugar- and additive-free Szatmári “nemtudom” plum jam, used as a filling for cakes and pastries, as well as high-nutrient dried fruit pieces. The company has been involved in food processing for more than a decade, primarily in the preservation, drying, and dehydration of vegetables and fruits. Their farming is based on the principles of biodiversity, with BIO-certified production areas.

“This year we are launching our food subscription service and revamping our website. Design, nutritional content and sugar-free products remain our core values, because these make it possible for us to authentically appeal to young, conscious consumers”,

emphasises the managing director.