Game on in retail!

By: Szalai László Date: 2023. 10. 16. 11:55

The game meat market has left two contradictory 6-month periods behind: the second half of 2022 was characterised by a slight increase in game meat retail sales, as the price of farmed meat increased owing to rising feed prices.

Customers are cautious and look for products that need the least effort to be prepared

Dr. Attila Lőrincz
game meat processing
director
VADEX

This article is available for reading in Trade magazin 2023/10.

In the first half of 2023 retail sales temporarily declined because of the general food price increase, while sales strengthened in the HoReCa channel.

“I think that by regulating meat prices, the retail sector is partly forced to compensate for the loss made on low-priced meat, which isn’t characteristic of the HoReCa sector, where prices are in line with the actual supply and demand, and therefore game meat prices are moving at a lower level”,

explains Dr Attila Lőrincz, game meat processing director of VADEX Mezőföldi Zrt.

Finally it pays off to focus on retail

Laura Gáva
marketing communications
specialist
Nativus

Laura Gáva, marketing communications specialist of Nativus Vadshúfeldolgozó:

“Last year and this year domestic demand for our products has grown. The current economic situation has been optimal for showing and proving that game meat has nutritional and gastronomic values, it is healthy, tasty, versatile and affordable”.

Patrik Pechtol, managing director of Fiwi-Hűt Kft.:

Patrik Pechtol
managing director
Fiwi-Hűt

“The market prices are just as competitive now as those in Western European markets. Prices only differ in the case of a couple of products. Of course, active marketing support was also needed for this. We can say that the retail sector has now become stronger than wholesale”.

Gábor Ivánácz
managing director
Venison Gusto

Gábor Ivánácz, managing director of Venison Gusto Kft. called our attention to some problems in the market:

“Despite the government’s marketing campaigning for game meat consumption, there are many poor quality products in the domestic market, which simply can’t be produced at the prices at which they are available”.

High quality and easy preparation

Dr Attila Lőrincz opines that the present situation isn’t suitable for investment. However, VADEX is positive about the fact that there is a retail chain that has enlisted several of their sous-vide game meat products. The VADEX Vadvilág product range offers high quality, easy preparation, and convenience aspects that are a complete novelty in the game meat market.

VADEX’s top promotional activity is its own Game Gastronomy Festival, which they organise for the 16th time this year, introducing Hungarian game meat and ways of preparation to approximately 6,000 visitors.

There is still a considerable price gap between the cheapest and the really high quality products

Products for all age groups

From the portfolio of Nativus Vadhúsfeldolgozó, shoppers like Sous Vide products the most. Many of the company’s new seasonal chilled game meat products are attracting new customers, as Nativus is opening to the culinary trends favoured by younger consumers.

Grill products and hamburger meat patties target the young generations, and children simply love the snack sausage. As for those who like traditional game meat, Nativus offers venison mince and steak. The company is really proud that 5 of its products came home with an award from the 2023 Great Taste Awards, which is called the Oscars of food.

Fiwi-Hűt Kft. has been testing new flavours and the results are excellent, so consumers may soon get the chance find them in the shops. The company is strengthening the brand by offering high quality and reliability to consumers. Fiwi-Hűt Kft. is also installing new solar panels and implementing other energy modernisation measures. Based on the experiences of recent years, they rely on social media marketing and organise smaller prize draws.

The changes in game meat prices are also linked to central price control measures

Exclusive products

Last year sales by Venison Gusto Kft. grew by more than 20% in comparison with the previous year. The engine of this growth was the company’s exclusive gift offers, which make a perfect gift from the Ministry of Foreign Affairs and Trade to ambassadors visiting Hungary, and the same is true for the VIP partners of companies or as a surprise for family and friends. Venison Gusto Kft. is about to reach a milestone: it will soon begin exporting to Hong Kong, and they are also in negotiations to enter the Irish market. In September they are rolling out the le jarret, maza, contramaza and punta parts of bone-in cured wild boar and venison hams, which are some of the best hams in the world. These delicacies will be by far the most expensive products in the portfolio.