Green spices bringing diversity into Hungarian cuisine

Diversity in the use of spices is growing but this does not mean the end of red paprika. In fact it is still producing growth in spite of a substantial price rise. The same is true for green spices as well. Though the average price of spices and flavourings shows stagnation or decrease, red paprika is an exception. Owing to an increase in production costs and a decrease in the area of land used for producing red paprika, the price of Hungarian produce has gone up. – We do not intend to increase the proportion of cheap imported paprika in the classic categories – says Anett Zuberecz, marketing manager of Szegedi Paprika ZRt. – We had to grant higher prices this year in order to avoid a further decrease in the area of land used for producing paprika and we have even succeeded in persuading farmers to produce more than in previous years – says Gábor Heltai, sales director of Házi Piros Paprika Kft. The popularity of international mixes is growing in the market of mixed spices, while the drop in demand for grill spices was probably due to last year’s colder than usual weather in the summer. – Apart from grilling, stewing pot parties are also popular. We offer a range of mixed spices in 3 flavours for this activity- say János Zvolenszki, managing director of Böllér Kft. Among mono spices, sales of green spices are growing. – This is also bringing a positive change into the way spices are used, with a shift towards a more creative use of spices- says Gábor Heltai. According to data from Nielsen, flavourings are the largest segment in terms of quantity, but this translates to only 50 percent of the market of spices in terms of value. Demand for cheap flavourings is growing, like the sales of private labels. There are flavourings and flavoured salts. In the opinion of Gábor Heltai, the Vito flavouring is a good choice owing to its quality which is identical to that of leading brands but its price is 30-40 percent lower. Házi Piros Paprik already has a product in the shape of Reform Vito, which is made without artificial additives. In the case of red paprika, it is more difficult to come up with innovations. Packaging is the area where a possibility for innovation is seen by Szegedi Paprika Fűszer és Konzervgyártó ZRt.. Their products come in several sizes, including even a presentation box. Well designed packaging is a key element of success. Kalocsai and Szegedi paprika are the two leading traditional brands, but Házi Arany has also become one of the leading brands. Házi Piros Paprika Kft has been conducting marketing campaigns in the summer for years to promote Házi Arany. In the present economic climate, efficient use of the marketing budget has become even more important than in the past. Apart from salty spices, Böllér Kft. is also offering sweet spices as well. In addition to Laci bácsi spices, the Böllér Konyhavarázs product range is available at more favourable prices. Their marketing activities will be focused on their new product called Varázspác this summer.