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Learn moreAug 2017
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In 2017, butter and margarine had a mixed performance in Hungary. Volume sales remained stable, while value sales managed to grow in part thanks to the innovations and marketing activity of the most important manufacturers. Health awareness favoured sales of healthier and more expensive products, however, there was competition among other spreads mainly among more price-sensitive consumers.
In 2017, Unilever Magyarország Kft remained the key player in butter and margarine sales, holding 45% of value sales. The company sells several margarine products under key brands including Rama, Flora, Delma and Liga. The firm invested in product developments, focusing primarily on the needs of health-conscious consumers. In addition, Unilever invested in promoting its products to maintain consumer interest.
In constant value terms, butter and margarine is expected to record a 2% value CAGR at constant 2017 prices over the forecast period compared to the 4% CAGR posted over the review period. Although the inflation rate is projected to be more dynamic between 2017 and 2022 than between 2012 and 2017, competition looks set to remain strong which will not allow manufacturers to boost prices too much. Expansion may also be hindered by slower volume sales growth dynamics in part due to a decline in population, lifestyle habits and changing trends.
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