Executive Summary

Aug 2018
PROSPECTS
Butter sales boosted by rise in demand for higher quality

Although butter is more expensive than margarine and spreads, the area is growing as a result of increasing demand for quality products. Although butter is not advertised heavily in Hungary, a Lurpak butter TV advert that suggests cooking is trendy has boosted sales.

Margarine and spreads impacted by lifestyle trends and competition from butter

Margarine and spreads saw a slight drop in volume sales, partly due to falling household consumption of sandwiches in Hungary. At the same time, value sales increased as consumers opted for more expensive and healthy variants due to rising wages.

Rising demand for healthy, low fat and lactose free butter and spreads

In a mature area like butter and spreads, producers try to meet consumer needs by offering healthy products with no additives, such as Naszálytej and Sole-Mizo’s Gazda “E-mentes”. Demand has also been growing for products with low salt and fat content, as well as for lactose free variants.

COMPETITIVE LANDSCAPE
Unilever benefits from well-known brands and educating consumers

As the sales leader, Unilever offers several margarine brands (Rama, Flora, Delma and Liga), which are well-known to consumers. However, this alone is insufficient in such a competitive environment, with the firm making efforts to boost sales via advertisements such as TV spots (eg Rama sütomargarin product offered for baking and promoted during Christmas and TV spots for its Flora and Delma brands).

Private label expansion hindered by lack of launches and strong competition

Although the sales share of private label butter and spreads remains limited in Hungary, such ranges have managed to maintain their position by offering good value for money. At the same time, expansion has been hindered by a lack of new product launches and promotions of private label ranges.

Sales dominated by international players, limited potential for local firms

The expansion of local firms and new entries is hindered by growing maturity, as well as lifestyle trends, which are resulting in a drop in sandwich and bread consumption and more people skipping traditional breakfasts. Sole-Mizo is the most important local player, selling lactose-free butter and offering its products at reduced rates from time to time.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Hungary with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Butter and Margarine industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Hungary market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Butter and Margarine in Hungary?
  • What are the major brands in Hungary?
  • Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
  • What are the sales prospects for “healthy” cooking oils?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our:

Packaged Food market research database.

Packaged Food in Hungary - Industry Overview

EXECUTIVE SUMMARY

Consumer willingness to spend more and innovation boost packaged food
Consumers more conscious of quality and ingredients
Competition remains intense, with domestic players enjoying support from the government
Distribution channels focus on improving consumer loyalty and environmental issues
Growth of packaged food sales likely to slow over the forecast period

FOODSERVICE

Sales to Foodservice
Sales to foodservice supported by growth in the number of foodservice outlets
Healthy edible oils perform well
Bulk food products hamper packaged food sales to foodservice
Consumer Foodservice
Number of foodservice outlets expands in 2018 for the first time in the review period
Foodservice outlets continue to record value growth
McDonald’s focuses on health and wellness trends, whilst expanding the number of employees to remain leader
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources