Edible oils remained a stable category in 2018. Volume sales dropped slightly due to the declining population, while busier lifestyles meant fewer households cooking meals from scratch at home.
2018 saw rapeseed oil record the highest increase in retail value sales. This growth was supported by rising demand as Hungarians, especially younger generations, are increasingly interested in experimenting and trying new types of edible oils.
Due to the maturity of edible oils, most players in the category struggle when it comes to launching new products. Among the few examples of innovations in 2018 were NT Kft’s Kunsági Éden Special, which is a first-pressed product manufactured using a mild refining technology.
Bunge Növényolajipari Zrt managed to maintain its leading position in edible oils in 2018 despite strong competition. The company continues to invest in advertising campaigns to maintain interest in its Vénusz brand, including TV spots, print and online advertising, social media campaigns and in-store promotions.
Within packaged food in Hungary, edible oils is among the categories with the highest private label shares. Furthermore, private label continues to gain share in the category and this is in part due to the popularity of discounters, which continue to attract huge numbers of consumers.
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