Naturally Healthy Packaged Food in Hungary

PROSPECTS

The need for healthy yet sweet snacks, partnered with a rise in purchasing power, drives sales for naturally healthy fruit snacks

Health recommendations in Hungry, often promote reduced sugar and salt diets, as well as avoiding regular snacking. Despite this, the indulgence trend continued to rise in 2019, and a middle ground that consumer are discovering between indulgence and health, is fruit snacks.

NH high fibre sweet biscuits benefit from being a healthy start to the day, with value growth boosted from promotional activities and magazine features

High in fibre is a key part of the health and wellness trend in Hungary, and the solid value growth in NH high fibre food was most noticeable in NH high fibre sweet biscuits in 2019. The success of these products is not only driven by indulgence, but by convenience.

NH olive oil suffered as production shortages increase prices and decrease value sales

Multiple factors contributed to NH olive oil’s low level of value growth and volume decline in 2019. Production shortages in the Mediterranean countries negatively impacted this import only good, and price hikes encouraged customers to look for alternatives.

COMPETITIVE LANDSCAPE

Celebrating its 30th anniversary, Natur Food Kft was able to gain value share in NH fruit snacks in 2019, thanks to an online marketing campaign, partnered with a popular raffle promotion. The player is a strong second in NH fruit snacks, after Gilan Kft, with Gilan Kft promoting its offering of Kalifa more aggressively, using various athletes to promote its product, aligning its positioning with an active lifestyle.

Private label gains ground in NH high fibre foods, putting focus on health and wellness offering

In 2019, Mondelez Hungária Kft slowed down its marketing and promotional campaigns, however, it remained the undisputed leader in NH high fibre sweet biscuits, due to its popular offering Belvita. The most notable change observed in NH high fibre sweet biscuits was from private labels – which was also true for NH high fibre foods as a whole.

Cerbona cereal bars remain a firm favourite, benefiting from a wide selection and using limited-edition offerings to remain competitive

Cerbona Élelmiszergyártó Kft’ Cerbona cereal bars were still Hungary’s favourite choice when it came to NH cereal bars in 2019. Cerbona benefits from having a wide range to select from, from price promotions and product innovations – such as limited edition products with unique flavours, and the player’s regular sports event sponsorship also contributes to its success.

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