Naturally Healthy Packaged Food in Hungary

PROSPECTS

Availability and visibility of healthy food products support sales

By 2018, consumption of healthy food products became important not only to young Hungarians who want to be fit but increasingly to older generations and pensioners who intend to improve their quality of life by consuming healthier variants. This trend as well as programmes and promotions launched by the state to highlight health-related issues along with a rise in wages continued to support the expansion of NH packaged food.

NH sour milk products remains the largest category and continues to expand

Naturally healthy sour milk products remained the largest NH packaged food category in Hungary, and registered further growth in 2018 following continuous expansion over the review period. Value sales growth was helped on one hand by a rise in the prices of dairy products.

COMPETITIVE LANDSCAPE

Tesco benefits from selling wide selection of NH packaged food products and attractive prices

Tesco-Globál Áruházak Zrt remained the leading player in 2018. The company was present in all NH categories, including olive oil sold under its Tesco and Tesco Finest brands, several nuts, seeds and trail mixes products available under its Tesco brand as well as sour milk products and breakfast cereals available under its Tesco Value and Tesco brands.

NH packaged food sees highest share of private label within HW

Within the health and wellness packaged food categories, the share of private label products remained highest in naturally healthy in 2018. The success of chains selling private label NH products was driven by recognition of growing demand for healthy food products and portfolio expansion, including high fibre which helps digestion as well as naturally healthy cereal bars, to meet consumer needs.

NH packaged food features local firms across several categories, including NH snacks, dairy and baked goods

In Hungary, several locally-owned companies ranked among the leaders in naturally healthy packaged food, such as Mogyi Kft to compete with its well-known nuts, seeds and trail mixes. The firm invested in innovations, and launched new products such as premium quality peeled pumpkin seeds and salted roasted peanuts.

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