Savoury Snacks in Hungary

PROSPECTS

Consumers continue to enjoy some indulgences despite health trend

Despite an increasing number of Hungarians searching for healthier snacks, not only for weight reasons but also because they may be intolerant to certain types of foods or suffer from allergies, health-consciousness remains less important for those consumers of savoury snacks who are not directly impacted by health issues, and choose savoury snacks as an indulgence, with interesting flavours an important aspect. Therefore, there was increasing demand for salty snacks such as potato chips and tortilla chips, which can be enjoyed in single portions or in bulk at parties.

Strong performance by rice snacks as a healthy alternative

Rice snacks recorded the strongest performance in 2019 within savoury snacks, gaining in popularity amongst consumers who want a healthier snack without the indulgence aspect as they would like to reduce their sugar, fat and salt intake. Newer entry Rice Up from Asix Distribution Kft recorded impressive current value growth in its first full year of sales.

Tortilla chips offers wide range of consumption occasions

Although remaining a niche compared to potato chips, tortilla chips offers consumers an alternative to potato- based products as they are made from corn and not fried in oil, therefore considered by some to be healthier in comparison, despite their salty nature. Tortilla chips also offer consumers a range of snacking occasions, to be enjoyed with dips, shared at parties in addition to creating a shared meal such as nachos.

COMPETITIVE LANDSCAPE

Intersnack retains leadership despite strong competition

Intersnack Magyarország retained its leadership of savoury snacks in 2019, due to its significant marketing efforts and a wide product range offered to consumers with Chio being its highest ranked brand. It also introduces new, innovative products, such as its launch of Chio Chips Kettle Cooked, which are prepared and cooked using a traditional method from the 19th century, allowing it to produce a potato chip flavour similar to that of home-made French fries.

Healthy savoury snacks continue to find favour with consumers

In line with the increasing demand from more health-conscious consumers for organic products or snacks that address the specific needs of food-intolerant Hungarians, the number of rice snacks available on retailers’ shelves is increasing. New brand Rice Up with its brown rice cakes recorded impressive growth in 2019 with a wide range of flavours and ingredients.

Retailers highly ranked with private label offers

As witnessed in a number of packaged food categories in Hungary, savoury snacks also includes a high number of private label products with Tesco’s line ranking second behind Mogyi overall, offering a wide range of products including nuts, seeds and trail mixes, puffed snacks, savoury biscuits, and popcorn in addition to salty snacks. Coop, Reál, Spar and Lidl also offer a wide range of products.

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