Savoury Snacks in Hungary

PROSPECTS

Shift in demand within savoury snacks

In Hungary, consumer preferences within savoury snacks are changing, leading to a rise in demand for potato chips and nuts, seeds and trail mixes at the expense of flour-based savoury snacks, which were traditionally popular for decades. The reason behind this trend is that flour-based products are less-frequently promoted and also face challenges due to maturity.

Most consumers of savoury snacks prefer indulgence to health-consciousness

Although the number of Hungarians affected by some type of food intolerance or allergy has been growing, health-consciousness remains less important for those consumers of savoury snacks who are not directly affected by such issues. Thus, those opting for savoury snacks would rather choose indulgence and flavour over healthier aspects and would rather give up other food products or take part in more sports if aiming at weight control or wanting to lead a healthier lifestyle; however, companies are taking a leading role in this area.

Category lacks state support

In Hungary, several categories and food product types, such as locally produced dairy, meat, fruit and vegetables, enjoy the support of the state and a number of efforts are being made to boost consumption, including VAT and campaigns; however, savoury snacks is a category that lacks such help, in part because some products are considered to be unhealthy with high fat and/or salt content. The government’s attitude is not expected to change in the future and steps may also be taken to raise extra tax called NETA imposed on manufacturers of these products.

COMPETITIVE LANDSCAPE

Innovations and marketing activity secure Intersnack Magyarország’s leading position

In Hungary, Intersnack Magyarország led savoury snacks in 2018, which was thanks to its significant marketing activity and a wide product range offered to consumers. The company’s success is also due to continuous efforts to introduce new, innovative products, such as its latest product Chio Kettle Cooks using a traditional technology to make a potato chip flavour similar to that of home-made French fries.

Government efforts to promote locally made products do not affect savoury snacks

Efforts made by the state to enhance the consumption of locally produced and local brands within packaged food, especially regarding dairy products, did not impact savoury snacks as of 2018. This was in part because campaigns promoting Hungarian products and brands did not include products within savoury snacks, but rather basic food products.

Private label continues to hold a significant position within savoury snacks

Within savoury snacks, private label products continued to hold significant positions in 2018, with Tesco, Coop, Real and Spar being the key players in this area, especially within flour-based products. The popularity of private label is expected to continue, as Hungarians have trust in these types of products.

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