Both Fruits and Vegetables Are Among Most Popular Food Products

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Lots of customers, but few buy really big quantities.

GfK Hungária has conducted a survey unique in Hungary about the fresh fruit and vegetable category. The recently published study jointly conducted with Agrár Európa Kft has found that this is the second largest food category as regards spending, on which Hungarians spend HUF226 billion annually.
Both fruits and vegetables are among the most popular food products in Hungarians’ diet. Fresh fruit and vegetables are served in almost all Hungarian households. Most people buy green peppers, tomatoes and bananas. Hungarians buy vegetables about weekly, fruit once in one and a half weeks. As regards the total amount, the highest volumes are bought of apples, and melons of fruits, and of potatoes of vegetables.
When buying food products, good value for the money is of primary importance to Hungarians. More people check the price of the product first than the origin of it. 

The study of GfK Hungária’s Consumer Tracking has been continuously surveying the fresh fruit and vegetable purchases of Hungarian households since 1st January 2010. The research is a single source of information about the places of purchase, the products purchased and customers.
The HUF226 billion Hungarian households spend on fresh fruit and vegetables annually is the second highest amount among the surveyed product categories. Unprocessed and fresh meat is placed first.

Popular, Frequently Consumed and Purchased Food
Both fruits and vegetables are among the most popular and most frequently consumed food products in Hungarians’ diet. Traditional cooked soups, poultry, potatoes as well as different other vegetables, fruits and cheeses are among the most popular meals and food products. These food products are consumed by over 90% of Hungarians.
Almost every Hungarian household buys fresh fruits and vegetables with different regularity. Most of them – nine in ten households – buy green pepper, which is followed by tomatoes, bananas, onions and carrots, which are bought by eight in ten households.
Hungarians bought green pepper the most often, 20 times, of the fresh fruit and vegetables in 2010, the buying frequency of which was once or twice a week. This was followed by potatoes and tomatoes at 16 times a year each, and apples at 13 times.  

Markets and Greengrocers Continue to Be Popular
A high proportion of fresh fruit and vegetable purchases still occur at traditional markets, from farmers or street vendors. These places make up 27% of all the purchased volume. Shops specialising in selling fruit and vegetables make up 14% of the total sold volume, small shops in chains and independent small grocers together 12%.
Modern retail outlets are increasing in importance as well. Last year 45% of households’ fruit and vegetable purchases took place in one of the hypermarket, supermarket or discount chains.

Apples and potatoes are at the top, but tropical fruits also have lots of customers
As regards the total volume, apples and melons, two traditional fruits grown in Hungary as well, are at the top. Apples make up 25%, melons 17% of households’ total fruit purchases. In addition to them, Hungarian consumers also like tropical fruits as well, which made up 37% of all fruit purchases in 2010.
As regards the volume bought, potato is placed first among vegetables, since it makes up 36% of all Hungarian vegetable purchases. It is followed by cabbage, onion, green pepper and tomato at under 10% market shares each.

Lots of People Buy Little
Although most Hungarian households buy fresh fruits and vegetables, there are significant differences as regards the purchased quantity.
“A half of the total purchased quantity of fresh fruit and vegetables is bought by only 16-17% of customers. These households mostly buy apples, melons, apricots and peaches, grapes and potatoes. They prefer traditional markets, greengrocers and products available from farmers,” said Zoltán Sánta, GfK Hungária’s Market Development Manager.
“At the same time, the greater part of Hungarian households – nearly 60% of them – only buy smaller quantities. They make up 20% of the total purchased volume. These households prefer tropical fruits and instead of the traditional places of purchase they mostly go to hypermarkets, supermarkets and discounts to buy these products,” Zoltán Sánta added.    

Good Price/Value Ratio Is Also Important; Hungarian Origin Is Not Enough
When buying food products, good value for money is more and more important to Hungarians. The Hungarian origin of a product is only decisive during the buying decisions when the price/value ratio is suitable. The situation is the same in the case of fruits and vegetables as well.


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