1
ตลาดบะหมี่กึ่งส าเร็จรูปในฮังการี
1. THE HUNGARIAN FOOD INDUSTRY
Hungary, a land-locked country of 10 million people is strategically located at the heart of the Central European region. Hungary joined the EU in 2004 and adopted all the common EU certification requirements, standards, and regulations including food safety and trade regulations, mostly before its EU accession.
Although historically famed for being part of the breadbasket of Europe, Hungary's agricultural production today is only a fraction of its former self. While 62 per cent of the country was officially designated as "rural" in 2011, between 2005 and 2011 agriculture's contribution to GDP stagnated at 3.5% - 3.7%, employment dropped from 5.4% to 5.0 %. Despite this, agriculture still plays a decisive role in the living of rural population. Agricultural activities and rural areas carry an appreciably greater weight both economically and socially than their quantifiable contribution to the GDP.
The food industry is traditionally one of the most important sectors of Hungary’s national economy. Including the food, soft drinks and tobacco sub-sectors, this industry is the 2nd largest employer and the 3rd largest producer of the processing industry in Hungary. Out of the total Hungarian industrial output food industry represents 11%. The gross industrial output of the Hungarian food industry at current prices was 2267 billion HUF (about 10,4 billion US$) in 2011.
Hungary has good fundamentals for food processing and agricultural activity. Inputs for the industry are available in large quantity and high quality. Hungary’s physical infrastructure is considered one of the best in the region, considerably facilitating the distribution.
The share of foreign capital in the industry is 48%. Some 70% of the total production is provided by major companies. Based on ÉFOSZ (Federation of Hungarian Food Industries) ÉFOSZ 2012 data the Hungarian food and drink industry comprises of more than 8,000 companies, and SMEs account for a majority of these companies. The industry represents 3% of people employed in the national economy, the third largest sector of the manufacturing industry in Hungary in terms of employment. However, in line with current trends, the number of people employed in the food industry in this market in 2011 was 96,000, a 5% decline on the previous year.
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
2
The food industry mostly relies on domestic raw materials, takes 75% of the agricultural production. 80% of the food industry’s output is sold at the domestic market, 20% goes for export.
The Hungarian food producing sector contributes to 1% of European food production. In terms of production value, Hungary ranks sixteenth in EU 27 and is third in the Eastern European area after Poland and Czech Republic.
2. MARKET PLAYERS OF INSTANT NOODLES
Nissin Foods Kft H-6000 Kecskemét Búzakalász u. 20. T: +36 76-485-702 F: +36 76-485-704 E-mail: [email protected] Internet: www.nissinfoods.hu Managing Director: Masamitsu Okubo Nissin Foods Kft led sales in 2012 accounting for 36% of total noodle value sales. Nissin Foods produces high quality noodle products and the company is the leading innovator in the category.
Nissin Foods’ brands Smack brand has been the best selling product in noodles since its launch. The reason behind the success of Nissin Food and its Smack brand is that its pouch instant noodles come in the largest portions; its flavours are good, and consumers are familiar with the brand.
Nissin Demale Ramen has been synonymous all over the world with quick and tasty noodle dishes for more than 30 years. Each serving of NISSIN DEMAE RAMEN is made from fried noodles, fine spice powder and aromatic spice oil. NISSIN DEMAE RAMEN is available in five tasty flavors.
Nissin Cup Nudel
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
3
CHIMPEX Hungária Kereskedelmi és Szolgáltató Kft H- 1037 Budapest, Bécsi út 267. Tel.: 361 430 32 80 Fax: 36 (1) 430 32 88 36 (1) 430 32 89 Email: chimpex@chimpex. Managing Director: Dr. Phan Xuan Chi
Chimpex Hungary Kft was second in ranking with a 22% value share due to its main brand, Vishu. Chimpex Hungary Kft imports noodles from Vietnam at very competitive prices.
Tesco-Globál Áruházak Zrt H- 2040 Kinizsi u. 1-3. Tel:: +3620/827-0000 Fax: 23/439-270
Tesco-Globál Áruházak Zrt held third position, accounting for 19% of current value sales. Tesco had formerly launched Tesco private label noodles on the market; however in 2011 the company launched its new private label noodle product family under the Shanghai Garden brand name.
Unilever Hungary Kft. H-1138 Budapest Váci út 182. Hungary Phone:+36 1 465 930 Unilever Röszke Food Factory produces various noodle products, among them is Knorr Snacky Noodles.
Nestle Hungaria Kft H-1095 Budapest Lechner Ödön fasor 7. Tel:+361 224 1200 www.nestle.hu Nestle’s most popular brand in Hungary is Maggi./ Maggi hot cup instant noodle.
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
4
Instant Food Kft H- 2700 Esztergom Rubik Ernő utca 20377 / 9 Contact: Mr. Thang Mobile :+36306415678
Instant Food Ltd. started to operate the factory in 2004 with capacity to produce 600,000 packages of instant noodles/day on two Japanese production lines and stopped production at the end of 2008. Since the discontinuation of operation the equipment and machinery in the factory are idle and without maintenance. The factory is owned in partly by Dr. Phan Xuan Chi (currently owner of Chimpex Ltd.)
Location: Esztergom industrial estate (approx. 40 kilometers north of the capital Budapest; Esztergom is a border town with neighboring Slovakia) Size: land: 25,000 sqm; buildings: 5,000 sqm
3. CONSUMER MARKET
Food and beverage consumption
The Hungarian per capita food and beverage consumption is among the highest in Central Europe. Approximately 23,5% of household expenditure is allocated to the purchase of food and beverages. This number has been decreasing in recent years and trending toward that of high-income countries, where consumers typically spend 10% of their income on food. The unfavourable financial situation of households was reflected in the change of food consumption. Food consumption in Hungary has been continuously decreasing since 1990. In 2011 the food consumption per capita amounted to 600 kg, which was lower by 61 kilogram in comparison to the consumption in 2000. In 2011, the per capita expenditure of households on food amounted to HUF 166.101, which represented a 17,6% increase at constant prices compared to 2006. Though the decrease in the volume of consumption was significant, it is still perceptible that households endeavour to restrain their food consumption due to the economic recession.
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
5
2.2.5. Annual per capita quantity of food consumption (2002–) [kg]
Denomination 2006 2007 2008 2009 2010 2011
Bread 47,9 46,1 44,9 42,8 43,3 41,5
Rolls 10,5 10,6 10,7 10,1 9,8 10,2
Other cereals 31,5 31,3 30,7 30,0 30,3 30,0
Cereals, total 90,0 88,0 86,4 83,0 83,3 81,7
Beef and veal 1,0 1,1 1,1 1,0 0,9 0,7
Pork 17,0 16,8 15,8 16,1 16,0 16,0
Poultry meat 18,4 17,7 17,0 16,7 17,1 17,2
Salami, sausage, ham 6,4 6,6 6,2 5,8 5,8 5,9
Other meat products, canned offals 14,6 14,8 14,5 13,5 13,9 14,0
Mutton, goat, rabbit and game meat, edible offals 0,4 0,4 0,5 0,2 0,2 0,2
Meat and meat products, total 57,9 57,3 55,1 53,2 53,7 54,1
Fish 1,4 1,3 1,4 1,2 1,3 1,3
Fish products 0,4 0,3 0,4 0,3 0,3 0,3
Fish and fish products 1,8 1,7 1,8 1,6 1,6 1,6
Milk, litre 58,6 56,9 53,8 53,5 52,9 50,6
Yoghurt, sour cream, kefir, litre 12,1 12,6 12,7 12,3 12,0 11,7
Canned milk, milk powder, cottage cheese 5,8 5,7 5,7 5,5 5,4 5,7
Eggs, piece 167 163 146 148 148 146
Butter, margarine 4,2 4,2 4,3 4,3 4,3 4,2
Edible oil 10,0 9,7 9,2 9,2 9,1 8,9
Lard and fat 4,4 3,4 3,6 3,7 3,6 3,3
Fat, bacon, total 18,5 17,3 17,1 17,1 16,9 16,5
Citrus fruits 6,0 6,3 5,8 5,5 6,0 6,5
Banana 4,2 4,6 4,9 3,9 4,1 3,9
Apple 14,2 11,7 10,3 11,2 11,3 9,9
Pear 1,7 1,5 1,3 1,7 1,1 1,2
Peach 2,9 2,3 2,8 3,0 2,3 2,2
Apricot 1,5 0,8 0,9 1,8 0,6 1,4
Cherry 0,9 1,1 1,0 1,1 0,4 1,4
Sour cherry 1,1 1,1 1,2 1,7 0,8 1,4
Plum 1,5 1,1 0,9 1,3 1,0 1,1
Strawberry, raspberry, currant 1,0 0,9 1,1 0,8 0,7 1,0
Grape 2,4 3,6 2,5 2,3 1,7 1,9
Melon 0,6 0,6 0,7 0,7 0,7 0,6
Water-melon 4,6 7,0 6,5 5,2 4,3 4,9
Other fruits 0,7 0,9 0,8 0,7 0,8 0,7
Walnut-, poppy-seed, hazel-nut, almond 1,2 1,2 1,2 1,2 1,3 1,2
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
6
Fruit products 0,1 0,2 0,2 0,1 0,1 0,1
Fruits, total 44,6 44,9 42,0 42,2 37,1 39,5
Leaf and steam vegetables 3,2 3,1 3,4 2,7 2,9 3,5
Cabbages 6,3 6,4 6,5 6,0 5,7 5,6
Cucumber 3,9 3,2 3,6 3,7 3,0 3,3
Tomato 6,4 6,6 5,8 6,2 4,4 5,7
Green paprika 5,6 5,1 5,2 5,6 4,6 5,0
Green beans 0,9 0,7 0,8 1,0 0,9 0,8
Green peas 1,0 0,8 0,9 0,8 0,8 1,0
Legumes 1,0 0,9 0,8 1,0 1,0 1,0
Mushroom 0,8 0,8 0,8 0,6 0,7 0,7
Carrot, parsley 7,7 8,0 7,3 7,3 7,1 7,4
Onion 7,5 7,3 7,6 7,5 7,4 7,4
Other fresh vegetables 2,8 2,6 2,9 3,0 2,8 3,3
Preserved vegetables, total 6,6 7,0 6,8 6,2 6,5 6,4
Potatoes 33,5 32,6 31,0 30,0 29,1 29,2
Vegatebles and potatoes, total 87,4 85,1 83,3 81,6 76,9 80,4
Sugar 13,8 13,6 13,8 13,9 13,5 12,5
Mineral water 52,3 59,1 58,7 59,0 58,3 57,8
Soft dtrinks, litre 32,1 31,9 30,5 28,6 27,0 25,6
Fruit juices 15,1 15,4 15,4 12,6 12,8 12,1
Wine, must, litre 5,6 5,9 5,4 5,6 5,5 5,8 Source: Central Statistic Office, 2013
Instant noodle consumption
Current value sales of noodles will increase by 8% in 2012 in spite of the lengthening effects of the economic downturn. Noodles was able to benefit from accelerated lifestyles of consumers as more and more people want to spend less time on preparing hot meals, and rather choose convenient and easily made products. As noodles are relatively cheap compared to foodservice or other convenience food products, the low incomes of consumers did not affect noodles sales negatively and both volume and value sales will continue to increase in 2012. Noodles are especially popular among elderly single pensioners and university students, who look for cheap and nutritive meals
Noodles are not as popular in Hungary as soup or pasta, which is why its value share of packaged food is small. The only category with a significant share is instant noodles, in particular, pouch instant noodles. Demand for this product type is stable, while cup instant noodles shows a decline in volume terms
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
7
4. CONSUMERS BEHAVIOUR – TARGET CONSUMERS Increase of the Hungarian instant noodle market driven by factors such as minimal cooking time, wide variety of taste and flavor profiles, and low cost of instant noodle products. Other factors such as food globalization, increasingly hectic lifestyles, lesser meal cooking time at home and increasing number of working women also bode well for the instant noodles market. Key factors driving market growth include low cost, wide variety of taste and flavor profiles, and minimal cooking time. Further, changing lifestyles and buying behavior of consumers, increased working time, growing number of women working, and consumers having less time to cook meals at home are other factors propelling market growth. Unlike in other parts of the world like Asia or Western European countries the Central European consumers with lower disposable income consume higher amounts of instant noodles. Hungary slipped deeper into recession in 2012, food prices increased by nearly 30 percent, Hungarian households spent less money for expensive food items. According to the local experts the Hungarian market of instant noodles increased annually by 11 % in the last 4 years. In 2012 the growth of consumption was nearly 25 per cent exceeding the European consumption growth rate of instant noodles. The main target customers of instant noodles in Hungary are usually the young generation, people with relatively lower disposable income, tourists and travellers, drivers, workers in factories without catering units.
5. THE RETAIL MARKET Since the early 90s’ the Hungarian food retail sector has been dominated by large, mostly foreign owned supermarket chains. Despite this there are approximately 33 000 non-specialized food stores operating in Hungary. Due to increasing concentration and competition in the market, the number of individual shops is however slowly, but constantly decreasing. Retail food sales increased from 1457 billion HUF (about 7, 3 billion USD in 2006 to 1921 billion HUF (about 9,6 billion USD in 2011 i.e. by 31,8 %. Most of the international supermarket chains have semi-centralized purchasing systems and do product listings in their HQ and in regional offices (RO) as well. HQ registered products can be sold in every outlet across Europe while RO registered products are sold usually only in the country of the regional office. The key international stores are:
Tesco - 148 outlets; Metro - 13 outlets; Spar Hungary - 391 outlets;
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
8
Auchan - 11 outlets; Lidl - 105 outlets; Aldi - 45; Penny Market -169 outlets.
To respond to the heavy competition and new market trends, Hungarian chains created purchasing and sales alliances to strengthen their position in the local and CEU market. Hungarian supermarkets’ share of local retail sales was 29% in 2010. The key Hungarian retail chains are CBA (3169 outlets); COOP (5250 outlets); Real Hungaria (2310 outlets). Hungarian retail chains work very similarly to international chains and operate more or less with the same types of purchasing system.
As a short evaluation of the above chart the following conclusions can be made: The share of hypermarkets is continuously increasing The share of discount shops are also increasing, big player from Germany like Aldi and Lidl entered the Hungarian market strengthening the position of this segment. The share of supermarkets are more or less stays unchanged Shops under 50 m2 area or between 50 – 100 m2 can be considered as loser of this trend. The only possibility to survive for them is to join any of the big Hungarian purchasing association (like CBA, COOP or REÁL)
6. IMPORT OF INSTANT NOODLE PRODUCTS
In 2012 Hungary imported instant noodles HS code 190230 in value of USD 4,5 million, (+27,4%);in quantity 2.098 tons ( +29,67%). Hungary - Imports 190230 Other Prepard Pasta Quantity (tons) January - November
% Rank Country 2010 2011 2012 12/11 0 -- World -- 1446 1618 2098 29,67 1 United Kingdom 43 181 436 140,88
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
9
2 Vietnam 437 476 354 -25,63 3 Slovakia 196 189 324 71,43 4 Germany 434 322 226 -29,81 5 Ukraine 0 0 222 0 6 Italy 143 168 184 9,52 7 China 19 58 139 139,66 8 Sweden 21 46 42 -8,7 9 Poland 11 69 38 -44,93 10 Czech Republic 46 30 35 16,67 11 Thailand 0 12 35 191,67 12 Austria 36 46 32 -30,43 13 Switzerland 12 12 21 75 14 France 2 4 8 100 15 Lithuania 0 0 3 0
In period of January – November, 2012 the volume of imported instant noodles from Thailand was almost 300% higher than in the corresponding period of 2011 and Thailand’s share in total import increased to 2 per cent as well.
Import structure of instant noodles in Hungary, 2012
2% 2% 1% United Kingdom 2% 2% 2% Vietnam 7% 21% Slovakia 9% Germany
11% 17% Ukraine Italy 11% 15% China Sweden Poland Czech Republic
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
10
7. IMPORT REGULATIONS
Import of instant noodles is liberalised in Hungary. The producer, importer or any other person responsible for the placing of a product on the EU market is primarily responsible for complying with the relevant legislation. Therefore, if necessary they should provide to the competent authorities the necessary information to substantiate that the product would not fall within the scope of Regulation (EC) No 258/97. In case of doubt, food business operators may consult the relevant competent authority for novel foods on the status of this food. The competent authorities in Hungary: National Institute for Food and Nutrition Science, Hungarian Food Safety Office
Import tariffs and tax
ERGA OMNES (ERGA OMNES)
Third country duty (01-01-2005 - ) : 6.40 % + 24.60 EUR / 100 kg R2204/99
Autonomous tariff suspension (01-01-2012 - ) : 0 EUR / 100 kg R1344/11
Non preferential tariff quota (01-01-2013 - 31-12-2013) : 11.00 % (Order number: 090086) R0928/06
GSP (R 08/732) - General arrangements (SPGL)
Tariff preference (01-01-2009 - 31-12-2013) : 2.90 % + 24.60 EUR / 100 kg
In case of the salt content of the product exceeds 1 gram per 100 grams in the imported products, HUF 200 per 1.000 grams chips tax is levied on the imported products. The imported instant noodle is also charged by 27 percent Value Added Tax.
8. GENERAL FOOD IMPORTERS
Foltin Globe Co., Ltd. Point Marketing Kft. Address: Piliscsév, Topol u.1 Address: Budapest, Jaszberenyi ut 41., 1106 Telephone: 36-33-518-021 Telephone: (36-1) 262-7364 (36-30) 944-1808 Fax: 36—33-518-022 Fax: (36-1) 260-1638 E-mail: [email protected] www.foltin-globe.hu
Sved Foods Kft. Hering Trade Kft. Address: 1095 Budapest, Soroksári u.56 Address: 2870 Kisbér, Perczel Mór u.40
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]
11
Telephone: 36-34-353-684 Telephone: (36-1) 436-0367 Fax: 36—34-353-604 Fax: (36-1) 436-0368 E-mail:[email protected] E-mail: [email protected]
Bárány Zsolt Management Kft. Nobilis Rt. Address:9025 Győr, Bercsényi Liget 1 Address: 4700 Mátészalka Telephone: 36-96-337-681 Telephone: 36-44-500-570 Fax: 36-96-329-394 Fax: 36-44-500-578 E-mail:[email protected] E-mail: [email protected] www.nobilis.hu Varga és Társa Kft Address: 1093 Budapest Vámház krt. 1-3. 1-3 Tel.: 361 2157166 Fax: 361 2183463
9. EXHIBITIONS IN HUNGARY Foodapest Budapest /Date pending!/ International Food, Drink, Food Processing and Hospitality Trade Fair. Foodapest is considered one of the most important trade fairs of the areas of food, beverage and food processing in Eastern and Central Europe. A wide range of international exhibitors will present numerous innovative techniques, solutions and products of the industry. For commercial visitors, Foodapest also is a major industry gathering, and serves as a perfect platform for knowledge transfer and for networking.
10. RELATED ORGANISATIONS:
Mezőgazdasági és Vidékfejlesztési Minisztérium, www.fvm.hu, Agrarmarketing Centrum, www.amc.hu, Élelmiszerfeldolgozók Országos Szövetsége, www.efosz.hu, MÉTE (Hungarian Society for Food Industry) www.mete.mtesz.hu,
Sources for further information: www.ksh.hu, www.fvm.hu, www.eurostat.com, www.fao.com, www.wta.com, www.gki.hu, www.gfk.hu, www.vg.hu, www.hvg.hu
ส ำนักงำนส่งเสริมกำรค้ำระหว่ำงประเทศ กรุงบูดำเปสต์ E-mail: [email protected]