Consumer choices are becoming increasingly cost-conscious due to rising prices, while at the same time there is little willingness to compromise on quality. Two main directions can be observed. On the one hand, there is strong nostalgia for classic flavours and traditions: an iconic product in this regard is zselés szaloncukor (jelly-filled Christmas fondant), which has been the leading product in the category since the 1980s. The szaloncukor category consistently reaches a stable annual volume of 3,000–3,500 tonnes. Similarly, around eight million chocolate Santa figures are sold each year. On the other hand, demand is growing for more distinctive, high value-added products: sweets with high fruit content (such as pear, blueberry, and plum), alcohol-flavoured products, as well as premium confectionery made with oilseeds such as pistachios and walnuts. Younger generations are actively seeking novelty, and part of them also value sustainability features, while interest in artisanal, small-batch products remains stable.
In 2025, cocoa prices corrected from their previous peaks, but still remain roughly double the levels seen a few years ago. As manufacturers typically operate with procurement cycles of 6–12 months, any easing of global market prices may only be reflected in supplier prices in early to mid-2026—and only if cocoa prices remain sustainably and reliably lower, and no other factors push prices upward. For several other raw materials—such as sugar, glucose syrup, milk powder, and packaging materials—price pressure has eased somewhat, but prices still remain above levels seen several years ago.
Rising labour costs, combined with structural labour shortages and mandatory wage increases, are particularly challenging for the labour-intensive confectionery industry. The sector’s response has been a rapid shift toward automation. Many companies have introduced robotic systems for packaging, boxing, and palletising. Increasing raw material costs, rising wages, tightening regulations, and energy prices together make planning more difficult—especially in an environment where exchange rates, costs, and regulations are highly volatile.
The coming year will not be without challenges. To maintain efficiency, uninterrupted operations, and competitiveness, companies will need to continue investing in automation, robotics, product development, and the digitalisation of production, logistics, and business process monitoring. For Hungarian confectionery manufacturers, continuous adaptation to rapidly changing conditions, flexibility, and innovation will be key—while at the same time keeping traditional consumer expectations in focus.
The most important achievement of 2025 is that companies have maintained their production capacities, continued to develop and automate, and have consistently supplied consumers with high-quality products. Looking ahead, as in recent years, consumers will continue to seek products offering the best possible value for money. Demand for seasonal confectionery—especially Easter and Christmas products—may remain strong. At the same time, due to rising prices, overall basket sizes are likely to decrease.