Articles

• Examination of Sustainable Consumer Behaviour in the Market of Milk and Milk Subtitutes

  3-17

  Nikolett Balsa-Budai

  Zoltán Szakály

  Views:

  656

  The purpose of this study was to discover the impact of the transitioning consumer habits on the dairy industry’s situation and products. The dairy sector faces more and more challenges, such as sustainability concerns and the appearance of substance alternatives. Milk, as a product, is considered a fundamental component of our nutrition; therefore, the industry needs to keep up with consumer preferences. In connection with the plant-based drinks and milk alternatives (clean milk, laboratory milk, egg-based milk replacements) that are getting more and more popular, the question may arise: to what extent can milk-based products be replaced? Is there a product which, from all aspects, is a perfect alternative to milk? In order to answer these questions, we studied the current market position of milk, and the relevant challenges of the industry, mainly from the aspect of sustainability. Then we examined the characteristics and consumer perception of the plant-based drinks that are aimed to replace it. Finally, we took a look at the possible market situation of another replacement product, clean milk, which is expected to be released soon. The results called our attention to that the milk industry is probably awaiting transformation where new technological solutions, such as the spread of more ethical animal husbandry, are set to become the main direction. Such product will also represent a higher value for consumers, which will impact the price of these products. Although plant-based drinks’ market share shows dynamic growth, currently, there is no product available that can perfectly replace milk from all points of view. However, it is essential to note that milk replacements produced by various innovative technologies will expectably appear on the market as new competitors.
  
  JEL Codes: Q13, O13, O33, A13

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  959

• The Past, Present and Future of Probiotics

  19-27

  Ágnes Papp-Bata

  Zoltán Szakály

  Views:

  207

  The scientifically proven relationship between diet and health along with the continuously growing health consciousness of customers resulted in a fundamental change in social values and led to a pronounced demand for foods that support health and wellness. Probiotic products, especially dairy products containing active cultures represent a strongly growing area within the functional foods market. Although mankind recognized the importance of fermented dairy products in a healthy diet thousands of years ago, scientifically based modern methods of altering the bacterial composition of the gut flora have only evolved in recent decades. The reinforcement of commensal microflora with probiotics plays a key role in the balanced immune functions, increases the resistance against pathogens, improves the functions of digestive system and potentially facilitates the removal of carcinogens from the intestinal system. Consumer demand for probiotic products is growing strongly; while their global sales in 2010 were $21.6 billion, it rose to $49.4 billion by 2018. Nowadays, probiotic yoghurts account for 75% of global probiotic trade, other probiotic food products accounts for 16% and probiotic drugs accounts for 9%. However, based on current trends, the role of pharmaceutical products will gradually increase in the future, presumably at the expense of traditional probiotic dairy products. Furthermore, given that the elderly population is likely to be one of the most significant consumer groups in the probiotic trade in the Western and Far Eastern markets in the next 10-15 years, it may be necessary to re-design the innovation and product development strategy accordingly. Appropriate marketing strategy and communication also play a key role in ensuring the market success of probiotic dairy products in the future. Reliable and credible information play an important role in developing personal motivations, health-conscious lifestyle and positive consumer attitude toward probiotic food products.
  
  JEL codes: D83, I10, L66

  PDF (Hungarian)

  341

• Consumer Attitudes in the Probiotic Yoghurt Market - Netnographic Research

  29-41

  Ágnes Papp-Bata

  Zoltán Szakály

  Views:

  212

  The functional food market is constantly evolving, and food companies need to monitor changes in consumer attitudes in order to communicate health information effectively and ensure that their products truly meet consumer expectations. Since the use of online social networking sites (e.g., blogs, forums, newsgroups, image-sharing communities) has become commonplace and widespread today, online content is a ideal source of information for those examining consumer habits. The qualitative-type netnography, using ethnographic research techniques, contributes to the study of the culture of online communities by identifying consumer groups organized on the topic. In our research, we aimed to identify distinguishable and separable population groups in relation to the consumption of functional foods, namely probiotic dairy products, within blogs, forums, and other community arenas organized on online platforms. Our netnographic research highlights that consumers demand and actively seek out probiotic yoghurts, and that proper and understandable communication of the health properties associated with probiotic dairy products is particularly important. Consumer awareness and knowledge expansion play a key role in the market success of probiotic dairy products, but one of the biggest difficulties in the online space is the transmission of reliable, understandable and authentic information.
  
  JEL codes: D83, I12

  PDF (Hungarian)

  299

• Economic Analysis of a Good Quality Hungarian Dairy Farm with Leading Technology

  43-64

  Krisztián Kovács

  Viktória Vida

  Hajnalka Madai

  István Szűcs

  Views:

  292

  The research includes an economic analysis of the dairy farm based on farm data, which makes it possible to assess the cost-income ratio and partial efficiency of each sector, assuming that it operates at a good production level, and in the case of assumed greenfield investments, economy based on dynamic indicators (NPV, IRR, PI, DPP). As many domestic dairy farms produce with the most advanced technology available, and their indicators do not lag far behind the best farms in Western Europe, the so-called analyses refer to “good production standards or practices”. The performed analysis is based on a deterministic simulation modelling created from a production plant’s primary data which uses its own database. Some of the research findings are supported by data and calculations, while others are based on expert estimates and expert opinions. Based on our investigations, it can be stated that the so-called most important specific natural, economic, and investment analysis indicators of the model plant following good production practice in the case of milk production are the following: Specific annual milk yield 11,000 kg/year; Production value: 1,548.5 thousand HUF/cow; Production cost: 1,312 thousand HUF/cow; Net income: 236.5 thousand HUF/cow; EBITDA: 404.6 thousand HUF/cow; Discounted payback period without investment subsidy: 11 year; Discounted payback period at 50% subsidy intensity: 6 years.
  
  JEL codes: Q12, Q13

  PDF (Hungarian)

  873