Hungarians consume 3,000–3,500 tons of it each year. A recent report from the National Chamber of Agriculture (NAK) and the Association of Hungarian Confectionery Manufacturers notes that traditional types are changing, even as overall consumption holds steady.

Demand splits into two clear paths. Classic flavors like jelly (the top pick), coconut, marzipan, and hazelnut cream hold strong appeal, evoking nostalgic tree decorations and familiar tastes.

Meanwhile, buyers increasingly seek innovative options: fruit-heavy varieties such as pear, blueberry, or rum-plum with red wine; plus premium fillings like pistachio or walnut, boosting the high-end market.

Quality drives the trends. Shoppers prioritize good value from high-quality ingredients, sidelining cheaper products with low cocoa content. Artisanal versions from local pastry shops and small producers—often unavailable in supermarkets — are gaining traction too.
 

Manufacturers face headwinds from rising cocoa prices and supply uncertainties. Festive items like szaloncukor rely on pricier elements (cocoa butter, chocolate, marzipan, pistachios) plus labor-intensive handmade steps and ornate packaging, forcing price hikes. Still, the industry adapts to keep this Christmas centerpiece alive.

For expats, look for szaloncukor hanging from trees in homes or available fresh in Budapest markets and neighborhood cukrászdas during December.

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