Debrecen4U June 12, 2026

Market-goers Seek Hungarian Produce But Are Increasingly Price-conscious, Debrecen Overview Finds

The strawberry season is gradually drawing to a close, while sour cherries, cherries and apricots are appearing in increasing volumes on market stalls. Prices, however, vary considerably, with strawberries priced anywhere between HUF 1,300 and HUF 2,200 per kilogram at the market. Seasonal produce remains popular, but more and more customers are paying close attention to how much they spend at the checkout.

According to traders, shoppers are becoming increasingly price-conscious. Their experience suggests that, in many cases, the key consideration is no longer whether a product is domestic or imported, but rather how much it costs. “Cheaper products always sell better than more expensive ones. Quality is also varied, because although we are unfortunately waiting for Hungarian produce, there is a great deal of imported produce as well,” said trader Nikolett Kárándi.

Ferenc Apáti, President of the FruitVeB Hungarian Fruit and Vegetable Interprofessional Organisation and Product Council, told Médiacentrum Debrecen that domestic growers have faced growing challenges in recent years due to extreme weather conditions and rising costs, while consumers have become increasingly sensitive to prices. At the same time, the VAT reduction planned by the government could significantly improve the competitiveness of Hungarian producers and help curb the shadow economy. The interprofessional organisation has been campaigning for 15 years to reduce the current 27 per cent VAT rate. “This is by far the highest VAT rate in Europe and in the European Union. Food VAT rates in the EU are generally between 5 and 10 per cent, so 27 per cent is exceptionally high. This is reflected in consumer prices. Therefore, if VAT is reduced, it is perfectly clear that consumer prices will fall by a corresponding 15–20 per cent,” he pointed out.

At the same time, the expert added that in the long term it is almost impossible to measure the effect of a VAT reduction on consumer prices, because fluctuations in harvest yields and changes in supply have a much greater impact on prices than VAT itself.

Source and photo credit: dehir.hu