Nosalty.hu clearly led the month compared to its competitors: with over 2.6 million unique users, it can be stated that one in five Hungarians visited the site for recipes. Starting the new year, Ádám Kovács joins the publication as Head of Digital Brand to further strengthen its operations.
The last month of the previous year brought outstanding results for one of the most popular culinary publications, Nosalty.hu. According to e.gemius data, the magazine’s readership clearly dominated December, which is the peak season for cooking and baking. The website attracted over 2.6 million unique users, resulting in more than 29 million page views. During the peak period from December 22 to January 2, the number of unique visitors also exceeded 2 million (2,096,576). This means that every fifth Hungarian visited the site during the holiday season, spending an average of over 10 minutes on the page. Nosalty’s social media platforms also achieved remarkable results. The brand’s TikTok channel garnered over 2 million views in the last week of the year, while Facebook content reached 2.5 million users.
Insights were also gained into what dishes Hungarians served during these days. The general observation is that we are still reluctant to deviate from the classics. Between December 22 and 26, baked goods dominated: nothing could surpass the demand for soft gingerbread, but coconut balls, zserbó (layered walnut and jam bars), linzer cookies, and Fanta cake were also highly popular. Among main courses, stuffed cabbage was by far the most sought-after recipe, followed by Hungarian fish soup, while mayonnaise-based potato salad deservedly earned the title of the most popular side dish due to its high number of clicks.
Welcoming the year 2025 was also marked by delicious dishes, although fewer people seem inclined to spend January 1 in the kitchen. Between December 30 and 31, traffic on Nosalty.hu was double that of January 1 and 2. Lentil-based dishes remained in the spotlight, including stews, soups, and salads. For New Year’s Eve, reliable savory snacks such as cheese sticks and pogácsa (savory scones) were the go-to options, while January saw the resurgence of sweet treats like pancakes and waffles.
In 2025, Nosalty’s team is strengthened by a new colleague. Under the editorial leadership of Editor-in-Chief András Hering, Ádám Kovács joins as Head of Digital Brand to support the brand’s business objectives, with a primary focus on project management, planning, and executing technological processes. Kovács previously spent over five years at Indamedia Publishing Group’s sales department, nearly three of which were in a managerial role. He joined Central Media Group in February 2022 as a senior business development project manager.
