Alcoholic Drinks in Hungary
Euromonitor International's Alcoholic Drinks in Hungary market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 148 | Publication date: Jan 2010
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Alcoholic drinks market declines in total volume terms
After continuous growth over the last few years, sales of alcoholic drinks fell in 2009. The main reason behind the bad performance of the market was the global economic crisis, which started to affect the alcoholic drinks market at the end of 2008. As disposable incomes of Hungarian citizens decreased, they had to cut back on their expenses, which led to decreasing demand.
Competition intensifies as demand drops off
As a result of decreasing demand, the competition intensified in the alcoholic drinks market in 2009. If the bad economic situation was not enough to deal with, this served a further blow to smaller players. Those producers without strong financial backgrounds tried to increase their sales through new product developments and more intense innovation.
Growth of the premium segment continues
The winner of 2009 was the premium segment. This can be attributable to the fact that those customers who consume premium products are less sensitive to changing economic circumstances. Thus this segment managed to record positive growth, however sales of premium alcoholic drinks still account for a small proportion of total sales.
Majority of alcoholic drinks products are sold in hypermarkets
Due to the recession and decreasing real wages in 2009, the majority of Hungarian consumers have sought cheap products through off-trade channels, rather than buying on-trade. As a result of significant price sensitivity, supermarkets/hypermarkets managed to keep retain its position as the most important distribution channel for alcoholic drinks. Another reason why the majority of alcohol is purchased in these stores is the wide range of products available, including private label at very reasonable prices.
Slow growth of the market is forecast
The alcoholic drinks market is expected to stagnate at the beginning of the forecast period. After 2010, when the global financial crisis is likely to come to an end, market players can expect slow growth. Both on-trade and off-trade sales are expected to increase. Products positioned in the premium segment are expected to see further growth over the forecast period.
Table of contents
ALCOHOLIC DRINKS IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks market declines in total volume terms
Competition intensifies as demand drops off
Growth of the premium segment continues
Majority of alcoholic drinks products are sold in hypermarkets
Slow growth of the market is forecast
KEY TRENDS AND DEVELOPMENTS
Domestic economy being hit hard by the crisis
Tax increase drives alcohol prices up
Off-trade to further benefit from crisis
Premium segment still growing
Specialist retailers
Merger and acquisition activity
LEGISLATION
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2009
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2009
Table 3 Selling Margin of a Typical Beer Brand 2009 - Borsodi
Table 4 Selling Margin of a Typical Wine Brand 2009 - Tokaji
Table 5 Selling Margin of a Typical Spirits Brand 2009 - Royal
Table 6 Number of On-trade Establishments by Type 2004-2008
Table 7 Number of Breweries 2003-2008
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
AGARDI PALINKAFOZDE KFT - ALCOHOLIC DRINKS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Agardi Palinkafozde Kft: Key Facts
Summary 3 Agardi Palinkafozde Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Agardi Palinkafozde Kft: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 Agardi Palinkafozde Kft: Competitive Position 2009
BORSODI SöRGYáR ZRT - ALCOHOLIC DRINKS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Borsodi Sörgyár Zrt: Key Facts
Summary 7 Borsodi Sörgyár Zrt: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Borsodi Sörgyár Zrt: Competitive Position 2009
TOKAJ KERESKEDOHáZ ZRT - ALCOHOLIC DRINKS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Tokaj Kereskedoház Zrt: Key Facts
Summary 10 Tokaj Kereskedoház Zrt: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Summary Tokaj Kereskedoház Zrt: Competitive Position 2008
TöRLEY PEZSGOPINCéSZETI KFT - ALCOHOLIC DRINKS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Törley Pezsgopincészeti Kft: Key Facts
Summary 13 Törley Pezsgopincészeti Kft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Törley Pezsgopincészeti Kft: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 15 Summary Törley Pezsgopincészeti Kft: Competitive Position 2009
ZWACK UNICUM NYRT - ALCOHOLIC DRINKS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Zwack Unicum Nyrt: Key Facts
Summary 17 Zwack Unicum Nyrt: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Zwack Unicum Nyrt: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 19 Summary Zwack Unicum Nyrt: Competitive Position 2009
BEER IN HUNGARY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 20 Lager by Price Band 2009
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2004-2009
Table 25 Sales of Beer by Subsector: Total Value 2004-2009
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
Table 27 Sales of Beer by Subsector: % Total Value Growth 2004-2009
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 32 Beer: Production, Imports and Exports: Total Volume 2003-2008
Table 33 Beer Exports by Country of Destination: Total Volume 2003-2008
Table 34 Beer Exports by Country of Destination: Total Value 2003-2008
Table 35 Beer Imports by Country of Origin: Total Volume 2003-2008
Table 36 Beer Imports by Country of Origin: Total Value 2003-2008
Table 37 Company Shares of Beer by National Brand Owner 2005-2009
Table 38 Company Shares of Beer by Global Brand Owner 2005-2009
Table 39 Brand Shares of Beer 2006-2009
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
Table 41 Forecast Sales of Beer by Subsector: Total Value 2009-2014
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014
CIDER/PERRY IN HUNGARY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
RTDS/HIGH-STRENGTH PREMIXES IN HUNGARY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009
Table 52 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009
Table 53 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009
Table 54 Brand Shares of RTDS/High-strength Premixes 2006-2009
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014
Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014
WINE IN HUNGARY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Wine by Subsector: Total Volume 2004-2009
Table 60 Sales of Wine by Subsector: Total Value 2004-2009
Table 61 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
Table 62 Sales of Wine by Subsector: % Total Value Growth 2004-2009
Table 63 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
Table 64 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 66 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 67 Volume Sales of Still Red Wine by Price Segment 2004-2009
Table 68 Volume Sales of Still White Wine by Price Segment 2004-2009
Table 69 Volume Sales of Still Rosé Wine by Price Segment 2004-2009
Table 70 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
Table 71 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
Table 72 Sales of Still White Wine by Grape/Varietal Type 2004-2009
Table 73 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2009
Table 74 Sales of Still Red Wine by Quality Classification 2004-2009
Table 75 Sales of Still White Wine by Quality Classification 2004-2009
Table 76 Sales of Still Rosé Wine by Quality Classification 2004-2009
Table 77 Wine Production, Imports and Exports: Total Volume 2003-2008
Table 78 Wine Exports by Country of Destination: Total Volume 2003-2008
Table 79 Wine Exports by Country of Destination: Total Value 2003-2008
Table 80 Wine Imports by Country of Origin: Total Volume 2003-2008
Table 81 Wine Imports by Country of Origin: Total Value 2003-2008
Table 82 Company Shares of Still Light Grape Wine by National Brand Owner 2005-2009
Table 83 Company Shares of Still Light Grape Wine by Global Brand Owner 2005-2009
Table 84 Brand Shares of Still Light Grape Wine 2006-2009
Table 85 Company Shares of Champagne by National Brand Owner 2005-2009
Table 86 Company Shares of Champagne by Global Brand Owner 2005-2009
Table 87 Brand Shares of Champagne 2006-2009
Table 88 Company Shares of Other Sparkling Wine by National Brand Owner 2005-2009
Table 89 Company Shares of Other Sparkling Wine by Global Brand Owner 2005-2009
Table 90 Brand Shares of Other Sparkling Wine 2006-2009
Table 91 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2005-2009
Table 92 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2005-2009
Table 93 Brand Shares of Fortified Wine and Vermouth 2006-2009
Table 94 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
Table 95 Forecast Sales of Wine by Subsector: Total Value 2009-2014
Table 96 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014
Table 97 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014
SPIRITS IN HUNGARY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky
Price band methodology
SECTOR DATA
Table 98 Sales of Spirits by Subsector: Total Volume 2004-2009
Table 99 Sales of Spirits by Subsector: Total Value 2004-2009
Table 100 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
Table 101 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
Table 102 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
Table 103 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
Table 104 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 105 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 106 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2004-2009
Table 107 Sales of Gin by Premium/Super-premium Split 2004-2009
Table 108 Sales of Vodka by Premium/Super-premium Split 2004-2009
Table 109 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
Table 110 Spirits Production, Imports and Exports: Total Volume 2003-2008
Table 111 Spirits Exports by Country of Destination: Total Volume 2003-2008
Table 112 Spirits Exports by Country of Destination: Total Value 2003-2008
Table 113 Spirits Imports by Country of Origin: Total Volume 2003-2008
Table 114 Spirits Imports by Country of Origin: Total Value 2003-2008
Table 115 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
Table 116 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008
Table 117 Vodka Production, Imports and Exports: Total Volume 2003-2008
Table 118 Gin Production, Imports and Exports: Total Volume 2003-2008
Table 119 Rum Production, Imports and Exports: Total Volume 2003-2008
Table 120 Tequila Production, Imports and Exports: Total Volume 2003-2008
Table 121 Liqueurs Production: Total Volume 2003-2008
Table 122 Company Shares of Spirits by National Brand Owner 2005-2009
Table 123 Company Shares of Spirits by Global Brand Owner 2005-2009
Table 124 Brand Shares of Spirits 2006-2009
Table 125 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
Table 126 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
Table 127 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014
Table 128 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014