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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.

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

Slowing growth

In 2008, sales of alcoholic drinks increased slightly in both volume and current value terms. The growth was less dynamic than that in previous years, which was primarily due to the austerity measures taken by the government. Slight increases in volume were recorded across all sectors, with the exception of RTDs/high-strength premixes and spirits, with wine showing the most dynamism.

A more polarized market

Consumption of premium-quality as well as economy products expanded across all sectors shrinking the mid-price segment significantly. Growth in the premium segment was driven by people increasingly turning to quality choices in both the wine and spirits sectors, while economy products attracted those who needed to cut back on their spending. Economy products are dominated by cheap imports and private label products in most sectors.

Increasing competition

Competition is increasingly intense in the alcoholic drinks market. Product development and image-driven advertising are the most important differentiating factors in the premium segment, while price remains the key factor in the economy segment. The markets for wine and palinka, a local speciality, saw the fiercest competition with an ever-increasing number of local players.

Hypermarkets strengthen lead in distribution

The distribution of alcoholic drinks is highly concentrated and large grocery outlets increase their market share year by year. This trend has had a major impact on the market by creating downward pressure on prices and manufacturers’ profit margins. This trend will intensify as real wages are expected to decrease and consumers become even more price sensitive. The biggest chains are important players in their own right with their private label products and cheap imported (for example, from Italy) offerings.

Further growth in the premium and economy segments

With less money to spend, consumers are expected to go out less, so some of the on-trade consumption will switch to off-trade. This trend, along with price sensitivity, will help increase the economy products. At the same time there is a growing interest in locally-produced, high-quality wines, and palinka (an entirely premium subsector) is experiencing a healthy renaissance.

Table of contents

ALCOHOLIC DRINKS IN HUNGARY : MARKET INSIGHT

EXECUTIVE SUMMARY

Slowing growth

A more polarized market

Increasing competition

Hypermarkets strengthen lead in distribution

Further growth in the premium and economy segments

KEY TRENDS AND DEVELOPMENTS

Austerity measures and looming crisis

Increased interest in and demand for premium products

Off-trade to benefit from lower incomes

Retailers intensify competition

Specialist retailers

Market mergers and acquisitions activity

LEGISLATION

TAXATION AND DUTY LEVIES

Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008

Table 2 Selling Margin of a Typical Beer Brand 2008

Table 3 Selling Margin of a Typical Wine Brand 2008

Table 4 Selling Margin of a Typical Spirits Brand 2008

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 5 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008

MARKET DATA

Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008

Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008

Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008

Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008

Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008

Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008

Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008

Table 14 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007

Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008

Table 16 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008

Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013

Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013

Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013

Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - HUNGARY

BACARDI-MARTINI HUNGARY KFT - ALCOHOLIC DRINKS - HUNGARY

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Bacardi-Martini Hungary Kft: Key Facts

Summary 3 Bacardi-Martini Hungary Kft: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Bacardi-Martini Hungary Kft: Competitive Position 2007

BORSODI SöRGYáR ZRT - ALCOHOLIC DRINKS - HUNGARY

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Borsodi Sörgyár Zrt: Key Facts

Summary 6 Borsodi Sörgyár Zrt: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Borsodi Sörgyárak Zrt: Competitive Position 2007

TOKAJ KERESKEDOHáZ ZRT - ALCOHOLIC DRINKS - HUNGARY

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Tokaj Kereskedoház Zrt: Key Facts

Summary 9 Tokaj Kereskedoház Zrt: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 10 Tokaj Kereskedoház Zrt: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 11 Tokaj Kereskedoház Zrt: Competitive Position 2007

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 2006

COMPETITIVE POSITIONING

Summary 15 Törley Pezsgopincészeti Kft: Competitive Position 2007

ZWACK UNICUM KERESKEDELMI KFT - ALCOHOLIC DRINKS - HUNGARY

STRATEGIC DIRECTION

KEY FACTS

Summary 16 Zwack Unicum Kereskedelmi Kft: Key Facts

Summary 17 Zwack Unicum Kereskedelmi Kft: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 18 Zwack Unicum Kereskedelmi Kft: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 19 Zwack Unicum Kereskedelmi Kft: Competitive Position 2007

BEER IN HUNGARY

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 20 Lager by Price Band 2008

Published data comparisons

SECTOR DATA

Table 21 Sales of Beer by Subsector: Total Volume 2003-2008

Table 22 Sales of Beer by Subsector: Total Value 2003-2008

Table 23 Sales of Beer by Subsector: % Total Volume Growth 2003-2008

Table 24 Sales of Beer by Subsector: % Total Value Growth 2003-2008

Table 25 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008

Table 26 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008

Table 27 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 28 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 29 Beer: Production, Imports and Exports: Total Volume 2002-2007

Table 30 Beer Exports by Country of Destination: Total Volume 2002-2007

Table 31 Beer Exports by Country of Destination: Total Value 2002-2007

Table 32 Beer Imports by Country of Origin: Total Volume 2002-2007

Table 33 Beer Imports by Country of Origin: Total Value 2002-2007

Table 34 Company Shares of Beer by National Brand Owner 2003-2007

Table 35 Company Shares of Beer by Global Brand Owner 2003-2007

Table 36 Brand Shares of Beer 2004-2007

Table 37 Forecast Sales of Beer by Subsector: Total Volume 2008-2013

Table 38 Forecast Sales of Beer by Subsector: Total Value 2008-2013

Table 39 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013

Table 40 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013

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 41 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008

Table 42 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008

Table 43 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008

Table 44 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008

Table 45 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008

Table 46 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008

Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008

Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008

Table 49 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007

Table 50 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007

Table 51 Brand Shares of RTDS/High-strength Premixes 2004-2007

Table 52 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013

Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013

Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013

Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013

WINE IN HUNGARY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Published data comparisons

SECTOR DATA

Table 56 Sales of Wine by Subsector: Total Volume 2003-2008

Table 57 Sales of Wine by Subsector: Total Value 2003-2008

Table 58 Sales of Wine by Subsector: % Total Volume Growth 2003-2008

Table 59 Sales of Wine by Subsector: % Total Value Growth 2003-2008

Table 60 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008

Table 61 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008

Table 62 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 63 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 64 Volume Sales of Still Red Wine by Price Segment 2003-2008

Table 65 Volume Sales of Still White Wine by Price Segment 2003-2008

Table 66 Volume Sales of Still Rosé Wine by Price Segment 2003-2008

Table 67 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008

Table 68 Sales of Still Red Wine by Grape/Varietal Type 2003-2008

Table 69 Sales of Still White Wine by Grape/Varietal Type 2003-2008

Table 70 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008

Table 71 Sales of Still Red Wine by Quality Classification 2003-2008

Table 72 Sales of Still White Wine by Quality Classification 2003-2008

Table 73 Sales of Still Rosé Wine by Quality Classification 2003-2008

Table 74 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 75 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 76 Wine Exports by Country of Destination: Total Value 2002-2007

Table 77 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 78 Wine Imports by Country of Origin: Total Value 2002-2007

Table 79 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 80 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 81 Brand Shares of Still Light Grape Wine 2004-2007

Table 82 Company Shares of Champagne by National Brand Owner 2004-2007

Table 83 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 84 Brand Shares of Champagne 2004-2007

Table 85 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007

Table 86 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007

Table 87 Brand Shares of Other Sparkling Wine 2004-2007

Table 88 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007

Table 89 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007

Table 90 Brand Shares of Fortified Wine and Vermouth 2004-2007

Table 91 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 92 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 93 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 94 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN HUNGARY

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, gin and other blended Scotch whisky price band methodology

Published data comparisons

SECTOR DATA

Table 95 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 96 Sales of Spirits by Subsector: Total Value 2003-2008

Table 97 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 98 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 99 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 100 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 101 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 102 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 103 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

Table 104 Sales of Gin by Premium/Super-premium Split 2003-2008

Table 105 Sales of Vodka by Premium/Super-premium Split 2003-2008

Table 106 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 107 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 108 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 109 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 110 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 111 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 112 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 113 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 114 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 115 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 116 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 117 Tequila Production, Imports and Exports: Total Volume 2002-2007

Table 118 Liqueurs Production: Total Volume 2002-2007

Table 119 Other Spirits Production: Total Volume 2002-2007

Table 120 Company Shares of Spirits by National Brand Owner 2003-2007

Table 121 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 122 Brand Shares of Spirits 2004-2007

Table 123 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 124 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 125 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 126 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013