Soft Drinks in Hungary
Euromonitor International's Soft 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: 139 | Publication date: Aug 2008
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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Health trend and economic pressures impact soft drinks market
2007 saw an increasing number of consumers in Hungary moving towards consumption of soft drinks perceived as healthier. This adversely impacted the performance of carbonates, and benefited alternatives offerings, particularly bottled water, RTD tea and fruit and vegetable juice. The health trend has also led to increased purchases of smaller packaging formats suitable for single-person consumption in either the workplace or at school. However, government measure to increase revenue, as well as rising inflation, constrained consumer spending power at the end of the review period, and resulted in a marked increase in sales of private label products in many areas of the soft drinks market.
Increasing urbanisation and accelerating lifestyles
An increasing number of consumers moving from rural Hungary to urban areas has led to accelerating lifestyles in the country. This has resulted in increased demand for products in smaller sizes suitable for on-the-go consumption. Furthermore, an increasing number of women in the formal workplace has also resulted in greater purchases of larger packaging sizes through supermarkets and hypermarkets for home consumption. In line with the health trend, as well as increased purchases of fruit and vegetable juice products and bottled water, an increasing number of urban consumers are seeking products offering an on-the-go boost, such as functional drinks and offerings in the still undeveloped RTD coffee niche.
Multinational-backed companies dominant
The soft drinks market in Hungary is dominated by multinational-back companies such as Fovárosi Ásványvíz és Üdítoipari Rt (PepsiCo Inc), Coca-Cola Beverages Magyarország Kft (The Coca-Cola Co), and Kékkuti Ásványvíz Rt (Nestlé). These large players are able to take advantage of their wide range of products and ability to offer soft drinks at highly competitive prices. These factors are underpinned by the financial strength of these companies and their consequent ability to invest in advertising and promotional support for their products, and to develop new soft drinks that meet Hungarian consumers’ specific requirements. Domestic players remain relatively weak in comparison, and also face competition in price terms from private label products, which many consumers believe to be multinationals’ products in alternative packaging.
Supermarkets and vending increasingly important off-trade channels
With increasingly busy lifestyles and a growing number of women in the formal workplace in Hungary, consumers are buying more soft drinks for home consumption through supermarkets rather than smaller channels such as convenience stores, where unit prices are higher. This is leading to increased demand for larger packaging formats, such as 1- to 3-litre PET bottles, and increased interest in multi-pack formats. Vending is also increasing in importance due to its convenience. As products such as RTD tea, RTD coffee, and sports drinks increase in popularity in coming years, vending is likely to gain further off-trade volume share.
Health trend key to forecast period performance
The health trend in Hungary will remain a key factor contributing to the future performance of the soft drinks market in the country. Consumers will become increasingly aware of health issues and concerned with their appearance. With rising awareness of product ingredients, consumers will demonstrate greater interest in healthier options such as bottled water, fruit and vegetable juice and RTD tea. The income and education levels of consumers will be key in influencing product choices. In order to stimulate growth players will need to invest in carefully targeted advertising and promotional support for their products. Tasting sessions in supermarkets for products such as RTD tea, RTD coffee and smoothies could stimulate further trial purchases, for example. Similarly, a presence by manufacturers of functional drinks in nightclubs could lead to increased off-trade purchases by young adults, who represent a key segment for this particular niche.
Table of contents
SOFT DRINKS IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Health trend and economic pressures impact soft drinks market
Increasing urbanisation and accelerating lifestyles
Multinational-backed companies dominant
Supermarkets and vending increasingly important off-trade channels
Health trend key to forecast period performance
KEY TRENDS AND DEVELOPMENTS
Economic Conditions Impact Soft Drinks Market
Growing Health Awareness Influences Product Performance
Changing Consumer Lifestyles and Distribution Patterns
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
ELMA RT - SOFT DRINKS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Elma Rt: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Elma Rt: Competitive Position 2007
MASPEX OLYMPOS KFT - SOFT DRINKS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Maspex Olympos Kft: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Maspex Olympos Kft: Competitive Position 2007
RAUCH HUNGáRIA KFT - SOFT DRINKS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Rauch Hungária Kft: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Rauch Hungaria Kft: Competitive Position 2007
SIó-ECKES KFT - SOFT DRINKS - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Sió-Eckes Kft: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 Sió-Eckes Kft: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 Sió-Eckes Kft: Competitive Position 2007
CARBONATES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 46 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 47 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 48 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 49 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 58 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 59 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 60 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 61 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 62 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 63 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 66 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
SECTOR DATA
Table 70 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 71 Off-trade Sales of Bottled Water: Value 2002-2007
Table 72 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 73 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 74 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 75 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 76 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 78 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 79 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 80 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 83 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 84 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 86 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 87 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 88 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 89 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 90 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 91 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 11 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 94 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 95 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 96 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 97 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 98 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 99 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 100 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 101 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 102 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 105 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 106 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 107 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 108 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 109 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 110 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 111 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 112 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 113 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 114 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN HUNGARY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 118 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 119 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 120 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 121 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 122 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 123 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 124 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 125 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 126 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 127 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 128 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012