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.
Get immediate access to strategic market analysis when you buy reports online
Tables: 142 | Publication date: Jun 2006
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
Executive summary
Positive growth for soft drinks in 2005
The Hungarian soft drinks market experienced positive growth in both volume and value terms in 2005. However, the growth rates were slightly lower than in the previous year. Current value growth outperformed volume growth in 2005, indicating an increase in unit prices.
The positive growth of 2005 can be attributed to two main factors. Firstly, disposable incomes are increasing in Hungary, which enables consumers to buy bottled water, for example, but also more expensive drinks, such as functional drinks. Secondly, the health and wellness trend is responsible for growth, especially in sectors like fruit/vegetable juice.
Growth despite cold summer
Sales of non-alcoholic drinks are dependent on the weather. Usually consumption is up in years with hot summers and down in years with relatively cold summers. Despite the cold summers of 2004 and 2005, overall growth of soft drinks was positive during both years. Sales of bottled water and RTD tea are usually particularly dependent on the weather. However, both sectors experienced double-digit growth in current value terms in 2005.
The positive performance of bottled water can be explained by the relatively low per capita consumption of under 80 litres per year. Consumption is still lagging behind the EU average of 80-100 litres, although, with its dynamic improvement, it is expected to reach that level in a few years. This means that there is still room for further growth over the forecast period.
RTD tea has overcome its seasonality in Hungary. The product is consumed all year round. The positive performance of 2005 can be attributed to new product launches in this year.
RTD coffee is also a dynamically growing sector. This product category was launched in 2003, so its popularity has much to do with its newness. Sales of RTD coffee saw a strong increase in 2005, mainly due to the introduction of new flavours, such as vanilla, hazelnut and caramel.
Health and low-calorie are the buzzwords
The growing awareness of health and weight issues among Hungarian consumers has, apart from an increase in sales of bottled water and fruit juices, led to a decrease in sales of standard cola carbonates, while low-calorie cola carbonates experienced positive growth in 2005.
The health and wellness trend was also evident within the juice sector. 100% juice experienced the highest growth rate in 2005, whereas fruit-flavoured drinks, which do not contain any juice, experienced negative growth in the same year.
Distribution trends continue – private label’s share increases further
Consumers are buying more and more private label products in Hungary. Hungarian consumers spent HuF13 out of every HuF100 on private label fmcg (fast-moving consumer goods) between April 2004 and March 2005. Private label sales exceed HuF100 billion in 80 product categories. In terms of soft drinks, private label also saw an increasing share in 2005.
In 2005, the established distribution trends were continuing: the average Hungarian consumer was purchasing soft drinks mainly from supermarkets/hypermarkets. Although hypermarkets obtained their popularity due to their wide range of soft drinks and slightly lower unit prices, vending machines, quite the reverse of hypermarkets, also increased their sales share.
Table of contents
SOFT DRINKS IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
TOTAL SOFT DRINKS SALES
Market Performance
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2000-2005
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2000-2005
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2000-2005
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2000-2005
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2005
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2005
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2005
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2005
Table 9 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2005-2010
Table 10 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2005-2010
Table 11 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2005-2010
Table 12 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2005-2010
OFF-TRADE SOFT DRINKS SALES
Market Performance
Table 13 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2000-2005
Table 14 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2000-2005
Table 15 Off-trade Sales of Soft Drinks by Sector: Value 2000-2005
Table 16 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2000-2005
Competitive Environment
Table 17 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2001-2005
Table 18 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2002-2005
Table 19 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2001-2005
Table 20 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2002-2005
Table 21 Company Shares of Off-trade Soft Drinks by Value 2001-2005
Table 22 Brand Shares of Off-trade Soft Drinks by Value 2002-2005
Off-Trade Distribution
Table 23 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2005
Retailer Activity and Private Label Trends
Table 24 Penetration of Private Label (as sold) by Sector by Volume 2001-2005
Table 25 Penetration of Private Label by Sector by Value 2001-2005
Forecast Market Performance
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2005-2010
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2005-2010
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2005-2010
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2005-2010
APPENDIX
Concentrates Conversions and Additional Data
Table 30 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2000-2005
Table 32 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2000-2005
Table 33 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2001-2005
Table 34 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2002-2005
Table 35 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2001-2005
Table 36 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2002-2005
Table 37 Company Shares of Concentrates (RTD) by Off-trade Volume 2001-2005
Table 38 Brand Shares of Concentrates (RTD) by Off-trade Volume 2002-2005
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2005-2010
Table 40 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2005-2010
Institutional Sales of Bottled Water
DEFINITIONS
LOCAL COMPANY PROFILES - HUNGARY
ELMA RT - SOFT DRINKS - HUNGARY
COMPANY BACKGROUND
Summary 1 Summary - Elma Rt Operational Indicators 2004
PRODUCTION CAPACITY
Summary 2 Summary - Elma RT: Production Statistics 2004
MASPEX OLYMPOS KFT - SOFT DRINKS - HUNGARY
COMPANY BACKGROUND
Summary 3 Summary - Maspex Olympos Kft Operational Indicators 2004
PRODUCTION CAPACITY
RAUCH HUNGáRIA KFT - SOFT DRINKS - HUNGARY
COMPANY BACKGROUND
SIó-ECKES KFT - SOFT DRINKS - HUNGARY
COMPANY BACKGROUND
PRODUCTION CAPACITY
Summary 4 Summary - Sió-Eckes Kft: Production Statistics 2004
CARBONATES IN HUNGARY
SECTOR PERFORMANCE
2005 Headlines
Carbonates still dominates in value terms
Slow volume growth over review period
Strong growth for mixers
Unbeatable cola
Dominant plastic packaging
Unmoveable multinational companies
Forecast performance
Table 41 Off-trade Sales of Carbonates by Subsector: Volume 2000-2005
Table 42 Off-trade Sales of Carbonates by Subsector: Value 2000-2005
Table 43 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2000-2005
Table 44 Off-trade Sales of Carbonates by Subsector: % Value Growth 2000-2005
Table 45 Company Shares of Carbonates by Off-trade Volume 2001-2005
Table 46 Brand Shares of Carbonates by Off-trade Volume 2002-2005
Table 47 Company Shares of Carbonates by Off-trade Value 2001-2005
Table 48 Brand Shares of Carbonates by Off-trade Value 2002-2005
Summary 5 Summary - Carbonates: New Product Launches 2004-2005
Table 49 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2005-2010
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Value 2005-2010
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2005-2010
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2005-2010
LOW-CALORIE CARBONATES
Table 53 Low-calorie Carbonates % Breakdown by Subsector by Off-trade Volume 2002-2005
CARBONATES DISTRIBUTION
Table 54 On-trade vs Off-trade Sales of Carbonates: Volume 2000-2005
Table 55 On-trade vs Off-trade Sales of Carbonates: Value 2000-2005
Table 56 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2000-2005
Table 57 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2000-2005
FRUIT/VEGETABLE JUICE IN HUNGARY
SECTOR PERFORMANCE
2005 Headlines
Positive performance for fruit/vegetable juice in 2005
Innovation needed and it comes in line with the health and wellness trend
Private label on the rise
100% juice is the fastest-growing subsector
Fruit-flavoured drinks suffer in 2005
Concentrated sector
Sió-Eckes at the top
Olympos-Top Kft becomes Maspex Olympos Kft
Forecast performance
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2000-2005
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2000-2005
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2000-2005
Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2000-2005
Table 62 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2001-2005
Table 63 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2002-2005
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2001-2005
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2002-2005
Summary 6 Summary - Fruit/Vegetable Juice: New Product Launches 2004-2005
Table 66 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2005-2010
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2005-2010
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2005-2010
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2005-2010
CHILLED VS NON-CHILLED FRUIT/VEGETABLE JUICE
Table 70 Chilled vs Non-chilled Fruit/Vegetable Juice by Off-trade Volume 2002-2005
FLAVOURS
Table 71 Leading Flavours for 100% Juice: %Volume Breakdown 2003-2005
Table 72 Leading Flavours for Nectars (25-99% Juice): %Volume Breakdown 2003-2005
Table 73 Leading Flavours for Juice Drinks (up to 24% Juice): %Volume Breakdown 2003-2005
Table 74 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): %Volume Breakdown 2003-2005
SMOOTHIES
Table 75 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2005
BOTTLED WATER IN HUNGARY
SECTOR PERFORMANCE
2005 Headlines
Increasing per capita consumption
Growth of flavoured water slows down dramatically
Growing popularity of still bottled water
Fovárosi Ásványvíz és Üdítoipari Rt stays market leader
Competition becomes tougher every day
Forecast performance
Table 76 Off-trade Sales of Bottled Water: Volume 2000-2005
Table 77 Off-trade Sales of Bottled Water: Value 2000-2005
Table 78 Off-trade Sales of Bottled Water: % Volume Growth 2000-2005
Table 79 Off-trade Sales of Bottled Water: % Value Growth 2000-2005
Table 80 Company Shares of Bottled Water by Off-trade Volume 2001-2005
Table 81 Brand Shares of Bottled Water by Off-trade Volume 2002-2005
Table 82 Company Shares of Bottled Water by Off-trade Value 2001-2005
Table 83 Brand Shares of Bottled Water by Off-trade Value 2002-2005
Summary 7 Summary - Bottled Water: New Product Launches 2004
Table 84 Forecast Off-trade Sales of Bottled Water: Volume 2005-2010
Table 85 Forecast Off-trade Sales of Bottled Water: Value 2005-2010
Table 86 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2005-2010
Table 87 Forecast Off-trade Sales of Bottled Water: % Value Growth 2005-2010
FUNCTIONAL DRINKS IN HUNGARY
SECTOR PERFORMANCE
2005 Headlines
Growth of functional drinks slowed down in 2005
Red Bull’s dominance of energy drinks
On-trade sales are more important for energy drinks
Regulation for energy drinks
Nothing new in functional drinks
Forecast performance
Table 88 Off-trade Sales of Functional Drinks by Subsector: Volume 2000-2005
Table 89 Off-trade Sales of Functional Drinks by Subsector: Value 2000-2005
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2000-2005
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2000-2005
Table 92 Company Shares of Functional Drinks by Off-trade Volume 2001-2005
Table 93 Brand Shares of Functional Drinks by Off-trade Volume 2002-2005
Table 94 Company Shares of Functional Drinks by Off-trade Value 2001-2005
Table 95 Brand Shares of Functional Drinks by Off-trade Value 2002-2005
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2005-2010
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2005-2010
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2005-2010
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2005-2010
CONCENTRATES IN HUNGARY
SECTOR PERFORMANCE
2005 Headlines
Slow growth for concentrates in 2005
Health and wellness trend restricts concentrates growth
Small market with only a few companies present
Strong position of local players
Lack of innovation
Forecast performance
Table 100 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2000-2005
Table 101 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2000-2005
Table 102 Off-trade Sales of Concentrates by Subsector: Value 2000-2005
Table 103 Off-trade Sales of Concentrates by Subsector: % Value Growth 2000-2005
Table 104 Company Shares of Concentrates by Off-trade Value 2001-2005
Table 105 Brand Shares of Concentrates by Off-trade Value 2002-2005
Table 106 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2005-2010
Table 107 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2005-2010
Table 108 Forecast Off-trade Sales of Concentrates by Subsector: Value 2005-2010
Table 109 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2005-2010
RTD TEA IN HUNGARY
SECTOR PERFORMANCE
2005 Headlines
Double-digit growth for iced tea in 2005
Nothing but RTD tea
Private label is growing, however image is still important
Competition becoming fierce
Health and wellness trend influences new product developments
Forecast performance
Table 110 Off-trade Sales of RTD Tea by Subsector: Volume 2000-2005
Table 111 Off-trade Sales of RTD Tea by Subsector: Value 2000-2005
Table 112 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2000-2005
Table 113 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2000-2005
Table 114 Company Shares of RTD Tea by Off-trade Volume 2001-2005
Table 115 Brand Shares of RTD Tea by Off-trade Volume 2002-2005
Table 116 Company Shares of RTD Tea by Off-trade Value 2001-2005
Table 117 Brand Shares of RTD Tea by Off-trade Value 2002-2005
Summary 8 Summary - RTD Tea: New Product Launches 2004-2005
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2005-2010
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2005-2010
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2005-2010
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2005-2010
RTD COFFEE IN HUNGARY
SECTOR PERFORMANCE
2005 Headlines
Dynamically growing sector
High seasonality
New packaging and flavours
Forecast performance
Table 122 Off-trade Sales of RTD Coffee: Volume 2000-2005
Table 123 Off-trade Sales of RTD Coffee: Value 2000-2005
Table 124 Off-trade Sales of RTD Coffee: % Volume Growth 2000-2005
Table 125 Off-trade Sales of RTD Coffee: % Value Growth 2000-2005
Table 126 Company Shares of RTD Coffee by Off-trade Volume 2001-2005
Table 127 Brand Shares of RTD Coffee by Off-trade Volume 2002-2005
Table 128 Company Shares of RTD Coffee by Off-trade Value 2001-2005
Table 129 Brand Shares of RTD Coffee by Off-trade Value 2002-2005
Summary 9 Summary - RTD Coffee: New Product Launches 2004-2005
Table 130 Forecast Off-trade Sales of RTD Coffee: Volume 2005-2010
Table 131 Forecast Off-trade Sales of RTD Coffee: Value 2005-2010
Table 132 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2005-2010
Table 133 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2005-2010