Alcoholic Drinks in Hungary

Alcoholic Drinks in Hungary

EXECUTIVE SUMMARY

Premium segment drives growth in Hungary

Consumers more open to experiment; craft beer’s popularity spreads

Promotions and coordinated campaigns prove to be effective

Landscape remains concentrated, on-trade performance boosted by hot summer

Economic growth and legislative stability improves outlook

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2012-2017

TAXATION AND DUTY LEVIES

Table 2 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Summary 1 Key New Product Developments 2017

MARKET INDICATORS

Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 14 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 2 Research Sources

Spirits in Hungary

HEADLINES

PROSPECTS

Steep prices increase due to taxation changes

Decline of economy segment and premiumisation indicates growing demand

Expansion of cocktail culture benefits spirits

COMPETITIVE LANDSCAPE

International spirit distributors gain share despite protectionist tax system

Coca-Cola’s increasing involvement in distribution of spirits influences on-trade

Channels remain concentrated, with growing role of specialists and internet retailing

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 3 Benchmark Brands 2017

CATEGORY DATA

Table 19 Sales of Spirits by Category: Total Volume 2012-2017
Table 20 Sales of Spirits by Category: Total Value 2012-2017
Table 21 Sales of Spirits by Category: % Total Volume Growth 2012-2017
Table 22 Sales of Spirits by Category: % Total Value Growth 2012-2017
Table 23 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
Table 24 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
Table 25 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 26 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
Table 27 Sales of Dark Rum by Price Platform: % Total Volume 2012-2017
Table 28 Sales of White Rum by Price Platform: % Total Volume 2012-2017
Table 29 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2012-2017
Table 30 Sales of English Gin by Price Platform: % Total Volume 2012-2017
Table 31 Sales of Vodka by Price Platform: % Total Volume 2012-2017
Table 32 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2012-2017
Table 33 GBO Company Shares of Spirits: % Total Volume 2013-2017
Table 34 NBO Company Shares of Spirits: % Total Volume 2013-2017
Table 35 LBN Brand Shares of Spirits: % Total Volume 2014-2017
Table 36 Forecast Sales of Spirits by Category: Total Volume 2017-2022
Table 37 Forecast Sales of Spirits by Category: Total Value 2017-2022
Table 38 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 39 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022

Beer in Hungary

HEADLINES

PROSPECTS

Category breaks traditions, expands through growing variety of premium lager

Craft beer creates buzz and contributes to dynamic growth in premium segments

Flavoured alcohol-free beer continues to gain popularity, competes with soft drinks

COMPETITIVE LANDSCAPE

Growth and competition strategies of large breweries

Pécsi sold by Ottakringer to domestic investor group

On-trade shows signs of recovery, but price competition remains strong factor limiting off-trade value growth

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2017
Table 40 Number of Breweries 2012-2017

CATEGORY DATA

Table 41 Sales of Beer by Category: Total Volume 2012-2017
Table 42 Sales of Beer by Category: Total Value 2012-2017
Table 43 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 44 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 45 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 46 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 47 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 48 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 49 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 50 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 51 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 52 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 53 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 54 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 55 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Cider/Perry in Hungary

HEADLINES

PROSPECTS

Growth remains strong, but category will start to mature over the forecast period

Fastest growing flavour remains red fruits

Low alcohol, fruity drinks perform well across alcoholic drinks

COMPETITIVE LANDSCAPE

Internationals companies and import brands dominate Hungarian cider

Mid-priced and premium brands dominate cider, private label presence remains weak

Hot summer, wider availability and promotion boosts on-trade performance

CATEGORY DATA

Table 56 Sales of Cider/Perry: Total Volume 2012-2017
Table 57 Sales of Cider/Perry: Total Value 2012-2017
Table 58 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 59 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 60 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 61 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 62 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 63 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 64 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 65 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 66 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 67 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 68 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 69 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 70 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

Rtds/High-Strength Premixes in Hungary

HEADLINES

PROSPECTS

High-strength premixes emerge off-trade as cocktails are popular on-trade

Party culture: Young consumers appreciate mixed drinks

Classic, well-established flavours attract most consumers, experimental attempts fail

COMPETITIVE LANDSCAPE

Bacardi Breezer as most consumed RTD grows ever stronger

Private label’s presence remains weak but expanding

Off-trade versus on-trade

CATEGORY DATA

Table 71 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 72 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 73 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 74 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 75 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 76 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 77 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 78 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 79 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 80 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 81 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 82 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 83 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 84 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 85 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022

Wine in Hungary

HEADLINES

PROSPECTS

Demand rises for higher quality still light grape wine

Year-round campaigns by Törley successful in reducing seasonality impact on sparkling wine

Premiumisation drives growth in high-end wine segments

COMPETITIVE LANDSCAPE

Domestic producers dominate wine, invest in expansion of modern facilities

Strong activity by off-trade generates interest and growth

Private label has a strong, expanding influence

CATEGORY DATA

Table 86 Sales of Wine by Category: Total Volume 2012-2017
Table 87 Sales of Wine by Category: Total Value 2012-2017
Table 88 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 89 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 90 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 91 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 92 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 93 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 94 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
Table 95 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
Table 96 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
Table 97 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
Table 98 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 99 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 100 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
Table 101 GBO Company Shares of Champagne: % Total Volume 2013-2017
Table 102 NBO Company Shares of Champagne: % Total Volume 2013-2017
Table 103 LBN Brand Shares of Champagne: % Total Volume 2014-2017
Table 104 GBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 105 NBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 106 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2014-2017
Table 107 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 108 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 109 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
Table 110 GBO Company Shares of Non-grape Wine: % Total Volume 2013-2017
Table 111 NBO Company Shares of Non-grape Wine: % Total Volume 2013-2017
Table 112 LBN Brand Shares of Non-grape Wine: % Total Volume 2014-2017
Table 113 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 114 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 115 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 116 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022

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