Premiumisation trends were already visible in the Hungarian coffee market before the COVID-19 pandemic thanks to the growing purchasing power of consumers and the strengthening coffee consumption culture. Barista trends were spreading to home brewing, as more consumers could afford to buy appliances and quality fresh coffee.
With pod-coffee machines continuing to grow in popularity, new opportunities have been arising in the category. The average price of pod-coffee machines has declined thanks to the launch of such coffee machines by discount retail stores and other private label retailers.
Novelty coffee products like cold-brew coffees and nitro coffees are not yet familiar for the average Hungarian consumer. Although they appeared on the market before COVID-19, demand was mainly limited to international tourists.
Thanks to the small number of infections in Hungary, the lockdown period lasted only two months and life has returned to normality relatively quickly, with the population not feeling as threatened by the risk of infection compared with other countries in Europe. Cafés, restaurants and bars reopened again before the beginning of the summer tourism season.
Increased home consumption of coffee due to lockdown measures has increased demand for fresh coffee beans and pods, high quality barista style coffee and specialty coffee. Due to being forced to consume their daily coffee at home and experiencing new interesting coffee flavours, an increasing number of consumers have acquired knowledge about coffee culture, as well as different tastes and production methods for ground coffee.
Over the forecast period, new coffee products like cold brew coffees, nitro coffees, alcoholic coffee drinks, coffee with tonic water and lemonades are expected to gain a foothold in the foodservice segment in Hungary, along with the increasing inflow of international tourists and intensifying promotion in foodservice units. Hungarians are open to trying new coffee specialties and tastes and are willing to spend more on premium or novelty coffee products, especially since purchasing power is likely to strengthen over the forecast period.
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This report originates from Passport, our Coffee research and analysis database.
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