Executive Summary

Aug 2018
PROSPECTS
Demand for cheap imported drinking milk products could drop further

Volume sales of imported UHT milk products are projected to significantly decline since the Hungarian government intends to reduce VAT on ESL and UHT milk products to 5% by 2019. Cheap products, mainly imported from Poland and Slovakia, have been losing share since Hungarians can now afford higher quality products due to rising disposable incomes.

Cow’s milk growth limited by rising health awareness and lifestyle trends

Although cow’s milk remains the largest drinking milk products area and continues to post value growth, volume sales in the area are falling due to the increasing popularity of plant-based products and rising health awareness. On the other hand, changing lifestyle trends, with a growing number of consumers being too busy to have breakfast at home, have also led to a drop in milk consumption.

Strong other milk alternatives growth attracts Coca-Cola

Other milk alternatives saw strong volume growth in 2018, mainly as a result of rising health concerns. Products in this area are increasingly being consumed not only by people affected by allergies or intolerances, but also by those who consider animal-based products unhealthy – an attitude that is spreading with the help of the internet and social media.

COMPETITIVE LANDSCAPE
Alföldi Tej strengthens position due to growing availability of local products

Alföldi Tej continues to lead sales within drinking milk products due to the popularity of its Alföldi, Magyar Tej and Riska milk brands, which are available in most types of store and are gaining shelf space as a result of a drop in the availability of cheap imported milk products. The company sells both fresh and shelf stable products, as well as free from lactose milk under its Riska brand.

Private label products remain popular due to special positioning

Unlike in most packaged food areas, there is significant cooperation between chains selling private label products and local producers in Hungary. This is because several locally owned players, such as Alföldi Tej, Abaújtej and Félegyházi Tej, produce private label drinking milk products for chains.

Cooperation between producers and retail chains

This cooperation is favourable both for producers, which face less competition from imported products, as well as chains, which gain trust from consumers. Recently, Aldi purchased the rights for the Kokárdás brand from Alföldi Tej.

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Drinking Milk Products in Hungary

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Overview

Discover the latest market trends and uncover sources of future market growth for the Drinking milk products industry in Hungary with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Drinking milk products industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

The Drinking milk products in Hungary market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Drinking milk products in Hungary?
  • What are the major brands in Hungary?
  • How are volatile farmgate prices for milk impacting retail prices and sales performance?
  • What are the market opportunities for ethically sourced dairy items?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Hungary - Industry Overview

EXECUTIVE SUMMARY

Consumer willingness to spend more and innovation boost packaged food
Consumers more conscious of quality and ingredients
Competition remains intense, with domestic players enjoying support from the government
Distribution channels focus on improving consumer loyalty and environmental issues
Growth of packaged food sales likely to slow over the forecast period

FOODSERVICE

Sales to Foodservice
Sales to foodservice supported by growth in the number of foodservice outlets
Healthy edible oils perform well
Bulk food products hamper packaged food sales to foodservice
Consumer Foodservice
Number of foodservice outlets expands in 2018 for the first time in the review period
Foodservice outlets continue to record value growth
McDonald’s focuses on health and wellness trends, whilst expanding the number of employees to remain leader
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources