Spreading health consciousness continued to drive growth in all areas of health and wellness (HW) food and beverages in Hungary. People want to look and feel better, and are increasingly willing to switch to a healthier and fitter lifestyle.
The public health tax, the chips tax, remained in effect since 2012 and helped to shift consumer habits towards lower-sugar-content choices. It raised awareness and shaped product development, which supported the spreading of health consciousness in Hungary over the review period.
Local start-ups became more visible thanks to the growing presence of internet retailing and popularity of social media, as it became easier for even small companies to launch and advertise innovative natural, healthy products. Start-ups often sell their products through their websites and social media, Facebook is popular in Hungary for viral promotion and increasingly used for commerce.
The role of hypermarkets, supermarkets and discount chain operators in the field of health and wellness food and beverages is gaining momentum. In addition to expanding their own ranges of branded products with health and wellness variants, these players can make a wide variety of products available to customers due to the outlet sizes.
HW food and beverages is expected to forge ahead with dynamic growth rates over the forecast period, in both current retail value and retail volume terms. The predicted continued economic growth and further improvement in purchasing power will benefit the middle- and higher-earning segment of consumers, where demand for more health-conscious food and beverage choices is highest.
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Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Hungary with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Health and Wellness market research database.