Executive Summary

Mar 2019
Consumers spend more on health food and beverages as awareness spreads

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.

Government regulations support health-conscious trends by raising chips tax

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.

Start-ups and niche brands create buzz, but product development by leading brands and private label product lines determines main trends

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.

Growing role of modern grocery retail chain operators in HW food and beverages

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.

Excellent outlook for health and wellness due to economics and lifestyle trends

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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Health and Wellness in Hungary

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Overview

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.

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 Health and Wellness industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness 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 Health and Wellness in Hungary?
  • What are the major brands in Hungary?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Hungary?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in Hungary

EXECUTIVE SUMMARY

Consumers spend more on health food and beverages as awareness spreads
Government regulations support health-conscious trends by raising chips tax
Start-ups and niche brands create buzz, but product development by leading brands and private label product lines determines main trends
Growing role of modern grocery retail chain operators in HW food and beverages
Excellent outlook for health and wellness due to economics and lifestyle trends

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Better For You Beverages in Hungary

HEADLINES

PROSPECTS

Health awareness and tax increase benefit reduced sugar beverages
Fast spread of reduced-sugar thirst quenchers continues in soft drinks while indulgence remains more important in hot drinks
Foodservice outlets and consumers stick to traditional habits, trends lag the rapid retail shift towards reduced sugar

COMPETITIVE LANDSCAPE

Leading international brands dominant
Concentration of sales decreasing slightly as discounters strengthen and diversification of channels continues
Introduction of zero variants is a winning competitive strategy

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Hungary

HEADLINES

PROSPECTS

Rising demand for healthy variants
BFY reduced salt packaged food posts biggest increase thanks to growing health consciousness and new launches
BFY reduced fat to see biggest expansion over the forecast period

COMPETITIVE LANDSCAPE

Wrigley continues to lead thanks to a wide selection of reduced sugar products
Local dairy firms among key players in better for you
Private label sales increase due to popularity of discounters and growing number of stores

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Hungary

HEADLINES

PROSPECTS

Innovative functional drinks set trends and generate buzz
Key functions are energy boosting, immune support, detox and fat burning; manufacturers bolder about functional positioning
Sports drinks reach wider consumer base, new hybrid products popularise functional hydration

COMPETITIVE LANDSCAPE

Strong domestic player competes with internationals
Distribution of fortified/functional beverages is becoming more diversified
New releases: innovative premium products and functional specification

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 36 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 37 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 38 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 39 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Hungary

HEADLINES

PROSPECTS

FF packaged food expands but faces competition from other HW categories and dietary supplements
Category hit by limited number of new product launches and lack of promotions
FF probiotic yoghurt remains the biggest FF category

COMPETITIVE LANDSCAPE

Danone remains the leader
Private label producers focus on HW categories other than FF
Cornexi Food gains share in FF

CATEGORY DATA

Table 42 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 43 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2013-2018
Table 47 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 48 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 49 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 50 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 51 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 52 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 53 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 54 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 56 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Hungary

HEADLINES

PROSPECTS

Free from sees growing demand due to increasing instances of food intolerance and allergies
Innovations contribute positively to performance
Free from dairy ice cream sees biggest value sales expansion due to growing demand and rise in prices

COMPETITIVE LANDSCAPE

Hipp continues to lead sales of free from
Widening portfolios help private label producers boost their shares

CATEGORY DATA

Table 57 Sales of Free From by Category: Value 2013-2018
Table 58 Sales of Free From by Category: % Value Growth 2013-2018
Table 59 NBO Company Shares of Free From: % Value 2014-2018
Table 60 LBN Brand Shares of Free From: % Value 2015-2018
Table 61 Distribution of Free From by Format: % Value 2013-2018
Table 62 Forecast Sales of Free From by Category: Value 2018-2023
Table 63 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Hungary

HEADLINES

PROSPECTS

Healthy thirst quenchers gain further popularity
Freshly-pressed products and smoothie revolution shakes up mature juice category
Surge in demand for natural remedies, use and market of herbal remedies

COMPETITIVE LANDSCAPE

Local production, international owners characterises NH
Premiumisation in juice, but heavy discounting in bottled water
Innovative health and wellness start-ups strengthen internet retailing channel and generate more innovation and health-focused positioning in mainstream brands

CATEGORY DATA

Table 64 Sales of NH Beverages by Category: Value 2013-2018
Table 65 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 67 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 68 Distribution of NH Beverages by Format: % Value 2013-2018
Table 69 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 70 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Hungary

HEADLINES

PROSPECTS

Availability and visibility of healthy food products support sales
NH sour milk products remains the largest category and continues to expand

COMPETITIVE LANDSCAPE

Tesco benefits from selling wide selection of NH packaged food products and attractive prices
NH packaged food sees highest share of private label within HW
NH packaged food features local firms across several categories, including NH snacks, dairy and baked goods

CATEGORY DATA

Table 71 Sales of NH Packaged Food by Category: Value 2013-2018
Table 72 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 73 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 74 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 75 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 76 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 77 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Hungary

HEADLINES

PROSPECTS

Environmental concerns in wealthier segments create growing demand for clean eating and drinking
Spreading premiumisation will increasingly benefit organic
Organic hot drinks and 100% juice the biggest growth areas

COMPETITIVE LANDSCAPE

Local start-up activity does not yet threaten share of major established companies
Innovative health and wellness start-ups strengthen internet retailing channel
Private label offer continues to widen and helps popularise organic beverages

CATEGORY DATA

Table 78 Sales of Organic Beverages by Category: Value 2013-2018
Table 79 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 80 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 81 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 82 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 83 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 84 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Hungary

HEADLINES

PROSPECTS

Wider availability and competition from other HW categories will lead to slower growth
Organic milk formula benefits from willingness to spend on quality food products
Wider availability of organic packaged food supports the performance of the category

COMPETITIVE LANDSCAPE

Hipp still popular but faces competition from private label among others
Local firm Biopont continues to offer a wide selection of organic packaged food
Local and international firms present

CATEGORY DATA

Table 85 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 87 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 89 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023