Hot Drinks in Hungary

A steady economy prompts Hungarians to indulge more

Hot drinks posted moderate value growth and slight retail volume growth in 2019, led by coffee and tea. Premiumisation in coffee and tea is strong, resulting in an expanding premium product range, especially in fresh ground coffee pods and fresh coffee beans, which posted steep growth in volume and value sales in 2019.

Premiumisation warms up in hot drinks

In 2019, the key trend in coffee and tea was a continued shift towards the premium segment, which was driven by demand for convenience and maximum enjoyment of hot drinks. Consumers seek products with fine flavours, preferably at an affordable price.

Internationals are in the driving seat

The positions and shares of the leading companies remained stable in 2019, thanks to a conscious effort to develop their brands constantly by introducing new products that follow the latest trends, supported by broad advertisement. International companies Jacobs Douwe Egberts Hu Zrt and Nestlé Hungária Kft remained the overall leading players in hot drinks in 2019.

NPD creates a richer range of functional and premium hot drinks

In 2018-2019, the most active innovation was observed in coffee and tea. New launches have come in response to the rising demand for affordable but high-quality, indulgent, flavour-rich, healthy hot drinks.

Sales set to improve as economy stabilises

Thanks to predicted real GDP growth, albeit decelerating, and thus improving purchasing power among consumers, sales of hot drinks will continue to expand in both volume and value terms over the forecast period. Growth rates will improve slightly on the review period’s in off-trade volume and current value terms, although in the case of value sales, inflation will play more of a part than in the review period, when unit prices fluctuated more and coffee recovered after a period of decline.

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