Hot Drinks in Hungary

Positive economic environment supports growing demand for hot drinks

In 2018, the Hungarian economy continued on its growth path with declining unemployment rates and increasing average wages. Purchasing power was strengthened further in 2018 and this greatly contributed to the overall growth of hot drinks, in both volume and value terms, in all categories without exception.

Consumers seek higher quality, indulgence and convenience

In 2018, 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.

Leading companies hold their positions

The positions and shares of the leading companies remained stable in 2018, 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 2018.

New products attract and cultivate sophisticated quality- and health-conscious consumers

In 2018, 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.

Hot drinks is expected to see moderate expansion, polarising further towards both premium quality and bulk budget options

Thanks to predicted economic growth and consequently improving purchasing power among consumers, sales of hot drinks will continue to expand in both volume and value terms over the forecast period. Growth will be slightly faster than in the review period in off-trade volume and current value terms, although in the case of value sales, inflation will play a part as, in the review period, unit prices fluctuated more and categories recovered after a period of decline.

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