NH natural mineral bottled water still achieves growth despite maturity in Hungary. The country is renowned for the excellent quality of its natural mineral water, and the great majority of bottled water falls in the NH category.
NH fruit/herbal tea, green tea and other tea saw their sales rising even before the COVID-19 pandemic, but during the flu season amid the pandemic, sales were significantly boosted. The expanding offers of flavour combinations and the availability of NH tea products in various grocery retail channels supported the development of the subcategory.
NH beverages are considered relatively premium products, based on fresh ingredients and being affordable only among a select group of consumers. As these products do not yet have a unique marketing position, as FF beverages do, they are less sought after among more affluent consumers.
Superfruit juices appeared on the Hungarian market at the end of the review period, and though they showed promising growth, they did not enjoy widespread accessibility. As superfruits are generally exotic fruits not harvested in the country, their health benefits are less known by the average Hungarian consumer.
The inflationary impact of the COVID-19 crisis was most evident in drinks with high fruit content, as the seasonal fruit crop was very weak during 2020 and the import prices increased considerably for fresh fruits and vegetables. The vast majority of juice products in Hungary are produced from domestically harvested fruit, which supports the development of the NH juice subcategory.
At the beginning of the COVID-19 pandemic, Hungary was one of the least affected countries in terms of the infection and mortality rates, and the economic impact of the crisis was foreseen to be limited. Nevertheless, after the summer of 2020, the rate of infection in Hungary started soaring and a second lockdown loomed, with restricted mobility of the population and struggling national economy.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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