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Organic Beverages in
Hungary

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Environmental concerns in wealthier segments create growing demand for clean eating and drinking

The spreading of health awareness is accelerating in Hungary. A high percentage of consumers read the food and drink labels and try to avoid products containing E-numbers, preservatives and artificial flavours.

Spreading premiumisation will increasingly benefit organic

Disposable income levels continue to increase, which generated greater demand for premium goods, also in food and drinks. It is trendy to go premium for those who can afford it.

Organic hot drinks and 100% juice the biggest growth areas

The fastest spread of organic products was in coffee, thanks to the widening range of brands and improving availability through online health food shops. In 2018 the best performers were organic instant coffee and organic chocolate-based powder drinks, which also became less expensive due to growing competition among internet retailers.

COMPETITIVE LANDSCAPE
Local start-up activity does not yet threaten share of major established companies

Apart from a few strong brands and private label, the majority of organic beverages remained fragmented in 2018. There were numerous health food importers, distributors and shops, each of which specialised in some of their preferred brands.

Innovative health and wellness start-ups strengthen internet retailing channel

The number of internet retailing outlets in health and wellness continued to increase. Along with the established large health food portals, and retail chains’ new online stores (such as that of drugstore dm-Drogerie Markt), in 2018 several web shops started up online or widened their offer of health food and drinks, always including organic products.

Private label offer continues to widen and helps popularise organic beverages

Many consumers expressed interest in organic products but price remained the primary barrier to consumption. Hypermarket/supermarket chains (Spar, Interspar, Auchan, Tesco), drugstore chains (dm-Drogerie Markt and Rossmann) and discounters (Aldi and Lidl) responded by expanding their own ranges of organic products.

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Organic Beverages in Hungary

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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages 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.

The Organic Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Organic Beverages in Hungary - Category analysis

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 1 Sales of Organic Beverages by Category: Value 2013-2018
Table 2 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 5 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Hungary - Industry Overview

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 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources