Organic Beverages in Hungary

2020 IMPACT

Stockpiling has supported category growth during the COVID-19

Stockpiling of organic beverages helped to boost category sales following the outbreak of the COVID-19 pandemic. Organic hot drinks, especially, saw soaring demand during the first wave of the pandemic in Hungary, explained by the shift from on-trade coffee consumption to at-home coffee consumption.

Widening offer of organic beverages in discount chains is one of the major triggers behind growth

Discount chains play a major role in the promotion of organic beverages in Hungary. Organic juices, coffee and tea are available in dedicated areas of most leading discount chains, reaching a wider pool of consumers, by offering affordable prices.

Shift to e-commerce has also helped organic beverages to strengthen their position

Growing interest in online shopping during the COVID-19 pandemic supports the expansion of internet retailers; most health food stores have online web shops and this helps to widen the offer and reach a larger pool of consumers. Rapidly expanding online health food retailers are most active in importing and offering organic coffee and tea products, creating growing competition and improvement in the knowledge and coffee-consuming culture of Hungarian consumers.

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