RTD Coffee in Hungary

PROSPECTS

Increasing trend for on-the-go coffee consumption benefits RTD coffee

As chained specialist coffee shops continued to expand in Hungary and strengthen coffee consumption culture, RTD coffee also experienced a general surge in popularity and availability. Take-away coffee consumption is still relatively new in Hungary, but it is quickly becoming fashionable.

Reduced sugar RTD coffee attracts health-conscious consumers

Several RTD coffee brands and private label lines were extended with light or unsweetened variants, with these types being increasingly high in demand, despite many Hungarians appreciating sweetened fresh coffee. However, reduced sugar or non-sweetened RTD coffee with a premium positioning appears to be attracting health-conscious customers.

Convenience and packaging style are key

The development of a coffee culture and faster-paced lifestyles influence the packaging of RTD coffee. Previously, RTD coffee was mainly a standard or economy product, and packaged similar to milk drinks, usually 0.

COMPETITIVE LANDSCAPE

Leading dairy companies develop their offer

Two large dairy producers, FrieslandCampina Hungária Zrt and Sole-Mizo Zrt held the highest off-trade value share within RTD coffee in 2018, due to their popular standard brands, which enjoy the longest presence in the category. While FrieslandCampina continued to offer its standard Milli brand, which is similar to inexpensive flavoured milk drinks and thus generates high volume sales, Sole-Mizo focused on its new, coffee shop-style brand Mizo.

Premium products perform best

The range of brands and product variance is growing rapidly in Hungary. Mostly premium products are introduced, with the share of standard brands declining.

Indulgent coffee shop-style RTD coffee driving growth

Fresh coffee consumption trends strongly influence RTD coffee in Hungary. Consumers, especially women who are used to a sophisticated range of choice in specialist coffee shops, also demand a similar offer from RTD coffee.

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