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 the coffee consumption culture, RTD coffee also experienced a general surge in popularity and availability. Takeaway coffee consumption is still relatively new in Hungary, but it is quickly becoming fashionable.

Reduced-sugar RTD coffee attracts health-conscious consumers

The development of the private label offer continues to be seen. Most retail chains, including discounters, have added new products, with the variety growing, including reduced-sugar light versions and more premium whitened coffee specialities being introduced.

Seasonality and packaging also play a role alongside convenience

Seasonality is influential in the sales of RTD coffee in Hungary, with summer being the strongest season for sales. However, consumption is spreading to a year-round basis, encouraged by industry players.

COMPETITIVE LANDSCAPE

FrieslandCampina renews its Milli brand with premium 250ml PET bottle packaging

Two large dairy producers, FrieslandCampina Hungária and Sole-Mizo, held the highest off-trade value shares within RTD coffee in 2019. This is thanks to their popular standard brands that enjoy a long presence in the category.

Swiss brand Emmi launched in Hungary, while Spar adds a premium version to is line-up

Import Trade Hungary has introduced the Swiss brand Emmi to the Hungarian market. Emmi comes in 230ml cups with to-go covers and is priced in the low end of the premium segment.

Starbucks looks to tap into the premium segment, albeit sometimes using discounts

Initially it seemed that the premium Starbucks brand launched in 2018 was too expensive for the Hungarian market, appealing only to a narrow consumer segment due to a very high price point. However, it has survived, selling at slightly reduced prices through hypermarket chains, often at discounts.

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