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Country Report

Soft Drinks in

Soft Drinks in Hungary

Dec 2020

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Executive Summary

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As an essential product category, the impact of the COVID-19 crisis on soft drinks in Hungary was relatively moderate, especially if off-trade and on-trade sales are considered separately. Indeed, the lockdown period lasted only two months in Hungary.

COVID-19 country impact

The Hungarian government launched its official COVID-19 webpage and Facebook page on 4 March, the same day as the first cases were announced in the country. An indefinite state of emergency was declared on 11 March, prohibiting public gatherings in an enclosed space with more than 100 people, forcing sporting events to be held behind closed doors, and suspending foreign exchange programmes.

Company response

The competitive landscape within soft drinks has not been impacted by the COVID-19 outbreak. While some segments like energy drinks and sports drinks were more affected, overall rankings have not changed.

Producers and distributors forced to shift towards e-commerce

E-commerce sales grew rapidly in 2020 as a result of lockdown restrictions and the desire among consumers to stay at home as much as possible. Soft drinks in general were not widely purchased.

Foodservice vs retail split

Despite the relatively short lock down period in Hungary, COVID-19 caused a steep decline in on-trade soft drinks revenue and several closures. After this acute crisis period at the beginning of the tourism season in the summer of 2020, on-trade sales were relaunched.

What next for soft drinks?

The impact of COVID-19 on soft drinks in Hungary is not expected to be long-lasting. Risks related to COVID-19 are very limited in Hungary thanks to the low number of infections.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks 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.

If you're in the Soft Drinks industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Hungary for free:

The Soft Drinks 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

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Hungary?
What are the major brands in Hungary?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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 Soft Drinks market research database.

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Soft Drinks in Hungary

EXECUTIVE SUMMARY

COVID-19 country impact

Company response

Producers and distributors forced to shift towards e-commerce

Foodservice vs retail split

What next for soft drinks?

Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

APPENDIX

Fountain sales in Hungary

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Hungary

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on demand for carbonates in Hungary

Innovation and healthier novelty carbonates support development

Well established players benefit from effective brand communication

RECOVERY AND OPPORTUNITIES

Slow recovery and steady growth expected as early as 2021

Healthier lemonade and low-calorie colas key to driving future growth

Return to on-the go consumption to support growth over forecast period

CATEGORY DATA

Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 35 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 36 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 39 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 40 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 41 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020
Table 42 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 43 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 44 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 45 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 46 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 47 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 48 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 49 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 50 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025

Juice in Hungary

KEY DATA FINDINGS

2020 IMPACT

Health concerns boost demand for not from concentrate juice high in vitamin C

Widening private label offer helps attract middle-income consumers

Leading players facing growing competition from smaller rivals

RECOVERY AND OPPORTUNITIES

Leading brands to focus on promoting vitamin content

Rising prices fuelling shift towards lower cost ranges during crisis

Growing on-trade competition from freshly pressed smoothies

CATEGORY DATA

Table 52 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 53 Off-trade Sales of Juice by Category: Value 2015-2020
Table 54 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 55 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 56 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 57 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 58 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 59 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 60 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 61 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 62 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 63 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 64 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 65 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 66 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Hungary

KEY DATA FINDINGS

2020 IMPACT

Sales hit by plummeting foodservice demand during lockdown

Domestic mineral water players remain strongly positioned

New Magnesia brand in line with rising consumer health-consciousness

RECOVERY AND OPPORTUNITIES

Rapid recovery projected for foodservice bottled water sales

Stilled bottled water to gain further sales share from carbonated brands

Functional bottled water set to drive growth over coming years

CATEGORY DATA

Table 67 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 68 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 69 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 70 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 71 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 72 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 73 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 74 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 75 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 76 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 77 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 78 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Hungary

KEY DATA FINDINGS

2020 IMPACT

Pandemic results in abrupt halt of dynamic sports drinks growth

Rapid shift towards e-commerce supported by lockdown measures

Global players face growing competition from cheaper private label ranges

RECOVERY AND OPPORTUNITIES

Premium and private label sports drinks set to enjoy rapid recovery

Powder and liquid concentrates format gaining share from RTD sports drinks

Functional crossover soft drinks pose strong competition for sports drinks

CATEGORY DATA

Table 79 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 80 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 81 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 82 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 83 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 85 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 87 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 88 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 89 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 90 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in Hungary

KEY DATA FINDINGS

2020 IMPACT

Strong promotional activity key to attracting consumers during downturn

Plummeting on-the-go and impulse purchases limit development

Strong government support for leading domestic energy drinks producer

RECOVERY AND OPPORTUNITIES

Migration towards healthy and low sugar energy drinks to support growth

Return to on-the-go consumption to speed up recovery of energy drinks

Steady retail volume growth forecast in line with increasing maturity

CATEGORY DATA

Table 91 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 92 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 93 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 94 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 95 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 97 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 99 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 100 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 101 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 102 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in Hungary

KEY DATA FINDINGS

2020 IMPACT

Falling disposable incomes boost interest in traditionally popular concentrates

Exotic and unusual tastes becoming increasingly popular

No innovative products and formats help local players gain sales share

RECOVERY AND OPPORTUNITIES

Sluggish recovery from pandemic expected for foodservice concentrates

Growing awareness among consumers to further fuel demand

Distribution of powder concentrates to further narrow over forecast period

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 103 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 104 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 105 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 106 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 107 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020
Table 108 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020
Table 109 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 110 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 111 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 112 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 113 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 114 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 115 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 116 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 118 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 119 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 120 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in Hungary

KEY DATA FINDINGS

2020 IMPACT

Restrained on-the-go consumption drives drop in demand for RTD tea

Sales impacted by limited promotional and advertising opportunities

Leading brands look to reposition in response to declining impulse purchases

RECOVERY AND OPPORTUNITIES

Strong media presence set to return RTD tea to steady growth

Continuous innovation to help drive rapid recovery

Return to on-the-go consumption to boost off-trade RTD sales

CATEGORY DATA

Table 121 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 122 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 123 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 124 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 125 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 126 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 127 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 128 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 129 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 130 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 131 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 133 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

RTD Coffee in Hungary

KEY DATA FINDINGS

2020 IMPACT

RTD coffee growth slowed by restricted on-the-go consumption

Premium high quality RTD coffee continues to gain ground despite COVID-19

Rising consumer price sensitivity fuels interest in private label ranges

RECOVERY AND OPPORTUNITIES

Steady growth projected for forecast period given limited COVID-19 impact

Rising demand for affordable luxury to boost premium sales

Innovation key to attracting new consumers and driving growth

CATEGORY DATA

Table 134 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 135 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 136 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 137 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 138 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 139 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 140 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 141 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 142 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 143 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 144 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 145 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025

Megatrends

Country Report

Soft Drinks in Hungary

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 country impact

Company response

Producers and distributors forced to shift towards e-commerce

Foodservice vs retail split

What next for soft drinks?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Soft Drinks in Hungary

EXECUTIVE SUMMARY

COVID-19 country impact

Company response

Producers and distributors forced to shift towards e-commerce

Foodservice vs retail split

What next for soft drinks?

MARKET DATA

APPENDIX

Fountain sales in Hungary

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Carbonates in Hungary

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on demand for carbonates in Hungary

Innovation and healthier novelty carbonates support development

Well established players benefit from effective brand communication

RECOVERY AND OPPORTUNITIES

Slow recovery and steady growth expected as early as 2021

Healthier lemonade and low-calorie colas key to driving future growth

Return to on-the go consumption to support growth over forecast period

CATEGORY DATA

Juice in Hungary

KEY DATA FINDINGS

2020 IMPACT

Health concerns boost demand for not from concentrate juice high in vitamin C

Widening private label offer helps attract middle-income consumers

Leading players facing growing competition from smaller rivals

RECOVERY AND OPPORTUNITIES

Leading brands to focus on promoting vitamin content

Rising prices fuelling shift towards lower cost ranges during crisis

Growing on-trade competition from freshly pressed smoothies

CATEGORY DATA

Bottled Water in Hungary

KEY DATA FINDINGS

2020 IMPACT

Sales hit by plummeting foodservice demand during lockdown

Domestic mineral water players remain strongly positioned

New Magnesia brand in line with rising consumer health-consciousness

RECOVERY AND OPPORTUNITIES

Rapid recovery projected for foodservice bottled water sales

Stilled bottled water to gain further sales share from carbonated brands

Functional bottled water set to drive growth over coming years

CATEGORY DATA

Sports Drinks in Hungary

KEY DATA FINDINGS

2020 IMPACT

Pandemic results in abrupt halt of dynamic sports drinks growth

Rapid shift towards e-commerce supported by lockdown measures

Global players face growing competition from cheaper private label ranges

RECOVERY AND OPPORTUNITIES

Premium and private label sports drinks set to enjoy rapid recovery

Powder and liquid concentrates format gaining share from RTD sports drinks

Functional crossover soft drinks pose strong competition for sports drinks

CATEGORY DATA

Energy Drinks in Hungary

KEY DATA FINDINGS

2020 IMPACT

Strong promotional activity key to attracting consumers during downturn

Plummeting on-the-go and impulse purchases limit development