The Hungarian economy continued its growth path in 2018, with all-time low unemployment and overall strengthening purchasing power, which allowed for greater spending on groceries, including soft drinks. Consumer confidence continued to improve, and off-trade sales continued to expand above the average in Europe.
Health trends spread across Hungary, with many seeking healthier, fitter lifestyles, and a higher number of Hungarians becoming active in sports. Awareness of the need to consume fresh fruit or vegetables, and replenish vitamins and minerals to balance the effects of a modern, hectic city life is growing.
International companies led soft drinks in off-trade value terms and their position remained stable in Hungary. Leading player Coca-Cola HBC Hungary Kft counts on its strong distribution network, which reaches individual outlets and on-trade operators, supported by intensive marketing activities through mass media, sponsoring and point-of-sale advertising.
Innovative products appeared in functional bottled water, juice, energy drinks, and sports drinks featuring functions and health claims. It has attracted consumers’ attention, encouraging many manufacturers to renew the positioning of their brands to keep up with the latest trends.
Given the positive economic outlook, soft drinks is expected to record a stable performance over the forecast period. Growing demand for impulse, indulgence and healthy products is ensured in Hungary, and it will only be checked by household budget limitations.
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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.
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This industry report originates from Passport, our Soft Drinks market research database.