While wine is projected to expand consistently in total volume sales terms from 2023, growth looks set to slow gradually over most of the forecast period. This is partly due to increasing maturity, though given the ongoing cost-of-living crisis and the likelihood that high inflation will persist for some time, demand will also be constrained by more cautious attitudes to spending among Hungarians.
As competitive pressures intensify in line with slowing volume growth prospects, wine producers and distributors in Hungary will continue to refine and diversify their marketing strategies over the forecast period. Many are likely to reduce their focus on on-trade channels and concentrate on strengthening the presence of their brands in off-trade outlets, particularly those belonging to major modern grocery retailers such as Tesco, Spar, Lidl, Aldi, Penny and Auchan.
Non-alcoholic wine is projected to be the most dynamic performer in volume growth terms over the forecast period. This is mainly because sales are emerging from a very low base, as it remains a niche area represented by a small handful of products.
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Understand the latest market trends and future growth opportunities for the Wine industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See All of Our DefinitionsThis report originates from Passport, our Wine research and analysis database.
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