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Report
Soft Drinks in Hungary
Market Direction I 2024-11-19 I 87 Pages I Euromonitor
Soft drinks in Hungary faced significant challenges in 2022-2023, due to high inflation, tax changes and preparations for the Deposit Return Scheme (DRS). These factors, along with strong pressure on consumer purchasing power, led to decreases in off-trade volume sales amid price hikes. In 2024, the industry began to recover, with rebounds in off-trade volume growth, although a number of categories, and soft drinks overall, had yet to reach 2022 sales levels.
Euromonitor International's Soft Drinks in Hungary report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2019-2023), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Soft Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Soft Drinks in Hungary
Euromonitor International
November 2024
List Of Contents And Tables
SOFT DRINKS IN HUNGARY
EXECUTIVE SUMMARY
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2020-2024
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2021-2024
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2020-2024
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2021-2024
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029
APPENDIX
Fountain sales in Hungary
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
The demand for carbonates rebounds in 2024 but constraints remain
New launches and the popularity of gin and tonic cocktails boost tonic water
The leading players continue to invest in the category
PROSPECTS AND OPPORTUNITIES
Carbonates to continue to recover as economic pressures ease
Innovation to stimulate interest in a saturated category
"Easy-mixes" culture to push tonic water/mixers/other bitters but RTD alternatives present a threat
CATEGORY DATA
Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 41 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 42 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2024-2029
Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2024-2029
JUICE IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Inflationary pressure and legislation and schemes impact prices and costs
Private label struggles amid narrower price differentials with branded rivals
Sio-Eckes leverages a well-known and popular portfolio to lead juice
PROSPECTS AND OPPORTUNITIES
Juice to see premiumisation in the forecast period
Enduring appeal of affordable, widely available and developing juice drinks
Packaging developments to cater to growing consumption occasions
CATEGORY DATA
Table 57 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 58 Off-trade Sales of Juice by Category: Value 2019-2024
Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 60 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 61 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 63 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 64 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 66 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
BOTTLED WATER IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising costs and upward pressure on prices dampen demand
Flavoured bottled water offers added-value alternative to regular carbonates and bottled water
New product development reflects growth potential of functional bottled water
PROSPECTS AND OPPORTUNITIES
Price stabilisation to foster an upturn in off-trade volume sales
New launches and health-orientated demand to expand functional bottled water's offer and appeal
Ongoing investment to spur flavoured bottled water's profile and growth potential
CATEGORY DATA
Table 133 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 134 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 135 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 136 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 137 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 138 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 139 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 140 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 141 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 142 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 143 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 144 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
SPORTS DRINKS IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth is derived from a low sales base but also health and fitness trends
Marketing focus on sports and fitness to push awareness and demand
Narrowing of the price gap favours brands over private label
PROSPECTS AND OPPORTUNITIES
Health and fitness trend continues to offer penetration opportunities
Innovation to push nutritional benefits of sports drinks
Local players to look to new product and packaging developments to compete
CATEGORY DATA
Table 69 Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 70 Off-trade Sales of Sports Drinks: Value 2019-2024
Table 71 Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 72 Off-trade Sales of Sports Drinks: % Value Growth 2019-2024
Table 73 NBO Company Shares of Off-trade Sports Drinks: % Volume 2020-2024
Table 74 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2021-2024
Table 75 NBO Company Shares of Off-trade Sports Drinks: % Value 2020-2024
Table 76 LBN Brand Shares of Off-trade Sports Drinks: % Value 2021-2024
Table 77 Forecast Off-trade Sales of Sports Drinks: Volume 2024-2029
Table 78 Forecast Off-trade Sales of Sports Drinks: Value 2024-2029
Table 79 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2024-2029
Table 80 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2024-2029
ENERGY DRINKS IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Energy drinks recovers dynamism to return to off-trade volume growth
Zord launch illustrates the dynamism of social media as a marketing tool
Innovation remains a key competitive tool
PROSPECTS AND OPPORTUNITIES
Brand dynamism to undermine private label offer
New bill threatens energy drinks consumption
Healthier positioning to improve consumer perception of energy drinks
CATEGORY DATA
Table 81 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 82 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 83 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 84 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 90 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
CONCENTRATES IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
New flavours add some dynamism to the category in a still tough economic and operating climate
Marketing and promotion to win over consumers to liquid concentrates
The sports and fitness trend may offer some respite for declining powder concentrates
PROSPECTS AND OPPORTUNITIES
Promotions and healthier options to stimulate the demand for liquid concentrates
Company activity is essential to gain a competitive advantage
Local players to maintain their stronghold on the category
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 93 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 94 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 95 Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 96 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
Table 97 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
Table 98 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
Table 99 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
Table 100 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
Table 101 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
Table 102 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
Table 103 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
Table 104 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
Table 105 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
Table 106 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
Table 107 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029
RTD TEA IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Company investments and improving economic conditions spur a return to off-trade volume growth
Private label's main competitive advantage weakens to hand the initiative to brands
Strong investments maintain Xixo's competitive advantages
PROSPECTS AND OPPORTUNITIES
Economic stabilisation and new product development to boost RTD tea
Well-supported brands to continue to exert strong pressure on private label
Players aim to reduce the high seasonality of RTD tea consumption
CATEGORY DATA
Table 108 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 109 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 110 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 111 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 112 Leading Flavours for Off-trade RTD Tea: % Volume 2019-2024
Table 113 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 114 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 115 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 116 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 117 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 118 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 119 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 120 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029
RTD COFFEE IN HUNGARY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Slower unit price growth, low per capita consumption, innovation and price promotions boost demand
Premium image of RTD coffee and smaller price difference with private label spur a preference for brands
Hell Energy Magyarorszag continues to invest to consolidate its leadership of RTD coffee
PROSPECTS AND OPPORTUNITIES
Bright outlook for a fast-developing category
Innovations covering products and packaging to pique the interest of existing and new consumers
Premiumisation trend to add dynamism to RTD coffee
CATEGORY DATA
Table 121 Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 122 Off-trade Sales of RTD Coffee: Value 2019-2024
Table 123 Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 124 Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
Table 125 NBO Company Shares of Off-trade RTD Coffee: % Volume 2020-2024
Table 126 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2021-2024
Table 127 NBO Company Shares of Off-trade RTD Coffee: % Value 2020-2024
Table 128 LBN Brand Shares of Off-trade RTD Coffee: % Value 2021-2024
Table 129 Forecast Off-trade Sales of RTD Coffee: Volume 2024-2029
Table 130 Forecast Off-trade Sales of RTD Coffee: Value 2024-2029
Table 131 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2024-2029
Table 132 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2024-2029
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