Abstract
Euromonitor International' s Alcoholic Drinks in Hungary market report
offers a comprehensive guide to the size and shape of the market at a national
level. It provides the latest retail sales data, 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 new product developments, packaging innovations, economic/lifestyle
influences, distribution or pricing issues. Forecasts illustrate how the
market is set to change.
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Alcoholic drinks market declines in total volume terms
After continuous growth over the last few years, sales of alcoholic drinks
fell in 2009. The main reason behind the bad performance of the market was the
global economic crisis, which started to affect the alcoholic drinks market at
the end of 2008. As disposable incomes of Hungarian citizens decreased, they
had to cut back on their expenses, which led to decreasing demand.
Competition intensifies as demand drops off
As a result of decreasing demand, the competition intensified in the alcoholic
drinks market in 2009. If the bad economic situation was not enough to deal
with, this served a further blow to smaller players. Those producers without
strong financial backgrounds tried to increase their sales through new product
developments and more intense innovation.
Growth of the premium segment continues
The winner of 2009 was the premium segment. This can be attributable to the
fact that those customers who consume premium products are less sensitive to
changing economic circumstances. Thus this segment managed to record positive
growth, however sales of premium alcoholic drinks still account for a small
proportion of total sales.
Majority of alcoholic drinks products are sold in hypermarkets
Due to the recession and decreasing real wages in 2009, the majority of
Hungarian consumers have sought cheap products through off-trade channels,
rather than buying on-trade. As a result of significant price sensitivity,
supermarkets/hypermarkets managed to keep retain its position as the most
important distribution channel for alcoholic drinks. Another reason why the
majority of alcohol is purchased in these stores is the wide range of products
available, including private label at very reasonable prices.
Slow growth of the market is forecast
The alcoholic drinks market is expected to stagnate at the beginning of the
forecast period. After 2010, when the global financial crisis is likely to
come to an end, market players can expect slow growth. Both on-trade and
off-trade sales are expected to increase. Products positioned in the premium
segment are expected to see further growth over the forecast period.
Table of Contents
ALCOHOLIC DRINKS IN HUNGARY : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Alcoholic drinks market declines in total volume terms
- Competition intensifies as demand drops off
- Growth of the premium segment continues
- Majority of alcoholic drinks products are sold in hypermarkets
- Slow growth of the market is forecast
- KEY TRENDS AND DEVELOPMENTS
- Domestic economy being hit hard by the crisis
- Tax increase drives alcohol prices up
- Off-trade to further benefit from crisis
- Premium segment still growing
- Specialist retailers
- Merger and acquisition activity
- LEGISLATION
- TAXATION AND DUTY LEVIES
- Table 1 Taxation and Duty Levies on Alcoholic Drinks 2009
- Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected
Sectors 2009
- Table 3 Selling Margin of a Typical Beer Brand 2009 - Borsodi
- Table 4 Selling Margin of a Typical Wine Brand 2009 - Tokaji
- Table 5 Selling Margin of a Typical Spirits Brand 2009 - Royal
- Table 6 Number of On-trade Establishments by Type 2004-2008
- Table 7 Number of Breweries 2003-2008
- OPERATING ENVIRONMENT
- MARKET INDICATORS
- Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
- MARKET DATA
- Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
- Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
- Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth
2004-2009
- Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth
2004-2009
- Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Volume 2009
- Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Value 2009
- Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Volume 2009
- Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Value 2009
- Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner
2005-2009
- Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: %
Value Analysis 2009
- Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution
Format: % Volume Analysis 2009
- Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume
2009-2014
- Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value
2009-2014
- Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume
Growth 2009-2014
- Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value
Growth 2009-2014
- DEFINITIONS
- Summary 1 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
- AGARDI PALINKAFOZDE KFT - ALCOHOLIC DRINKS - HUNGARY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 2 Agardi Palinkafozde Kft: Key Facts
- Summary 3 Agardi Palinkafozde Kft: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 4 Agardi Palinkafozde Kft: Production Statistics 2008
- COMPETITIVE POSITIONING
- Summary 5 Agardi Palinkafozde Kft: Competitive Position 2009
- BORSODI SoRGYaR ZRT - ALCOHOLIC DRINKS - HUNGARY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 6 Borsodi Sorgyar Zrt: Key Facts
- Summary 7 Borsodi Sorgyar Zrt: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 8 Borsodi Sorgyar Zrt: Competitive Position 2009
- TOKAJ KERESKEDOHaZ ZRT - ALCOHOLIC DRINKS - HUNGARY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 9 Tokaj Kereskedohaz Zrt: Key Facts
- Summary 10 Tokaj Kereskedohaz Zrt: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 11 Summary Tokaj Kereskedohaz Zrt: Competitive Position 2008
- ToRLEY PEZSGOPINCeSZETI KFT - ALCOHOLIC DRINKS - HUNGARY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 12 Torley Pezsgopinceszeti Kft: Key Facts
- Summary 13 Torley Pezsgopinceszeti Kft: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 14 Torley Pezsgopinceszeti Kft: Production Statistics 2008
- COMPETITIVE POSITIONING
- Summary 15 Summary Torley Pezsgopinceszeti Kft: Competitive Position 2009
- ZWACK UNICUM NYRT - ALCOHOLIC DRINKS - HUNGARY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 16 Zwack Unicum Nyrt: Key Facts
- Summary 17 Zwack Unicum Nyrt: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 18 Zwack Unicum Nyrt: Production Statistics 2008
- COMPETITIVE POSITIONING
- Summary 19 Summary Zwack Unicum Nyrt: Competitive Position 2009
BEER IN HUNGARY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Lager price band methodology
- Summary 20 Lager by Price Band 2009
- SECTOR DATA
- Table 24 Sales of Beer by Subsector: Total Volume 2004-2009
- Table 25 Sales of Beer by Subsector: Total Value 2004-2009
- Table 26 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
- Table 27 Sales of Beer by Subsector: % Total Value Growth 2004-2009
- Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
- Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
- Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 32 Beer: Production, Imports and Exports: Total Volume 2003-2008
- Table 33 Beer Exports by Country of Destination: Total Volume 2003-2008
- Table 34 Beer Exports by Country of Destination: Total Value 2003-2008
- Table 35 Beer Imports by Country of Origin: Total Volume 2003-2008
- Table 36 Beer Imports by Country of Origin: Total Value 2003-2008
- Table 37 Company Shares of Beer by National Brand Owner 2005-2009
- Table 38 Company Shares of Beer by Global Brand Owner 2005-2009
- Table 39 Brand Shares of Beer 2006-2009
- Table 40 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
- Table 41 Forecast Sales of Beer by Subsector: Total Value 2009-2014
- Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth
2009-2014
- Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth
2009-2014
CIDER/PERRY IN HUNGARY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
RTDS/HIGH-STRENGTH PREMIXES IN HUNGARY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Volume
2004-2009
- Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Value
2004-2009
- Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total
Volume Growth 2004-2009
- Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total
Value Growth 2004-2009
- Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Volume 2004-2009
- Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Value 2004-2009
- Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Volume Growth 2004-2009
- Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Value Growth 2004-2009
- Table 52 Company Shares of RTDS/High-strength Premixes by Global Brand
Owner 2005-2009
- Table 53 Company Shares of RTDS/High-strength Premixes by National Brand
Owner 2005-2009
- Table 54 Brand Shares of RTDS/High-strength Premixes 2006-2009
- Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Volume 2009-2014
- Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Value 2009-2014
- Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Volume Growth 2009-2014
- Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Value Growth 2009-2014
WINE IN HUNGARY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 59 Sales of Wine by Subsector: Total Volume 2004-2009
- Table 60 Sales of Wine by Subsector: Total Value 2004-2009
- Table 61 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
- Table 62 Sales of Wine by Subsector: % Total Value Growth 2004-2009
- Table 63 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
- Table 64 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
- Table 65 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 66 Sales of Wine by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 67 Volume Sales of Still Red Wine by Price Segment 2004-2009
- Table 68 Volume Sales of Still White Wine by Price Segment 2004-2009
- Table 69 Volume Sales of Still Rose Wine by Price Segment 2004-2009
- Table 70 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
- Table 71 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
- Table 72 Sales of Still White Wine by Grape/Varietal Type 2004-2009
- Table 73 Sales of Still Rose Wine by Grape/Varietal Type 2004-2009
- Table 74 Sales of Still Red Wine by Quality Classification 2004-2009
- Table 75 Sales of Still White Wine by Quality Classification 2004-2009
- Table 76 Sales of Still Rose Wine by Quality Classification 2004-2009
- Table 77 Wine Production, Imports and Exports: Total Volume 2003-2008
- Table 78 Wine Exports by Country of Destination: Total Volume 2003-2008
- Table 79 Wine Exports by Country of Destination: Total Value 2003-2008
- Table 80 Wine Imports by Country of Origin: Total Volume 2003-2008
- Table 81 Wine Imports by Country of Origin: Total Value 2003-2008
- Table 82 Company Shares of Still Light Grape Wine by National Brand
Owner 2005-2009
- Table 83 Company Shares of Still Light Grape Wine by Global Brand Owner
2005-2009
- Table 84 Brand Shares of Still Light Grape Wine 2006-2009
- Table 85 Company Shares of Champagne by National Brand Owner 2005-2009
- Table 86 Company Shares of Champagne by Global Brand Owner 2005-2009
- Table 87 Brand Shares of Champagne 2006-2009
- Table 88 Company Shares of Other Sparkling Wine by National Brand Owner
2005-2009
- Table 89 Company Shares of Other Sparkling Wine by Global Brand Owner
2005-2009
- Table 90 Brand Shares of Other Sparkling Wine 2006-2009
- Table 91 Company Shares of Fortified Wine and Vermouth by National Brand
Owner 2005-2009
- Table 92 Company Shares of Fortified Wine and Vermouth by Global Brand
Owner 2005-2009
- Table 93 Brand Shares of Fortified Wine and Vermouth 2006-2009
- Table 94 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
- Table 95 Forecast Sales of Wine by Subsector: Total Value 2009-2014
- Table 96 Forecast Sales of Wine by Subsector: % Total Volume Growth
2009-2014
- Table 97 Forecast Sales of Wine by Subsector: % Total Value Growth
2009-2014
SPIRITS IN HUNGARY
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Vodka, gin and other blended Scotch whisky
- Price band methodology
- SECTOR DATA
- Table 98 Sales of Spirits by Subsector: Total Volume 2004-2009
- Table 99 Sales of Spirits by Subsector: Total Value 2004-2009
- Table 100 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
- Table 101 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
- Table 102 Sales of Spirits by On-trade vs Off-trade Split: Volume
2004-2009
- Table 103 Sales of Spirits by On-trade vs Off-trade Split: Value
2004-2009
- Table 104 Sales of Spirits by On-trade vs Off-trade Split: % Volume
Growth 2004-2009
- Table 105 Sales of Spirits by On-trade vs Off-trade Split: % Value
Growth 2004-2009
- Table 106 Sales of Other Blended Scotch Whisky by Premium/Super-premium
Split 2004-2009
- Table 107 Sales of Gin by Premium/Super-premium Split 2004-2009
- Table 108 Sales of Vodka by Premium/Super-premium Split 2004-2009
- Table 109 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
- Table 110 Spirits Production, Imports and Exports: Total Volume 2003-2008
- Table 111 Spirits Exports by Country of Destination: Total Volume
2003-2008
- Table 112 Spirits Exports by Country of Destination: Total Value
2003-2008
- Table 113 Spirits Imports by Country of Origin: Total Volume 2003-2008
- Table 114 Spirits Imports by Country of Origin: Total Value 2003-2008
- Table 115 Whisk(e)y Production, Imports and Exports: Total Volume
2003-2008
- Table 116 Brandy & Cognac Production, Imports and Exports: Total Volume
2003-2008
- Table 117 Vodka Production, Imports and Exports: Total Volume 2003-2008
- Table 118 Gin Production, Imports and Exports: Total Volume 2003-2008
- Table 119 Rum Production, Imports and Exports: Total Volume 2003-2008
- Table 120 Tequila Production, Imports and Exports: Total Volume 2003-2008
- Table 121 Liqueurs Production: Total Volume 2003-2008
- Table 122 Company Shares of Spirits by National Brand Owner 2005-2009
- Table 123 Company Shares of Spirits by Global Brand Owner 2005-2009
- Table 124 Brand Shares of Spirits 2006-2009
- Table 125 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
- Table 126 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
- Table 127 Forecast Sales of Spirits by Subsector: % Total Volume Growth
2009-2014
- Table 128 Forecast Sales of Spirits by Subsector: % Total Value Growth
2009-2014
