PROSPECTS AND OPPORTUNITIES
Premium and non-alcoholic beer set to reshape the future landscape
Beer sales in Hungary are expected to experience slow but steady growth over the forecast period, supported by premiumisation and the expanding appeal of non-alcoholic varieties. Although total volume is projected to contract slightly in 2025, longer-term performance is expected to improve, with compound annual growth driven by changing consumer tastes and sustained product innovation.
Non-alcoholic beer emerges as a mainstream and socially accepted choice
Non-alcoholic beer is poised to become a cornerstone of growth in Hungary’s evolving beer landscape, as shifting values and increasing availability propel its move from the periphery to the mainstream. Once viewed as a compromise, non-alcoholic offerings have gained significant traction among health-conscious consumers, younger drinkers, and those seeking moderation without sacrificing flavour or experience.
Innovation rooted in authenticity remains key to consumer engagement
Looking ahead, innovation will remain a central pillar of competitive strategy in Hungary’s beer market, though success will depend on a brand’s ability to harmonise novelty with authenticity. As consumers become more knowledgeable about brewing processes and ingredient quality, superficial changes or trend-driven experimentation are unlikely to resonate unless grounded in genuine craftsmanship.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Hungary report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beer in Hungary?
- Where is consumer demand for Beer focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Hungary?
- How are products distributed in Hungary?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Beer in Hungary - Category analysis
KEY DATA FINDINGS
Premiumisation and moderation trends drive modest volume recovery
Established brewers retain their hold amid rising costs and limited new entry
Discounters and hypermarkets consolidate their role in off-trade sales
Premium and non-alcoholic beer set to reshape the future landscape
Non-alcoholic beer emerges as a mainstream and socially accepted choice
Innovation rooted in authenticity remains key to consumer engagement
Lager price band methodology
Alcoholic Drinks in Hungary - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
Beer
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsWhy 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 report originates from Passport, our Beer research and analysis database.
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