PROSPECTS AND OPPORTUNITIES
Premiumisation trends in butter consumption
Sales of butter and spreads are forecast to decline overall in both volume and value terms, yet butter is expected to continue outperforming margarine due to its association with quality and tradition. Consumers are showing a readiness to pay more for premium options, particularly in the butter segment, where established brands such as Lurpak have strengthened their market share through a combination of targeted promotions, increased presence in discount channels, and consistent brand messaging.
Health and wellness drive product innovation
Health and wellness priorities will remain a key driver of product development over the forecast period, particularly in the margarine segment. Growth is expected in fortified, palm oil-free, reduced-fat varieties, alongside plant-based and lactose-free options such as Ráma Vegán, which align with both dietary needs and environmental concerns.
Sticking to familiar sizes: packaging stability
Packaging formats in Hungary’s butter and spreads market are expected to remain largely unchanged over the forecast period, reflecting entrenched consumer habits and purchasing patterns. Margarine will continue to be sold predominantly in 400–500g formats, as these pack sizes fit seamlessly into storage, portioning, and pricing expectations.
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Overview:
Understand the latest market trends and future growth opportunities for the Butter and Spreads 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Butter and Spreads 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 Butter and Spreads 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 Butter and Spreads in Hungary?
- Which are the leading brands in Butter and Spreads in Hungary?
- How are products distributed in Butter and Spreads in Hungary?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Butter and Spreads?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Hungary?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Butter and Spreads in Hungary - Category analysis
KEY DATA FINDINGS
Health-conscious shifts amidst demographic changes
Multifunctionality as a competitive edge
Discount retailers dominate distribution channels
Premiumisation trends in butter consumption
Health and wellness drive product innovation
Sticking to familiar sizes: packaging stability
Dairy Products and Alternatives in Hungary - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Butter and Spreads
- Butter
- Cooking Fats
- Margarine and Spreads
Butter and Spreads
This is the aggregation of butter, cooking fats and margarine and spreads.
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 Butter and Spreads research and analysis database.
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