PROSPECTS AND OPPORTUNITIES
Government price interventions reshape market dynamics
Sales of drinking milk products are expected to rise moderately over the forecast period, supported by the gradual recovery of household purchasing power and the ongoing strength of value-focused formats such as UHT milk. The government’s “margin stop” (árrésstop) policy, introduced to curb excessive retail mark-ups on essential goods including UHT milk, is reshaping price competition within the category.
Iced coffee fuels flavoured milk growth
Flavoured milk drinks are set to remain one of the most dynamic areas of the drinking milk category, driven by strong demand for ready-to-drink iced coffee products. Combining indulgence, functional energy benefits, and convenience, iced coffee aligns well with urban lifestyles and on-the-go consumption patterns.
Hell Energy’s new facility accelerates iced coffee production and sustainability goals
The opening of Hell Energy’s advanced production facility in Szikszó in 2024 has significantly strengthened Hungary’s capacity to meet rising domestic and export demand for iced coffee. Capable of producing up to 50,000 cans per hour, the plant sources all milk from Hungarian farmers and offers a broad portfolio including lactose-free variants to cater to diverse consumer needs.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products in Hungary?
- Which are the leading brands in Drinking Milk Products in Hungary?
- How are products distributed in Drinking Milk Products 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 Drinking Milk Products?
- 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?
Drinking Milk Products in Hungary - Category analysis
KEY DATA FINDINGS
UHT milk gains ground as consumer habits shift
Private label expansion led by discounters
Discounters dominate as e-commerce slowly grows
Government price interventions reshape market dynamics
Iced coffee fuels flavoured milk growth
Hell Energy’s new facility accelerates iced coffee production and sustainability goals
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:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
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 Drinking Milk Products research and analysis database.
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