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High prices, global supply disruption and weakening consumer confidence shape a challenging year for hot drinks
Retail value sales of hot drinks in Hungary rose in 2025, but the market faced strong headwinds as stubbornly high prices and global supply pressures continued to limit category expansion. Coffee, which dominates hot drink consumption in the country, remained severely affected by global cost volatility, with unfavourable weather conditions and speculative trading keeping green bean prices at historically elevated levels. These pressures, combined with rising domestic production and logistics costs, forced manufacturers to raise retail prices further. Even aggressive promotional activity was insufficient to prevent a decline in per capita coffee consumption, and this decrease had an outsized impact on the hot drinks market as a whole due to coffee’s overwhelming share of total volume.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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 the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Hungary?
- To what extent are health considerations impacting consumption of Hot Drinks in Hungary?
- What are the traditional preferences in Hot Drinks in Hungary? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Hungary?
- Which are the leading brands in Hot Drinks in Hungary?
- How are products distributed in Hot Drinks in Hungary?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Hungary
High prices, global supply disruption and weakening consumer confidence shape a challenging year for hot drinks
KEY DATA FINDINGS
Convenience-driven premiumisation in coffee pods continues despite pressures in the broader market
Fruit and herbal teas gain traction as wellness needs intensify and consumers seek functional comfort
Price sensitivity remains a defining force in consumer decision-making and shapes all hot drinks categories
Modest value growth ahead as stabilising inflation, improved availability and renewed category engagement support recovery
Coffee culture remains the dominant long-term force as home-brewing, RTD formats and premium experiences drive modernisation
Functional innovation and health-aligned reformulation will accelerate across hot drinks, with fruit/herbal tea and cocoa leading diversification
Nestlé retains market leadership but faces pressure from structural declines in instant coffee and intensifying competition
Bedeco returns as the most dynamic company, capturing momentum through nostalgic branding and modern wellness positioning
Supermarkets and hypermarkets remain dominant, but discounters gain ground as affordability becomes critical
E-commerce accelerates as digital convenience, improved assortment and younger shopper engagement drive structural growth
Foodservice recovers as tourism, warmer weather and improving consumer sentiment lift on-trade activity
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Hungary
KEY DATA FINDINGS
High prices, global supply instability and shifting consumer behaviour define performance in 2025
High prices constrain demand while premium beans and pods demonstrate resilience
Fresh ground coffee pods lead category growth due to premium convenience and expanding machine penetration
Market stabilisation and fresh coffee growth expected as inflation eases and premium home-brewing culture strengthens
Digital innovation, upgraded private label and technology-driven convenience accelerate competitive intensity
Sustainability, wellness and RTD innovation become structural growth engines
Tchibo Budapest Kft retains leadership through strong omnichannel presence and ongoing brand renewal
Segafredo Zanetti Magyarország Kft emerges as the fastest-growing player as premium beans gain traction
Hypermarkets and large grocery formats remain central, but discounters and e-commerce gain momentum
Discounters lead offline growth while e-commerce becomes a structural channel for younger, convenience-driven consumers
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Hungary
KEY DATA FINDINGS
Price fatigue, fragile tea culture and wellness-led niches shape performance in a soft market
Weak tea culture and price sensitivity keep the category on a downward path despite easing inflation
Fruit and herbal teas remain the core engine of value as wellness positioning sustains interest
Tea expected to record modest value growth as consumption broadens beyond winter remedies
Fruit and herbal teas to lead innovation as brands leverage functionality, flavour diversity and new formats
Private label expansion in wellness-led teas to shape competition and improve accessibility
Pickwick maintains leadership through breadth of range, legacy trust and everyday accessibility
Private label outperforms as price sensitivity rises and retailer brands broaden their ranges
Large-format grocery remains central while gradually ceding share to discounters and online
Discounters and e-commerce gain importance as value and convenience reshape purchasing habits
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Hungary
KEY DATA FINDINGS
Inflation-fatigued households, stabilising prices and enduring family indulgence define performance
Retail value sales of other hot drinks increased in 2025, but demand remains highly vulnerable to economic shocks
Chocolate-based flavoured powder drinks remain the most resilient segment as plant-based alternatives stay niche
Slow but steady value growth expected as family indulgence and brand loyalty underpin category resilience
Brand-led innovation, digital engagement and portfolio premiumisation strengthen category competitiveness
Wellness and nostalgia converge as legacy brands adapt to lighter, health-conscious positioning
Nestlé Hungária Kft consolidates category leadership with a two-tier portfolio spanning family staples and premium indulgence
Bedeco Kft emerges as the most dynamic player as a retro brand is reborn for the wellness era
Hypermarkets and supermarkets retain leadership while discounters and e-commerce steadily gain influence
E-commerce becomes an increasingly important growth engine as families embrace digital convenience
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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