COMPETITIVE LANDSCAPE
Hell Energy Magyarország consolidates leadership with HELL Coffee
Hell Energy Magyarország Kft continued to strengthen its leadership position in RTD coffee in 2025 through sustained investment in innovation, marketing and portfolio breadth. Its HELL Coffee brand remained the clear category leader in both off-trade volume and value terms.
Branded RTD coffee gains ground over private label
Hell Energy Magyarország Kft was also the most dynamic company overall in 2025, recording the strongest gains among branded players. A key factor behind this performance is the enduring premium image of branded RTD coffee in Hungary.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Coffee 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 RTD Coffee 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 RTD Coffee 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 RTD Coffee in Hungary?
- To what extent are health considerations impacting consumption of RTD Coffee in Hungary?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Coffee in Hungary?
- Which are the leading brands in RTD Coffee in Hungary?
- What potential exists for multinational or domestic soft drinks companies to expand in Hungary?
- How are products distributed in RTD Coffee in Hungary?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Coffee?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Coffee in Hungary - Category analysis
KEY DATA FINDINGS
Café-style indulgence, flavour innovation and youth demand fuel rapid expansion
Local country-specific insights: RTD coffee firmly on a growth path
Flavoured RTD coffee as the main growth engine
Country-specific outlook: strong growth potential as coffee culture deepens
Digital and product innovation: flavour, format and “lighter” options
Premiumisation and positioning: RTD coffee as an affordable indulgence
Hell Energy Magyarország consolidates leadership with HELL Coffee
Branded RTD coffee gains ground over private label
Modern grocery as the main platform, with discounters gaining ground
E-commerce as a fast-growing complementary channel
Soft Drinks in Hungary - Industry Overview
2025 sees the soft drinks market recover as inflation eases and innovation regains momentum
KEY DATA FINDINGS
Healthier formulations, innovation cycles, and small but dynamic categories propel growth in 2025
Value remains central as shoppers remain price conscious despite improving sentiment
Stable growth ahead as innovation, lifestyle shifts, and improved purchasing power support the forecast outlook
Brand owners intensify activity through product diversification and marketing investment
Niche categories emerge as innovation engines for the future
Coca-Cola HBC Hungary Kft maintains leadership through portfolio breadth, investment and strong execution
Szentkirályi-Kékkúti Asványvíz Kft stands out as the most dynamic performer
Private label remains essential for budget-conscious households
Hypermarkets remain the leading channel, though share continues to erode
E-commerce accelerates from a low base, driven by convenience and improved digital infrastructure
Discounters gain ground as shoppers seek value-driven propositions
Foodservice vs retail split
Fountain sales in Hungary
COUNTRY REPORTS DISCLAIMER
RTD Coffee
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
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 RTD Coffee research and analysis database.
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