Snacks in 2025: The big picture
The snacks market in Hungary is continuing to see significant shifts in 2025. Key drivers impacting the performance of snacks include inflationary pressures, with retailers looking to manage margin adjustments, and evolving consumer preferences for healthier and more sustainable options. Economic factors are also influencing the snacks category as well. For instance, to address spiralling food prices, as from March 2025 the Hungarian Government has imposed a cap of 10% on profit margins of 30 basic foodstuffs such as chicken, pork, margarine, cooking oil, granulated sugar and fine flour. In response, retailers are likely to increase their margins on non-essential foodstuffs such as snacks in order to maintain their profitability. Furthermore, consumer demand for unique, health-focused, and indulgent snacks options continues to grow, making it essential for brands to innovate.
Key trends in 2025
Shrinkflation remains a prominent trend within the Hungarian snacks market, particularly in the context of inflation and rising production costs. Consumers are noticing that manufacturers have taken to offering smaller pack sizes or reduced quantities for the same prices, which can negatively impact brand loyalty. However, some brands have been able to counteract this trend by offering better value through multipack promotions or adding value in the form of more premium ingredients or unique flavours.
Competitive Landscape
In 2025, the leading snacks companies in Hungary includes both international giants and local players. Tesco is optimising its portfolio by focusing more on private label snacks, with private label now dominating categories such as nuts, seeds and trail mixes. Private label offerings continue to gain traction, driven by price-conscious consumers seeking affordable options. Meanwhile, international players like Mondelez, Ferrero and Nestlé continue to lead confectionery, with brands such as Milka, Kinder Bueno and Kit Kat, respectively. However, iconic Hungarian brand Boci was sold by Nestlé to Hungarian company Cerbona in 2024, marking a shift to local ownership.
Channel developments
Wolt emerged as an important influence on the distribution of snacks in Hungary in 2025, with it reporting a significant increase in sales during the year. Wolt has rapidly expanded its presence in the online grocery space, integrating offerings from major grocery chains such as Spar and Tesco. As of March 2025, Spar's online web shop transitioned to Wolt for smoother, quicker deliveries, further increasing the platform's convenience and appeal. Wolt's rapid growth has also been supported by its partnerships with local retailers, such as Aldi, which utilises Roksh for its online distribution, with it offering an increasing variety of private label snacks to Hungarian consumers. Wolt's growing popularity reflects the consumer demand for faster and more reliable online shopping, particularly in urban areas.
What next for snacks?
Retail sales of snacks in Hungary are expected to rise over the forecast period in value terms (at constant 2025 prices) and volume terms, driven by a combination of factors, including the growing demand for healthier snacks, premium product offerings, and increased consumer spending on indulgent treats. There is also expected to be growing demand for plant-based, gluten-free, and low-sugar options, which are expected to capture the attention of health-conscious consumers. Additionally, the increasing popularity of e-commerce and fast delivery services like Wolt will make snacks more accessible, potentially driving further sales growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 Snacks 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 Snacks 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 Snacks in Hungary?
- Which are the leading brands in Snacks in Hungary?
- How are products distributed in Snacks 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 Snacks?
- 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?
Snacks in Hungary
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Hungary
KEY DATA FINDINGS
Mini delights, big indulgence
Healthier options and local recipes catch the attention of shoppers
Old Giants, New Rivals
Sales of chocolate confectionery projected to stabilise
Personalisation and novelty two trends to look out for
Health and sustainability comes under the microscope
Gum in Hungary
KEY DATA FINDINGS
Sales remain stable with Mars continuing to dominate sales with trusted brands
The rise of value packs and shrinkflation
Discounters on the rise as e-commerce struggles to make headway in gum
Consumers expected to shift to reduced sugar options
Gum seen as a low risk product by retailers
Xylitol on the rise as consumers look for natural claims
Sugar Confectionery in Hungary
KEY DATA FINDINGS
Consumers choose gummies over hard candies with a focus on flavour
Battle of the brands: legacy versus local
Shelf space and positioning remains key in an impulse driven market
Locals showing a strong interest in new trends and novelties
Innovation likely to remain focused on flavours, formats and convenience
Natural and functional products could make headway
Ice Cream in Hungary
KEY DATA FINDINGS
Take-home ice cream drives growth while Ferrero expands into the market
Private label players invest in premium lines to expand their sales opportunities
Next generation smart stores and speedy deliveries present new opportunities
Hungarian tastes meet global concepts
Plant-based ice cream benefiting from investment in new product development
Players will need to adapt to the evolving demands of the market
Savoury Snacks in Hungary
KEY DATA FINDINGS
Crunching through inflation: nuts, seeds and trail mixes hold strong appeal
Polarised demand informs sales of potato chips
Quick commerce tapping into the country’s booming streaming culture
Rice snacks showing strong potential thanks to healthy image
Tech-enabled smart stores could present a new future to the world of snacking
Unique and bold taste innovations expected in savoury snacks
Sweet Biscuits, Snack Bars and Fruit Snacks in Hungary
KEY DATA FINDINGS
Health-conscious choices inform market growth
Private label remains popular against a backdrop of economic uncertainty
Gen Z driving demand for protein/energy bars and convenient snacks
Healthier products likely to remain key growth drivers
Cereal bars competing for snacking dominance
Consumers shifting towards smarter snacking options
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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