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.
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.
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.
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.
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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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.
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