Value sales of cheese in Hungary increased in 2025 despite a marginal decline in overall volume, reflecting the impact of inflation and a strong consumer preference for higher-priced packaged hard cheeses. Products such as Trappista maintained their position as household staples due to their affordability, while grated and sliced formats gained popularity for their convenience in home cooking. Among all categories, hard cheese was the most dynamic in value growth, benefiting from its versatility

In 2025, drinking milk products in Hungary recorded a slight decline in both volume and value sales, reflecting reduced demand for fresh milk and the growing appeal of alternative products such as plant-based beverages. Consumers increasingly favoured UHT milk, which benefited from its longer shelf life, stockability, and convenience. This shift was particularly pronounced among urban households seeking to minimise shopping frequency while maintaining a steady supply of dairy products. UHT milk

Value sales of baby food in Hungary rose in 2025 despite the impact of a significant demographic decline, as the birth rate fell by 9.1% in 2024 compared to the previous year, with only 77,500 children born between January and November. This shrinking consumer base weighed on volume sales in dried and prepared baby food, while milk formula growth slowed and unit prices moderated – generally staying below inflation – after the double-digit surge seen in 2024. Prepared baby food recorded the steep

Retail value sales of other dairy in Hungary increased in 2025, supported by sustained growth in chilled dairy desserts and chilled snacks. While traditional segments such as cream, quark, and fromage frais have stagnated or declined, chilled dairy desserts and snacks have maintained strong momentum in both value and volume. Consumers continue to show loyalty to flagship products such as Pöttyös Túró Rudi, although rising price sensitivity is shaping purchasing behaviour. Multipacks and affordab

In Hungary, consumer interest in functional drinking yoghurts continues to rise, supported by demand for immune-boosting, gut-health-focused, and convenient dairy options. Products such as Actimel and Real Nature are gaining wider appeal, particularly in multipack formats that combine ease of purchase with perceived health benefits, especially during seasonal illness peaks. Alongside this, flavoured yoghurts are recording steady gains in both volume and value sales, outperforming traditional pla

Retail value sales of butter and spreads in Hungary fell in 2025 as Hungary’s ageing population and health-focused consumers reduced their consumption of traditional cooking fats. Public health campaigns highlighting cardiovascular well-being have raised awareness about fat and salt intake, prompting more households to opt for products perceived as healthier, such as unsalted or light margarines. While overall category volume and value declined, butter remained the most dynamic category in value

Value sales of dairy products and alternatives in Hungary rose in 2025, supported by resilient consumer demand across both traditional and plant-based segments despite ongoing economic caution. Hungary’s market was shaped by a combination of easing but still-present inflation, persistent price sensitivity, and increasingly polarised purchasing habits. Many households remained highly value-focused, favouring affordable staples from private label brands, while others selectively invested in premiu

Retail value sales of plant-based dairy in Hungary rose in 2025, supported by sustained consumer interest in health-focused alternatives to traditional dairy. Lactose intolerance, cholesterol concerns, and a desire for cleaner, plant-based nutrition are key factors driving this growth. Plant-based milk remains the most dynamic category in value terms, benefiting from continued product innovation in soy, oat, almond, and emerging bases such as coconut and pea. Leading international brands includi

Volume sales of in-car entertainment remain in a negative slump in Hungary in 2025, with value also in small negative growth. This sluggish performance is attributed to the fact that modern consumers prefer to use their smartphones with navigation apps, while tablets and laptops also serve for entertainment purposes for passengers. Added to which, in this context, in-car entertainment devices are seen as non-essential items, which acts as a further deterrent during times of economic uncertainty

Sales of home audio and cinema remain in a negative slump in Hungary in 2025, with value sales also in a decline. Home audio and cinema products are generally losing the interest of consumers, due to developments in televisions which have improved both picture and sound quality. Likewise, laptops, desktops, and wireless speakers are cannibalising sales from products such digital media player docks and hi-fi systems. Overall, these multi-functional devices are making add-on devices less necessary

Volume sales of mobile phones are in a slight slump in Hungary in 2025, attributed to the maturity of the category and the high level of market saturation. Added to which, there is a declining interest in feature phones, and the lower purchasing power of consumers means many people are postponing their purchases of smartphones, or simply purchasing a new smartphone when their old one no longer works, rather than upgrading to new models. Indeed, while feature phones shows the steepest decline, sm

Volume sales of consumer electronics remain in a slight negative slump in Hungary in 2025, albeit at an improved rate than seen in the recent review period. This ongoing suppressed performance is attributed to high inflation in the first part of the year, with inflation levels raised again compared to 2024. This means consumers have been spending less on non-essential products, including consumer electronics. Rather, budget-conscious consumers have postponed the replacement purchases of such pro

Volume sales of computers and peripherals are in a negative slump in Hungary in 2025, as consumers remain cautious about their spending and are thus delaying the purchase of high-cost products — notably so due to the increase in inflation seen in the first part of the year. Meanwhile, value sales are seeing small gains due to the same higher prices.

Volume sales of imaging devices remain in a steep slump in Hungary in 2025, albeit not as steep a decline compared to the review period. Meanwhile, value is also in a decline. Overall, imaging devices are suffering from a combination of factors, notably the fact that many consumers are using their multi-functional smartphones for taking photographs and capturing video, rather than purchasing a separate imaging device. Inflationary pressures are also contributing to this situation, as budget-cons

Volume sales of portable players are achieving small positive growth in Hungary in 2025, attributed mainly to the rising popularity of wireless speakers. On the other hand, products such as e-readers continue to lose interest, due to the same function being available in multi-functional smartphones and tablets, and portable media players are negligible following steep declines over the past years.

Home video is seeing marginally positive volume sales in Hungary in 2025, alongside healthy value growth. Home video benefits from demand for televisions with enhanced picture quality, alongside those which offer convenient features. However, potential sales remain suppressed by consumer spending caution, alongside a slump in demand for LCD TVs, with OLED TVs faring much better in turn. OLED TVs are popular for their superior picture quality, which is a demanded feature for consumers. Added to w

Volume sales of wearable electronics are seeing small positive gains in Hungary in 2025. This performance is being led by the popularity of smart wearables, which offer easy accessibility and convenient use, enabling users to access different types of information quickly and as needed. Consumers enjoy pairing these devices with their smartphones, to access online information and monitor their health functions, such as blood pressure, heart rate, stress, sugar levels, and even sleep. Indeed, thes

Volume sales of wireless headphones are seeing marginally-positive growth in Hungary in 2025. The declining popularity of premium products, due to the uncertain economic environment in the country, and the strong decrease of wireless earphones, have combined to have a negative influence on overall volume sales.

Sales of gum have seen steady growth in current value terms in 2025, although growth has largely been fuelled by price increases rather than a significant increase in demand. Nonetheless, with consumers returning to busier lives away from the home there has been an increased demand for chewing gum, which many consumers use to freshen their breath after eating, drinking or smoking.

In response to rising cocoa prices, Hungarian consumers are shifting their focus toward smaller-sized chocolate confectionery products that offer indulgence without a high price tag. This downsizing trend, seen in products like Milka tablets and seasonal chocolate treats, reflects a consumer desire for accessible luxury rather than giving up chocolate altogether. The popularity of limited edition formats and seasonal novelties such as Easter bunny-shaped chocolates or winter-themed pralines has

Sales of sugar confectionery have seen steady growth in current value terms in 2025, supported by the demand for affordable indulgences. Nonetheless, value growth has also continued to be driven by price increases linked to inflation and the rising cost of ingredients, such as sugar. While some categories have continued to attract demand, others, such as boiled sweets and lollipops have suffered as a result of growing health concerns, with some consumers looking to reduce their sugar intake.

Sales of savoury snacks have seen steady growth in current value and retail volume terms in 2025, with these products remaining a relatively affordable treat. One of the key sales drivers has been nuts, seeds, and trail mixes which has continued to see positive growth in Hungary, even as the prices of these products have risen. The shift toward unsalted, additive-free versions has helped reinforce the category’s image as a clean, health-conscious snack, which in turn has helped it to deliver vol

Sweet biscuits, snack bars and fruit snacks has seen strong and steady growth in current value terms in 2025. Hungarian consumers are increasingly turning to healthier sweet options, such as nuts, dried fruit, and processed fruit snacks, with volume sales rising despite price growth in recent years. The rising demand for these healthier alternatives, driven by a focus on natural ingredients, has reshaped the snacks market. While prices for these snacks have grown, their appeal to health-consciou

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 ba