COMPETITIVE LANDSCAPE
Pickwick maintains leadership through breadth of range, legacy trust and everyday accessibility
Jacobs Douwe Egberts Hu Zrt remained the leading company in Hungarian tea in 2025 through its flagship Pickwick brand. Pickwick’s long-standing presence has made it one of the most recognisable and trusted names in the category, with a portfolio that spans black, green, fruit and herbal teas.
Private label outperforms as price sensitivity rises and retailer brands broaden their ranges
Private label, taken as a combined competitive force, was the most dynamic player in Hungarian tea in 2025. Retailer-owned brands benefitted from heightened price awareness and shifts in shopping patterns, particularly in discounter and supermarket channels where private label teas are strongly represented.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Tea 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 Tea 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 Tea 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 Tea in Hungary?
- To what extent are health considerations impacting consumption of Tea in Hungary?
- What are the traditional preferences in Tea 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 Tea in Hungary?
- Which are the leading brands in Tea in Hungary?
- How are products distributed in Tea 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 Tea?
- Where is future growth expected to be most dynamic?
Tea in Hungary - Category analysis
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
Hot Drinks in Hungary - Industry Overview
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Tea
-
- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
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 Tea research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!