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Consumer concern about health has strengthened in Hungary due to the COVID-19 pandemic. An increasing number of consumers are concerned about the health effects of drinks and food products, therefore they tend to choose healthier products, with several benefits for the health condition of individuals. Immune system- strengthening products with high C and D vitamin content are a focus for consumers in 2020, especially among the more affluent consumer groups, not affected about the economic impact...
Euromonitor International's Health and Wellness in Hungary report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Stockpiling was less evident within BFY beverages
Increasing health concerns contributed to rising demand for BFY beverages
Intense innovation activity of producers amid and before the pandemic has boosted category sales
RECOVERY AND OPPORTUNITIES
A more intense second wave of infections will have a negative impact over the forecast period
Low-sugar drinks are expected to remain a focus for producers over the forecast period
Alternative energy drinks with low caffeine and health-boosting effects are expected to see soaring sales over the forecast period
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
FF hot drinks perform well despite COVID-19 crisis
Innovation activity and at-home consumption support demand for FF beverages
Immunity-boosting FF beverages see growing demand
RECOVERY AND OPPORTUNITIES
Consumer price sensitivity may hinder the rapid recovery of FF beverages from the COVID-19 crisis
Immunity-boosting drinks are expected to gain further share
As on-the-go consumption will return, the category is expected to see outstanding growth over the forecast period
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020 Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 30 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2015-2020 Table 31 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 32 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 33 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 34 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 35 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
NH natural mineral water is still growing despite maturity
NH tea has seen outstanding performance in Hungary during COVID-19 pandemic
Fortified drinks pose intense competition for NH beverages in Hungary
RECOVERY AND OPPORTUNITIES
NH superfruit juice expected to record highest growth over the forecast period
Domestic production of juices will support the development of NH Juice in Hungary
Economic impact of COVID-19 crisis places serious burdens on NH beverages
CATEGORY DATA
Table 36 Sales of NH Beverages by Category: Value 2015-2020 Table 37 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 38 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 39 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 40 Distribution of NH Beverages by Format: % Value 2015-2020 Table 41 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 42 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Stockpiling has supported category growth during the COVID-19
Widening offer of organic beverages in discount chains is one of the major triggers behind growth
Shift to e-commerce has also helped organic beverages to strengthen their position
RECOVERY AND OPPORTUNITIES
At-home consumption of premium organic coffee products will help boost category sales over the forecast period
Import restrictions for organic beverages expected to occur and prolong the category's recovery
Expansion of discounters, despite the crisis period, will support category growth
CATEGORY DATA
Table 43 Sales of Organic Beverages by Category: Value 2015-2020 Table 44 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 46 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 47 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 48 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 49 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home-confined Hungarians boost overall volume sales
Category growth underpinned by greater health-consciousness in Hungary
Product ranges still widening in 2020
RECOVERY AND OPPORTUNITIES
Bright outlook for BFY packaged food
Largest category reduced fat dairy to strengthen further
Sales tilting slowly towards more conveniently located stores
CATEGORY DATA
Table 50 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 51 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 52 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 53 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 54 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 55 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 56 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Strengthening health-consciousness and home confinement boost sales in 2020
Lots of potential for gluten-free ranges among Hungarian population
New products proliferate in free from lactose
RECOVERY AND OPPORTUNITIES
Sales momentum to grow further over forecast period
Niche area could be set to emerge
Sales to spread more evenly across channels as free from becomes more standard
CATEGORY DATA
Table 57 Sales of Free From by Category: Value 2015-2020 Table 58 Sales of Free From by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Free From: % Value 2016-2020 Table 60 LBN Brand Shares of Free From: % Value 2017-2020 Table 61 Distribution of Free From by Format: % Value 2015-2020 Table 62 Forecast Sales of Free From by Category: Value 2020-2025 Table 63 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home confinement bolsters demand for category staples and snacks
Loss of consumption opportunities slightly hinder some categories
Another dynamic year for FF breakfast cereals
RECOVERY AND OPPORTUNITIES
Hungarians now keener than ever to ensure optimal nutrition levels
Greater push for fitness will strengthen importance of convenient consumption
Boost for birth rate will yield gains for FF milk formula
CATEGORY DATA
Table 64 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 65 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 66 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 67 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 68 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 69 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 70 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 71 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 72 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 73 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 74 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 75 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 77 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Stockpiling, extra breakfasting and dietary concerns elevate sales in 2020
Health crisis strengthens trend towards natural options
Private label helps keep NH packaged food affordable for many
RECOVERY AND OPPORTUNITIES
Further mild gains likely but competition is set to strengthen
High fibre ranges on the rise in other HW categories
Overall sales growth to be driven up by three strong performers
CATEGORY DATA
Table 78 Sales of NH Packaged Food by Category: Value 2015-2020 Table 79 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 80 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 81 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 82 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 83 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 84 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Some deceleration but organic performance remains robust
Reduced purchasing power felt in certain categories
Private label share grows again in 2020
RECOVERY AND OPPORTUNITIES
Demand for organic alternatives to keep rising in Hungary
Performance to be underpinned by price-competitiveness
Distribution tilting in favour of modern grocery retailers
CATEGORY DATA
Table 85 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 87 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 89 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025