Changing tastes, growing challenges – We can prepare for such a beer year in 2025

By: Trademagazin Date: 2025. 06. 17. 12:10

Although the domestic beer market expanded by 2.8% in 2024, the first months of 2025 brought a serious decline. The premium and alcohol-free segment is strengthening spectacularly, while exports have declined, imports have increased, and the weather has become unpredictable. What does all this mean for manufacturers and consumers? The topic is explored by Pénzcentrum.

Upbeat start to the year: strong base, weak turnover

In 2024, domestic sales of the five largest manufacturers of the Hungarian beer market increased to 5.55 million hectoliters. This year, however, got off to a weak start: 15% less beer was sold in the first four months than at this time last year. According to Sándor Kántor, president of the Hungarian Beer Association, this was partly due to the stockpiling experienced by retailers in the first half of last year, which was justified by early purchases due to the new redemption system. Compared to the normalized base, this actually represents a 5% decline.

Evolving tastes: the rise of premium and non-alcoholic beers

Consumer trends are changing dramatically: the market share of premium beers exceeded 31%, while the share of economical, private label products fell below 7%. The turnover of non-alcoholic beers increased by over 8%. According to Borsodi Brewery, the increase in quality and health awareness is behind this phenomenon.

The range has also been expanded with new products: Borsodi launched Guinness 0.0, and the lime-flavored Miller Lime has also appeared as a new player. This year, the manufacturer is coming up with a renewed recipe and image for its non-alcoholic product line.

Explosive costs: under pressure from inflation and energy prices

The beer industry is a particularly energy-intensive sector, which is severely affected by rising costs. “Brewing requires a lot of heat and cold energy, and the production of packaging materials – such as aluminum and glass – is also energy-intensive,” explained Sándor Kántor. The average domestic price of light beer increased in 2024 by practically the same rate as energy prices.

The constantly changing regulatory environment and the unpredictability of the agricultural market also make planning difficult, Borsodi added.