The Hungarian beer market focuses on alcohol-free beers and the premium category

By: Trademagazin Date: 2024. 05. 06. 12:37

The Hungarian beer market is witnessing significant shifts, with non-alcoholic and premium beers becoming increasingly popular. According to Kántor Sándor, Director of the Hungarian Brewers Association, there is a noticeable increase in the consumption of premium category beers, whereas cheaper, economy beers are declining in popularity. The first quarter data of the year showed a promising outlook, but also presented some warning signs. Non-alcoholic beers, in particular, have seen a remarkable rise, with flavored versions growing by nearly 25% and unflavored by almost 40% in sales volume.

Heineken Hungary is responding strategically to these market changes by focusing on seasonal trends and consumer preferences. A representative from Heineken emphasized their excitement for the summer season, which aligns well with beer consumption in social outdoor settings. They also hinted at the introduction of a new beer category that perfectly matches the seasonal atmosphere, indicating their proactive approach to capitalizing on current market dynamics.

Economic factors such as inflation and the slow recovery of the hospitality sector are affecting the overall beer consumption negatively, especially in specific sectors like HoReCa (hotels, restaurants, and cafes), where the impact of Covid-19 is still felt. Despite these challenges, both Heineken and other breweries remain optimistic about the potential for quality and innovation to drive future growth. The upcoming major sporting events like the Football Euro and the Olympics are expected to temporarily boost beer consumption, although the lasting impact on the market will depend more on the recovery of the hospitality sector and consumer purchasing power.