‘Smart’ consumers are better informed and expect more from the supply side than former consumer types. This extra expectation may differ across countries, e.g. in Hungary much more consumers try to save money by switching to cheaper products than the European average.

Despite this fact Hungarian shoppers are not the most price-conscious in Europe. In Q4 2013 Hungarian households spent 25 percent of their income on groceries and drinks consumed at home (the European average was 22 percent). In the examined period 80 percent of Hungarian consumers changed their spending habits to economise. In this respect the European average was a mere 61 percent. In Hungary most of these people – 70 percent – switched to cheaper groceries, 64 percent tried to cut their gas and electricity consumption and 54 percent spent less on clothing.