Modern stores accounting for largest part of beer sales

According to the Nielsen Retail Index, the assortment of beer has widened substantially since 2004, with hyper markets producing the biggest expansion. Primarily, this expansion is due to the appearance of B brands in the market. However, more expensive brands have retained their positions and some even succeeded in improving them. Retail sales were up by 5 percent in 2008, reaching HUF 115 billion. Promotional sales produced double digit growth in 2008 as a result of increasingly effective promotional techniques. The market share of small stores dropped by 3 percent, to 49 percent in 2008. Hyper markets increased their market share from 21 percent in 2007, to 23 percent in 2008, while that of 401-2,500 square meter stores grew from 27 to 28 percent. Average price was HUF 296 in January 2008. Growth of the canned segment stopped last year at 57 percent in terms of quantity. The market share of plastic bottles remained below 5 percent both in terms of value and quantity. The market share of private labels dropped in terms of quantity from 32 percent in 2007, to 28 percent in 2008.