Beer evolution

Dr. Sándor Kántor
executive  director
Association of Hungarian
Brewers

Rather surprisingly, the domestic beer market contracted by 10% in 2025, but exports grew significantly thanks to the excellent quality of Hungarian products,

told Sándor Kántor, executive director of the Association of Hungarian Brewers.

This year the beer price hike has been smaller than the food price rise in general, but this was enough to cause a noticeable plunge in demand. In addition to this, health consciousness has become a trend: many people are drinking less, but are choosing higher quality, premium products or abstaining from alcohol altogether. Introducing the DRS system also played a role in the 10% dive in sales. The 50-forint deposit is perceived by many consumers as a price increase. There have been several changes in the structure of the domestic beer market.

One of the most important developments is that – after more than ten years of continuous decline – sales of refillable bottles are expected to increase for the first time this year: they may account for 15% of sales. Hungary’s beer market continues to be based on canned beers, which realise nearly 70% of sales. The premium category is responsible for one-third of total sales and basic products have a 50% share. Sales in the hospitality sector account for 20% of total sales, just like last year.

Non-alcoholic beer sales are growing steadily, as alcohol-free beers now offer a balanced flavour profile and are increasingly popular with consumers. Competition is fierce on the Hungarian beer market. Craft beers have changed consumer attitudes, which has also encouraged large manufacturers to offer similar quality at more affordable prices. Thus, the premiumisation process continues in Hungary.