Hungary Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Hungary beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises of high level market research data on the Hungary beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?
The lowest price is the name of the game in the Hungarian beer market. The first question a consumer will usually ask is 'how much'? Despite considering the quality of a product, consumers will generally look for the lowest priced alternative in most cases. The focus in 2011 was on addressing consumer demand for paying less, in order to win their custom. In some cases this turned out to be very difficult or even impossible, as production costs continued to increase and erode margins.

What are the key drivers behind recent market changes?
For beer this means that consumers are generally opting for Private Label instead of branded products, imported cheap canned beer (branded or PL) instead of locally produced premium international brands, or even parallel channels. Promotion hunting has become a national sport of sorts within Hungary, with many producers forced by the increasing competition to sell their brands at a lower price per pack or offer more products for the price of one.

What makes this report unique and essential to read?
The Hungary Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Hungary Beer industry. Data includes volumes from 2007 to 2011 plus forecasts for 2012, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles of major brewers
  • This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.
Key Market Issues
  • Considering the direct relationship between marketing budgets and sales, it is understandable why many brewers lowered their marketing expenses but also changed the structure of those budgets. Investing less in ATL activities and innovation and focusing more on pushing sales through price promotions, events sponsorship and social responsibility programs. Most 2011 'innovations' consisted of launching new flavors in the successful beer mixes segment or redesigning packaging mix.
  • Discount beers were the main beneficiaries of the recovering beer consumption, driven by the affordability and increased at home consumption.
  • The super premium segment was the most successful in terms of growth rate, but still remains limited to asmall market share due to the high price limiting the access of the average consumer to these brands.
  • In the past couple of years the beer mixes segment has boomed, with all the big brewers now including beer mix brands in their portfolios. There are also smaller imported beer brands in the segment, as well as PL beer mixes, and the flavors range is also increasing.
  • The most important trend in 2011 seems to be the launch of several no alcohol beer mixes, directly attacking carbonates consumption through similar packaging and increasing the number of flavors available. In decline in 2011, this category is expected to recover rapidly in 2012.
Key Highlights
  • In spite of the persisting economic crisis, beer consumption witnessed unexpected growth
  • With the substantial contribution of beer mixes, the beer market is expected to continue recovering in 2012 at a similar rate
  • With the launch of new flavored no alcohol beers in 2011, this segment is expected to recover rapidly in 2012
  • The low alcohol beer segment nearly doubled in 2011, driven by flavor mixes
  • The super premium segment was the most successful in terms of growth rate